NNA
Knowledge Center
Summary
Mission
The National Notary Association’s Knowledge Center is the primary resource hub for notaries who need clear, up-to-date information on complex laws and procedures. The existing experience was hard to scan, visually dated, and underperforming in engagement. The mission was to modernize the Knowledge Center so notaries could quickly find trustworthy answers on any device, while improving key content metrics.
My Contributions
I led the end-to-end redesign of the Knowledge Center experience—from auditing the existing content and data, to rethinking page layouts and components, to implementing the new designs. I used GA4 and Clarity to understand how people were actually using the site, reorganized content to match real behavior, designed new card and table layouts, created reusable components, and built the pages with HTML and CSS. After launch, I monitored performance and iterated based on engagement, bounce rate, and on-page survey feedback.
Service
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UX research & analytics (GA4, Clarity, on-page surveys)
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Information architecture & content strategy
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UX & UI design for content-heavy layouts
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Component & design system creation
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Front-end development (HTML, CSS)
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Conversion & engagement optimization
My Role
UX/UI Designer
Impact
Both the initial launch and subsequent iterations significantly improved how notaries interact with the Knowledge Center and how the content performs for the business.
41.97%
Increase in average engagement on redesigned Knowledge Center pages
Survey-informed improvements
Changes prioritized using on-page survey responses and behavior data
44%
Relative improvement in bounce rate after the redesign
Reusable component library
New callouts, SME blocks, and table patterns now used across the Knowledge Center and future pages
Overview
The Knowledge Center is where notaries go to understand complex laws, requirements, and best practices. The previous experience was dense, dated, and difficult to scan—especially on mobile. My goal was to modernize the site so notaries could quickly find trustworthy, state-specific information, while improving engagement and making the content easier for the Communications team to maintain.
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Process
I started by analyzing GA4 data and on-page survey responses to understand which pages and tables mattered most and where people struggled. From there, I reworked the information architecture, grouping content more logically and introducing third-level pages and a prominent State Resources section to reflect how notaries actually search for information. I then designed card-based layouts, functional components like callout boxes and “Reviewed by [SME]” blocks, and a much more usable version of the “Notary Fees by States” table, using inline dropdowns and a fixed state column. Finally, I implemented the redesigned landing and subcategory pages in HTML/CSS and turned the new patterns into reusable snippets for future work.
Impact
After launch, updated Knowledge Center pages saw higher engagement and lower bounce rates, with users spending more meaningful time on the content. Internally, the redesign was praised by leadership and has become a template for how the team approaches content-heavy pages: as a reusable system of components rather than a collection of one-off layouts.
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Next Step
Going forward, I plan to continually monitor which cards and sections receive the strongest engagement and use periodic on-page web surveys to ask visitors what information they still feel is missing or hard to find. I’d also like to introduce personalization, tailoring content based on a visitor’s location or where they are in their purchase journey so we can surface more relevant resources, deepen engagement, and keep improving the overall experience over time.