Time Management Hub

Toggl is a prominent time-tracking tool, well known in its niche and in the broader B2B productivity software industry. Despite its strong brand awareness, Toggl was losing traffic, search rankings, and, subsequently, leads and conversions to other platforms. The goal was to regain and improve these metrics while creating content that engaged and informed visitors.

UX/UI Design
Art Direction


David Gil - 3D Illustration
Janet Mac - 3D Illustration
Violet Kim - Strategy & Editorial
Dino Kukic - SEO, Analytics


What is the problem?

From the user's perspective, time management information can be superficial and bland. It often fails to cater to specific needs, such as a student preparing for an exam or a manager seeking to improve their team’s time management.

This type of content is also often presented in a lengthy written format, making it challenging for users to quickly determine if the site will meet their needs, resulting in a high rate of user drop-offs.

What was the business challenge?

Toggl also faced a business challenge as it was losing valuable traffic and Google rankings to other project management applications.

Through thorough research, we found there was a gap in time management content that would educate and inform both individuals and teams on how to establish and enhance their time management skills and practices.

First, I researched our user's and ideal customers’ goals.

To discover the user's objectives, we began by gaining insight into Toggl Track's target audience. We employed user and segment research as the foundation of our strategy.

By conducting user interviews, researching keywords, analyzing competitors, and creating customer personas, we were able to understand our potential user’s interests and problems as well as how they would approach and engage with content meant to address those issues.
This knowledge helped us develop a comprehensive list of topics and content formats. These were then used to formulate both an editorial and design strategy that aligned with our ideal customer profiles.

The goal was to come up with a holistic approach to content, that was informed by data while still remaining human-centric.

Setting clear and concise design principles.

Since this was a relatively short project, we didn’t want to over-extend ourselves by setting rigid design principles. Instead, we defined 3 clear principles that we used to guide the design process.

These provided just enough structure to act as the project’s north star when we had to make tradeoffs.
Engage users at every step
Every content and design choice was made with the end goal of ensuring users remained engaged. This meant diversifying content and page design to enhance novelty and accommodate various learning styles.
Create for a specific audience
To avoid generalist content, everything we created at a design and content level needed to have a specific audience in mind. This allowed us to better target and distribute information to the most relevant audience.
Navigability at all stages
Given the large scale of the hub, it was crucial to ensure that users could easily navigate and find relevant information on all pages, especially given that content was specifically targeted to different audiences.

The design was informed by quick testing and research.

During this process, I also analyzed the performance analytics of previous content to identify potential areas for improvement in the design.

One aspect of this involved conducting a comparative test of two pre-existing article page designs that were available for quick testing, which was crucial given the project's tight timeline.
The results revealed a statistically significant difference in their performance on key metrics such as conversion, bounce rate, and average time on page.

This gave me a jumping-off point for the design and supplemented the other research I did on competitors’ designs and editorial content design best practices.
The goal was to come up with a holistic approach to content, that was informed by data while still remaining human-centric.

The requirement to link 50+ pages on the core landing page led to a creative solution.

In addition to standard SEO practices, the page followed a hub and spoke approach, meaning from an SEO perspective that all the pages inside the hub (50+ landing pages/blog posts/ interactives) needed to be linked on the front page of the hub.

Typically this would mean just dumping a grid of articles, however, I didn’t think this would be engaging to the user and would go against the design principles we had previously set out.
Instead, I suggested we create an A-Z glossary of time management terms each of which would link out to pre-existing articles on the topics.

Each A-Z card would be accompanied by a short definition and illustration that could be used in multiple places across the hub. This allowed us to not only fulfill the SEO requirement but also gave us a foundation for the social media content associated with the hub.


The hub's pages outperformed all other site content, with a 40% reduction in bounce rate and a higher amount of time spent on its pages. The interactive elements received high engagement, with the quiz receiving over 2000 completions in the first month of the hub’s launch.