Contentful
At Contentful, I worked across UX, content production, and design operations within the marketing team. My work included competitive research and wireframing for the blog redesign, CMS content production, design asset management in Bynder, AI workflows in AirOps, and pilot reviews of new AI features for senior leadership.
Timeline
Sep 2025 - Sep 2026
Team
Marketing
Collaborators
Design Team
Introduction
At Contentful, I worked across B2B UX, content, and design operations. I helped improve the blog experience, supported content workflows, managed digital assets, and tested new AI features.
My role covered both the customer-facing blog experience and the systems behind it. I researched competitor layouts, created wireframes for a blog redesign, compiled and copyedited content in the CMS, maintained design system assets in Bynder, built AI-assisted workflows in AirOps, and reviewed new platform features for senior leadership. The work gave me a much broader view of how UX, content, operations, and product decisions come together in a B2B environment.
UX Design
Overview
Problem
I was tasked with rethinking the blog structure to reduce early drop-off, surface CTAs more effectively, and create a clearer path toward conversion.
Using analytics, heatmaps, and Contentful’s internal data, the team identified a clear drop-off problem on blog pages. My role was to conduct competitive analysis on high-performing blog experiences, study their layouts, CTA placement, hierarchy, and interactive components, then translate those findings into wireframes that followed Contentful’s brand guidelines and were feasible for developer handoff.
Research
I reviewed high-performing B2B and SaaS blogs to identify patterns in content structure, CTA placement, and interactive elements that could improve Contentful’s blog experience.
The analysis showed a consistent pattern: high-performing blogs gave users more reasons to keep moving through the page. Clearer CTAs, compact layouts, interactive elements, stronger card behaviour, and better content previews all helped create a more engaging reading experience.
Solution
Turning competitive analysis findings into a design the team could actually build.
Implementation
Three changes shaped the new blog experience: richer interactions, better CTA placement, and an AI-powered TL;DR.
The before versions are AI generated to provide context for the previous version of the website.
Impact
30–45% increase in scroll depth and 5–10% growth in MQL & SQL leads.
After the changes went live, a senior designer on the team shared that key blog pages saw a 30–45% increase in scroll depth, with the new CTA placement, TL;DR and other updates contributing to the improvement. MQL and SQL leads from the blog also increased by 5–10%
Takeaways
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