A all in one SEO Tool to Plan, Assist and Optimize Marketing Strategies towards effective Lead Conversions.

Problem Statement

Lead Mirror is  all in one SEO Tool to plan and optimize the marketing strategies for effective Lead Conversions,but its Existing UI had so many usability issues which were affecting the overall User Experiences.


  1. To Increase monthly user subscription.
  2. To increase user Engagement by 60%.

My Responsibility

As a Ux Designer my role is to learn and understand SEO to identify potential problems, conduct user interviews, Competitor analysis, Wireframing, Prototyping, Building UI Components, Usability Testing.

Project Duration:

March 2020 to May 2020.

Jumpstarting Research:

1.Data Analysis

My initial step was to understand the user data with the help from hotjar, Google Analytics and Google Search Console. 

The Bounce ratio was 72% which is very high from the optimum rate of 40-50%.

The Average visit rate was 4 minutes which is 2 mins higher than optimum rate might indicate the user might be lost or confused by the use tool.

-Identifying Usability Issues in the Existing UI.

After going through google analytics, I wanted to Do a General Heuristic Usability Test based on Nielsen Principles to understand why there is a high bounce ratio and less user engagement.

1.When I first opened the tool, I found terms like LINK SENSE, ORGANIC SENSE Which were new to me try googling it but did not find any relevant meaning. Guiding Hints for terms were also missing.

According to the 2nd Principle of Usability Heuristic: The System should speak users language (i.e SEO Terms).

2.I was lost in creating a new campaign, reason being the inline functions were not clearly visible and lack of a feedback system made me think I have done something wrong in the process. 

3.The Confusing Delta Icons( Up & Down Arrow) meaning there is a change in rankings for keywords does not convey the same meaning as intended. 

According to the fourth Principle of Usability Heuristic: Users should not have to wonder whether different words, situations, or actions mean the same thing. 


3. User Persona

Then I came up with these 2 personas to serve as a cumulative representation of all the  common user needs, goals, tasks and pain points from the user interview. By doing this I was able to explore the new opportunities in the domain which were missing in the latest tools.

4.Competitor Analysis

Identifying the Key competitors and evaluating their strategies to determine their strengths and weaknesses helped me to find some opportunity areas for our tool and weakness.


Low Fidelity Wireframe

I had compiled and concluded simple sketches, layouts, features and ideas based on my initial User research I have done. The Ideas were directly presented to the CEO about different solutions and problems on the approach of revamping the User Interface. Due to covid Brainstorming sessions were conducted in  Google meet and it was quite challenging.

Digital Prototype

I created Medium fidelity wireframes compiling all the ideas and solutions discussed during the brainstorming session using figma tool. Then these wireframes were presented to the development team via google meet to check the technical feasibility of the features.


High Fidelity Prototype

Based on the wireframe iterations and changes, I further developed a higher fidelity prototype showcasing what the product would look like and function.  I used Figma for creating High Fidelity Prototypes.

UI Components Based on Guidelines

Design consistency plays a vital role in the overall user experience of the product. I ensured all the brand assets- Typography, Icons, Colors, Grid system are based on web accessibility Guidelines.

Improving Usability.

To improve usability I ensured the core functionalities are clear and prominent to the user.

Page SEO (Feature-1)

PageSEO comparison view.
Analysis View

What I’ve Learned throughout the design process?

1.Conducting user research was challenging during covid situation.

2.Choosing the right Design system which can reduce both Design and Development time.

3.Enrolled a SEO tools online course to understand the basics of SEO.