https://www.emilyjupp.co.uk/home daily 1.0 2025-05-29 https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/1a9978ff-f0aa-4595-b480-91c53588d248/EmilyJupp_GD3C3470_RobGreig.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/5a2b06f5-70ab-4b3a-82d9-329db59112f9/Emily+Jupp.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/188855b5-1592-4d57-9284-a86b61af11e8/EmilyJupp_GD3C3581BW_RGreig.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/fcc02536-4ebd-4afc-96c8-c461a6c76a3c/EmilyJupp_GD3C3482_RGreig.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/692e14ae-6c02-4090-a032-f3940bc89696/Screenshot+2024-09-30+at+16.20.28.png https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/188973cd-178e-445e-ba26-c7a14174c9ce/Wormholes_GD3C4977_RGreig.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/d6971cce-8616-42e2-ae64-ddd34ab73805/Screenshot+2024-09-30+at+16.33.19.png https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/ff48f378-deae-4a71-851f-0d1c22521355/Copy+of+Working+Differently+Logo.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/1736018507488-6114RHC235DAW6ND6DG2/unsplash-image-DeD4qZmVFdM.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/1736019063026-VXUWBBKF4WDN8QLU3AHG/unsplash-image-AvywZKvAOOw.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/1736018806076-BXJPE7YSVE8G9D40JG8E/unsplash-image-BOjMGyEG5NI.jpg https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/e1dbf089-29ee-4c28-a5fe-22ad41563097/Screenshot+2024-09-28+at+19.08.19.png Home Logo of Smithsonian Channel with sun emblem https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/bc21c12f-7737-40a6-8873-ae222e592cc4/Screenshot+2024-09-28+at+19.35.15.png Home Paramount+ logo with text "Live Sports, Breaking News, A Mountain of Entertainment" on blue background. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/3c28d557-df21-4e51-81de-7656e33d5d38/Screenshot+2024-09-28+at+19.38.17.png Home Image of a digital or print newspaper front page featuring a prominent red 'i' logo on the left, with headlines related to UK policy and Labour party decisions. The page includes images of people associated with news stories. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/7c06a867-b701-4517-b521-c904812d38fd/Screenshot+2024-09-28+at+19.39.50.png Home Red background with 'Independent' logo in white lettering and an eagle graphic in a circle. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/81fa1a6d-2db7-4534-9e0c-d3a10ca54b17/Screenshot+2024-09-28+at+19.41.36.png Home The Stage logo in white text on a teal background. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/394cc9ce-2f9f-4cb6-ac07-b841436e598d/Screenshot+2024-09-28+at+19.43.47.png Home "WhatsOnStage" logo with white text on a blue background. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/e07a5f04-c3b5-4185-a322-b0c06707317b/Screenshot+2024-09-28+at+19.49.47.png Home Logo of The Times featuring a lion, unicorn, and crest with the motto "Dieu et mon droit." https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/8acb3505-8afa-4216-b80f-d4661c8976ca/Screenshot+2024-09-28+at+19.52.19.png Home The Daily Telegraph logo in black Gothic font on a white background. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/d1c981d3-59de-4390-a0ba-21ff9380fd91/Screenshot+2024-09-28+at+19.54.31.png Home The Guardian logo on a dark blue background https://www.emilyjupp.co.uk/content-design-portfolio daily 0.75 2025-05-29 https://www.emilyjupp.co.uk/content-design-portfolio/project-four-l3zw3-j3kjb monthly 0.5 2025-04-24 https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/62d8004c-94b5-4028-b6c4-a86e96d55b49/Screenshot+2025-05-29+at+18.52.47.png https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/a7b8e733-4cc0-4d88-bde5-80dcbf2a5c5e/Screenshot+2025-04-19+at+10.59.28.png https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/c2753a45-94b1-4ad1-bd87-d1347b3257f2/Screenshot+2025-04-19+at+11.05.06.png https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/0eb5cfd3-fa44-4e89-902f-f97bc3ebbb7f/Screenshot+2025-04-10+at+17.41.42.jpg https://www.emilyjupp.co.uk/content-design-portfolio/project-three-sng7y-jmwc8 monthly 0.5 2025-04-23 https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/89692c18-aaf3-4aca-b0cb-e181cb14a741/Wormholes_GD3C4969_RGreig_2.jpg Content Design Portfolio - Refuge & Wormholes I expanded the monologue to a 50-minute script and organised a rehearsed reading of the play at The Other Palace, with the help of a director and actor. Audience gave feedback via email and in-person. Feedback was positive so we knew we were on the right track. We also invited theatres to see the reading and one of them wanted to programme the play. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/24382345-8f82-40db-bd8b-33105dbddc2f/Wormholes_GD3C5024_RGreig.jpg Content Design Portfolio - Refuge & Wormholes I started with a ten-minute monologue – a rough idea of what the show might look like. I submitted it to competitions that guaranteed feedback and I sent it to trusted readers, including a journalist for the Times and a multi-award-winning playwright. They said it was worth pursuing. