TSIA Featured Insights

RESPONSIBILITIES

Information architecture, user flow, site mapping, competitive research, wireframing, visual design, stakeholder review, vendor management, QA testing

Overview

TSIA is a research and advisory organization that helps technology and services companies improve business performance through data-driven insights, benchmarking, and industry expertise.

Its membership platform delivers actionable guidance across areas including:

  • Revenue growth

  • Customer success

  • Product strategy

  • Service delivery

Problem

Following a major website migration and the launch of a new SaaS platform, TSIA faced significant content and SEO challenges:

  • Hundreds of high-value marketing pages were lost during migration

  • Previously accessible resources were moved behind a paywall

  • Broken redirects disrupted search visibility

  • Content became difficult for users to discover and navigate

  • Declining organic traffic increased reliance on paid acquisition

TSIA needed a scalable content experience that could rebuild organic visibility while supporting lead generation and SaaS growth.

Solution

Working alongside Digital Marketing and Content Marketing teams, I led the design and implementation of Featured Insights—a new content hub built to reconnect users with TSIA’s research and expertise.

The experience was designed to:

  • Restore and expand organic search visibility

  • Surface relevant content based on industry challenges and user needs

  • Create clear pathways to webinars, podcasts, eBooks, and premium resources

  • Support freemium SaaS member acquisition

  • Enable faster publishing through a flexible CMS-driven system

  • Create a scalable foundation for future content growth

Impact

Within six months of launch, the new content ecosystem delivered measurable business impact:

  • Average keyword rankings improved by 12 positions

  • Daily search impressions increased by 81%

  • Organic and paid search CTR improved across key campaigns

  • Unique website visitors grew by 32%

  • Webinar form submissions increased by 213%

  • Over 200 new content pages were published through the CMS, significantly improving content velocity and scalability

The project successfully re-established TSIA's organic search presence, improved the user journey, and created a scalable foundation for long-term content marketing growth.

More Pixels, Less Paragraphs

TSIA’s Featured Insight pages are fully responsive for tablet and mobile for optimal user experience, no matter the device.

Sitemap, main navigation, and footer planning for TSIA’s Featured Insights addition to the marketing website.

Initial round of wireframing gave stakeholders the scope of work proposed for this solution.

Four iterations of rapid wireframing greatly fine-tuned the page templates needed to make this project scalable in the future.

Webinar landing page schema for CMS database integration.

Visual design of TSIA Featured Insights homepage with responsive breakpoints for desktop, tablet, and mobile.

Visual design for list pages categorized by content type.

Visual design for landing pages, each with custom CTAs depending on content type.

2-stage forms optimizing UX by not overwhelming user with too many fields.

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