The modular structure and containers in the Guardian’s redesign allow new commercial opportunities

The goal of the modern redesign can not only be to make a site prettier and more user-friendly: keeping in mind the business side and opportunities for revenue are integral. The Guardian’s new design is also aimed at making it easier to monetize the website, writes Chris Sutcliffe. Those design features include: a modular structure for content that reduces the distance between ads and ecommerce offerings; in-line Mid-Page Units with the option for visually appealing parallax scrolling and interactive banner ads that work across all platforms; and improvements to backend management to make quick adjustments.

+ “For the first time brands can now run a single creative execution on Guardian content across all device screen sizes.” (The Drum); “Every article should be a home page” and other key design principles of The Guardian redesign(