UX Strategy & Content

UX strategy that incorporates business goals, research, and data to turn the organization's vision of what they want their customers to experience to a reality

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Background

As a UX designer, I was in charge of all UX strategies to realize business goals and enhance user experience on the new ProtoPie website. As such, I developed an integrated digital experience strategy to provide a seamless and complementary 360-degree experience across touchpoints from discovery, and self-serve to purchase. This strategy was composed of sub-strategies and projects including content strategy, SEO optimization, and pricing page redesigns. 

The details for these selected projects are showcased below.  

1) SEO optimization

2) Pricing plan page

Overview & My Contribution

Solving complex problems with business strategy, research, and a data-informed approach to design

Project Deliverables

Content strategy

Launch blog

Support SEO optimization

Content audit

Content inventory

Copywriting direction

Content governance

Roadmap management

My Key Contributions

Content creation by understanding the business strategy, product, and user needs.
 

Content strategy considering SEO for increasing site discoverability 
 

Conducting SEO requirements to improve site performance 

UX design and content strategy on the Pricing page for business success

Results

Increased site organic traffic over 12%

Revenue growth of 150% 

Integrated Digital Experience Strategy 

Seamless and complementary 360-degree experience across touchpoints from discovery, self serve to purchase.

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1. SEO Optimization

To increase the quantity and quality of inbound website traffic through non-paid search engine results by connecting searchers with content that is most relevant to them.

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Approach of SEO Optimization

Date
Blog 
Oct 2020 ~ Feb 2021
 

Technical & Content SEO Optimization

Aug 2020~ ongoing

1. Strategy for Discoverability: Why Is SEO important?

SEO helps make the content more visible. In order to grow ProtoPie’s business, its website should be more visible, and many target users should use our product more and visit the website to consume more content. I worked on blog UX design and SEO optimization to improve website awareness by collaborating with a growth strategist, SEO consultants, developers, and data analysis.

Two action items were conducted for SEO optimization: 1) Blog and 2) technical and content SEO.

A blog is a great place to drive traffic with discoverable posts and keyword strategies to attract our target users to visit more.

Technical and content SEO is essential to make web pages easier for search engine indexing software to find, scan, and index our site.

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2. Problem Discovery from the SEO Audit

The website team regularly audits SEO reports to increase website performance. Right after the website renewal, we found some issues with the website discoverability from the first monthly report in August 2020.

  • Low organic traffic by search engine

  • Need to optimize page speed, image and video size, and meta-tags 

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3. Solution 1—Launch Blog  

Purpose

  • High discoverable content and keywords strategy

    New product feature releases, tips, workshop news  

  • Viral ecosystem by sharing content and posts  

  • Preventing bounce rates
    Consolidating web content management in one place instead of using external platforms such as Medium

  • Maximizing maintenance efficiency

    Creating web page templates to cope with any tasks rapidly in the future

  • Focusing on qualified, authoritative posts than quantities 

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4. Definition of the Blog Project

​I documented requirements for the blog page and prioritized them. Blog goals were set to measure the success of the project.

  • Prioritizing business, content, UX and design, functional and technical specification

  • Scoping keywords for a search feature  

  • Selecting structure and categories per template


Goals

  • Drive traffic to the site: Increase organic search traffic by 10%, targeting all designers

  • Lead generation: Increase sign ups by 3%, targeting new users

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5. Design

​I designed a blog UX, and templates to use for any purpose or type of articles in the future.

  • Landing page, list page A (for article) & list page B (for workshop), detail page, and search result page 

  • Banners with different CTA strategies to maximize each page objective

  • UX design for the search feature ti easily find posts or workshop information

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6. Solution 2 - SEO Requirement Implementation

Besides the blog launch, I conducted SEO technical and content requirements to improve website performance collaborating with developers, SEO consultants, and growth strategists. 

Technical SEO

  • Collaborate with SEO/engineer members to complete SEO requirements

  • Indexation: Site submission, page speed optimization, crawl bot placements, and tweaks


Content SEO

  • Metadata: Meta tag, title, description, H1, Open Graph tags

Maintenance  

Monitor every month with prior months data and check on patterns, changes, and gather insights

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Results

​​After launching the blog and conducting several technical and content SEO optimization, I found the website achieved page and SEO KPI. Most of the website performance also increased. 

01

Organic search traffic

+12%

04

Bounce rate

-9%

02

Conversion growth

+27.9%

05

Site health

+95%

03

Page session

+10%

2. Pricing Plans Page Strategy

Help customers make a positive decision from information exploration to purchase with the right combination of content units and proper sequence to achieve business growth.

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Approach of Pricing Plans Page Design

Date

Plans & detail pages
Feb 2020~May 2020


Plan comparison
Dec 2020

1. Why Is Pricing Page Content Strategy Important?

The Pricing Page is central to a SaaS success. The website needs a conversion and retention strategy to run a growing company, revenue strategy, and positioning. That's why the pricing page content strategy is vital for business growth. In this project, I have designed both B2C, and B2B SaaS pricing pages. 

Users used to make a purchase decision after exploring information, not at their first visit. With a user-centered approach, I considered the users' side and how they complex to compare plans and decide to pay. The pricing plan and detail pages were designed to make a purchase decision easily to users by delivering the functional and emotional benefits of our product.

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2. Problem Discovery from the Previous Website Audit

​At the beginning of this project, I gathered the context, identifying opportunities for improvement. I tried to identify problems from previous I.A and the pricing plan page that currently exists in the product area. The followings are my findings:

  • Need easily understandable product benefits to persuade users to purchase a plan

  • Separating structures between Pricing and Plans detail pages

  • Need more information for plan comparison

  • No individual plan detail page

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3. Understanding ProtoPie Product

After defining problems, I aligned the reasons I need to tackle these specific problems. To come up with solutions in the next stage, I focused on understanding and acquiring context that influences this page experience. I conducted a product audit to have a super solid understanding of product benefits, including terminology. From the competitive audit, I could learn how other companies are tackling similar challenges.

I sorted ProtoPie's robust interaction features that distinguished enough reasons to choose our product rather than other companies.

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4. Solutions and Content Strategy

​I looked into all possible UX solutions to the problems. This page is a mesh of multiple content types that takes product narrative, prices, and metadata for the actual transaction to do a business.

 

Pricing tier

  • The hierarchy, structure, and precision of information 

  • The profit-maximizing plan with CTA color and a toggle button to generate more revenue

  • Understandable plan information intuitively

  • Core benefits of a product that customers can get right after purchase plans

  • Sufficient comparison of plans

For the transaction

  • Helping customers make a positive decision to signup to purchase with the right combination of content units and proper sequence.

  • One click-through UX flow to purchase without friction

Success metrics

  • Increase subscription rate - Individual, Team and Enterprise Plan

  • Increase # of B2B leads

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5. Detail Page Content Strategy

I linked each plan detail page on the Pricing plans page to guide customers to take a closer look at the product values. Detail pages would introduce customers' core benefits that they can create or earn right after purchasing a plan including social proof, faqs and pricing.

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Results

After launching the plan pages along with website renewal, I measured the success metrics. All plan revenue increases in 2020 compared to 2019 before the renewal. Also, many users replied, "Pricing Plans page is useful to quickly understand all the features of ProtoPie" in the user interview that was conducted in April 2021.

01

Revenue Growth

Individual, Team, Enterprise Plan

+150%

Compare to before renewal

02

Plans page is helpful to understand

all plans quickly
from user interview
(Apr 2021)