A complete overhaul of Betterment’s editorial blog system.
Betterment Blog Redesign
WEb & mobile web WEB EXPERIENCE Product Team 2021Overview
In order to increase the strength of Betterment’s content marketing, we were making a move to Hubspot. We took advantage of this opportunity to redesign the our Blog System in the service of the re-architectured content system.
My role
Product Design Lead. I lead user research (personas and intent paths), wireframes, content strategy, visual design, template development, engineering handoff and QA.
In a nutshell, this work was primarily—
1 part: creating a new vision for Betterment’s Blog Resource Ecosystem
1 part: designing for scale
1 part: content strategy
Goal
This work was less about moving specific metrics, and more about
enabling users to find what they’re looking for
encourage exploration
equip our Content Team with a refreshed, flexible system that better supports their work
Create a Template Family that scales
SolutionIt all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world.
The Hub Template
Primary
Tag
Template
Category Template
Help Center Template
View All
Template
FAQ
Template
Article
Template
Understanding user intent paths
USER researchWe have two main users groups of our blog system: customers and prospects.
Understanding where our audiences navigate from, gave us insight into:
their intent
their potential state of mind
what they’re looking for
what they hope to achieve
how likely they are to browse
the potential next action they could take
Understanding audiences helped us optimize our different blog landing pages with specific content, how easily they can search, among other attributes.
Understanding the landscape
Competitive researchI researched blog systems to understand how competitors structured their editorial ecosystems and different approaches to content themes.
It put into perspective what made sense for Betterment and what did not. This helped create a point of view for what Betterment needed, but also, how we could evolve and new ideas to aspire to.
Credits
Carli Dottore Product Design Lead
Jamie Cartwright Product Manager
Jeimy Ruiz Content Manager
Neil Yonzon Engineering