How might a blog improve sexual health access?
Summary
Every awkward question begins in private: in bedrooms, bathrooms, and late-night internet searches. For millions of people, Planned Parenthood’s blog is the first place they turn to.
However, years of technical debt had buried reliable answers under cluttered categories and confusing layouts. Content lived in silos, SEO had slipped, and new telehealth brands were filling the void. We needed to rebuild trust. I led the project's UX strategy and execution, conducting foundational research, defining the information architecture, and creating a scalable design system.
+47%
Article click-through rate
4.73/5
Standard Usability Score
-22%
Homepage bounce rate
+28%
Pages per session
Summary
Every awkward question begins in private: in bedrooms, bathrooms, and late-night internet searches. For millions of people, Planned Parenthood’s blog is the first place they turn to.
However, years of technical debt had buried reliable answers under cluttered categories and confusing layouts. Content lived in silos, SEO had slipped, and new telehealth brands were filling the void. We needed to rebuild trust. I led the project's UX strategy and execution, conducting foundational research, defining the information architecture, and creating a scalable design system.
+47%
Article click-through rate
4.73/5
Standard Usability Score
-22%
Homepage bounce rate
+28%
Pages per session
The Challenges
What we discovered through listening and observation
What we discovered through listening and observation
A disorganized foundation
We had 100+ overlapping topics, leaving search engines confused and users struggling to find answers. Two separate content hubs further split traffic and diluted SEO.
A disorganized foundation
We had 100+ overlapping topics, leaving search engines confused and users struggling to find answers. Two separate content hubs further split traffic and diluted SEO.
Content that played hide-and-seek
Users had to work too hard to find answers. Only 60% tried our limited search tools, and they often came up empty. When they did find the right page, long, dense paragraphs made quick scanning difficult.
Content that played hide-and-seek
Users had to work too hard to find answers. Only 60% tried our limited search tools, and they often came up empty. When they did find the right page, long, dense paragraphs made quick scanning difficult.
Missing the mark on modern care
We were losing visibility and search keyword rankings to modern telehealth providers. Their content felt fresh, accessible, and tailored to user needs. It was a reminder that our experience had to evolve to keep pace.
Missing the mark on modern care
We were losing visibility and search keyword rankings to modern telehealth providers. Their content felt fresh, accessible, and tailored to user needs. It was a reminder that our experience had to evolve to keep pace.
A disorganized foundation
Give creators smarter tools
Give creators smarter tools
We cut 100+ topics down to 13. This was a major feat for a bilingual blog with distinct audiences. It required coordinating across three teams and re-tagging every piece of content. The payoff was a cleaner structure that unlocked new creator tools like “recommended topics” and “recommended content,” laying the groundwork for an automated recommendation system that keeps readers exploring long after their first click.
We cut 100+ topics down to 13. This was a major feat for a bilingual blog with distinct audiences. It required coordinating across three teams and re-tagging every piece of content. The payoff was a cleaner structure that unlocked new creator tools like “recommended topics” and “recommended content,” laying the groundwork for an automated recommendation system that keeps readers exploring long after their first click.
Begin with clarity
Read with ease
Keep exploring
Begin with clarity
Read with ease
Keep exploring
Content that played hide-and-seek
Design pages that guide the eye
Design pages that guide the eye
With a stronger foundation, we expanded our design system on the frontend. We introduced new card types optimized for scannability and topic discovery. We also reoriented the search experience around a single (and intuitive) starting point: explore by topic. Post-test results showed a 66% increase in search usage.
With a stronger foundation, we expanded our design system on the frontend. We introduced new card types optimized for scannability and topic discovery. We also reoriented the search experience around a single (and intuitive) starting point: explore by topic. Post-test results showed a 66% increase in search usage.
Start with what matters
Start with what matters
Simple parts with many outcomes
Simple parts with many outcomes
Missing the mark on modern care
A modern UI that speaks to our audience
A modern UI that speaks to our audience
We partnered with the creative team to create a warm, playful, and expressive brand for young audiences. It was clear that images became central to the experience, so we created standards for content, color, and aspect ratio. New icons throughout the blog reinforced an open and approachable tone. To ensure this look could last, I created a how-to guide so future blog creators could move forward with confidence and maintain consistency.
We partnered with the creative team to create a warm, playful, and expressive brand for young audiences. It was clear that images became central to the experience, so we created standards for content, color, and aspect ratio. New icons throughout the blog reinforced an open and approachable tone. To ensure this look could last, I created a how-to guide so future blog creators could move forward with confidence and maintain consistency.
English blog logo
Spanish blog logo
English blog logo
Spanish blog logo
