UX Study: Improving Engagement

UX Study:
Improving Engagement

TM Forum is a non-profit organization connecting digital service providers and their ecosystem of suppliers.

TM Forum selected Mercury to assist them with their website redesign, and as part of the project identified two critical areas for improvement. Mercury was tasked with increasing conversion rates their online publication storefront as well as reducing registration form abandonment.


Improve content engagement and readership

The TM Forum’s publications contain a plethora of valuable information explaining all aspects of digital transformation, yet their online reach and readership were lower than the organization desired.

TM Forum was interested in leveraging its robust publications department to promote industry thought leadership online successfully.


Our investigation into the causes of the readership rate led us to a series of solutions that would produce significant results for the business.

Our team found that the site didn’t provide a user journey for potential publications readers – a fundamental problem that made it difficult for readers to find articles that held the most interest and value to them.

Additionally, the publications were only available on a limited number of mediums, a problem set to get worse with time as the audience gets further and further differentiated on various mobile platforms.

Mercury designed and implemented an updated user experience for the entire publications portion of the website. In addition to making the user flows more compelling and intuitive, we also created an intelligent tagging system that allows for the content to be displayed throughout their website as related content.

We increased the number of mediums through which readers could access the content, expanding the availability of the publications to Amazon and other viewing formats (.PDF, .EPUB).

Most importantly, we designed and developed a stand-alone iPad application that members could download and use for a better reading experience.


Mercury’s efforts resulted in considerable growth in interest toward the TM Forum publication program, seeing a 14x growth in readership post redesign launch.


  • Go to your audience – Provide content across multiple mediums.
  • Craft the content accordingly to your target’s audience needs and expectations.
  • To get even better results, develop an application or process that is catered to suit your customer’s reading convenience.

The Results

Convers_ions_Per_Month TM Forum - Publications

x11 Page Views

x14 Downloads