Mude creates a lot of content. Not only videos but also images and audios. But not much written content is made, what means the company used to have a poor SEO performance, increasing the cost of acquisition.

The creation of an exclusive content area for the web and inside the app with the goal to improve SEO and to position Mude's brand as a Wellness authority.

Strategist, lead and hands-on designer, brand consultant, technologic research, information architecture, visual design, front-end and back-end coding of the web version.

• +2000K unique users on the first day
• Reduced investment by 10x from initial budget
• Reduced time-to-market in 3 months from initial 4 months prospect

Mude is a media company. But It is also a company with the mission to deliver wellbeing in an acessible way to the people. Over time it became clear that in order to fulfill its mission, Mude had to become an authority not only through its activities but also by talking about wellness and health.

To position Mude as a Wellness Publisher across all platforms, improving SEO and maintaining a warm-hearted approach to physical activities.

In summary we wanted people to find Mude when searching for things like "how to keep fit" or "how to reduce stress". Blogs are relatively old, but still incredibly usefull when building an online presence. By benchmark research and interviewing other blogs administrators, we found out that sucessfull blogging is totally linked to social media activity. It's kind of an ecosystem.

With that information we we're able to draw two hypothesis:

1) The blog would be a driver to take users to the app

In that case we would hire a top notch company to manage both the tech and content part of the blog. Using SEO strategies to boost our online presence and a big marketing budget to promote posts.

2) The app would be a driver to take users to the blog

Then we would reduce our costs by using our in-house talent to build both the blog and reproduce its content into the app. Harvesting the data power to recommend content timely. Then growing the blog's relevance over time.

After analysing our options and presenting it to the board we chose to test hypothesis number two first as a pilot, using little to no extra budget.

When researching for technology options it was clear that we needed two things: (i) to be up to date with the market's best practices in terms of performance and (ii) a quick way to update were we could plug and unplug contributors on demand.

With that in mind we've reached a structure using NextJS which is not only super-fast in terms of performance but also allowed us to instantly plug the blog posts into our task manager and documentation software. Allowing the Communication team to be embeded and plan better for blog updates — helping to build the so called ecosystem. Another benefit of using it was that the migration to native components to be used in the app was way easier.

As this was a pilot project I was the only one responsible for the blog's design. And when we decided to use NextJS I also became the developer. For this reason it made sense to make the design directly in code.

This approach led to a much more agile workflow, while keeping the correct usage of our brand's components.

The project was divided into two steps: first a Web version of the content area (blog) acessible through the URL blog.mude.fit.

And then the replication of such content in the app. Using the app we could follow user's behaviour to deliver such content in a propper manner, making the content really usefull. For instance: when a user signs up for an outdoor run we could recomend an article about how to warm up before running sessions.

Mude team: Harrison Mendonça, Enne Muratori, Júlia Hirzman (Ruivabranding), Escreva Flor.

Thanks for reading!

Cheers,

Tutu