UI Design
5 min
Jul 12, 2025
Designing a content hub, landing page, and newsletter to expand audience and drive sponsorship revenue.
Published by
Marcio Rebouças
Case Summary
Context
Organized crime costs Brazil billions annually, but coverage of its economic impact was fragmented. JOTA saw an opportunity to own this topic through a dedicated editorial project backed by B2B sponsorship.
Readers
Readers needed a single source to follow the topic, but coverage was scattered with no dedicated space.
Sponsors
Sponsors needed a structured product to invest in, but there was no clear asset to sell or measure value.
Discovery
I analyzed audience data in GA4, reviewed conversion metrics from existing LPs, and talked with stakeholders.
12M+
Annual users, a strong base could funnel toward newsletter signups.
120K+
Of active users on a similar page of a special coverge.
25%
Of readers who converted through LPs showed higher engagement.
Objectives
Based on discovery, I recommended three connected products:
Content Hub
Create a centralized editorial experience to host the special coverage.
Landing Page
Acquire newsletter subscribers interested in the topic.
Newsletter
Distribute the coverage and maintain engagement with readers.
Wireframing
I created low-fidelity wireframes to define the structure and content hierarchy before moving to high-fidelity design.
Content Hub
Featured stories at the top with editorial highlights, followed by a chronological feed. Sponsor logos visible but non-intrusive, reinforcing partnership without competing with content.
+20K
active readers
74%
interaction rate
Landing Page
Structured around objection handling: hero with value prop, a "with vs. without" section, audience segmentation by profile, and preview of each edition
37%
conversion rate
Newsletter
Editorial depth balanced with sponsor visibility.
37K
active readers
41%
avarege open rate
Key Learnings
What worked: Designing all three products as one ecosystem gave sponsors a clear, measurable product and made the experience cohesive.
What I'd do differently: Add a formal review step after wireframing, and plan a reader feedback loop from the start.
Next steps: A/B test CTA copy to push conversion beyond 37%; explore a paid subscriber tier.
Role & Responsibilities
UX/UI Design
UX Research
Discovery
Prototyping
Figma
Data Analysis
Analytics
GA4
GTM
