Business Insider
Home
/
work
/
Versus
#
Responsive
#
Usability Testing
Business Insider
Business Insider
Home
/
work
/
Versus
#
Usability Testing
#
Responsive
Elevating product comparisons for Business Insider readers
Elevating product comparisons for Business Insider readers
The Challenge
The Challenge
Business Insider's Reviews editorial team sought to enhance the user experience of their product comparison articles. The existing Versus template required updates to improve clarity, usability, and engagement, while also streamlining the editorial workflow.
Business Insider's Reviews editorial team sought to enhance the user experience of their product comparison articles. The existing Versus template required updates to improve clarity, usability, and engagement, while also streamlining the editorial workflow.
Key challenges included compatibility with both current and upcoming content management systems (CMS), adjustments following the removal of right-rail advertisements, and design solutions that aligned with limited engineering resources.
Key challenges included compatibility with both current and upcoming content management systems (CMS), adjustments following the removal of right-rail advertisements, and design solutions that aligned with limited engineering resources.
My Approach
My Approach
As the sole designer on the project, I collaborated closely with product managers, engineers, and editors to address these challenges. Through user-centric research, I conducted qualitative interviews revealing that users prioritized pros and cons, often skimmed content, and preferred concise information upfront.
As the sole designer on the project, I collaborated closely with product managers, engineers, and editors to address these challenges. Through user-centric research, I conducted qualitative interviews revealing that users prioritized pros and cons, often skimmed content, and preferred concise information upfront.
In analyzing the editorial workflow, I identified inefficiencies in the CMS, such as redundant tasks and inconsistent user experiences, leading to the development of a role-based system and streamlined processes. A competitive benchmarking study was also conducted to analyze competitor strategies and identify opportunities for differentiation and improvement.
In analyzing the editorial workflow, I identified inefficiencies in the CMS, such as redundant tasks and inconsistent user experiences, leading to the development of a role-based system and streamlined processes. A competitive benchmarking study was also conducted to analyze competitor strategies and identify opportunities for differentiation and improvement.
The Solution
The Solution
We introduced several key features to the Versus template to improve usability and engagement. The pros and cons section was positioned at the top of the article to provide immediate insights. A verdict summary was added to offer a concise conclusion that aided quick decision-making.
We introduced several key features to the Versus template to improve usability and engagement. The pros and cons section was positioned at the top of the article to provide immediate insights. A verdict summary was added to offer a concise conclusion that aided quick decision-making.
The winner designation was implemented to highlight the editor's top choice with a clear call-to-action. Mobile-friendly comparison tables were designed to ensure seamless viewing without horizontal scrolling, making the content more accessible and intuitive.
The winner designation was implemented to highlight the editor's top choice with a clear call-to-action. Mobile-friendly comparison tables were designed to ensure seamless viewing without horizontal scrolling, making the content more accessible and intuitive.
The Impact
The Impact
Launched in February 2022, the redesigned Versus template achieved a 28% increase in click-through rates on featured products. This improvement not only enhanced user engagement but also validated the effectiveness of a user-focused design approach.
Launched in February 2022, the redesigned Versus template achieved a 28% increase in click-through rates on featured products. This improvement not only enhanced user engagement but also validated the effectiveness of a user-focused design approach.
Conclusion
Conclusion
The Versus template redesign exemplifies how thoughtful design, grounded in user and editorial insights, can drive measurable business outcomes. By addressing both user needs and internal workflows, we delivered a solution that benefits readers and editors alike.
The Versus template redesign exemplifies how thoughtful design, grounded in user and editorial insights, can drive measurable business outcomes. By addressing both user needs and internal workflows, we delivered a solution that benefits readers and editors alike.
Project Details
My Contribution
UX Research
Visual Design
Usability Testing
Team
Solo Designer
1 Product Manager
2 Engineers
Project Timeline
Dec 2021 - Feb 2022
RELATED CASE STUDIES
I’m currently available for work
Let's talk about your project
I’m currently available for work
Let's talk about your project
I’m currently available for work
Let's talk about your project
I’m currently available for work
Let's talk about your project
RELATED CASE STUDIES
Project Details
My Contribution
UX Research
Visual Design
Usability Testing
Team
Solo Designer
1 Product Manager
2 Engineers
Project Timeline
Dec 2021 - Feb 2022
RELATED CASE STUDIES
Related Cases studies
Project Details
MY CONTRIBUTION
UX Design
Visual Design
Usability Design
TEAM
Solo Designer
1 Product Manager
2 Engineers
PROJECT TIMELINE
Dec 2021 - Feb 2022
Project Details
My Contributaion
UX Research
Visual Design
Usability Testing
Creative Direction
Team
Solo Designer
1 Product Manager
2 Engineers
Sound Design
Music Production
Project Timelibe
Dec 2021 - February 202
Media Consulting