Reaching New Users and Revenues Through Award-Winning Design: CNET
Between 2019 and 2022, I led design for CNET, a 25-year-old brand renowned for its expertise in tech, finance, auto, and wellness. By driving a comprehensive brand and experience overhaul with cross-functional teams, we achieved CNET's most successful period, setting records in customer growth, revenue, and reach.
Through user-centric redesigns and innovative product launches, we unlocked new user and revenue streams, helping CNET dominate its competitive landscape and leading to a $500M acquisition by Red Ventures in 2020. As VP of Design, I partnered with Collins (Spotify, Match) to craft a bold new brand and led the redesign of CNET.com, which won a Best Site Redesign award in 2022.
“I've been lucky over the course of my career to work with some great creative talent and creative leaders. The best are compassionate coaches that combine a passion for the craft, strong leadership, and a discerning eye. Sushant is among the best I’ve worked with”
— Eric Duehring, EVP Marketing, Red Ventures
“Sushant's creativity, partnering style and dedication to excellence would be an asset to any organization looking to do big things. ”
— Marc McCollum, President Red Ventures
- + Record users, engagement, revenue
- + 86% daily UVs,+87% sessions, +42% PVs
- + Launched market-leading products
- + Record Conversions
- + $500M sale to Red Ventures
Under Consideration: Brand New
CNET had become disparate, dated and overdue for a modern, powerful reintroduction.
A Richer Re-introduction to CNET's Mission
In collaboration with Collins, we developed a more authoritative design language.
The new CNET brand came alive across channels.
CNET helped people discover opportunity from change.
Core products were optimized to be easier-to-use and build.
New richer recommendation products drove record customer growth and commerce revenue.
Cross-functional teams continually optimized products to maintain our competitive edge.
CNET launched numerous premium editorial packages.
CNET was awarded an Ozzie award for Best Site Redesign.
The revamp received positive reactions on social media.
And was praised by the design community across forums.
Even a shout-out from Neil deGrasse Tyson
CNET is a legacy brand with a rich history and an exciting future.
