Redesigning a 33M+ view blog in 2 languages
33M+
Pageviews since launch
99 → 13
Categories consolidated into bilingual topics
+47%
Article click-through rate
4.83/5
Spanish usability score, up from 4.55
Most of our readers were young people searching on their phones, often in Spanish. Every design choice had to work on a small screen and in two languages. We noticed 27% of people who booked an abortion appointment with us read one of our abortion articles during the same visit. Other health topics didn’t show that pattern, and in testing, 60% of people couldn’t find a specific answer. We were missing something.
A new look would have been the fast win, but I believed the bigger opportunity was helping readers reach their next answer. Before building end-of-article recommendations, we needed proof. With Carolina Treviño, I ran A/B tests with 314,000 visitors. In our best version, 11% of readers clicked a recommendation, compared with 4% on our old links.
Recommendations need well-organized content, so our team mapped nearly 2,000 articles from 99 overlapping categories into 13 topics in English and Spanish. I worked with Marcela Uribe, our Spanish-language content designer, to shape the Spanish topics and reader experience.
I brought in partners from across the organization. Srdjan Susa, our lead front-end developer, and I used the blog to lay the foundation for our first design system. Patricia Queiroz, a senior brand designer, sat on a separate team that owned the brand but rarely worked with digital products. I brought our teams together to design side by side, and Patricia and I created a warm and playful look for young readers.
We launched in 2024, just as AI tools started answering health questions directly in organic search. Organic visits to our top articles fell 75%, and pages we never redesigned fell just as much.
However, the readers who still came found more of what they needed. Homepage bounce rate dropped from 95% to 74%, and article click-through rose 47%. Spanish-speaking readers rated the blog 4.83 out of 5.
