Goal

The goal of this redesign was to help the business increase it's revenue generating power by updating the technologies that drive the presentation of information as well as give the business a method of gaining intelligence around ways of improving it's product and product offering.

Research

A competitive analysis was performed as a method of benchmarking the business landscape. This analysis shed insight on how users currently consuming this type of information are used to it being presented. Additional online research was done on how other media publishers were presenting similar content.

Diving further into research lead to the emergence of marketing data around demographics. The average age of viewers was between 35-54 years old. Both male and female. These individuals held a masters's degree or were licensed professionals in the industry. Content consumed by this demographic was typically done online mostly via desktops and laptop devices. This information helped focus the initial thoughts behind layout and structuring of the page. While still keeping responsiveness in mind.

The business required intelligence around how users would be interacting with the content and were looking to gauge it's current product and product offerings.

Sketching & Ideation

Sketches were centered on layouts that gathered leads and user data around engagement.

The hypothesis was if changes were made to the home page that focus on presenting articles and valuable content we can increase user engagement and obtain more subscribers to the content thus increasing potential for additional earning opportunities.

The needs of the business were to promote the current magazine and articles, promote subscriptions to the magazine, as well as promote other product offerings such as CEU credits, industry conferences, and books on relevant topics to the targeted user groups. The business also wanted to shed light on a new sister publication, increase followers and promote social media channels, as well as added awareness of it's extensive treatment center directory.

Therefore content was broken down into independent blocks that could be structured in various ways to produce layouts depending upon the purpose of the page.

Wire-framing & Mockups

A series of wire-frames were created to help during the design process but they were purely a structural reference as higher fidelity mock-ups were required. Wire-frames were produced in Axure for speed and efficiency. The extensive library of elements made the creation of page layouts quick and easy.

Visual Design

Visual design comps served as a presentational artifact for review. The design was heavily influenced by the need to collect customer engagement data and try to best promote related products.

Since the main focus of the site and the site's design is to promote the magazine, the hero section was adorned with a cover of the latest issue and links to featured articles. The primary call to action for this section was a link that would drive the user through as sign up process where they would gain access to the digital edition of the magazine.

Additional areas of importance were placed on related products that are offered by the company and very important to the targeted user groups. Conferences, CEU's and Books are all essential product offerings to this targeted group as it is a requirement in the profession to continue their education by earning credits. Both CEU's and Conferences are income generating opportunities for the company which helped with giving them prominence in this design as well.

Subsequent sections of the redesign were focused solely on meeting the businesses needs and generating statistical data around the design's performance.

Staying true to the visual design guidelines that the magazine was currently adhering to this design's usage of color complimented the styling used in various sections of the magazine.

Moving Forward

In order to gauge the effectiveness of this design data aggregation and reporting is imperative to the success of the project and should be considered first. Following that user session recordings, heatmaps and A/B testing could give insight into how the users interact and what the users are interacting with.

    • Dane Wesolko - UX/UI Designer
    • Research
    • Sketching & Ideation
    • Wire-framing & Mockups
    • Visual Design