Improving Smashing Magazine’s Performance: A Case Study

By Vitaly Friedman

Improvement is a matter of steady, ongoing iteration. When we redesigned Smashing Magazine back in 2012, our main goal was to establish trustworthy branding that would reflect the ambitious editorial direction of the magazine. We did that primarily by focusing on crafting a delightful reading experience. Over the years, our focus hasn’t changed a bit; however, that very asset that helped to establish our branding turned into a major performance bottleneck.

Good Old-Fashioned Website Decay

Looking back at the early days of our redesign, some of our decisions seem to be quick’n’dirty fixes rather than sound long-term solutions. Our advertising constraints pushed us to compromises. ...

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