Redesign Concept – Enterprise Blog

Project Summary

With every great brand lies a blog. Depending on how the information architecture is applied determines how successful it is.

If the content’s layout is not cohesive and hard to read or overkill on photos or structure, it will deter users from visiting your blog and will ultimately impact your brand’s reputation.


UX Role

UX/UI focused on information architecture and content strategy. By creating an intuitive interface, guests are encouraged to engage.

Pitching new concepts to business owners for improved digital product quality is part of a UX designer’s responsibility.

Ensuring all digital properties link seemless with an Omni Channel experience.

Wireframe with Annotations

Wireframe with Annotations

UX Insight and Findings

Researching the latest trends and competition is good practice. For restructuring content, a competitive analysis was done based on highly intuitive blogs in the industry. When compared to the current blog layout, it was evident that the recent blog needed some updates.

After reviewing Google Analytics to see where traffic was coming from, users’ main journey to the blog is through the leading site’s homepage.

Current State

Issue #1

  • Recent posts (at the top of the page) are hard to read with the category, title, and description overlay.
  • By placing type over an image, information becomes distracting.
  • Information overload may cause banner blindness.

Issue 2

  • In combination with a busy overlay, a two-column grid for recent posts disrupts the page’s flow.
  • By having dynamic images placed in two columns, the focus is interrupted, and the user journey becomes fragmented.


Design Intent

A blog is part of the brand’s tone and messaging, corporate values, and culture. The current blog structure and content strategy need to be re-worked to make the page flow; the single post layout helps keep the user’s attention, thus increasing views.

Redesign of Blog with Annotations

Annotations

  1. 1. Posts
  2. Moved posts to the top of the page, allowing users to view content right away with the ease of scrolling for more content.
  3. With the overlay removed, categories, title, and description are more legible. The photos stand out and grab your attention, allowing more engagement with the article.
  4. 2. Search Bar
  5. Moved search bar to the top left to easily find more content, allowing more accessibility and functionality on the page. In contrast, currently, it is below the fold and will most likely be overlooked.
  6. 3. Newsletter Signup
  7. Moved newsletter above the fold like search will allow a more significant audience for an email marketing campaign. Above the fold helps with KPIs and user engagement.
  8. 4. Popular Posts
  9. Moved popular posts up above the fold to drive traffic to older posts or missed content.
  10. 5. Categories
  11. Moved to the bottom sidebar because we already view categories at the top of each post, which is clickable, taking you to additional tagged articles.


Challenges

Sometimes in larger corporations, departments are siloed, thus making it hard to connect all the business properties in a way that makes sense.

If one area is overseeing social media and another the website, the digital features tend to become disconnected and the brand’s message gets lost in a sea of technology.

The challenge is to convince the business owners of each property to work together with their strategies so they can become one with the brand.

Unfortunately, the timing is not right for what is currently on the roadmap; the business did not see the value of redesigning the blog compared to other priorities.

Before (left) and After (right)


Takeaway

The new concept is simple and has only the main focal points. The information architecture allows for easy finds to relevant content and articles, displayed in a way to encourage scrolling on devices.

The blog layout is responsive, which makes for a better transition to specific screen breakpoints.

Legibility and findability are crucial and will engage users in the discovery process. Most likely, users will return to your site.

Final Blog Design Concept

Final Blog Design Concept