Rebranding the company to match our current voice and persona

Weather Underground is powered by its community of private weather station owners, who provide them with data. This data supplements the public stations that are generally used to collect weather information. This allows for more granular results and improves localized forecasting.

During the course of interaction with this community and all WU users, patterns naturally emerged. The following are the issues and solutions developed from those patterns:

DISCOVERY: Frequent complaints of PWS sign-up process and high bounce rates
SOLUTION: Filter and condense steps for PWS  on-boarding
THE RESULT: Reduced sign-up from 15-step form to 5-steps. Supported WU’s core value of encouraging community participation by easing the joining process.



DISCOVERY: People reported checking multiple sites and apps to determine certainty of forecasting.
SOLUTION: Crowd Reporting - Enables users to report local conditions, which are then shown on the map.
THE RESULT: Added another layer of human contributed data. Improved confidence while encouraging participation.  May serve as a proxy source in places that might not have local weather stations or radar infrastructure.


DISCOVERY:  People expressed confusion with precipitation reports, because it could mean either rain or snow at any point throughout the day. The challenge was that snow could not be easily measured across a given area and start/stop times for both conditions were difficult to predict with any certainty.
SOLUTION: After discussions with meteorological colleagues, we used emerging technology to help us create a system for estimating snow fall and accumulation throughout the day.
THE RESULT: A conditional hierarchy was made to indicate, more definitively, when snow or rain was present. People can now see the start or stop time of rain and snow within 15 minutes of the change.


DISCOVERY:  Insight from analytics showed people generally navigate via direct links (bookmarks), a favorites bar, search, or in-page links, respectively
SOLUTION: Updated sites primary and secondary navigation to reflect mental models from the users. Pages were also reorganized to match the use cases that were found during the persona rebuilds. 
THE RESULT:  More hits on primary navigation. Reduced complaints of users unable to find both existing and new content.