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Oz Content is an enterprise web platform that helps content marketers research and develop top-performing pieces by optimizing content during the ideation phase. Developed for both large companies and individuals, Oz allows users to predict audience engagement, aggregate relevant content from multiple sources, and closely track content performance. I focused primarily on designing new core features for Oz such as a user dashboard and integrations library, improving Oz's existing interface, and standardizing the product's visual language and identity. As the sole designer, I worked closely with heads of product, growth, and engineering to:
- Define new product features, user flows, interaction patterns, and functional states
- Create a comprehensive style guide for standardizing visual elements and cues platform-wide
- Design high-fidelity mockups and prototypes
- Identify user pain points during usability tests
- Develop design solutions and refine the interface based on team and user feedback
Oz's functionality consists of 4 core features aligning with steps of the content development process, such as researching topics, publishing and sharing, and tracking performance.
In Ideation, users can research keywords to find the best relevant content based on a metric called the idea score, based on prior history of engagement. Users can filter content search results by source, expand article previews to read the full text, and add articles to Idea document folders. By opening an Idea folder, the user can write and edit their content side by side with the search results and continue both research and production in this split-screen mode.
2. Content Inbox
The Content Inbox acts as an index for reviewing, modifying, and sharing created ideas. Ideas can be filtered using the folders on the left sidebar or sorted by column type. The brand/organization dropdown menu also allows users to switch between multiple brands and organizations to view each brand's idea inbox. Users can delete, edit, and export ideas, as well as link ideas to integrated platforms such as Google Analytics. All functions can be accomplished singularly or by bulk.
Admin users can get an at-a-glance report of content performance from the Dashboard, including the highest performing ideas, comparative performance over time, top content producers, and when to ideally reuse content. Drop-down tabs display under each modal on mouse-over which allow users to set the relevant time frame.
With Integrations, users can connect their Oz account to relevant other platforms, including Google Analytics, Wordpress, and Twitter.
Brands and Organizations
Many Oz users need to create content for multiple brands under umbrella organizations or multiple organizations. The user management feature allows organization owners to manage user accounts and permissions, assigning each individual the status of owner, administrator, or no permissions. Owners and administrators can activate, suspend, or delete accounts, as well as add new accounts via email invitation. Each invitee sets up a simple profile when added to the platform.
With the brand management feature, organization owners can also easily view each brand's settings, including active integrations and associated users. They can also deactivate, reactivate, create and delete brands as needed.
As part of the product team, I developed design solutions to UX problems made apparent during moderated usability tests. After identifying core tasks in the Ideation and Content Inbox features and observing user attempts to complete them, we discovered the most common pain points were overly subtle visual cues and lack of instructional prompting. Keeping in mind the product's target audience and function, involving processes specific to content marketers, we sought to more clearly communicate the desired usage of feature's component in our redesign.
- Button copy and labels often not descriptive enough to convey functionality
- Buttons and labels often not noticeable enough and difficult for user to find
- Certain features difficult to find because of screen layout and overall color scheme
- Drag-and-drop feature for articles in Ideation confusing and difficult to accomplish
- Aspect ratio of screen designs problematic on smaller screens
- Improve button and label design to be easier for user to find
- Modify button and label copy to explicitly state their function
- Change screen layout to be more intuitive for left-to-right visual processing
- Redesign drag-and-drop visual cues to better draw user's attention
- Alter aspect ratio to 16:9 to fit universally on most browsers