Working closely with the editorial and digital team we have designed the new digital experience for 3AM, we had the new online editor Isabel Mohan working in our office for 2 months during the initial design phase to ensure we captured and developed the vision for the new site.

Using our user centered design process we had collaborative design sessions with the 3AM team and the conducted rounds of user testing to prove the concept and develop the idea.

It will be heavily interactive, with readers able to vote celebrities up or down from the A-List to the Z-List, criticise stars' outfits and pass judgements on who got voted off The X Factor and who is ahead in the Katie Price and Peter Andre PR battle. This feature led to the site being "discovered" during its soft launch by avid Take That fans who voted them top of the list, poor old Robbie was down in 5th...

3am.co.uk will deliver instant breaking news via "bleats" from the site's trademark "wicked sheep".

The "3am-in-a-flash" feature is a photo-gallery summary of main news story for readers in a hurry, more of a sit-back experience.

The site was built using the Splendid CMS framework that utilises Microsoft.net 3.5 and developed in Visual Studio 2008. This allows the editorial team maximum flexiblity in managing the site.

3am.co.uk is innovative, clever, funny and brilliantly designed. We believe it will grow to become a must bookmark for highly engaged audiences wanting the very best in celebrity news and comment.

Richard Wallace Editor, Daily Mirror

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