Index

Overview

Users of the web admin platform were increasingly avoiding the built-in content creation tool, opting for the mobile app instead—despite it being less feature-rich. The feedback was clear: frustration with the web experience was pushing users away.

My task was to redesign the content creator for long-form publishing. The goal was not just a visual overhaul, but a complete rethinking of the tool’s usability, interaction flow, and overall experience based on user feedback and research.

The Problem

The existing content creator was built around content “blocks,” forcing users to manually piece together different types of elements—paragraphs, images, links—in a rigid order. Combined with a clunky file manager, this led to frustration and reduced productivity.

Cumbersome UI

The interface was visually cluttered, with too many elements on screen at once—including a persistent preview pane that added little value and increased cognitive load.

Confusing Post Settings

Options like post scheduling, expiration, and audience targeting were poorly placed and often misunderstood. Users frequently missed or misconfigured them.

Lack of Familiarity

The editor didn’t align with users’ mental models or expectations based on tools they already used (e.g., LinkedIn, WordPress). This made it harder to adopt or trust the tool.

Workflow Disruption

Many users resorted to writing content in Microsoft Word or other external tools before copying it into the editor, defeating the purpose of having an integrated solution.

Clunky File Management

Uploading media was a major pain point due to the outdated file manager. Users often switched to the mobile app just to access images stored on their devices more easily.

Research

User interviews

To uncover what was truly causing user frustration, I interviewed content creators from multiple client teams. Some used our platform regularly; others preferred alternatives like LinkedIn or WordPress. Interview goals included:

Understand what tools users currently rely on
Discover pain points with our platform
Identify must-have features for long-form publishing
Visualize their ideal flow for content creation

A surprising insight emerged: users preferred the mobile app—not because it was more powerful, but because uploading content was simpler. The legacy file manager on the web added friction that users actively avoided.

Key Takeaways

Users wanted one fluid text editor, not separate content blocks.
Uploading images/files needed to be easier.
Settings like post expiration were placed poorly and were confusing.
Users wanted to preview content only on demand.
The UI needed to reduce cognitive load, not add to it.

Design Process

Based on research and competitive analysis (LinkedIn, WordPress, Facebook), I began wireframing an interface optimized for long-form content while preserving flexibility.

We introduced a single rich-text editor as the core element, with inline options to add media, embeds, and links. Content settings were redesigned into a collapsible panel, accessible but out of the way.

UI Enhancements Based on Feedback

Removed always-visible preview

The always-visible preview was removed since the new editor closely reflects the final output. Users may still see the preview to check how it would look like on different viewports.

Replaced “post expiration” with default publish logic

If left untouched, post is visible to all, immediately.

Redesigned post settings panel as a right-aligned accordion.

Clean look, easy access. "Post expiration" was removed as users found it confusing and was a rarely used feature. Each setting opens in its own modal.

Introduced new Gallery component.

Upload up to 15 images in one go. Easier, cleaner, and faster. The original design allowed up to 4 images, which had to be uploaded one at a time.

Design File Organization

To help developers, I broke down the design into smaller flows:

Basic content input (title, body, image)
Separate flows for each content type
Post settings logic documented with default vs. custom behavior

This made the design file more modular and dev-friendly.

Validation and Testing

To measure impact, I ran counterbalanced usability testing with 6 users. Each completed the same content creation task with both the old and new editors.

Result: Every user completed the task faster with the new UI.
Feedback: The new flow felt “natural,” “clean,” and “familiar.”

Final Thoughts

The redesign achieved its core goals:

Reduced cognitive load.
Improved user satisfaction.
Retained backend compatibility (minimizing dev lift).
Boosted adoption of the web version over the app.

The only new component (an image gallery) required minimal backend adjustment and addressed a longstanding pain point.

I’m proud of how the solution balanced user needs, technical feasibility, and business goals all while modernizing a critical part of the platform.

Check out the prototype

Below is the interactive Figma prototype showcasing the redesigned content creator. It highlights the streamlined editing flow, simplified post settings, and overall layout improvements based on user feedback. You can explore how different content types are added, how the interface adapts for long-form posts, and how key actions like previewing and publishing are handled.
This prototype was used throughout user testing and internal reviews to validate design decisions and ensure alignment between design, development, and user expectations.

Updating Content Creator UI & UX