Article Redesign + Replatform NationalGeographic.com
The Opportunity
Enhance storytelling and user engagement through modern content layouts, immersive formats, new article templates, and improved recirculation models.
Boost performance, reach, and conversion by implementing new paywall and promotional strategies and optimizing SEO.
Streamline tech stack to reduce tech debt, increase synergies, and drive cost-efficiencies.
Improve accessibility score and ensure an inclusive experience for all users.
My Role
As the product manager for this high-impact, large-scale program, I defined and documented requirements, partnering closely with product design to align with brand guidelines and support content creators’ needs. I streamlined the development process by organizing project tickets for engineering efficiency and ensured feature accuracy through thorough testing. Post-launch, I analyzed performance data to identify and propose optimizations aimed at improving conversion and user engagement.
The Outcome
Unique visitors per month increased by 14.45%
Page visits per user increased by 36%
Email capture (high conversion indicator) increased by 10.14%
Accessibility score increased by 4%
Improved core web vitals including cumulative layout shift, first input delay, and largest contentful paint.
Key Features
Introduction of a new single column OR two column layout, which provides content creator flexibility on how to best layout their story for maximum impact.
Four brand new recirculation types and an improved similarity API through a machine learning model to recommend a bigger breadth and depth of content.
Of 16 lead types, 8 include improvements and 4 were net new.
Of 15 inline types, 10 include improvements and 3 were net new.
Improved ad placements and refresh rates.