ABOUT THE PROJECT

Taking a bold step beyond the bounds of traditional television programming distribution, Warner Bros. evaluated the landscape and saw an opportunity to deliver TV programming to a more focused audience niche on the web than other competitors in the market. Offering hit shows from its library, newly acquired shows, and made-for-web programming, along with several innovative search, playlisting, and video editing features, TheWB.com aims to deliver TV content in a new way that empowers viewers to watch how and when they like.

After successfully launching a beta site in mid-2008 (designed by WB and built by Tierra), WB conducted focus groups and gathered beta-site reporting data and turned to Tierra for advice on how to improve the user experience, navigation, and functionality of the new site. After a careful review of WB's focus group feedback and a collaborative process that substantially revised the information architecture and UI for the site, Tierra developed and integrated all new functionality for the re-designed website (launched in February 2009).

In addition to substantial upgrades to the overall navigation and video experience of the site, the new site incorporates several new innovative features that enhance user engagement, including a powerful and visually compelling search function, user-generated video comments, integrated message boards, a licensed quiz application, and photo galleries. The new site is powered by a content management system that Tierra is custom-developing to WB's specifications as well.

Tierra's team worked closely with TheWB.com team, WBTV, and other site partners to ensure video, ad-serving campaigns and reporting function smoothly across all areas of the site. Tierra provides ongoing design, development, and other support to TheWB.com team.