Financial Institution Blog
The Scope
A national financial institution wanted to express the voice of the organization with the redesigning of their blog pages.
The Challenge
We want to increase return traffic to the blogs and user engagement with the blog section of the site.
Type
Web Design
Role
Research
Information Architecture
UI + UX Design
Timeline
2 weeks
Research
Research Goals
The goal is to find out the following:
How do we express the voice of the organization in the best way?
How do we increase the return traffic to the blog?
How do we increase user engagement with the blog?
Research Methodologies
Interviews – stakeholder interviews to dig deeper on the goals of the redesign
Competitive Analysis - compare and contrast with other site examples with the same blog structure
Interview Findings Summary
We discussed the following topics to redesign the blog pages:
Audiences: lawmakers, academia, experts, internal staff
Top pages: homepage, articles
Top referral: search engine, articles
Outreach: social media
Topics: what’s relevant to current affairs
Branding: keep it consistent by keeping the listing pages simple
Ideate
Article pages to include comment fields to promote community engagement
Add recommended blog posts from the author or in relevant topics
Option to follow authors (Nice to Have - Future Enhancement)
Utilize what sets the site apart - they have expert blog writers!