Background
A long-time client
Behind the Name is the web's foremost resource on names. They have operated since 1996. I have worked with them since 2012, conducting user research, designing new features and information architecture, and limited visual updates. As a result of my work, the site achieved profitability for the first time.
Threats
The internet is changing fast
AI poses an existential threat to any information websites. That is an unavoidable fact. Companies that do not adapt to AI will be squeezed out. This is an urgent situation.
Strengths
Strong SEO, good data, and community
Behind the Name has been around for 30 years, which means a solid and loyal community, top-notch Google rankings, and a trove of proprietary data. Those are foundational.
Weaknesses
Dated website and poor funnel
Incomplete implementation of design work, and a lot of legacy code have left gaps in the site's user experience that leave money on the table. Visitors are not converted to users, and the site's cash cows are given insufficient attention.
Opportunities
The reboot of social media
Decentralized social media, also known as forums and once thought to be extinct, is making a comeback. Social media is AI-proof.
Plan
Phase 1: Widen the funnel
The repositioning of Behind the Name to adapt to the 2020s will be a multi-phase process, but the first step is to start converting visitors into members of the community.
Execution
Foundations + internal advertising
Phase 1 consists of upgrading parts of BTN's core experience to increase time on site, and then driving users to social features and account creation.