UX, content and AI workflows at Contentful.
Responsibilities
Responsibilities
UX Designer
Design System Management
AI Product Evaluation
Blog Production & Copyediting
UX Designer
Design System
Management
AI Product Evaluation
Blog Production &
Copyediting
Role
Role
UX & Design, Blog Production
UX & Design, Blog Production
Year
Year
2025-2026
2025-2026
Time to read
5-6 Minutes
TL;DR
TL;DR
TL;DR
At Contentful, I worked as a UX & Design, Blog Production Assistant. I contributed competitive analysis of various blog layouts and created wireframes for a blog redesign that lifted scroll depth 30-45% on key blog pages, while also compiling and copyediting the blog content itself on the Contentful CMS. I maintained our design system components and the digital asset library on Bynder. I also built AI-assisted content pipelines in AirOps, and was given responsibility for pilot-reviewing new AI features, showing findings to senior leadership through presentations.
At Contentful, I worked as a UX & Design, Blog Production Assistant. I contributed competitive analysis of various blog layouts and created wireframes for a blog redesign that lifted scroll depth 30-45% on key blog pages, while also compiling and copyediting the blog content itself on the Contentful CMS. I maintained our design system components and the digital asset library on Bynder. I also built AI-assisted content pipelines in AirOps, and was given responsibility for pilot-reviewing new AI features, showing findings to senior leadership through presentations.
01. UX Design
01. UX Design
Challenge
Challenge
By looking at data from tools like Google Analytics, Contentful's own Analytics tool and heatmaps, we noticed that readers of blogs were dropping off without ever reaching the end of the blog pages. They never reached the CTA present at the bottom of the page and the amount of SQL's & MQL's weren't increasing.
The teams task was to increase the scroll depth by implementing new features onto the blog pages and increase the amount of SQL & MQL leads by the blog section of the Contentful website.
By looking at data from tools like Google Analytics, Contentful's own Analytics tool and heatmaps, we noticed that readers of blogs were dropping off without ever reaching the end of the blog pages. They never reached the CTA present at the bottom of the page and the amount of SQL's & MQL's weren't increasing.
The teams task was to increase the scroll depth by implementing new features onto the blog pages and increase the amount of SQL & MQL leads by the blog section of the Contentful website.
My Brief
My Brief
My task was to conduct competitive analysis on well performing blog websites. The motive was to get ideas/inspiration about the layout of the blogs, CTA placement, interactive components present, and hierarchy of different elements (eg. which CTA is shown first).
From the analysis data, I had to create wireframes of the structure of the blog page. These wireframes had to follow Contentful's brand guidelines and be feasible for developer handoff.
My task was to conduct competitive analysis on well performing blog websites. The motive was to get ideas/inspiration about the layout of the blogs, CTA placement, interactive components present, and hierarchy of different elements (eg. which CTA is shown first).
From the analysis data, I had to create wireframes of the structure of the blog page. These wireframes had to follow Contentful's brand guidelines and be feasible for developer handoff.
Analysis Cont.
Analysis Cont.
Analysis
Cont.
As you can see from the table above, I had quite a lot of ideas for the blog section of Contentful's website. Due to feasibility and restrictions, not all of the ideas could be implemented from my list, but having even three ideas being implemented was quite a huge win for me.
Having measurable impact on a huge platform like Contentful's website was quite a cool feeling. Below you will see the wireframes I created for the design team and the idea/layout integration I chose. I will also put screenshots of Contentful's current website with the changes.
As you can see from the table above, I had quite a lot of ideas for the blog section of Contentful's website. Due to feasibility and restrictions, not all of the ideas could be implemented from my list, but having even three ideas being implemented was quite a huge win for me.
Having measurable impact on a huge platform like Contentful's website was quite a cool feeling. Below you will see the wireframes I created for the design team and the idea/layout integration I chose. I will also put screenshots of Contentful's current website with the changes.
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Results
Results
After implementing the design changes, a senior designer from the team I was working on told me, that they saw a growth of 30-45% scroll depth across key blog pages due to the CTA, TL;DR and additional changes implemented by the team. We also saw a growth in MQL's and SQL's by 5-10%.
After implementing the design changes, a senior designer from the team I was working on told me, that they saw a growth of 30-45% scroll depth across key blog pages due to the CTA, TL;DR and additional changes implemented by the team. We also saw a growth in MQL's and SQL's by 5-10%.
02. Other responsibilities
02. Other responsibilities
As mentioned in the TL;DR, my work here went beyond UX design:
Blog production on the Contentful CMS
Copyediting
Asset management on Bynder
Taxonomy updates
Pilot reviewing new AI features, and showing result presentations to leadership
Building AI workflows in AirOps to turn video transcripts into blog content
I've kept this section light rather than writing each of these up properly, most of it would just turn into a wall of text without much to actually show for it, since it was internal work. Happy to walk you through any of it directly if you're curious!
As mentioned in the TL;DR, my work here went beyond UX design:
Blog production on the Contentful CMS
Copyediting
Asset management on Bynder
Taxonomy updates
Pilot reviewing new AI features, and showing result presentations to leadership
Building AI workflows in AirOps to turn video transcripts into blog content
I've kept this section light rather than writing each of these up properly, most of it would just turn into a wall of text without much to actually show for it, since it was internal work. Happy to walk you through any of it directly if you're curious!
03. Conclusion
03. Conclusion
Learnings
Learnings
Overall it was an amazing experience at Contentful. I learnt multiple new practices, re-applied many of my old ones which helped me refine them even further. I met people from all around the world and even attended the massive CKO which Contentful had in Berlin, it was mind-blowing. At the CKO I attended multiple workshops regarding product management, design, marketing and AI tools!
I learnt what it actually means to work on a live product used by thousands of people, every decision felt real, and that pushed me to be more precise and consistent than I'd ever been before. Collaborating across marketing, design, and product teams also showed me how cross-functional work actually happens, you're constantly translating between disciplines and making sure your thinking lands with people who see things differently.
Working with AI tools like AirOps in real workflows also gave me a much more honest read on where AI adds value and where you still need a human in the loop. I left with a much higher bar for my own work.
Overall it was an amazing experience at Contentful. I learnt multiple new practices, re-applied many of my old ones which helped me refine them even further. I met people from all around the world and even attended the massive CKO which Contentful had in Berlin, it was mind-blowing. At the CKO I attended multiple workshops regarding product management, design, marketing and AI tools!
I learnt what it actually means to work on a live product used by thousands of people, every decision felt real, and that pushed me to be more precise and consistent than I'd ever been before. Collaborating across marketing, design, and product teams also showed me how cross-functional work actually happens, you're constantly translating between disciplines and making sure your thinking lands with people who see things differently.
Working with AI tools like AirOps in real workflows also gave me a much more honest read on where AI adds value and where you still need a human in the loop. I left with a much higher bar for my own work.
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Made with love by Soham Lodha
Made with love by Soham Lodha