UX 3.0

A new archetype for the design and architecture
of professional and scholarly publishing websites

Setting the standard

Facets_1Quality content is no longer enough to attract and retain online readers who can find identical content in myriad places—often for free—and are bombarded with information that competes for their attention. Failing to engage readers to ensure their return leads to a diminishing subscriber base and decreased ad revenues.

To increase site traffic and usage, professional and scholarly publishers need a way to construct destinations that adopt the tactics of consumer-oriented websites.

Atypon’s UX 3.0, a new archetype for the design and architecture of professional and scholarly publishing websites, treats institutional users as individual consumers. By adapting familiar B2C (business-to-consumer) website features specifically to research content, UX 3.0 attracts new and existing readers, engages them with relevant content to retain them, and converts one-time visitors into loyal customers.

The underpinning of UX 3.0 is Active Publishing, a strategy for reinventing scholarly websites and transitioning publishers from passive content providers to active content marketers.

Far more than a template that merely establishes graphic design conventions, UX 3.0 provides a progressive, personalized reading experience and a consumerized interface structured for user engagement.

Intuitive interface, fluid experience

By excluding superfluous information, eliminating visual clutter, simplifying navigation, and minimizing the time for content to reload, UX 3.0 frees screen real estate for targeted, regularly updated content and smooths a user’s journey through the site. Responsive design and mobile optimization ensure a consistent user experience across all devices.

UX 3.0 reflects research on reader behavior and industry best practices for consumer website design and architecture, as well as knowledge gained from Atypon clients and industry professionals.

UX 3.0, Literatum, and Page Builder


UX 3.0 draws on the built-in capabilities of Literatum, Atypon’s online publishing platform. Literatum’s search mechanisms quickly surface and curate any type of content, including journal articles, books, proceedings, and videos. Its ability to categorize visitors based on their profile and site behavior enables the delivery of targeted content and a customized interface to personalize each user’s experience, in real time.

Literatum’s eCommerce capabilities bring the intuitive, frictionless transactions of successful consumer sites to UX 3.0. Data-driven business intelligence generated by Literatum’s analytics allow UX 3.0 to be optimized continuously.

A UX 3.0 website is executed using Page Builder (v16.1 and later), Atypon’s user-friendly website design and construction tool, which enables editorial and business users to rapidly change and update any Literatum site to accommodate shifting business priorities and to create new publications, collections, landing pages, and microsites. UX 3.0 can therefore be easily adapted to enhance a publisher’s industry presence, expand their readership and subscriber base, increase the value of their advertising, create new ways to monetize content, and attract new and sought-after authors.