As IDEO attempts to increase its dominance in the design industry by
setting up a content marketing team to increase engagement across
its digital channels (web, socials, podcast and email) and
ultimately attract high value clients from over 1 million monthly
readers.
My role as the UX design lead was to collaborate closely with the Director of Marketing to develop UX strategies to drive goals and communicate with stakeholders through presentations, design workshops, and collaboration with illustrators and content writers.
IDEO’s email is home to thousands of content that is being consumed by millions of industry experts, students and business leaders monthly, Our primary goal is to convert these audience into subscribers and connect with potential clients from amongst them.
To better understand the user journey I did an audit of the current UX and design a user journey to navigate users from any of Ideo’s touch points, bring them to the website and keep them engaged with the website content.
A significant part of the strategy was to use the podcast as a source engagement to attract and keep users on the website and to attract readers and convert them into subscribes or clients.
Ideo gets a lot of traffic from its podcast page. I designed a wireframe for the podcast page in order to provide relevant information and collect subscribers' details for targeted emails. Before moving on to high-fidelity designs, the wireframes were presented to stakeholders for approval.
For the high fidelity I designed the pages using simple minimal style with stong focus on typography and spacing. This is mostly inherited from the IDEO.com design
A significant part of the strategy was to use the podcast as a source engagement to attract and keep users on the website and to attract readers and convert them into subscribes or clients.
With the design strategy I was able to point out different touch
points that needed improvement.
The design helped categorize subscribers so that we can send them
appropratiate newsletters and also open a quick dialog between IDEO
and its clients.