Case Study
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Consumer Reports
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Maxim
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Bon Appetit

Consumer Reports

Creative Director

Consumer Reports Data Transformation Case Study

Consumer Reports, established in 1936, built its reputation as America's most trusted source for unbiased product testing and consumer advocacy. However, by 2016, the organization faced a critical challenge: despite having the most comprehensive testing data in the industry, readers were struggling to access and understand key findings buried in text-heavy articles. The brand's traditional editorial format was losing engagement to visual-first competitors, while its valuable scientific data remained largely invisible to time-pressed consumers seeking quick, actionable insights.

Under
Construction

Key Takeaways

Strategic Leadership: Led comprehensive content transformation affecting both reader experience and organizational capabilities

Cross-Platform Integration: Balanced data complexity with accessibility across print and digital touch-points

Team Development: Built data visualization expertise while executing systematic content evolution Measurable Impact: Achieved sustained engagement improvement through strategic design and data presentation decisions

1.
Strategy

Transform how readers accessed and engaged with complex scientific testing data that was buried in traditional text-heavy editorial formats.

Objective: Shift from text-first to data-first storytelling to make Consumer Reports' scientific findings the primary content experience across all platforms.

Strategic Approach: Reader engagement analysis to identify content performance patterns, followed by comprehensive visual storytelling strategy development.

2.
Solution

Design Strategy: Developed data visualization as primary storytelling method across print and digital platforms, requiring new team capabilities, template systems, and collaboration protocols with testing engineers.

Key Innovations: Interactive comparison charts, testing methodology infographics, performance dashboards, and unified visual hierarchies that elevated data findings across all digital touchpoints.

Team Process: Led team transformation from supporting text with visuals to leading stories with data, building digital design capabilities and establishing cross-platform data visualization expertise.

3.
Rollout

Timeline: Progressive capability building over 18 months, from simple chart creation to complex interactive data storytelling systems.

Collaboration: Direct partnerships with testing engineers, editorial teams, and digital product managers across print and digital platforms to ensure data accuracy and platform optimization.

Challenges Overcome: Successfully integrated print and digital data presentation workflows while building team confidence through staged progression from spreadsheet extraction to primary data-driven narratives.

4. Benchmarks

Performance Indicators: Content led by data visualization consistently achieved higher engagement across all platforms, with improved reader comprehension and sharing.

Industry Recognition: Established Consumer Reports as leader in scientific data presentation, setting new standards for transparency in product testing communication across digital media.

Team Development: Transformed 8-person design team from text-support role to cross-platform data storytelling experts, with enhanced digital design capabilities and award-winning expertise.

Legacy Impact: Data-first approach became organizational standard, establishing integrated digital-print model for communicating scientific findings to consumers.