Case Studies

Emerald Street

Elliot Coad Head of Development at Shortlist Media.

Alright, Manchester? We’ve given Emerald Street a spruce-up while we launch in the North West

Emerald Street is growing up today, not only has it launched a regionalised version in Manchester, but also the main site has got new clothes. While we’ve got an exciting roadmap of improvements coming up over the next few sprints I’ll show you around where we are at the moment.

Emerald Street 3


In the background of this project launch we’ve been chipping away at an Emerald Street map. Each day writers for the email visit some of the best, newest and most hidden of haunts. We knew we had to mapify this. There’s more to do but it’s coming along at quite a pace.

Emerald Street 2

Kojawan - one of said gems found on the map, your mouth will thank you

Reading experience

Emerald Street 4

Not pictured - lots of small adjustments

We wanted the great editorial that appears in the email to be given first-class treatment on the web, something which has long been on our wish list.

It was a good opportunity to critique legibility, spacing, layouts, more spacing, vertical rhythm and the like. We clubbed together our favourite publishers for reading and got dissecting the bits that worked for us. 

Over the hill

Pushing the go-live button is really satisfying and all but its the start of the journey. We’ll be listening to our audience who will determine our roadmap (although secretly hoping they’ll ask for much more of the map). 

We’ll be running all sorts of testing from classic split-testing to random hallway testing of poor passers by. But we’re most excited about Intercom; it’s a direct dial from our users to our team’s slack channel. 

Check it out: