Chapter 2

UI and Content Design of Health Education Blog

OURA Ring’s blog aims to educate users on health knowledge so that users can better harness OURA Ring. Ultimately, it intends to increase the retention rate and grow the conversion rate.

I approached these two problems with a redesign focusing on an interactive reading experience.

ROLE Freelance UX designer, Information Architect

TEAM Me, OURA Ring blog lead editor, Content SVP

TIME 3 Weeks

1 The Dilemma: A Blog with Rich Content but Low Discoverability

OURA Ring’s blog aims to educate customers with health-related information and ways to effectively use the product. Despite the rich content, users complained about inadequate information to utilize the ring.

Therefore, OURA Ring reaches out for a way to reorganize the site structure to increase SEO performance and discoverability.

Besides, they seek to do better to keep users circulating through the content and make the content sticker.

The High-level Goals are:

Reconstruct content pillars to increase SEO performance and discoverability for OURA members and top-of-funnel customers
Enhance the content circulation and drive more traffic to the product detail pages
Ultimately, increase the user retention rate and conversion rate and brand loyalty

Original Design

Current Problems:

How might we improve users’ reading experience and create a sense of community on the blog page?

2 A Solution of Great Reading Experience

1) Anchor Links: summarize the long text content and help users focus on their interests.

2) Infographics: present science knowledge in an engaging way.

3) The right rail: accentuate product detail pages and related articles. Preserve original reading experience.

4) Create a Member Account: acquire customer leads and build community.

5) Community Discussion: boost the community sense, increase engagement, and understand users’ needs.

6) Navigation bar: Redesign content organization structure (information architecture) to increase content discoverability

Before:

Information Architecture:

After:

3 Reflection: Build Great Reading Experience with Constraints

Design with business objectives and SEO considerations in mind

Integrating SEO considerations and business objectives into the reading experience is essential to this project. Constraints from SEO performance include the blog length, embedded articles, and sound site structure.

With these in mind, design solutions such as further categorizing the nav bar, dividing the blog page into two rails, embedding anchor links, and moving read more articles to the right rail create a smooth, efficient, and enjoyable reading experience for users.

Next steps:

Usability Test: Interview users and further improve the design solution

A/B testing: compare the original blog site with the current design solution among users
SEO performance evaluation: try out the new site structure and see whether it hits a higher SEO score

Any Thoughts?

Thank you for reading! Please don’t hesitate to email me at irisyingjieliu@gmail.com, if you have any feedback.

I appreciate your precious advice! ❤️