GTM Content
Simplify content creation and collaboration between Content Managers and freelancers.
Project goals
gtmcontent.com was created several years ago to enable the content team to design and host all the challenges for our apps. Over time, new features were added to meet user needs, but the platform lacked a clear hierarchy and coherence, which significantly impacted the user experience. New users needed tutorials to get started, some features were useless, and important ones were missing. Poor readability also created friction, errors and fatigue for users who spent several hours on the tool.
I led this project from start to finish. The goal of the redesign was to create a simple and enjoyable experience for both existing and new users, with two months between the first brief and production.
Challenges
- The existing platform had a disorganized and complex structure, making it challenging to understand all its functionalities and workflows. Readability was not optimized, which created cognitive fatigue during long working sessions.
- Limited time for redesign: only one month of full-time availability to redesign as many key features as possible.
- Constrained development resources: the developer had a tight schedule, increasing the risk of missing critical UX details during implementation.
Solutions
- Worked closely with the Head of Content to streamline essential features and define the project scope: removing useless features and adding the missing ones.
- Prioritized usability over visual identity, reusing the codes of online tools and dashboards to accelerate the process and get the new version live as fast as possible.
- Provided regular feedback to the developer and closely monitored implementation to ensure faithful translation of the design.
UX/UI design process
The design process began with an in-depth understanding of user needs. I collaborated extensively with the Head of Content to define the project scope and review all existing screens. Together, we reviewed every user flow for each game category: all games share a common base, then each one is customized to its own needs. We created a new zoning plan and simple wireframes to structure the redesign.
The next step focused on designing reusable components, ensuring they function seamlessly across the platform to maintain strong visual and functional consistency and make the tool scalable.
Finally, all screens were refined, and micro-animations were added in collaboration with the developer to enhance the user experience and deliver a polished final product.
Results
The redesign of gtmcontent.com was a significant challenge — it was my first experience redesigning a tool for an internal team. The timeline was tight, and I was unfamiliar with the platform at the outset. The biggest hurdle was accurately identifying user needs under these constraints.
Feedback from freelancers and employees was very positive: users now enjoy working on the tool, with less cognitive fatigue and faster work.
No more tutorials needed: the interface is intuitive, and new freelancers are onboarded faster.
A scalable tool: from 6 games at the time of the redesign to more than 10 today, all added to the home screen as planned.
