Product Design
Seamless Ordering, Anywhere: Designing a Mobile-Friendly SEO Experience
Empowering clients with self-serve ordering through mobile responsive design and improved information hierarchy
Seamless Ordering, Anywhere: Designing a Mobile-Friendly SEO Experience

Problem Statement

How might we make backlinks more mobile friendly and accessible to both entrepreneurs and agencies?

Product Designer
Lydia S. [Designer], Chris P. [Product Owner], Jay F. [Dev. Lead]
August - February, 2023
Figma, Figjam, Whimsical, Tableau
industry partners
Project Overview

The importance of SEO optimization is ever increasing as more businesses find success online. allows customers to purchase backlinks, Link inserts, and other SEO resources with a click of a button.  I worked on making SearchEye’s web-app experience feel seamless and suit the needs of all levels of SEO understanding–optimized for both desktop and mobile. I learned lots being the sole designer owning all aspects of the design from userflows → Wireframes → Prototype → QA. It was challenging but fun working with a team of software devs to create a friendlier mobile experience.


Why a Mobile-First Approach?

As SearchEye’s email newsletter gained more of success, we noticed that many of our clients were accessing our websites on their phones. However, the website was not mobile responsive and many clients opted to send emails requesting a specific order instead. This created a huge workload on our account managers and caused frustration for our clients.

As a result, our sales didn’t grow as quickly

We were acquiring new leads through our newsletter, but our sales didn’t match that growth.

80% of our users were still sending back orders through email

Our account managers had to sift through on average of 100 emails a day managing new order inquiries.


Tailoring the experience for agencies and entrepreneurs

The challenge lied in a split of client type: 60% of our customers are SEO Agencies (power users), the other 40% were entrepreneurs (new users who aren’t very familiar with the SEO space). Needs for both groups are vastly different.

But there were 3 opportunities that would drastically improve our web-app experience for both:


Tables are Out, Cards are In!

Although tables provided an easy way to scan a list of multiple products at once, it created a clunky horizontal scroll on Mobile and made it difficult to see the whole listing. Customers just want to get a general idea of what each product entails before they take a more detailed look and add customizations. Product cards were the way to go! I took inspiration from a few of the greats (e.g. Wealthsimple, Medium, Airbnb, Asana, Google Domains) to see how they adapted their desktop app to fit on a mobile screen or vice versa.


Prioritizing what our customers need

With the new card layout, we had to change our customization process to be more modular. Rather than having one long customization form, designing a modal which holds all the product information and customization properties allows users to scan and compare products quickly. This means they don’t lose their spot in their shopping experience and can easily see if this link opportunity is a right fit for them.


What my intuition didn’t know...

As we launched the new design, we received feedback from our account managers that many customers were still emailing with questions about the link opportunities. Although the ordering process was simpler, the information hierarchy wasn’t clear. I surveyed our trusted clients to get a better sense of what customers truly prioritized when they were shopping for opportunities.

The star of the show: Domain Rating, Traffic, and Relevancy

It turns out, customers cared most about the Domain Rating, contrary to what we thought before (The Article Title). 57% of responses voted Domain Rating as most important. Followed by Traffic Statistics, then Domain URL.Here is the new ranking of importance according to survey results:


Balancing customer and business considerations

Although we discovered that Article Title was only 6th on our customer’s rank of importance, the product team knew that the Article Title and Mention Type will become important as the business moves away from showing the domain URL (Some websites ask for brand privacy). My final product hierarchy list was:


Introducing...The New SearchEye Order Page

Since the launch of our the new ordering page, the company has seen an increase of orders made through the platform by 40%. Overall client acquisition has grown especially within the startup community.


What I Learned...

As the business progresses and the product line evolves, there will be iterations which might change the hierarchy of the product card details. The most important lesson I took away from this project is to constantly ask for feedback. Having good intuition is great as a starting point, but getting user and customer feedback can reveal gaps in the initial design. Especially in a Startup environment when being the only designer may feel lonely, I’ve learned to not be afraid to ask for feedback from teams who work outside of product. I’ve had great brainstorming sessions with our account managers who work closely with clients.  They often have the best feedback and are amazing in brainstorming workshops.

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