A content hub – from concept to production in 3 months flat. Introducing ADI Signals+.

Analog Devices

UX Director: Craig Garcia
Sr. UX Designer: Kevin Prince

Project Snapshot

3 Months

3 Languages

8-10 New Components

2 New Content Templates

New Responsive Grid

New Subscriber Flow

Launched with over 20 articles and videos (Reached the 100th content story in 02/2023 !!! )

Acquiring new customers required looking beyond traditional marketing.

Content is a strong performer in growing “qualified” traffic in the B2B semiconductor space. With data in hand, my Online Experience UX team and the marketing organization strategized how to expand our content capabilities to reach new customers. Together we aligned on building a new content hub for a less technical audience. The marketing team needed it done quickly to align with the launch of a new brand campaign. We made it happen.

Primary Goals:

  • Increase organic traffic

  • Reach non-engineer audiences

  • Increase perception that ADI has a positive impact on humanity

Secondary Objectives:

  • Support a lead gen pipeline

  • Generate internal business unit participation

Who is doing it well?

We reviewed industry and non-industry content programs. It’s difficult to know specific analytics of competitor programs, but you can infer some learnings based on qualitative observation and leveraging research.

Pre-design and program research learnings:

  1. A responsive design system and card pattern is standard across industries

  2. Maximize SEO performance with structured templates and tiered headings

  3. Graphic consistency increases reader credibility and reduces design investment

  4. To scale up content requires SME alignment with non-tech authors

  5. Monthly publishing cadence is a base requirement

  6. Regular analysis and surveys to gage effectiveness of content

Defining a flexible and responsive design system

The design system is exclusive to the hub, but the grid coordinated with the broader site. Kevin, the design lead, was able to get very specific with regards to how the templates would be defined. A goal was to be able to minimize training and onboard resources quickly with a prebuilt component library for story development.

Creativity meets resourcefulness.

Content creation couldn’t be a roadblock in a limited resource environment. I found lean methods to reach our goals without sacrificing on quality.

Interactive carousel component showcasing the technologies with custom artwork

I contracted a 3D artist to support story visual design once we had established our templates .

This lean UX approach feels authentic. Here we combined a simple zoom interview with our engineer and public domain assets from NASA to celebrate the Perseverance landing.

What the data suggests

Early data suggests:

  1. We exceeded the goal of attracting new visitors

  2. Engagement drops with page depth

  3. Primary traffic is paid, organic traffic growth needs more time/attention

  4. Users navigated toward ADI informational pages (Applications/About ADI/Onsite Search) rather than directly to the product tree… suggesting a “new to ADI” audience

I am obscuring some of the raw data for ADI’s privacy.

I designed a survey to target traffic driven from a brand campaign. This data set helped to evaluate the investment in the marketing spend, and contributes to a roadmap for future content. Regular surveys would be required for benchmarking and identifying trends.

I use heat-mapping tools to understand user behavior beyond standard click analytics.

The “attention” heat-map helps me understand users’ interests. I’m able to measure visual engagement. This can be a good way to reinforce ROI on custom design work.

E.g. stock imagery offers limited value when compared to diagrams, 3D, infographics, and short-form callouts.

A “scroll depth” heat-map tells me in aggregate how far the readers scroll. By evenly distributing visual elements we can pull a reader down the page. The ADI Signals stories have very good scroll depth results compared to typical site landing pages.

70% of readers are reaching the page bottom. That is excellent.

Driving lead gen through a subscriber base.

In phase two development my team built better access for lead gen via the newsletter program. This required designing two new components for subscriber sign-ups. The subscription is integrated with our CRM tool and the “My Analog” platform giving the user control over their subscription settings and exposure to other ADI technical newsletters.