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Methods Used: Survey, user persona, website analytics, competitive analysis, site mapping
Tools Used: Adobe Creative Suite, Hubspot, Monday.com, Google Workspace, Microsoft Office, Zoom, Slack
MNI Website
As a media buying agency established in the 1970’s, MNI has specialized in print advertising for most of its history. In the past decade though, MNI transitioned the bulk of its business to digital. To reflect this change, the creative team and I redesigned the company website in the summer of 2020.
Website Analytics
We analyzed our website metrics, using Google Analytics and Hubspot. One metric we focused on was page views—we wanted our site traffic to inform the information architecture of the updated site.
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Digital Advertising
As expected, our digital advertising solutions outperformed print.
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Educational Content
Our educational
content marketing pieces
were heavily trafficked.
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Blogs
Our most popular
content marketing pieces
were our blogs.
Client Survey
For both our website and our broader marketing efforts, we wanted to learn about our clients—we wondered how they get their industry news, and how they choose media-buying partners. To learn the answers, we sent out a Google Form.
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Modern Technology
Our clients reported more interest in digital advertising
than in print.
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In-Depth Knowledge
Our case studies, white papers, and webinars demonstrate in-depth knowledge to our clients.
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Industry Experience
Our clients seek advertising partners with experience
in their industries.
User Personas
After conducting our survey, we used the responses to make two user personas, which represented our average clients. Throughout our process, we tied our research and design decisions back to our personas.
Describe your image
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Competitive Analysis
Within our competitive analysis, we focused on the website’s information architecture. For reference,
we checked which items were in the primary navigation bars of our competitors.
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Magazine Solutions
While mainly focusing on digital, MNI could still frame print as a differentiator.
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Resources
Some competitors kept
all content marketing pieces together on a Resources page.
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News
Just like The Trade Desk and MediaMath, we removed News from our nav bar.
Site Map
With a full understanding of our audience and our competitors, we were ready to reorganize mni.com’s pages. Our goal was for our most impactful pages to be the easiest to access.
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Digital Solutions
Given their popularity, we placed MNI’s digital advertising solutions first in the nav bar.
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Insight Lab
We grouped MNI’s content marketing pieces together in a page called Insight Lab.
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Industry Focus
We made an Industry Focus page, with industry-specific content marketing links.
Insight Lab Web Page
Insight Lab is the home of MNI’s educational content. From white papers to webinars, users can scroll through the Insight Lab webpage to learn about trends in the world of Advertising and Marketing.
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Spotlighted Content
The top of the page promotes timely content, based on historical marketing trends.
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Thumbnail Images
Thumbnail images make
the content engaging
and easy to navigate.
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Search or Browse
Users can either search for content or browse. The layout is conducive to either.
Industry Focus Web Page
Before our website redesign, all of our industry-specific content was scattered around the website. Based on our surveys, many of our in house clients highly value our industry-specific content, so we organized it together into one page.
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Quick Navigation
We added a sticky table of contents, to avoid long scrolls.
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Panoramic Images
The panoramic images enable quick scanning, without taking up too much real estate.
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Let's Connect
To earn sales qualified leads, we placed the contact button prominently in the nav bar.
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