Increasing Organic traffic in Moon Related Content
Editorial
Luís Cabral
Tech
Alexandre Santos
Luís Cabral
Tech
Alexandre Santos
Overview
Calendarr is an online calendar created in 2011, providing information on holidays and events for over a decade.
With a mission to deliver reliable content, the "Moon Phases" section was identified as a key area for improvement since it is one of the most popular sections.
With a mission to deliver reliable content, the "Moon Phases" section was identified as a key area for improvement since it is one of the most popular sections.
Problems, Goals & Constrains
Through user behavior and google analytics data, the main challenges were:
01. UX on Mobile Devices: With 70% of traffic coming from mobile devices, the pages' poor user experience, cluttered layout, and lengthy text blocks were a significant barrier to engagement.
02. Low discoverability of Moon-related Content: The link to "Tonight's Moon Phase" was not easily visible, and moon-related content was generally difficult to find, hindering organic traffic growth.
Given the need for a fast iteration and stakeholder preference for minimal visual changes, our objectives were:
01. Optimize assets for Mobile: To simplify and redesign content and assets for a mobile-first experience.
02. Updated Visual Hierarchy: To make moon-related content and key information more easily discoverable through an enhanced layout and improved visual hierarchy.
01. UX on Mobile Devices: With 70% of traffic coming from mobile devices, the pages' poor user experience, cluttered layout, and lengthy text blocks were a significant barrier to engagement.
02. Low discoverability of Moon-related Content: The link to "Tonight's Moon Phase" was not easily visible, and moon-related content was generally difficult to find, hindering organic traffic growth.
Given the need for a fast iteration and stakeholder preference for minimal visual changes, our objectives were:
01. Optimize assets for Mobile: To simplify and redesign content and assets for a mobile-first experience.
02. Updated Visual Hierarchy: To make moon-related content and key information more easily discoverable through an enhanced layout and improved visual hierarchy.
My Role
I led the end-to-end design cycle, collaborating closely with Product, Marketing, and Tech teams. My responsibilities encompassed strategic research, solution design, and validation.
01. Discovery & Research: Competitors were benchmarked to identify best practices for presenting celestial data. User behavior was analyzed to validate the need for a simplified, more visual approach.
02. Design & Handoff: Low-to-high fidelity prototypes were designed to validate usability and UX. The handoff documentation was prepared to ensure a smooth transition. The technical team was collaborated with throughout implementation and launch to ensure all design specifications were met.
01. Discovery & Research: Competitors were benchmarked to identify best practices for presenting celestial data. User behavior was analyzed to validate the need for a simplified, more visual approach.
02. Design & Handoff: Low-to-high fidelity prototypes were designed to validate usability and UX. The handoff documentation was prepared to ensure a smooth transition. The technical team was collaborated with throughout implementation and launch to ensure all design specifications were met.
What was done & Decision Process
Information Simplification & UX Optimization
Based on user intent, the lengthy text blocks were re-architected and simplified to provide a clearer, more visual representation of moon phases. The layout was redesigned specifically for mobile devices, where the majority of traffic was originating, to ensure content was easily scannable and accessible. The link to "Tonight's Moon Phase" was also made more prominent to improve discoverability.
Visual Language & Custom Assets
New icons and assets were designed to illustrate the moon phases, enhancing the visual appeal and clarity of the content. This was achieved while adhering to the existing visual language, ensuring a seamless integration with the rest of the Calendarr website.
Outcome
18% increase in organic traffic for moon-related content. (Jul-Nov, 24).