SPOTLIGHT

Spotlight is a responsive content platform that easily organizes and allows for easier discovery of marketing content.

THE PROBLEM

A global organization was having a difficult time measuring the effectiveness of their white paper content. The current delivery process relied on PDFs of the white papers being delivered to the user's inbox. This process did not allow for the measurement from a user engagement standpoint. The organization could only measure how many PDFs were sent; it was impossible for them to see if the users were opening the PDFs.

CONCEPT

Spotlight is web platform that helps users focus on featured content and assists in the discover of related material. I focused on putting content first and allowing the user to flow from each piece of content to another.

Because all interactions are on the web, this allows for a greater measurement of user engagement.

USER OBSTACLES

Length of request form - In the former format, the request form was extremely long. Twelve fields, 37 download options, and a submit button on a single page can be overwhelming. By showing the user every available white paper in a single page, several moments of indecision are introduced. I imagine that the original thought process was the belief that users like choice. The abundance of choice can produce counterintuitive reactions. Often, too much choice can be paralyzing.

This format also treated all content the same. There was no way to tell which white paper was the most recent or which was being promoted.

Login sequence - In the former set-up, the site asked for users' contact information before they had a chance to make a white paper selection. This approach can feel abrupt and lift the veil of what the organization is really after–contact information for leads. This interaction could have the potential to make the user pause.

By asking for users' information first, the site doesn’t allow them to invest in their choice. If users have the opportunity to invest their time and make a selection that they really want, they will be more willing to jump through hoops to complete the process.

Email transmission of white paper - This was the biggest opportunity the site could address. After users hit the submit button, the requested white paper would then be emailed to them.

By sending the white paper to users' inboxes, the site was encouraging them to leave the site. Once users left the site, their activity could no longer be measured.

If we compared this experience to a conversation, the site was actively saying, “Hey, let's continue this exact conversation at a later time and place”.  Very rarely does this happen.

DESIGN GOALS

More Focused

I wanted to introduce a more focused design, one that didn’t actively disengage the user but rather aimed to keep them on the site. With all the resources that were being put into producing the white papers, I can understand why giving the user access to every white paper was initially appealing, but this approach was confusing. 

More Measurement

Because the white papers were being delivered in a PDF format via email, the ability to track users was being lost. There was no data showing if people were opening the white papers, so a goal of this project was to produce this measuremen. With insight-producing metrics, more informed decisions could be made in the future.

UI DESIGN

An updated design would make it clear which piece of content was being promoted at that time. There would still be opportunities to discover more content, but this updated approach would make it undeniable which white paper was the focus.