Industry
Media & News
Company
PA Media Group
Role
Sole Product Designer
Status
Shipped
Press Release Hub
Press Release Hub
Press Release Hub
Designing PA Media’s first external-facing press release platform.
Project Overview
Led the end-to-end UX/UI design of PA Media's Press Release Hub, from research and prototyping to usability testing, developer handoff and launch.
Project Overview
Led the end-to-end UX/UI design of PA Media's Press Release Hub, from research and prototyping to usability testing, developer handoff and launch.
Product Walkthrough Video
Problem
Problem
Low press release visibility and engagement limited audience reach and growth opportunities.
Low press release visibility and engagement limited audience reach and growth opportunities.
Constraints & Trade-offs
Constraints & Trade-offs
First full external-facing press release platform developed by the team.
Evolving MMP requirements and priorities.
Technical feasibility and implementation limitations.
Balancing user needs with commercial objectives.
First full external-facing press release platform developed by the team.
Evolving MMP requirements and priorities.
Technical feasibility and implementation limitations.
Balancing user needs with commercial objectives.
Discovery & Defining the MMP
Discovery & Defining the MMP
Working alongside the Product Manager, I translated the initial business requirements into key user journeys and identified the essential functionality to validate before development.
The first phase focused on helping users understand the platform, navigate content and discover relevant press releases.
Working with the Product Manager, I mapped key user journeys and defined essential functionality for the first release, focusing on content navigation and press release discovery.
Working with the Product Manager, I mapped key user journeys and defined essential functionality for the first release, focusing on content navigation and press release discovery.
MMP (Minimum Marketable Product) Diagram
This structure directly informed how content and actions were prioritised within the dashboard.
MMP (Minimum Marketable Product) Diagram
This structure directly informed how content and actions were prioritised within the dashboard.
User Research & Personas
User Research & Personas
I interviewed users with backgrounds in journalism and public relations to understand their publishing workflows, motivations and frustrations. Their feedback helped identify opportunities to improve submission efficiency, editing flexibility and media reach.
Key findings
Efficiency: Users wanted to publish and correct releases without repeating lengthy submission steps.
Flexibility: Editing approved content and adding hyperlinks were recurring needs.
Reach: Contributors wanted their releases to reach relevant journalists and media outlets.
I interviewed users with backgrounds in journalism and public relations to understand their publishing workflows, motivations and frustrations. Their feedback helped identify opportunities to improve submission efficiency, editing flexibility and media reach.
Key findings
Efficiency: Users wanted to publish and correct releases without repeating lengthy submission steps.
Flexibility: Editing approved content and adding hyperlinks were recurring needs.
Reach: Contributors wanted their releases to reach relevant journalists and media outlets.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Dave Smith — PR Agent: Represents people creating, submitting and distributing press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Victoria Smith — Journalist: Represents people discovering, browsing and accessing relevant press releases.
Wireframing & Early Iterations
Wireframing & Early Iterations
Using PA Media's existing article layouts as a starting point, I explored content hierarchy, navigation and discovery through low-fidelity wireframes, refining the experience for external audiences.
Using PA Media's existing article layouts as a starting point, I explored content hierarchy, navigation and discovery through low-fidelity wireframes, refining the experience for external audiences.
Wireframe layout reference — PA Media's existing article layout, used as a starting point for exploration.
Wireframe — Low-fidelity article page exploring content hierarchy and related content.
Usability Testing & Validation
Usability Testing & Validation
I conducted unmoderated testing with UserTesting.com, combining task completion rates, time on task and qualitative feedback to identify usability issues and guide improvements.discover relevant press releases and download media assets.
I conducted unmoderated testing with UserTesting.com, combining task completion rates, time on task and qualitative feedback to identify usability issues and guide improvements.discover relevant press releases and download media assets.
Key finding - Content discoverability
Some participants struggled to find releases from specific contributors, highlighting opportunities to improve navigation and content discoverability.
5
Participants in the documented test
Participants in the documented test
3
Tasks evaluated
Tasks evaluated
80%
Task 1 completion rate
Task 1 completion rate
Key finding - Content discoverability
Key finding - Content discoverability
Some participants struggled to find releases from specific contributors, highlighting opportunities to improve navigation and content discoverability.
Some participants struggled to find releases from specific contributors, highlighting opportunities to improve navigation and content discoverability.
Information Architecture
Information Architecture
I structured the platform around two primary journeys: discovering press releases and submitting new content. The sitemap organised content by topic and contributor, providing clear navigation paths for different audiences.
I organised the sitemap around two key journeys: discovering press releases and submitting content, with navigation structured by topic and contributor.
Information Architecture
I organised the sitemap around two key journeys: discovering press releases and submitting content, with navigation structured by topic and contributor.
Information Architecture —Sitemap defining content categories, contributor pages and submission journeys.
Design System & UI Components
Design System & UI Components
I built on PA Media's existing Design System, adapting its components and visual language to incorporate Mediapoint's blue and purple branding while maintaining consistency across responsive layouts.
I built on PA Media's existing Design System, adapting its components and visual language to incorporate Mediapoint's blue and purple branding while maintaining consistency across responsive layouts.
Design System — Press Release Hub Design System — branding, typography, colour tokens and reusable UI components.
High-Fidelity UI & Final Experience
High-Fidelity UI & Final Experience
I translated the wireframes into responsive, high-fidelity designs, creating a consistent experience across desktop and mobile. The four-step submission flow guides users through entering their press release details, payment and confirmation.
I translated the wireframes into responsive, high-fidelity designs, creating a consistent experience across desktop and mobile. The four-step submission flow guides users through entering their press release details, payment and confirmation.
Homepage & Article Page — Responsive layouts for browsing and reading press releases
Press Release Submission — Four-step submission flow across desktop and mobile.
Launch & Outcomes
Launch & Outcomes
The Press Release Hub launched as PA Media's first fully external-facing press release platform, generating approximately £13,000 in its first month through press release submissions and PR packages.
The project also contributed to a 30% increase in engagement, with performance monitored through Google Analytics and heatmaps.
The Press Release Hub launched as PA Media's first fully external-facing press release platform, generating approximately £13,000 in its first month through press release submissions and PR packages.
The project also contributed to a 30% increase in engagement, with performance monitored through Google Analytics and heatmaps.