Michael Tseng | User Experience Designer

E! News


Entertainment News & Celebrity Gossip

E! News Global Rebrand



E! Online, now E! News, is the online arm of E!, the television channel owned by the NBCUniversal Cable division of NBCUniversal, owned by Comcast.  It features entertainment-related programming, reality television, feature films, as well as series and specials. Its website features a wide selection of live updates on entertainment news stories and provides live-streaming video of major red carpet events including movie premieres and award shows.  It also houses numerous blogs and featured columnists including Kristin dos Santos ("Watch with Kristin") and Ted Casablanca ("The Awful Truth").

When I joined, E! Online was in the midst of a global rebrand and I was excited to be part of the digital team as a UX consultant providing insight on design changes.  I was responsible for all the documentation of the product wireframes and developing the style guide for the rebrand.

Time Frame
6 months



Documentation consisted of highly detailed and annotated wireframes touching on all the logic and interactions of the various components making up the site.  It also included the specs and measurements our dev teams required in order to build them.

I also created manuals for our editorial teams reflecting the changes we made on how articles and content were going to be created. This was also a great opportunity to streamline the content creation process as well. Working with a few key stakeholders in the editorial team, I helped decrease the number of steps for creating content within E!’s proprietary CMS - resulting in a much easier way for the editors to create articles on the fly.


Overall, the redesign was a success as it drove readership traffic up 12% with an increase in sustained time on site.  Compared to the previous iteration, the rebranded site offered a flatter more modern design, clearer visual hierarchy, improved linking to other articles, and better legibility.  It also gave our editorial team better control showcasing and promoting certain articles and topics, which they did not have the ability to do so before.