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/348c220f-41a3-4a4e-9a2f-3bb073e70998/Wormholes_GD3C4827_RGreig.jpg Content Design Portfolio - Refuge & Wormholes There was a hitch - I now had to fundraise to put the play on. I organised a Kickstarter campaign, clearly stating the objectives of the show (to demonstrate the slow drip-feed of abuse in an abusive relationship via an artform that will move audiences to action). The project received about £6k in backing. This was further proof we had a project that people wanted to see realised. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/3d8027d2-f695-405a-9b2b-b84360c3ecb4/Refuge+logo.jpg Content Design Portfolio - Refuge & Wormholes We had a theatre, we had a creative team, now I had to workshop the text with real survivors of domestic abuse. I set up with a partnership with Refuge, the UK's biggest domestic abuse charity. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/9b5a456d-9f3a-4825-adc9-3c8ca1e64f79/f0ab7f9f-543a-4aa6-8343-703285ff0905.jpg Content Design Portfolio - Refuge & Wormholes Over the course of two separate days the actor performed the script for two groups of survivors and I conducted sesitive sessions to feedback on the text. (The individuals pictured have given permission to be photographed). https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/7ca7e1e1-edc2-4135-97b6-01d1ea998b5d/63c6ec70-485d-4ef0-9cb9-80b08928b74e.jpg Content Design Portfolio - Refuge & Wormholes In order to make the survivors feel comfortable, I gave them several choices for how they gave feedback which included chatting in a group, speaking to us privately, doodling, drawing, writing during or after the session. We had an option to 'Time out' if the workshop became to intense at any point. I worked with two trusted individuals from Refuge to check the process and had them on hand during the workshop to support the women. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/5237235b-cd1b-482f-87b4-c9be32f07390/dd7ae7a9-9c1a-4468-a652-97223bde92f7.jpg Content Design Portfolio - Refuge & Wormholes What we found was the survivors already felt connected to the story and felt an ownership of it. This gave me confidence that we were ready to show it to a wider audience. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/bbac04f7-7cc8-40b0-b654-d2f954741fee/Wormholes_GD3C4916_RGreig.jpg Content Design Portfolio - Refuge & Wormholes I worked with Refuge to identify groups of survivors who had enough distance from their abusive relationships to be able to reflect on their experiences. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/3d2ec006-706c-4514-a225-528bb92525b7/Wormholes_GD3C4849_RGreig.jpg Content Design Portfolio - Refuge & Wormholes I hired more staff and Wormholes, the play, ran for three weeks at the Omnibus theatre in Clapham. It garnered five star reviews and was longlisted for the Bruntwood Prize, an Off West End Award (Offie) for Best Play and the actor won Best Performance at the Offies. We are now working on a tour in 2026 that will involve workshops and Q&As with women's groups throughout the country. We keep learning as we go. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/46d5809d-3504-43b9-867f-05e30d14a639/Wormholes_GD3C4954_RGreig.jpg Content Design Portfolio - Refuge & Wormholes https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/261d660f-324b-4084-81e6-1b3162d2c5ff/Wormholes_GD3C4835_RGreig.jpg Content Design Portfolio - Refuge & Wormholes https://www.emilyjupp.co.uk/content-design-portfolio/project-two-ky966-ncx2a monthly 0.5 2025-04-23 https://www.emilyjupp.co.uk/content-design-portfolio/project-one-f5w4d-2z39l monthly 0.5 2025-04-23 https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/795120bf-1b99-4351-b881-8c1a564753c2/Screenshot+2025-04-01+at+18.48.44.png Content Design Portfolio - The Independent This is the Independent Opinion section, as was. The section was manually updated overnight, with few updates in the day. There was nothing attention-grabbing and it was vicually unappealing. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/929b6283-ae4e-4e22-92f9-76a7bead4913/Screenshot+2025-04-03+at+12.34.19.png Content Design Portfolio - The Independent The top section of the site always displayed the day's cartoon, then a gallery of uninteresting images and other cartoons. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/2c25e461-78bc-413d-8f29-7dd64676ce71/Screenshot+2025-04-01+at+18.46.41.png Content Design Portfolio - The Independent The section suffered from a high bounce rate and poor navigation. From the site analytics and readers' letters we knew readers liked to find their favourite commentator or see opinion on the top stories of the day. They found this hard to find and sometimes gave up. When they did find it, they would leave the site immediately after, rather than looking at other topics. The brief from the Opinion Editor was that he wanted the main colour to be orange, because that's his favourite colour – and to celebrate and champion our big name opinion writers. Oh and also, we would be working on a shoestring and ready in three months. I went to the developers and said, can we make everything more dynamic, with a plan for scrolling nicely on a phone? Yes, they said. Can we make the same layout on a phone and a tablet and a laptop? No, they said. So that gave me some firm parameters. The design team were cool with working in a palette of black, white and... orange. