My sophomore year, a student complained that the Exponent didn't run a story about his hometown in Thailand. We shrugged. The story had no relevance to 99 percent of our readers. When we started the redesign, we decided to change that thinking. We needed to think of every reader -- where they were from and their tastes in consuming news. Professors expected in-depth issue stories. Students preferred short quick-hitting stories. International and national students didn't want news about Indiana laws; they wanted news about events at home. Readers needed more of everything and wanted it quicker and easier. We led with content and design naturally followed. This is the result after two steps in a four-step redesign. - Yuri Victor
