We’re updating how our concept pages are structured
We’ve been making a small shift in how we write concept pages, and I wanted to share what’s changing and why.
When someone opens a concept page, they’re usually trying to answer a question, not read a full report. They want to understand what mattered in this test, which signals to pay attention to, and what that might change about how they think or act. Our older pages captured the work well, but they often asked people to move through setup and mechanics before getting to that clarity.
What we learned from testing our own pages
From surveys and reactions to existing concept pages, a few patterns kept coming up:
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People want context and goals early
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Metrics are more useful when it’s clear which ones matter most
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Interpretation is more valuable than a full replay of the process
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User needs help people orient and make sense of the results
That feedback pushed us to rethink what these pages should prioritize. Here’s a snippet from our test with product designers and leaders:
What’s changing, and how it shows up in the new pages
Concept pages are moving away from feeling like reports and toward working as reference pages.
In practice, that means we’re:
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Starting with why the concept matters and what users needed in that situation
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Highlighting the most important signals before diving into results
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Spending more time on patterns and meaning, and less on step-by-step setup
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Keeping detailed methods and calculations available, but out of the main flow
You can see this approach in the new Higher Ed Homepage concept page the team just put together. It focuses on how people respond when they first land on a university homepage, what helps them feel oriented and confident, and where strong first impressions don’t always translate into intent to return or take next steps.
What we’d love feedback on
As you look through the updated concept page:
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Did you quickly understand what mattered in this test
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Did anything feel unnecessary or distracting
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Where did you want more detail, or less
This is very much an iteration, and your feedback will help shape how we apply this format across the rest of the concepts.
