A custom tool to improve marketing decisions and tracking SEO data. Featured at UX Roundabout London.
Role: Product Lead
Client: American Express
The American Express team wanted to transition from traditional marketing to digital marketing, specifically monitoring and optimizing SEO keywords. Through initial user research, the data used by the SEO team was overwhelming and unrefined. It required too much manual time to convert into useful data. This further bled into the the overall marketing team and business as it led to delays in insights to make decisions.

To solve this, we created a custom SEO platform that was driven around design and built with automation. This allowed users to have a more engaging, intuitive, and interactive experience whilst the large data sets be processed in a more efficient manner. Combined, users were able to move from a reactive to a proactive approach. We further expanded the product to allow users beyond the SEO team access to the date.

The platform was lauched in the UK and Australian markets. Within the first three months, the team had an improvement of as well as a streamlined data pipeline from weeks to minutes. Data accuracy increased by 85% due to automation. We later featured the platform in UX Roundabout London.
The current marketing teams, however, utilized giant Excel spreadsheets with over 50,000 rows. This large amount of data was time-consuming to process and sanitize. As a result, keywords that under-performed were often overlooked and readjusted many months later.

Concepting was mainly done through the use of  sketches and rapid prototyping. Sketching out ideas allows us to quickly sort the functionality and foundation of the design. We then tested it with our own internal SEO team and with the users. From it, we were able to quickly develop concepts. After validating the concepts, we digitalized them into a prototype with basic interactions. From this user test, we found that some users don’t look at the keywords and instead focus on pages - which were a group of keywords.
Our core product was a new Keyword Explorer. Within each keyword elements, the visual hierarchy allow users to quickly scan each keywords and its key metrics. Functionality-wise, it allowed users to sort, search, and filter keywords. Furthermore, users can select keywords and add them to their custom groups allowing them to quickly monitor selected sets of keywords.
We used natural affordances to reduce the learned behaviours a user would need. A consistent issue with a new product is adopting and learning a new system. To mitigate, we used a basic traffic light system where users can immediately understand keyword performance without any explanation. We also used simple design patterns to maintain consistency and behaviours. Finally, we used motion to help guide users and improve wayfinding.
Progressive disclouse was vital to presetn the right data at the right time. When the user wants to investigate a keyword further, they can click an element to its performance page. By revealing information only when necessary, it prevented the user from being overwhelmed by the amount of data.
To inform our development and design roadmap, we used our data from user testing and feedback. This allowed us to make impactful decisions and help with prioritizations. For example,  users wanted to keywords to expand to the webpages themselves. As a result, we created a page explorer allowing users to look at the SEO data and performance for each page.
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