Project Description
Diario AS is a leading Spanish sports newspaper, highly regarded for its comprehensive football coverage, especially on La Liga and other major sporting events. Known for its in-depth reporting across multiple sports disciplines, Diario AS consistently attracts a large digital audience. In April 2024, its website, as.com, reached about 14.2 million unique users, confirming its place as Spain's top digital sports news platform.
From January 2009 to June 2011, I contributed to the digital marketing design team at as.com, focusing on growing readership and subscriptions through targeted marketing campaigns. My responsibilities included maintaining and expanding the site’s digital reach, enhancing user engagement, and supporting the platform’s overall growth.
Roles
· Visual & Interaction Designer
· Digital Marketing Designer
Responsabilities
· Create wireframes and interactive prototypes.
· Develop visual designs, including layout, colors, and typography.
· Design interactive elements for user engagement.
· Collaborate with developers, product managers, and marketing teams.
· Apply accessibility best practices for all users.
· Specializes in creating digital content (like social media ads, email campaigns, etc.) with a focus on both design aesthetics and marketing strategies.
Outcomes
Marketing Strategies in Sports Media
During my time at as.com, especially during the 2010 FIFA World Cup, I learned how marketing works in a media platform during a big sporting event. Our design team, led by my supervisor, aimed to create fun content and interactive experiences that connected with the excitement of the tournament.
We designed various marketing projects, including interactive games and contests, to boost user engagement and increase subscriptions. These efforts showed how effective it can be to align marketing strategies with significant sports events, resulting in a noticeable increase in audience participation.
This experience helped me understand how targeted marketing campaigns can attract and keep users, especially in a competitive online environment. It highlighted the importance of teamwork between design and marketing to create engaging user experiences that resonate with audiences during key moments in sports.
Valuing Design: Our Success Story
The Society for News Design (SND) is an international organization for journalism professionals, founded in 1979 and based in North Kingstown, Rhode Island. It has over 2,500 members across more than 50 countries.
The Spanish Chapter of the SND (SNDE) is a non-profit that connects journalists, graphic designers, and fine arts students to improve journalism through better visual communication. Each year, the SNDE organizes the International Malofiej Infographic Awards and the ÑH Awards for the Best Journalistic Design in Spain and Portugal.
Our commitment to quality was recognized when we won the Premios ÑH for the best-designed online publications in 2009 and 2010. During this time, our platform had over 12 million page views each month, demonstrating our dedication to excellent digital design and user engagement. These awards highlight the value of design in storytelling and its effectiveness in reaching audiences.
