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Think Digital Hub

Redesigning Think Digital Hub to Increase Subscribers by 23%

Improving content discovery and engagement across articles, podcasts, videos, and events

PROJECT BACKGROUND

The existing Think Digital Hub presented content as a single, continuous list of articles. Key formats such as podcasts, videos, and events were not clearly surfaced, and navigation did not support exploration by topic, format, or author.

This limited the platform’s ability to:

  • Encourage content discovery

  • Communicate the “Think” concept clearly to new users

  • Position LBS as a credible, modern thought leadership destination

My Role

Lead Designer

End-to-end ownership across user research, interaction design, visual design, prototyping, and user testing

Timeline

Mar 2025 - Oct 2025

PROBLEM

Users visiting the Think Digital Hub struggle to find and explore diverse content types due to unclear navigation, content organization and layout.

Users visiting Think Digital Hub struggled to explore content beyond articles due to:

  • Unclear navigation and information architecture

  • Poor visibility of non-article formats

  • Inconsistent page layouts and content hierarchy

As a result, users often left without understanding the breadth of Think’s offerings or engaging beyond a single page.

USER RESEARCH

Research Goal

How might we help users quickly understand what Think offers and discover content that matches their interests, intent, and preferred format?

RESEARCH

Google Analytics

SURVEY

What thought leadership formats would you like to see represented in future?

RESEARCH

Users perceive the articles as blog posts and feel that some lack sufficient supporting data

New users struggle to fully grasp the Think concept, even when navigating its homepage and menu.

  • There is a preference for consuming articles on desktop while engaging with podcasts on mobile

  • Students prefer reading articles authored by professors they recognize, in addition to searching for specific topics.


RESEARCH

New users struggle to understand what Think offers

First-time visitors to Think might find it difficult to grasp our offerings

  • The topics section is sometimes overlooked by users, and certain areas, such as coronavirus or accounting, may not be of high interest.

  • Podcasts lack visibility and do not stand out on the pages.


Section does not stand out

Some topics are outdated for users

RESEARCH

Navigation

The "Popular Topics" section does not stand out effectively. Additionally, some topics displayed do not align with user interests.

  • On the article page, most users do not realize that author names are clickable.

  • The mega navigation design creates confusion, as users struggle to differentiate between Think topics and academic programs, sometimes perceiving them as areas of study.


RESEARCH

Lack of consistency on article pages

Article pages lack consistency in layout, with variations in edge-to-edge formatting, header and subheader usage and text formatting.

  • Users were unaware that author profiles were accessible. Upon discovering them, they encountered inconsistencies that caused confusion.

  • Users express strong appreciation for the inclusion of quotes within articles and the "In 30 Seconds" section.


The article goes edge to edge, which is more difficult to read

RESEARCH

Search relevance and content clarity


The search functionality is essential for users to efficiently locate desired content.

  • There are instances where keyword searches give unexpected results, reducing relevance and user satisfaction.

  • The topic field can confuse users, especially when topics are displayed alongside podcasts, which often results in misunderstanding.

  • Users seek clarity on whether their search results are podcasts or articles.


The search functionality is essential for users to efficiently locate desired content.

  • There are instances where keyword searches give unexpected results, reducing relevance and user satisfaction.


  • The topic field can confuse users, especially when topics are displayed alongside podcasts, which often results in misunderstanding.


  • Users seek clarity on whether their search results are podcasts or articles.


Users struggle to differentiate content type

Users struggle to differentiate content type

IDEATION

Workshops and Ideation Sessions

I facilitated multiple workshops with stakeholders and the development team to:

  • Align on business goals and success metrics

  • Explore new navigation and content grouping models

  • Prioritize design solutions based on feasibility and impact


FINAL DESIGN

The Solution: A Clear, Multi-Format Content Experience

Final Design Outcomes

  • Introduced clearer navigation and content categorisation by topic and format

  • Elevated podcasts and non-article content to improve visibility

  • Standardised article layouts to improve readability and trust

  • Improved author discoverability to encourage deeper exploration

  • Enhanced search clarity with stronger content-type signaling

All Designs


IMPACT

Impact & Outcomes

Increased subscribers by 23%

Reduced bounce rate by 9%

Increased time spent on site through improved content discovery

Strengthened Think’s positioning as a thought leadership hub, not just a blog

LESSONS LEARNED

Reflections: What I’d Do Differently Next Time

1

Validate Design Decisions with A/B Testing

Running A/B tests on key elements such as homepage layouts, topic sections, and share buttons, could have provided stronger quantitative validation.

2

Increase Survey Sample Size

Gathering responses from a broader user base would have improved confidence levels and reduced margins of error.

3

Conduct Deeper User Interviews

Including more first-time visitors would have helped uncover mental models and expectations earlier in the process.

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