How a strategic UX overhaul transformed Contently’s user experience and market impact
Objective: To provide a strategic roadmap for Contently’s platform to enhance feature discoverability, user engagement, and future scalability across the enterprise.
Project Overview
Contently, an enterprise marketing platform, was at a pivotal stage where its existing platform had valuable features, but these were not easily discoverable by users, leading to low engagement and underutilization of key functionalities. The goal of the project was to reimagine the user experience, ensuring that marketers could effortlessly discover features and utilize them to their full potential, while also positioning the platform for future scalability across various enterprise functions.
Key Challenges
Feature Discoverability: Despite having robust features, users were not easily able to find or engage with them, resulting in poor usage and a gap between the platform’s value proposition and its actual adoption.
Low Engagement: Marketers were not fully leveraging the platform’s capabilities, which affected their ability to execute content strategies efficiently across different stages of the customer journey.
Scalability for the Future: The platform, though powerful, needed a strategic direction to enable it to scale beyond marketing teams and be adopted by other departments, such as customer support, education, and product marketing.
Approach
Uncovering and bridging critical gaps: At the start, Contently found itself at a crossroads, struggling with a complex interface, fragmented content creation tools, and delayed data insights, all of which hampered user adoption. Our goal was not simply to improve the platform but to align Contently’s existing capabilities with the real, often unmet needs of its users. Through our research, we uncovered a journey and user requirements that the platform had previously overlooked, including a critical mismatch between what Contently believed it was delivering and what users were actually consuming.
Strategic overhaul for an intuitive experience: By focusing on user needs and enterprise-level expectations, we proposed a strategic redesign to make the platform more intuitive, scalable, and efficient. Collaborative workshops with stakeholders were essential, allowing us to reimagine and reframe Contently’s information architecture to align with content creators' workflows and improve content velocity, supported by Contently’s scalable talent pool.
Impact and action: The research led Contently to re-evaluate its value proposition, emphasizing strategic alignment for content creators and efficiency in content operations. Key changes included a redesigned B2B landing page that now directs high-touch users straight to actionable tasks, addressing usability challenges we uncovered. Following our recommendations, Contently has since invested in continued usability enhancements to further streamline the platform experience for its users.
Key Recommendations
Improving Feature Discoverability
The platform needed to be redesigned to surface key features that were otherwise hidden in the interface. By making features easier to find, Contently would increase engagement and ensure marketers were getting the most value out of the platform.
Creating an Intuitive User Flow
A more intuitive user flow was recommended to guide marketers seamlessly through the platform. This would help users not only complete tasks efficiently but also discover additional tools and features that could enhance their workflows.
Building for Enterprise-Wide Adoption
The roadmap also accounted for future scalability, ensuring that the platform could support cross-departmental collaboration. Features that were initially designed for marketing could now be extended to customer support, education, and product marketing, enabling Contently to serve as a core tool across the entire enterprise.
Outcome
By the end of the project, Contently was positioned to:
Envision a robust platform for the future, with a clear roadmap for feature improvements and expansions.
Improve discoverability and usage of key features, which would in turn increase engagement and satisfaction among users.
Enable the platform to scale across the enterprise, making it valuable not just for marketers but for other departments as well, fostering collaboration and consistent messaging.