Press Release Hub

Reimagining Press Discovery

  • Problem

    PA Media’s press releases lacked visibility and engagement, limiting reach and business value. How might we boost discoverability and relevance to drive user engagement and unlock growth in new markets?

  • Goal

    Led design of Press Release Hub — a public-facing platform connecting PR professionals and journalists to share and discover stories. Launched in April 2023, it improved engagement and extended PA Media’s market reach.

Project Details

  • Role

    Led the end to end design

  • Tools

    Miro, Mural, Figma, Teams, Dovetail, Jira and User Testing.com

  • Team

    Collaborated with 3 Developers, 1 Engineer, Solutions Architect, 2 Product Managers, QA (Quality Assurance)

  • Duration

    9 months (July 2022 - Apr 2023)

Design Process

  • 1. Discovery

    Aligned with PM/stakeholders and interviewed 10 users to uncover needs.

  • 2. Define

    Defined two personas and mapped pain points around content relevance and submission flow.

  • 3. Ideation & IA

    Created a new information architecture to support improved submission and discovery flows.

  • 4. Design

    Built wireframes, prototypes, and the new design system.

  • 5. Testing & QA

    Collaborated with engineers to launch redesign aligned with business goals.

  • 6. Impact

    5 design iterations led to a 75% traffic boost and ~£30K revenue in 6 months.

Interviews

  • Conducted 10 user interviews to identify two core personas—both struggled with irrelevant content. Insights shaped key flow redesigns aligned with MMP goals.

Personas

  • PA Media Journalist (User 1)

  • PR Contributors (User 2)

Information Architecture

Hi Fi wireframes

  • Homepage

  • ESG page

  • Health page

  • Press Release page

  • Submit a Release Step 1

  • Submit a Release Step 2

Design System

Findings

Final Designs

  • Homepage

  • ESG

  • Health

  • Press Release Page

  • Related Stories Using AI

  • Submit a Release Form 1

  • Submit a Release Form 2

  • Stripe Payment

  • Payment Success

Responsive

Check out the full website here: https://pressreleasehub.pa.media/

Results

  • Iterations

    5 rounds of user-informed design improvements.

  • Traffic

    +75% organic growth

  • Revenue

    £30K earned in first 6 months post-launch.

Reflection

  • Learnings

    Owning the full UX process taught me how to balance stakeholder goals with tight timelines. With more time for user research, we could have refined search and content further, but this project was always intended to evolve iteratively. Leading design decisions from strategy to delivery strengthened my ability to drive long-term product impact.

  • Next Steps

    The next steps would be to implement the Search Functionality feature for the Press Release Hub site.