World Economic Forum — Enhancing global engagement
Lead Product Designer
2025
Background
The World Economic Forum wanted to make its mission — convening stakeholders, facilitating cooperation and progress, helping move the world forward — more visible to the public and to build greater trust in how it works.
The existing homepage was organised around separate rich content blocks (articles, publications, videos and podcasts), and while editorially strong, this format positioned the Forum more as a news platform rather than a global convener and catalyst for collaboration. It also made discovery harder, as users had to initially navigate by format rather than the topics they’re interested in.
Disciplines
User Experience
Visual Design
Prototyping
User Testing
Website
The redesigned homepage is flexible and adapts throughout the year to reflect key moments in the Forum’s calendar.
Approach
We began with brand strategy workshops involving key stakeholders to clarify the core message the organisation wanted to communicate. From there, we developed a series of homepage concepts designed to better express the Forum’s role as a trusted platform for dialogue, insight and collective action, showcasing how it drives impact, and spotlighting the most relevant content based on the Forum’s editorial calendar.
Instead of linking off to siloed content type pages, we created a new Stories page, which organises content around three weekly themes. Each theme blends articles, podcasts and videos into a single, cohesive experience. Advanced filtering tools allow users to tailor their experience.
The Forum’s Centres — where issue-specific work happens — are fully integrated into the Stories page, offering clearer visibility into how the organisation is structured and helps shape global solutions.
The new Leading Voices section puts leaders and change-makers in focus, humanising expert perspectives, making them accessible to a wider audience while reinforcing the Forum’s role.
Result
The redesigned homepage is flexible and adapts throughout the year to reflect key moments in the Forum’s calendar. During milestone events, such as the World Economic Forum Annual Meeting in Davos, it shifts into event mode, highlighting live sessions and priority topics. When flagship research is released, it changes into publication mode to ensure new insights reach a broad audience.
The move to thematic navigation on the Stories page and making topics more accessible makes meaningful insights easier to find. The Leading Voices section elevates expert perspectives and encourages deeper engagement.
The redesign repositions the website as more than a content platform — it now reflects the World Economic Forum’s mission and role in shaping global conversations.
Website stats following the redesign:
4 million
average monthly users
67%
engagement rate — up 10%
95%
positive sentiments rate — up 27%
Websites and Mobile Sites
News & Politics 2025
“It’s been quite the year for the World Economic Forum’s official website. At a brisk pace, we rewired how we present the Forum brand, creating a digital space that matches purpose with storytelling. It would not have been possible without our fantastic team.”
— Vesselina Ratcheva, Head of Metrics, World Economic Forum