Context
A growing product that was starting to feel outdated
WooRank is an SEO platform used by website owners, marketers, and agencies to evaluate and improve website performance. As the product evolved, it began serving different types of users with distinct workflows, but the experience had not kept pace. The platform felt outdated and was struggling to retain users, as the experience no longer matched expectations in a competitive market.
Problems
A strong product limited by structure and workflow gaps
WooRank provided valuable SEO insights, but the experience had not fully evolved. The platform felt outdated, some workflows required unnecessary steps, and key opportunities to integrate into users’ environments were missing.
Outdated interface reduced perceived value
The visual design and interaction patterns no longer reflected modern expectations, making the product feel less competitive and harder to trust.
Platform structure needed clearer separation
Core areas like projects and reviews were not clearly distinguished, which made the experience feel more complex than necessary and limited how users navigated between different types of analysis.
Website builders had to switch between tools
Users working in Webflow and Duda had to leave their environment to access SEO insights, interrupting their workflow during the creation process.
Quick analysis required unnecessary setup
SEO agencies and advanced users had to create a review for each website before accessing insights. This slowed down quick audits, especially when reviewing multiple websites in sequence.
Challenge
How might we reduce friction and improve retention by bringing SEO insights closer to users’ workflows?
Approach
Contributing to a more connected product experience
I led the redesign across product and marketing, focusing on clarity, consistency, and scalability. In parallel, I worked closely with the team to map key user workflows and identify opportunities to integrate WooRank into the environments where users were already working.
This direction helped evolve the product from a single platform into a more connected ecosystem of experiences.
Platform redesign
Improving clarity, structure, and usability across the core product.
I redesigned the platform to reduce cognitive load and improve how users navigate the product. The structure was reorganized by separating projects and reviews, and introducing dedicated spaces like the traffic page, making key data easier to access and understand.
Website redesign
The marketing website was redesigned to better communicate WooRank’s value and align with the updated product experience. The goal was to strengthen the first touchpoint and set clearer expectations before users entered the platform.
Design system
I introduced a design system and a structured design-to-development workflow, creating a shared foundation for the team. This improved collaboration with engineering, enabled more consistent releases, and supported the long-term evolution of the product.
Enabling fast, on-demand website analysis directly in the browser
SEO agencies and advanced users needed a faster way to analyze websites without the overhead of creating projects.
The WooRank Assistant allowed users to scan any website instantly and access SEO insights directly from the browser. This enabled quick audits, faster iteration, and removed friction from high-volume workflows.
By bringing insights closer to the point of action, users could move more efficiently between analysis and execution.
Faster Webpage Analysis
The Assistant eliminates toggling between tools and manually compiling metrics.
Fresh Data and Instant Feedback
See the impact of the changes you’ve made with instant refreshes and real-time metrics.
Enhanced User Experience
The Assistant presents data simply, so you can easily and immediately highlight issues on any page.
Identify Site-Wide Patterns
Connect the dots between data points and get a holistic view of your website’s performance.
Embedding SEO insights into tools like Webflow and Duda
Website owners needed real-time feedback while building their sites, without switching tools.
I led the design of native apps within website builders, allowing users to access SEO insights directly inside their workflow. These apps provided real-time feedback, actionable recommendations, and guidance on prioritizing improvements based on impact.
By embedding WooRank into the creation process, SEO became a continuous and intuitive part of building a website rather than a separate step.
Design principles
The redesign focused on simplifying complexity, creating consistency, and reducing friction across different user workflows. These principles helped align decisions across the dashboard, extensions, and integrations, ensuring a cohesive and scalable experience.
1. Clarity over complexity
Making SEO insights easy to scan, understand, and act on without overwhelming users.
2. Consistency at scale
Establishing a unified system of components and patterns to support long-term product evolution.
3. Reduce friction in workflows
Minimizing interruptions by bringing insights closer to where users are already working.
4. Faster path to value
Helping users quickly understand what matters and how to take action, especially during the trial phase.
5. Meet users where they are
Extending WooRank beyond the dashboard into tools and environments users already use.
Impact
From a single tool to a connected product ecosystem
The work improved onboarding and activation, reduced friction across workflows, and expanded WooRank beyond its dashboard into multiple product surfaces.
