Improving audience engagement.
Client
Issuu
Services
UX/U.i Design
Industries
SAAS/Marketing Tech
Date
2023
• 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.
The Process
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.
Before
After
Key Objectives
Optimise
The reader size and the layout of the Document Page. Create a solution that prioritises content over ads without sacrificing ad revenue.
Refine
Clarify page elements, correcting many that were undefined or misdefined. Implement design system breakpoints to enhance page responsiveness.
Discover
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.
Desk Research
Iteratively, conducted desk research. Analysed direct/in-direct competitors. Reviewed feature patterns and did comparisons with the existing implementation.
Facilitation & Workshops
Actions statements & Moodboard were presented to the team. To which I facillated a workshop were stakeholders created there own moodboard before hand. Board where presented and ideas discussed.
Affinity Mapping
Furthers insights were documented and clustered into an affinity map. Clustered insights were then mapped to an impact matrix to understand what was desirable, feasible and viable.
Definition & Development
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.
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
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.