Redesigning 20 brand websites for 1M+ readers.

BizClik Media Group runs 20 distinct brands, each with its own website.

The sites showcase exclusive interviews with industry leaders, in-depth analysis, case studies, webinars, white papers, Top 100 lists and live events — and they were due a transformation.

Working closely with the Creative Director and another Product Designer, I led the ideation process, created high-fidelity wireframes, wrote comprehensive design documentation and supported review meetings. The focus was critical UI changes to make better use of the screen and rely less on the old tile format.

increase in impressions and engagement on ad placements

46%

bounce rate, reduced

30%

digital magazine communities launched on the new design

20

• —Increased time on site
• —More viewable content on the first fold
• —More varied, better-organised homepage content — featured, articles, magazine reader and more

Old version

New version

The brand-site template needed critical UI changes to fit more content on screen and depend less on the tile format.

• Limited content

  Very little was visible on the first fold. The carousel had only a few slides, and they weren’t relevant — users struggled to understand the page’s purpose.

• Difficult navigation

  Oversized content cards made the page extremely long. Exploring felt endless, and users could abandon the site out of frustration.

• Hard to sign up to newsletters

  The newsletter is pivotal for the business, but the form was hard to find. Event awareness stayed low and subscriptions were far from optimal.

1. 01Introduce more viewable content
2. 02A more refined, simpler user experience
3. 03Create ad-specific lead-gen opportunities across the core areas of the site

We audited the current brand sites first. The tile template broke whenever brands had different amounts of content. The redesign used BMG’s Foundation design system and a new design framework, and we worked in agile sprints with key client stakeholders and our development partners.

Key stakeholder interviews helped us understand business requirements, objectives, and the technical constraints other teams face when uploading content through the CMS.

I gathered inspiration from similar sites into a moodboard, then developed the site architecture as the foundation for the design. Sketches focused on the key elements from the problem statement. Once those were solid, I moved to low-fidelity wireframes, reviewed collaboratively in FigJam with internal and external teams.

Moodboard

Site architecture

Sketches

Low-fidelity wireframes

Goal 1 · More content on the first fold

• —A marquee below the header for the latest news
• —A more organised, varied homepage: featured items, articles, magazine reader and more
• —Leaderboard ad slots placed between sections

Goal 2 · Newsletter sign-up

A prominent newsletter sign-up directly on the homepage, so readers can subscribe easily.

Goal 3 · Ad placement in articles

• —Ad slots positioned within article pages for better experience and engagement
• —Easy sharing of articles across social platforms

Adaptive

• —Iterated on the designs after stakeholder review meetings
• —Handed over to developers with full spec documentation
• —Ran usability testing on the final designs before launch
• —Released across 20 digital magazine communities
• —The Technology live ad banner reached a 46% click-through rate

I stayed on to refine and improve the site: participating in and leading scoping meetings, analysing change requests from stakeholders and teammates, presenting multiple design solutions, and observing site performance in Hotjar, Google Optimize and Google Analytics.

• 0% rage clicks

  No rage clicks recorded.

• Desktop first

  More desktop users than any other device.

• Search wins

  Search is the most-clicked header link; Articles the most-clicked nav link.

• Mobile reader

  The magazine-reader CTA has a high tap rate on mobile.