Speaking of AOL/TechCrunch, here’s Dave Feldman on the process behind their new branding and website design:
As Michael Arrington posted on Friday I’m Dave Feldman, and
I’ve been acting as product manager for the TechCrunch redesign
since the beginning of 2011. The project began last fall
before AOL’s acquisition of TechCrunch. By December it needed
product management — providing feedback and direction to the
design agency (Code & Theory), defining product requirements,
understanding TechCrunch’s unusually collaborative editorial
process, determining information architecture, and ultimately
coordinating the development and launch. Mike asked AOL’s Brad
Garlinghouse for a product manager & project lead. He turned to
AOL’s head of Consumer Experience, Matte Scheinker (my
manager). Matte’s team specializes in “strategic projects”
where additional product, design, and/or process expertise is
needed. He agreed to take on the project and put me on the case.
After Arrington sold TechCrunch to AOL, I expected AOL to slowly but surely saddle them with a bunch of “biz-dev” jerkoffs and institutional bureaucracy.