Tech Crunch Site Redesign
2023 | UX Design
A comprehensive redesign to enhance user engagement and content discoverability, leveraging strategic UX improvements and innovative design components.
TechCrunch is known for bringing insightful and up-to-date editorial content to the start-up and technology community. With the speed of evolving trends and top-of-mind technical innovations, there was a need to serve collections of timely content to TechCrunch audiences in a best-in-practice design that improves the content consumption experience and deepens user engagement.
My role involved leading the UX and UI design efforts, including conducting a site audit and competitive analysis, developing TechCrunch's design system, restructuring the site’s navigation, and enhancing mobile usability. I generated wireframes with interactive elements and authored design documentation for dev hand off.
The main problem we were solving for was that TechCrunch’s site structure and interaction design were no longer supporting content discoverability or user engagement effectively. Users were struggling to find relevant content quickly, and the overall experience wasn’t streamlined across devices or content types.
We implemented a mobile-first design, ensuring that content was easily accessible and visually appealing on smaller screens. The focus on mobile optimization led to a streamlined, responsive design that prioritized ease of navigation and readability across all screen sizes.
The navigation was restructured to be more intuitive, allowing users to quickly explore curated topics and trending content. I designed for desktop and mobile navigation and integrated a search bar with multiple states, including predictive dropdown, hover, clear input, and close bar states.
A clean, accessible navigation structure was key to improving content discoverability and keeping users engaged for longer periods.
Designed a dedicated landing page and article detail pages to showcase premium content and drive subscriptions by clearly communicating the value of joining TechCrunch+. We also designed a featured TC+ Topics module for better visibility, increasing the likelihood of user discovery and engagement.
The TechCrunch+ initiative was a direct response to the need for better monetization, driving conversions through clear content differentiation and user flow.
The redesigned TechCrunch website successfully launched with a refreshed visual identity and enhanced user experience. By aligning strategic insights with user-centric design principles, we positioned TechCrunch to deliver compelling content experiences that resonate deeply with its audience, driving increased engagement and loyalty.
Reflecting on the TechCrunch redesign, there were areas for improvement. Enhanced iterative user testing would have allowed for more precise feature fine-tuning. Additionally, implementing a structured post-launch analysis to track the redesign’s effectiveness against KPIs would have provided valuable insights for continuous optimization. These adjustments could have further solidified the long-term success of the project.
I learned a lot and most importantly learned the importance of balancing strategic insights with user-centric design. I’ve gained a stronger understanding of the need for scalability in design systems and the value of continuous testing and post-launch feedback to ensure long-term success.
A new design system streamlined access to trending and must-read content.
The design changes encouraged deeper interaction and return visits.
Modular designs allowed for continuous updates without disrupting the user experience.
The redesign aligned with editorial goals, making the site feel more intuitive and user-friendly.