Objective
To battle churn by increasing activity of assets created from features included in Issuu's premium plan. Redesign the Document page and instil design system components.
Results
• Increased activity with features created from Issuu's premium plan.
• Increased SEO traffic to the Document page, driving stats for the publisher stats.
• An increase of revenue generated from Ads.
Before
After
Discovery & Definition
Understanding
the Problem
Issuu was initially just a flipbook company, but it was constantly pivoting, expanding, and adapting to the new normal. At the time, it aimed to become a leading marketing technology company. The focus on enhancing the reading experience of flipbooks had been neglected until insights from users highlighted the need to improve their content performance to maintain value.
After consulting with data analysts and collaborating with the team, we decided the most impactful update would be the Document Page. The Document page is what readers view when they visit a publisher's document on the Issuu platform. It displays user-created content: flipbooks, articles and is a a page that may show ads if the creator of the content is not a premium member.
Key
Objectives
Optimise
Optimise the reader size and the layout of the Document Page. Create a solution that prioritises content over ads without sacrificing ad revenue.
Refine
The Clarify page elements, correcting many that were undefined or misdefined. Implement design system breakpoints to enhance page responsiveness.
Flow
Chart
To understand origin of traffic, and the journey a user must take. I created a flow chart as a reference when proposing designs and insights.
Ad
Analysis
Ads blocks are dictated by two things: Position and Area. In order to have less ads on a page means that more Ads need to be at the top.
Development
Design System
A key objective was to make the reader and its components comply with the design system. This involved incorporating new components and breakpoints into the existing product.
I started with colors and text styles, then to buttons. From buttons I started to create layouts. gradually increasing complexity. Once designed, new breakpoints were created to standardize to all variations.
Delivery
Impact
108%
Increased activity with features created from Issuu's premium plan.
28%
Increased SEO traffic, driving stats for the publisher publisher stats.
15%
Increased revenue from Ads.
Layout
& Ad Revenue
With Ads optimised to the right and top of the page, the design was able to allow for a larger reader. With these designated places, users are able to differentiate contents and Ads.
SEO
SEO was improved by adding keywords and links. It was added at the bottom of the page in to ensure that it would not obstruct the user experience.
