Becoming a UX Designer has been the most rewarding things for my career. I come into work everyday happy and ready to take on whatever projects come my way. They can range anywhere from creating a website from scratch, ideating different ways to create more clicks on a CTA, redesigning a mobile interface to better resonate with the audience, etc. I named a few bigger projects there, but there are also the smaller, less sexy ones. Despite that, they are very important for the user and the business overall. This is one of those projects.
Being unable to alter content made the task harder than I thought it would be. However, it did force me think of different approaches to the project. As I gathered the data from the analytics team, I zoned in on the heat maps the most. I started to gather my own research focusing on heat maps.
From the heat maps I noticed that most focus was in the hero image or above the fold, but then go cold after that. I suggested a few different approaches in order to retain the user's attention to prevent a sudden drop off.
After coming up with suggestions, I edited the top five consumed articles. Placing them side by side, I could already see big improvements to their scannability. Then I presented my suggestions along with the updated mocks to the product team. They agreed to the suggestions and gave the green light for the development team to implement them across the site.
These simple optimizations led to a positive trend in site traffic. The success has led to more optimization opportunities such as redesigning the site's search bar, updating the Tips & Tools page, and reconfiguring the menu component. The project taught me that just because it's small doesn't mean that it's insignificant. Any improvements to a site's UX can make a huge impact. You just have to find the right way to make that impact.