AT&T Insights Blog Redesign

Overview: The goal of this refresh was to drive engagement through an improved user experience as well as content updates to drive product cross-linking and improvements in SEO.

Process: Initial research provided insights for the redesign. After analyzing data from the current blog, page ranking was determined to be one focus for improvement. Also, from the competitive analysis it was clear that competitors were not promoting themselves as go-to resources for business technology information, and that this was an opportunity for AT&T Business to establish itself as such, potentially positioning them as top of mind for tech. It was also determined that article pages of competitors missed opportunities to crosslink to portfolios and other articles. It was decided to perform an A/B test. Once the wires were agreed upon by the team, I created comps for circulation. Then the A/B test was launched and results reviewed.

Results: The Insights Blog was updated to have a more consumable and searchable UI. The new 'magazine' style provided a more engaging experience while also helping to distinguish it from competitors. The addition of a filter along with updated meta tags for articles created created an easy to navigate and access many articles without a lot of scrolling. The test was a success and first page ranking increased by 300%.