Redesigning and modernizing a community news platform with over 100,000 weekly readers
Overview
West Seattle Blog is a nationally recognized, award-winning platform and the go-to source for hyper-local news and updates in the Seattle area. With over 100,000 unique weekly visitors, the site has a deeply loyal readership that relies on it as a primary connection to their community.
The goal of this project was to modernize the site’s visual design, implement technical upgrades, and ensure a responsive, mobile-first experience — all while maintaining reader trust, advertising revenue, and the integrity of a massive archive of over 200,000 records.
Role
- UX Research and Design
- Interaction Design
- Visual Design
- Information Architecture
- Front-end Development
- Project Management
The Challenge
This wasn’t just a visual refresh. The site needed to evolve without disrupting the user experience that long-time readers valued. Key challenges included:
- Making the site fully responsive across all screen sizes
- Maintaining non-intrusive ad placements that wouldn’t compromise the reading experience
- Preserving the SEO value and integrity of a database with over 200,000 records
- Executing the migration and relaunch with nearly zero downtime
The platform’s business model relies on advertising revenue rather than subscriptions or paywalls. It was essential to enhance monetization without compromising content-first usability.
Approach and Process
Research & Discovery
I conducted stakeholder interviews to align the redesign with both business and audience goals. Google Analytics and behavioral data were used to identify usage patterns and surface pain points.
For mobile users, we identified preferences that led to the selection of WPTouch — a WordPress plugin recommended by Google that ensures responsive theming, SEO compatibility, and mobile-friendliness with minimal performance trade-offs.
Information Architecture & UX Design
I mapped user flows and reorganized the site’s content structure to improve clarity and navigation. Wireframes and interactive prototypes were created and tested to validate layout options and content hierarchy, with iterative refinements informed by user feedback.
By focusing on a user-centric design approach while addressing technical challenges, the redesign of West Seattle Blog strengthened its position as the go-to news source for its community.
Visual Design
The refreshed UI emphasized readability, accessibility, and familiarity. I preserved the site’s recognizable branding while introducing updated typography, layout spacing, and subtle color refinements to modernize the experience without alienating long-time users.
Development Collaboration
I worked closely with an offshore development team, providing design documentation, prototypes, and responsive specs to guide the build. I contributed directly to HTML and CSS where needed to ensure pixel-level consistency and responsiveness.
Training & Handoff
A zero-downtime deployment plan was executed to migrate over 200,000 records seamlessly. I conducted client training on WordPress CMS management, SEO best practices, and issue resolution, and I delivered detailed documentation to support long-term site ownership without reliance on external teams.
Tools Used
- WordPress
- Adobe Creative Suite
- Balsamiq Wireframes
- HTML, CSS
Outcome and Impact
- Successfully launched a fully responsive, mobile-friendly site with improved UX
- Streamlined content structure for better readability and discoverability
- Executed a smooth migration of 200,000+ posts and records with nearly zero downtime
- Improved ad visibility without compromising user trust or engagement
- Enabled client independence through documentation and training
Final Thoughts
This project demonstrated the power of user-centered design paired with technical strategy. By balancing modern design, content integrity, and business goals, we delivered a scalable platform that continues to serve its loyal community — and strengthened the blog’s role as the neighborhood’s most trusted news source.
