UXOcean Insights

Insights is UXOcean’s writing publication — long-form articles on UX, design process and client work. I designed the article template, the category index, the author page, and the publishing flow.

The publication sits inside the agency’s WordPress install and powers the inbound content channel that feeds new client conversations. It has to feel like a real publication, not an agency blog.

Agency blogs die quickly when the author has to wrestle with the CMS every time. The article template had to feel editorial for the reader *and* be trivially easy to use from WordPress’s Gutenberg editor on the author side.

We also needed to support mixed media — pull-quotes, inline images, embeds, callouts — without turning every post into a theme-customisation project.

Designed a single article template with a clear reading rhythm — deck, body, pullquote, image, callout, end. No bespoke layouts per post; consistency is the point.

Kept the WordPress side intentionally boring: standard Gutenberg blocks only, no custom shortcodes, no page builder inside posts. Authors focus on writing, not on layout archaeology.

Built a category index that gives Insights a proper front page — separate from the agency site, signalling "this is a publication, not a marketing blog."

• Styled Gutenberg blocks (pullquote, image, list, callout) so defaults look right.
• Sticky author + publish-date block so readers always know who wrote it.
• Category-based related posts surface more of the publication at the end of each article.

Shipped with ten articles at launch. The writer-in-chief (my co-founder) publishes without designer input.

Publication pages became the top organic entry points to the agency site within the first quarter — people find the writing, then find the agency.

Optimise authoring UX as much as reading UX. An article no one writes is the worst article.

A tight template with strong defaults beats a flexible one with lots of options — authors pick the wrong options every time.