Milwaukee’s fiercely independent and listener-supported radio station needed a website that was true to its renegade mission and nearly 40-year history of musical insurgence. A site as interesting as the station’s eclectic mix of tracks and deejays. A site designed to look both forward and backward, with upcoming event info and a robust show and playlist archive. A site that, like the station itself, would engage anyone daring enough to tune in.
While the site’s design is intentionally loud and frenetic, its infrastructure, navigation and content were completely overhauled to create a richer, yet simpler user experience. Our website design was inspired not only by the punk rock ethos of the station’s origins and its pirate radio spirit, but its longstanding connection to the local arts community, as well. Original art from our own Executive Creative Director was sprinkled throughout the daily line-up page. A robust backend was revamped to provide a deeper live streaming and easier access to WMSE vast archived database of downloadable music. In order to drive Milwaukee's sound citizens to the brand new WMSE.org, we developed a series of digital and print ads using the renegade aesthetic along with new apparel for the station fanatics.
An overwhelming outcry of approval for the new site’s design aesthetic has been the response from the radio stations loyalists. The overall user experience and live streaming have been the keys to success —traffic to the home page is up 17.5%, and average time on page went from :45sec to 6:00.