Marsh | Campaign Template
Summary
This is an oft-used template on our website that does not properly support the marketers' needs. Rethinking not only how the page is laid out but how the content is organized and revealed were my priorities when taking this on. I drew on survey results and analytics to pinpoint the main weaknesses before drawing up wireframes for desktop and mobile.
The Problem
The marketers use this template as a one-stop-shop for all of their content related to a specific topic or theme. The problem is that the template as it is currently designed gets bloated and busy if there is too much content (see below) and doesn't offer obvious ways to distinguish new content.
The Goal
Redesign the template to accommodate diverse, regularly updated content.
Scope/Timeline
Three weeks
TEAM
UX Lead (me)
Responsibilities
Survey marketers, digital marketing managers, site authors (Qualtrics)
Review analytics (Google Analytics)
Draw initial sketches
Create desktop and mobile wireframes (Sketch)
Iterations
To see a few examples of the current campaign template, click here, or here, or here. To give you a sense of the template and its challenges, see the images below (click to zoom in):
In my initial sketches, I wanted to present the content of the campaign in a linear fashion. Instead of jockeying for the user's attention, each different piece of content would supplement the story as the user scrolled down the page.
Final Design
To show new content, I provided a 'last updated' date in the feature area, as well as provided publish dates and a 'NEW' indicator to any content published since the user last visited the site.
I used content tiles or content listings categorized by type to display what was previously in the right rail. This allows for a less distracting presentation to the main content. The options to share would be handled via a sticky, collapsed feature area to keep it in the user's periphery. A callout to subscribe would appear that shows up after scrolling down the page (indicating some level of interest in the content by the user).
To see the desktop versions more closely, click below (and mouse over for further context):
The mobile versions offer a similar scrolling experience, though offer scaled back options for the content tiles for quick scanning. The two subscribe callouts are placed to entice the user after reading the initial content or after scrolling to the bottom of the page. To see the mobile versions more closely, click below:
