Blog RedesignProblem
Marketing initiated a blog redesign project to increase user engagement for higher value leads. My Role I served as a User Experience consultant, providing user experience research and design services to the Marketing Team. |
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UX Disciplines: Content Strategy, Information Architecture, Information Design, Interaction Design, Interface Design, User Research, Writing for UX.
Deliverables: Secondary Research, Service Blueprint, Wireframes, Prototypes.
Approach
At the beginning of the project I met with stakeholders in Marketing to gain a shared understanding for project goals, measurements for success, and timeline expectations. I learned that implementation of Content Targeting customization technical activities have been worked on for several months and that this project would include interaction and interface design.
After getting clarity, I stayed in communication, sharing relevant secondary research and a review of Google Analytics for popular blog pages.
Deliverables: Secondary Research, Service Blueprint, Wireframes, Prototypes.
Approach
At the beginning of the project I met with stakeholders in Marketing to gain a shared understanding for project goals, measurements for success, and timeline expectations. I learned that implementation of Content Targeting customization technical activities have been worked on for several months and that this project would include interaction and interface design.
After getting clarity, I stayed in communication, sharing relevant secondary research and a review of Google Analytics for popular blog pages.
Initial list of whiteboard questions
I created and shared a service blueprint to understand and confirm interactions with the system. We discussed possible activities for higher conversion rates.
Service Blueprint for Blog Redesign
I designed several rounds of wireframes through sketching, Omnigraffle, and Sketch with the goal of email conversion of visitors into leads. Different layouts leveraged content and navigation to provide real value to the reader and highlight conversion opportunities.
Initial Whiteboard Wireframes
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Annotated Wireframes
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Results
A responsive design crafted in Sketch was selected for implementation. The design met all user and business goals.
A responsive design crafted in Sketch was selected for implementation. The design met all user and business goals.
Desktop blog home
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Desktop blog post
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Mobile video blog, truncated
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Lessons Learned
Stay nimble! Project priorities were modified mid-design. Since team members were highly collaborative, flexible, and responsive, pivoting to new priorities did not cause any issues.
