Hello! My name is Jo ☺

Kira Talent Blog Rebuild

Target:
Admissions teams in higher education.

Purpose: 
The previous organization of our blog limited our scalability. As our marketing team continues to produce more content and introduce new blog categories, space on the blog navigation became constrained and messy.

How:
Working closely with the content marketing manager, we developed a more structured system with clearly defined categories, reorganized tags, and removed outdated and irrelevant content. We enhanced the blog’s appearance, branding, and functionality to maximize visitor engagement, readership, and conversions. 

We simplified the topic categories and prioritized creating more collaborative content with our clients, highlighting their stories and experiences working with Kira. Doing so by building our case studies library with examples from multiple schools across different verticals.

Viewing our blogs website architecture, the scope would be to redesign the following:

• Blog homepage/ Category homepage (Ex: Product, Case Studies, Reports ect.)
• Individual blog posts
• Case Studies

I’ve reviewed a few examples of how other B2B blogs present their content, paying close attention to how they treat their copy and if there are any similarities. I was curious about whether there’s an optimal blog font size that companies commonly use. However, I also kept in mind that these companies cater to different audiences. 

In reading articles on 'blog best practices,' many suggest a font size range of 18px–22px, with a line height of 150%–175%, and around 60–75 characters per line for optimal readability. With these examples and recommendations in mind, my main goal is to ensure our content is easy to skim and read for our audience. I also explored other design treatments such as content block structures and looked for any inherently unique UX/UI design elements other blogs were using. 

In the previous blog design, there were two separate layouts for the 'blog homepage' and the 'category pages.' For consistency, we decided to use the same layout for both. This change allowed us to simplify the design and avoid unnecessary design patterns in the site architecture.

However, we wanted to update the design of the case study posts. In the previous design, there wasn’t a clear distinction between an 'individual blog post' and a 'case study.' We also felt it was necessary to include brief highlights for each case study. So we added a section that outlines the school's challenges, key outcomes, and their favourite features of Kira.

The blog redesign work allowed us to better organize our content and create a structure that can easily be scalable moving forward. Before I joined, there was no tracking on our website and blog. But now, we're using data analytic tools to gain insights into user behavior, allowing us to make informed improvements and optimize the overall user experience.