CLIENT: Athens Voice


Reimagine, rethink, and rebuild AthensVoice.gr

Τhe goal

To reimagine, rethink and rebuild one of the largest news/publisher websites in Greece: the digital home of the largest in circulation free press publication in the country, AthensVoice.gr. When we were assigned this project, we knew we wouldn’t be happy with a simple redesign. That’s why, at a top line level, we wanted this to be the most innovative and functional website of its kind in all of Southern Europe. What we ended up with was a complete product rethink. From top to bottom, from the logo to the content, from the architecture to the design, from the development to the infrastructure – we left no stone unturned.

How we did it?

By respecting the users and their needs, and making it easy for them to fulfill them in the easiest, most effective way

By respecting the administrators and their valuable time

By showing off the wealth of content available in the website

By making sure Technology, design & UX work together subtly and in harmony

By making a heavy content website responsive and easy to load, tending to the mobile user’s needs and above all, going easy on their data plan.

More than that, we created a living organism, a work that keeps evolving in ways dependant on the person “behind the wheel,” the administrator.

Let’s have a closer look

The site is built on a number of winning strategies: Starting with the logo, the website’s full visual identity was revisited to accommodate a new, fresher positioning , a revitalized personality for Athens Voice. A thorough study was made both on the architecture of the website and the classification of its content with the main focus put on the observation of user behavior. The study included user focus groups, one on one in-depth usability interviews, a lot (a lot!) of desk research and global best practices analysis, as well as questionnaires targeted to existing users to gauge their needs and figure out which parts of the old website they enjoyed the most.

Brand New Features

We introduced new types of pages and content types, as well as new features and templates that organize information in a different way. We also managed to introduce many small tweaks and optimizations without completely changing the environment, preserving the feeling of familiarity for the user.

athens voice
athens voice homepage
taste recipes
butter chicken recipe
photos of readers
photos and stories of readers
stories of athens voice's readers
zodiac sign
document archive
material of document's archive
athens voice news
tagged news
best restaurants for hipters at Halandri region
articles' titles
news on athens voice homepage
six popular articles on homepage
movie guide
events you must attend to
athens voice careers
team's member
book guide
cultural news articles

A Paradigm Shift

The old website was created on an outdated version of Drupal which could not be updated. To resolve this, we wrote scripts that would implement all the data copying and moving process from the old database to the new one, as the redesign demanded new content types and new fields to be created. Theming was also built from scratch, as the new design was radically different than the previous one. Most importantly, we executed the tricky of task of migrating the old website’s content and classified everything under the new layout.


Conquering Compatibility

The site had to be compatible with a wide array of devices and browsers (desktop and mobile/tablet) and have a quick, modern user experience. The challenge was to make everything compatible to everything without sacrificing functionality. Fun fact: the site was even tested on Windows XP!

A brand new
city guide

Visual Browsing
of the AV Content

Visual Browsing
of the AV Content

New Content
Types throughout
the website

A new
SEO friendly

email marketing
subscription features

A unique
landing page
for everything

Custom made
signs icons

A new approach on
social & viral content

A superior
mobile experience

A superior
mobile experience

AV Cover

This cover is dedicated to the new Athens Voice website, The inspiration behind it was our way of approaching the redesign and the methodology behind the functional and architectural design of the website. We started by setting and taking care of the user’s online experience on a simple article page and worked from there to the more complicated ones. To that end, we used the tiniest (yet so essential) graphic element, the menu icon, to create a composition that communicates a complete creation, starting from the single unit to the final summation of elements.

Art Direction
Community Management
Content development
Content Strategy & Planning
October 2015


more than




months of



months of


more than


hours of

user testing

a team of



more than


pages of

content migrated

and checked

Special Thanks

Interweave would like to extend its sincere gratitude to Fotis Georgeles, for the trust he showed us throughout this project, Angeliki Birbili for helping us in our analysis, as well as Vangelis and Vaios for the precious help.

How about working together?
Let’s take our chances!