• daniellempacheco@gmail.com

Penton Content Capability

Overview

Penton Inc. provides daily industry news and editorial content to nearly 20 million people in over ten B2B markets including aviation, engingeering, agriculture, technology, food and restaurant, wealth management, and events.

Problem

Penton's Content Capability is a publishing template for over 72 websites across the company. The challenge was to gather all existing needs from each brand and whittle it down to the least common denominator, allowing each brand to customize branding elements. Key performance metrics for the project included ad viewability.

Modern, Responsive, Reliable

Our audience relies on our B2B sites for pertinent, by-the-minute industry news. We aimed to design a template which communicated that sense of urgency and credibility, matching the quality and tone of our editorial expertise.

Optimized Reading Experience

Infinite scroll model improves user experience especially on mobile- no clicks. It also improves number of page views, and static left rail improves ad viewability.

Improved e-commerce experience

When examining the e-commerce sales funnel, we found that many users abandoned their shopping carts, in part because there were a lot of distractions on the page. The goal was to simplify the page, create a clear heirarchy, and pave a clean path to checkout.

Other features of the e-commerce experience were improved as well; including the addition of a step indicator of during the checkout process, splitting up checkout steps into smaller, mobile-friendly chunks, and the ability to see what's in your cart at all times.

Living Style Guide and UI Kit

A style guide is always important for standardization and communication, but we knew a style guide would be particularly paramount for a product serving so many markets and sites. We wanted to make sure each brand had a place to reference its particular typography choices, color palette, button styles, etc. On this site, Penton employees and developers can access any brand's style guide and even reference code snippets.

Post-launch observations and recommendations reports

The UX Design team analyzed traffic and engagement reports and observed user sessions in Mouseflow to determine where usability could be improved.

One finding was that users cared more about reading captions than they did about viewing images on galleries. Our suggestion was to build an alternate gallery template for "listicles" where the caption takes center stage and the image is secondary.