Business Channel - Inquirer's Business Page
The Business Channel was prioritized for a layout redesign to drive stronger user engagement. The updated layout is designed to improve key performance indicators, including sustained page views, deeper scroll depth, and increased new user acquisition.
Overview
The old Business Channel
The current design relied on image-based cards to promote top stories, but the headlines over images reduced clarity and accessibility. Additionally, the layout no longer met modern UX and UI standards, prompting the need for a redesign.
Previous Business Channel
Problem Space
How can we update the design to increase metrics and improve user experience?
One of the key goals for the redesign was to increase monthly page views from 80,000 to a higher view count. Another issue they wanted to address was scroll-depth as users were not scrolling through the different sections of the page.
Competitive analysis
What did we miss out on?
Using python and matplotlib, I created a quadrant graph to see Inquirer's Business Channel position compared to it's direct competitors. The results showed that Philippine Star had the best combination of metrics when it comes to UX design and information quality and credibility. Yet, out of all of the competitors, Inquirer ranked slightly higher when it came to credibility and information quality.
The different axes are on innovation and UX (branding, visuals, breakpoints, and user experience) and on credibility and informational depth (platform trust, voter's education).
User Research
Finding the our target users and their needs
Two target users were determined for the redesign, Key Decision Makers (30-55 years old) who are characterized by their positions in the industry and Young Starters (18-29 year old) who are just starting their interest in to economic and financial news and informers.
DESIGN SOLUTION previews
Planning for the next iteration
In addition to analyzing top-performing news sites and researching UX best practices aligned with the project goals, it was essential to consult with the channel editors to understand their vision for the redesign.
Their priorities included clearer depictions of sections for tagged stories and dedicated areas for individual contributors and columnists. The editors believed that the redesign should reflect a cleaner and straightforward brand for their channel. Other additions to the redesign would be updating charts on stock exchange and index reports.
Sitemap
Business site map
In addition to analyzing top-performing news sites and researching UX best practices aligned with the project goals, it was essential to consult with the channel editors to understand their vision for the redesign and what content they would like to display on the site.
prototyping and testing
Low-fidelity
My practice for designs start with creating quick wireframes on my notebook. While not common anymore, it helps me explore new layouts in a short amount of time.
Mid-fidelity
Middle-fidelity prototypes were also key in layout explorations that were feasible and met the company's standards. These prototypes were usually presented for stakeholders to determine which layout would best reach their goals.
Testing and FINAL DESIGN
Final design
A comparison test was held over a 3-month period to measure the metrics of the old design and new design. The new design should succeed in raising scroll-depth for user retention and attract new users to visit the channel page.
Key statistics
The results yielded that there was a significant increase in new user acquisition and new users. Testing also showed that there It was concluded that the new design was successful, however, it is still subject to further testing and reiteration to yield better results.
40%
increase in new user acquisition
+100K
Unique user views every month
Reflection
Met the metrics but needs more innovation
The project increased viewership and even got new user on-board but the strict brand guidelines and lack of marketing held the project back. I do think with less restrictions and a change in content could elevate the metrics.
