I am working as a UX Designer for Professor Greg Harris's website Pangyrus. Pangyrus is a website for Boston-based writers, editors, and creative professionals with a new vision who writes high-quality content on the internet. They aim to foster a community of creative individuals and organizations dedicated to art, ideas, and making culture thrive.
- Foster a creative writing community in Boston.
- Publish quality writing content from new and established authors on the internet
- Promote ‘easy to approach’ philosophy among new and talented writers.
- Help new talented writers to grow
- By channeling them to a proper career
- By improvising writing techniques
Sketch, Invision, Photoshop, Illustrator
Business Model and Project Canvas
- Grubstreet : One of the nation’s creative writing centres. They offer classes and events through out the year.
- Granta : London based company which publishes writings from Nobel laureates to debut novelists. It was founded in 1889.
- Slate : Digital daily web Magazine founded in 1996 owned by Graham Holdings Company.
Who are the top competitors? Roughly how much of the market share do they have?
Name of top competitors are Grubstreet, Granta, Slate. Grub street is still growing but Granta and Slate are top publishing company and their ranks are within 100.
What is the tone of the language used on each competitor’s site? How does that differ between sites?
Their website looks professional, credible and authentic.
Granta has a traditional classy look.
Slate has easy, modern, friendly look.
Grubstreet has professional and business type look.
We want our site to be classy, professional yet friendly.
What are the differences between offerings of different competitors? Where do your offerings fit?
Grubstreet is offering class, workshops etc. Granta and Slate are traditional publishing companies so they don’t have any other offerings other than their content.
My site is offering content and also interactivity like local events. So it fits between Granta, Slate and Grubstreet.
Who do you think they are targeting primarily? Is it the same as your target audience?
- Slate is targeting wide range of audience and their content draws attention of anybody. Anyone who is interested in reading political content reads Slate.
- GrubStreet and Granta are like magazine/book publishing company. Their content attracts literature enthusiasts.
- Our first target audience is like Grubstreet and Granta however we want diverse range of readers like Slate has.
How are people responding to these brands (check twitter, facebook, instagram, pinterest etc.)
All these sites have a huge Twitter and Facebook followers. Slate is followed by Harvard University at twitter. They have over millions of users and daily interactions. These are established brands so people look up to their content and love reading what they post.
Create a clean, easy to navigate, professional, secure yet friendly website for writing enthusiasts.
Based on the profile of the business I developed the following Tone Guide.
Professor Harris (Client) prefers the color of Pangyrus logo to stay wine red (exact color code: #cf575b)
According to me the website can improve the look and feel by changing the color palate. The background can stay white as it attracts attention to the content. But the default text color should be dark grey.
Based on website's profile I selected these fonts for content.
Mental Models and Workflows
Mental Model Findings
- Main goal – submit content.
- They landed on this website based on recommendation by professor or fellow classmate.
- They went to Google, typed ‘Pangyrus’ and clicked on the first link.
- After landing on homepage, they will most likely go the submission page and find out
- Submission Criteria
- Submission Categories
- If they are interested in submission feedback they will find out
- Feedback turn around times
- Feedback payment
- Details of the feedback – what they are getting in return
- If they have questions they will go the contact page.
- Otherwise they will use the submission form to submit content.
- Main goal – working for the site.
- They landed on this website by someone’s recommendation, attending local events, book signing, going to Harvard Coop.
- They went to google and typed ‘Pangyrus’ and clicked on the first link.
- After landing on the homepage, they will most likely glance through the content of the homepage.
- If they are interested about the content, they will go to the ‘About us’ page to find out about the organization.
- They will click on Testimonials and read about Testimonials, Media Mentions.
- They will check website’s market share.
- They will look at their social media page to find out about their social engagements.
- If they are impressed with these factors they will land on job/career page
- If there is a job they will apply.
- If there is not or if they have questions they will use the contact page.
- Main goal – reading
- They landed on the website by social media (Twitter, Facebook) or google search.
- They will land on the article mostly.
- If they are interested in the article, they will land on the homepage.
- They will browse through the homepage content.
- They will click on the menu and try to find a genre of particular interest
- After reading a few articles if they are interested they will sign up for the email newsletter
- They will go the subscribe page and subscribe
- They will checkout the social media pages and subscribe to them in order to stay updated.
Navigation based on Personas
- About us
- Contact us
- About us
- Contact us
- About us
- Contact us
Scenarios for user testing
You’re an English major at Harvard and you’re graduating in a year. Your advisor has suggested you start publishing your work, as it’s important for your resume. He gave you a few websites where you can get published, one of which is the Pangyrus.
- How can you publish your article there?
- How can you know more about them?
- Can you meet them without contacting?
You’re an editor and you have been editing for 25 years. You contribute to a few magazines in US and UK. You heard about Pangyrus in a literature event hosted by Harvard Business Review. You’re wondering if this magazine is worth to contribute. Can you find that information?
You are a working professional who likes reading. You came across an article of Pangyrus at Twitter. When you clicked the article, you liked the content and now you’re interested in reading their premium articles. How can you read them?
About us Page
User Testing Findings
- A lot of text for submission page.
- Submission Eligibility in bullets.
- Hyperlinked submission categories.
- Will submission cost me money – not entirely clear
- What’s a cover letter?
- Painful to scroll just in order to submit
- Is there a word limit?
- Do I need to submit through email?
- Want FAQ or call option
You’re an English major at a Harvard and you’re graduating in a year. Your advisor has suggested you start publishing your work, as it’s important for your resume. He gave you a few websites where you can get published, one of which is the Pangyrus. How can you publish your article?
- Categories should be hyperlinked.
- FAQ, Call or Chat option should be added.
- Confusion about Enhanced Submission – will it cost me to submit my article?
- Enhanced Submission should be called ‘Submission With Editing’.
- Is cover letter similar to job cover letter?
- What are submission criterias?
- Do I need to submit via email? Confusion about the words written.
- Submission Eligibility – too much text. It should be bulleted.
- Who is eligible to submit?
- Are there any formats for submission?
- A lot of texts are there – too much scrolling.
- There should be a submit button on top.
- Is there a word limit on submission?
- The word ‘genre’ sounds confusing, ‘Topic’ is a better alternative.
- There should be a little description about genre.
- Events should not be a calendar as there are not too many events.
- I added a new design mockup for ‘about us’ as some users wondered about the magazine before submitting.
- I moved the staff information from the about us page.
- I changed the submission categories and made them hyperlinked.
- I found the submission criteria in a page hidden underneath and added that
- Modified ‘Enhanced Submission’ and changed it to ‘Submission with Editing’.
- Edited the words which created confusions about the payment.
- Changed the cover letter and broke it down into understandable pieces.
- Changed the events from calendar to a picture with words format.
I was struggling with the design mocks for quite a while. I also found the texts there was bit eye heavy. But when I did the user testing, I realized what was the actual issue. That was my aha moment.