Client
Publicity Press /
Triathlete
Year

2012

Deliverables

  • Digital Art Direction

  • UX & Interaction Design

  • Digital Publishing System

The Challenge

Triathlete magazine was transitioning from a traditional print publication to a digital format. Early digital editions were essentially static PDFs, offering little interaction or engagement and failing to meet evolving reader expectations.

The challenge was to elevate the publication into a genuinely digital experience while ensuring the solution was scalable, commercially viable, and realistic for an existing in-house design team to maintain long term.

My Role

I led the digital redesign from concept through delivery, setting the creative direction and guiding the team through the shift from print-first thinking to a digital-first publishing model.

This included defining the UX approach, introducing new interaction patterns, and balancing innovation with production constraints.

The Approach

  • Established a clear creative and UX direction for the digital publication

  • Designed an interactive layout system that extended the print brand into digital without losing familiarity

  • Introduced transitions, embedded video and interactive elements to improve reader engagement

  • Selected and implemented digital publishing tools that aligned with the team’s existing skill set

  • Created repeatable templates and interaction patterns to ensure consistency and scalability

  • Worked closely with editorial and commercial stakeholders to ensure content and advertising needs were supported

The focus was not just on making the magazine “more digital”, but on building a system the team could confidently produce within tight deadlines.

Outcome

  • Transformed the publication from static PDFs into an immersive digital experience

  • Increased reader engagement through interactive storytelling and richer content formats

  • Enabled new advertising opportunities, contributing to increased digital ad revenue

  • Positioned Triathlete as a forward-thinking title within the digital publishing space

  • Established a scalable digital framework that could be reused across future issues