Readers become authors: Ginetta redesigns Migros magazine website

Migros magazine is very popular - online too. Around half a million visits are recorded by the Website every month. Ginetta was allowed to redesign the previous website and enrich it with interactive elements, as the agency announced on Wednesday.

The new, dynamic Migros magazine website has been live since Wednesday afternoon. It has a minimalist design and focuses on the user. "We want our readers to become active on the platform and write and share their own articles," says Reto Vogt, Head of Online at Migros Magazine. "Our aim is for a significant proportion of the content to be contributed by readers," he adds.

The online content has been greatly expanded and numerous new columns by internal and external journalists on topics such as gardening, excursions, family, digital and life hacks provide variety every day. Hans Schneeberger, Editor-in-Chief of Migros-Magazin Deutschschweiz: "With the new website, we are dissolving the boundary between print and online. The content is played back and forth, using the strengths of each channel and picking up and involving readers and users."
In addition to the existing like and comment functions, registered users also have other options for getting involved and customizing the site according to their interests. They can follow their favorite authors, subscribe to keywords or follow articles from their region and thus digitally design "their Migros magazine". The Group-wide Migros login (SSO) is used to log in. Steve Gaspoz, Editor-in-Chief of Migros Magazine Western Switzerland: "The user becomes the editor of Migros Magazine. Their comments and contributions shape the website and influence the topics of the weekly print edition."

The three basic principles of the new website:

• Entertaining: Interesting articles can be found intuitively on the new Migros magazine. Users can subscribe to topics via keywords and thus individualize their newsfeed. They can also take part in surveys, comment, discuss or upload their own photos.
• Involve: Users can create and share their own articles. The editor is easy to use and shows how the article will be displayed later while it is being written. Particularly good articles receive an award: they are printed in the print edition of the next Migros magazine and seen by 3 million potential readers.
• Connect: The platform enables exchange within the community. All Migros Magazine authors and users have their own profile page, can follow each other and write personal messages via a built-in messenger. Migros Magazine thus integrates many popular social media tools into the editorial website.

Responsible at Migros Magazine: Reto Vogt (Head of Online Migros Magazine, German), Laurence Casagrande-Caille (Online Editor Migros Magazine, French), Erich Aregger (IT), Patrick Rohner (Online Marketing). Responsible at Ginetta: Irene Hilber (Design), Sylvain Morger (UX Research), David Aerne (Frontend), João Figueiredo (Frontend), Marvin-Sebastian Karácsony (Client Partner).