amare × media
Client
H&R Block
Discipline
Advertising, Media
Year
2026
Status
Live
The challenge
The layout assumed one hand and a short session. The audience was holding the device with two and staying for an hour.
Every measurement in Luminaire came from a phone: line length, tap targets, the position of the controls. On a tablet it read like a phone screen that had been stretched.
We redrew the reading view for the size people actually use, gave the navigation somewhere to rest under a thumb, and left the phone layout alone — it was already right for the phone.
Outcome
Tablet sessions now last as long as the articles do.
It finally behaves like it belongs on the larger screen.
Marta Ek, Editor
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