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Case Study: Blog Redesign

Overview

Scalefast, an eCommerce payment platform serving AAA game companies, was rapidly growing and attracting an impressive new client-base including Square Enix, Sega and Wizards of the Coast. Leadership had identified the significant impact of the Scalefast blog site on the company's visibility and customer acquisition and wanted a full redesign of blog pages and one-page case studies.

Company

Scalefast

My Role

Web Designer
Frontend Developer

The Process

Scalefast's main goals for the redesign was to improve readability, streamline the authoring process of its vast collection of blog posts and convert more users to book demos with the company.

The existing template and author workflow needed to be drastically improved to allow scalability and improve ease-of-use for web authors. Blog content was identified as an important source of SEO value for the company, so authoring efficiency was key to creating more and better content.

My Role

Working in a team of two with the PM, I was in charge of most aspects of the redesign including competitive analysis, user research, wireframing and development.

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Competitive Analysis

Scalefast's growth was on-par with most of its closest competitors but what set it apart was its impressive portfolio of AAA game studios including Sega and Square Enix. The company's valuation nearly doubled in a few short years and a fresh round of funding enabled the company to expand its digital footprint.

Original blog content was the main driver in the company's search engine visibility and a linchpin for its strong presence in the industry's digital space. The blog however lacked a cohesive design and the existing design was clunky and difficult to read and manage by authors. Competing companies were simply doing it better.

Low-Fi Wireframes

After competitive analysis and user interviews, mostly conducted with company stakeholders, I created a set of low-fi wireframes to share with leadership. The wireframes were then iterated on based on feedback. I also created some prototypes within the existing CMS in order to test existing site functionality and to ensure the new design would work as expected.

One important aspect to the new design was the call-to-action which was lacking in the existing template. The goal of the call-to-action was to see an increase in conversion in the form of users scheduling demos.

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Deliverables

After the low-fi wires were approved by leadership, I developed the template and deployed it to the experience. I also delivered a user guide for the internal authors to follow when using the new template.

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Results

For several weeks, we conducted an A/B test, comparing the new treatment with the existing template, the control. We found that users spent up to 200% more time on blog posts with the new design and even more importantly, the new blog template was funneling users to the sign up page and conversion increased by nearly 30% according to early tests.

Since blog posts were a main driver in SEO value and regularly occupied the top spot in Google searches, users were being introduced to the company by initially landing on the blog. And because a content-relevant CTA was now situated in the blog template, readers were being converted to potential customers in a short and effective funnel.