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/caea81fe-b9a3-4bf8-8500-2b7186b848e4/IMG_20250403_124602+%281%29.jpg Content Design Portfolio - The Independent They took my scrappy pen doodle and came out with ten flashy-looking designs. The editor didn't like any of them. 'Make it more daily beast' he said and ' Can the scrolling part be could something snazzy. IV Drip!' We were making progress. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/92f0c58f-971a-41bf-824b-033f1f6acef3/Screenshot+2025-04-01+at+18.55.34.png Content Design Portfolio - The Independent The IV Drip became the scrolling section of the site that was the first part you saw on a phone. It got a clearer-to-read design. Attention-grabbing images and headlines were in caps, no more than three lines in depth. We had a reader panel giving feedback on these details. I would go back and forth between them, the Editor and the designers. Sometimes i would bring snacks. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/3cee95ae-cc03-43e3-a405-c0656bf44125/Screenshot+2025-04-01+at+19.02.43.png Content Design Portfolio - The Independent On your phone or ipad, you'd be fed the drip first. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/e1895a67-6b0f-43e5-979a-84b88f9861e5/Screenshot+2025-04-01+at+18.57.29.png Content Design Portfolio - The Independent Our heavyweight opinion writers and editors got their own section that was manually edited all day to showcase the best performing articles. The designers and I took a long time working on the spacing between the sections. We tested this on a small group of readers to see what looked clearest to them. Instead of the old sections of 'Most commented' and 'most shared' we now had 'Commented' and simply 'Hot'. Our reader group liked this. They also liked the orange... and the use of caps for the sections. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/ff2956c3-dc47-4de0-9302-c5ca6b7906dd/Screenshot+2025-04-01+at+19.01.16.png Content Design Portfolio - The Independent As much as we loved our cartoons, one of the first decisions was to move them out of the top spot and move them down, way down. This was because readers would look once and bounce off. We wanted them to stick around. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/4f09ec43-144f-4f66-9c63-de4acd7b802f/Screenshot+2025-04-01+at+18.59.21.png Content Design Portfolio - The Independent One of our 'must-haves' - derived from both what the Editor wanted and what the data told us was easy, quick navigation to your favourite writers. To save in-fighting, these were alphabetical. We also mixed in our new up-and-comers alongside the established names. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/1743680904204-EE4AYYAVBS77AD23G5VP/Screenshot%2B2025-04-01%2Bat%2B18.58.39.jpg Content Design Portfolio - The Independent A scrolling gallery replaced the 'cartoon of the day' this showed the top 5 stories of the day ranked by views. A dedicated editor monitored analytics throughout the day and monitored this page. It was a hit - dwell-time and reader volume increased immediately due to this one change. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/a1481339-9609-426d-b3d3-dded4a08e46b/Screenshot+2025-04-01+at+18.59.08.png Content Design Portfolio - The Independent The additional tabs evolved through later iterations as we learned more about user behaviour but also what internal stakeholders wanted to give more prominence. 'Campaigns' was important to the newspaper's owner, for example, but not all campaigns smashed traffic records. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/dc9d60d6-bcc8-4db4-9e54-b4929c04c4c7/Screenshot+2025-04-01+at+19.03.08.png Content Design Portfolio - The Independent As the section developed we saw dwell time increase. Each article linked to another related article, so users would be able to navigate through the topics that interested them seamlessly. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/455a9249-624c-4b2a-bbaa-0f16e05c8b54/Screenshot+2025-04-01+at+18.56.50.png Content Design Portfolio - The Independent First-thing in the morning, I would analyse the trending topics of the day, then again at lunch, then again at 6pm, so the editors could commision relevant pieces that users wanted to read. https://images.squarespace-cdn.com/content/v1/66f83ca7c93afb408ca48e0d/79e88ef7-4b1a-4bf6-93c2-5618df788d94/Screenshot+2025-04-01+at+18.55.07.png Content Design Portfolio - The Independent In the end we top-loaded the toolbar even further with sections, hot topics and trends. Some users preferred to navigate this way, some preferred to scroll the gallery and feeds. Either way, they were spending more time on the site and the extra commisssioning power delivered hot topics throughout the day. The result was a 300% uplift in traffic after the first 4 months.