RDiscovery:
Personalizing Onboarding to Increase Retention and Accelerate Time-to-Value
Problem:
RDiscovery is an AI-powered app for academic researchers to find, save, share, listen to and stay updated on relevant research papers. Despite strong acquisition, over 60% of new users dropped off before reading a single paper — limiting AI feature adoption and hurting long-term retention.
Solution:
Redesigned onboarding using cohort-based flows tailored to users’ research goals — like catching up in a field or starting a literature review. Integrated document-derived insights from LLMs to personalize feeds and surface AI explanations, improving relevance and trust from day one.
Why This Matters:
Academic research is a $28B+ global industry, but most discovery tools were built for institutions, not individuals. RDiscovery aimed to democratize research access through AI. Fixing onboarding unlocked trust, improved AI adoption, and lifted NPS by +11 points — turning passive downloads into retained users.
Role
Principal Product Designer — Owned end-to-end strategy and execution for the onboarding redesign.
Mobilized a cross-functional pod of AI engineers, PMs, and data scientists to launch cohort-aware personalization within 3 months. Partnered with a visual designer to test, iterate, and scale trust-building UI patterns.
Impact
+38% onboarding completion
−42% time to first paper
2.4× Day 1 → Day 7 retention
Tools & Frameworks
AI/ML Design
Explainable AI · LLM-driven personalization
Growth Frameworks
Behavioral segmentation · Onboarding funnels
UX Research & Systems
Cohort testing · F-shaped pattern scanning
Deep Dive into the Provcess ->
Coverfox Car Insurance Marketplace
Designing and Launching India’s First Self-Serve Car Insurance Platform - 30K+ Policies/Month
Problem:
Buying car insurance in India was a slow, paper-heavy process dominated by offline agents. Users struggled to compare plans, understand policy differences, or renew lapsed policies. This led to low digital adoption, high drop-offs, and poor trust in online options.
Solution:
Led the 0→1 design of a consumer-facing marketplace that simplified insurance discovery, comparison, and purchase. Built real-time quote logic, policy filters, and journeys for new, renewal, and expired policies. Designed trust-first UX patterns and ensured compliance with IRDA regulations.
Why This Matters:
Transformed India's $15B auto insurance market by creating its first digital marketplace - moving 8% of Coverfox's target market online within 18 months and setting new UX standards for fintech trust.
Role
Founding Product Designer
Collaborated with founders, PM, engineers, sales, and compliance to architect comparison logic, quote infra, and checkout
Strategized product vision balancing IRDA compliance with consumer UX
Shipped core flows (real-time quotes, comparison engine) within 5 months
Optimized rider selection nudges to increase AOV by 20%
Impact
Scaled to 30K+ policies/month
~3x conversion vs. offline
−28% drop-off through redesigned flows
+20% AOV via rider/add-on nudges
Enabled expansion to health & bike insurance
Tools & Frameworks
UX & Funnel Strategy
Journey mapping · Drop-off analysis · Trust UX patterns for low-intent industries
System Design
Real-time quote logic · Componentized UI for cross-product use
Optimization Methods
A/B testing on checkout & plan comparison views
Deep Dive into the Provcess ->
Researcher.life:
From Market Leader to Platform Innovator — Building Researcher.Life to Bridge Human Services and AI for 4M+ Users
Cactus Communications, through its flagship brand Editage, was already a global leader in academic publishing support — with over 4 million researchers served and $100M+ in annual service revenue.
But as the $28B+ academic research market began shifting toward AI-powered tools, Cactus needed to evolve from a service-led company to a unified, lifecycle-centric platform.
Researcher.Life was built to lead that transformation - aligning human services and AI tools like Paperpal and RDiscovery around a researcher’s journey. The result: smarter upsells, higher retention, and 15× MRR growth.
Role
Principal Product Designer
- Defined the platform structure, lifecycle UX, and core architecture
- Unified siloed tools and services into one cohesive experience
- Built and scaled the design system for consistency across AI and service-based tools
- Hired and mentored a cross-functional team of 9 designers and researchers
- Collaborated with PMs and AI/engineering teams to embed assistive logic and contextual upsells
Impact
Our platform:
Created $7M ARR through unified AI+service bundles
Reduced support costs by 40% via contextual guidance
Became Cactus' fastest-growing product line** (now 35% of revenue)
MRR grew from $50K → $750K+
3× increase in cross-tool usage
Laid the foundation for AI + human service bundling at scale
Tools & Frameworks
Product & UX Strategy
Lifecycle mapping · Jobs-to-be-done workflows · Cross-tool nudges
Design System & Infrastructure
Tokenized UI components · Pattern library · Role-based navigation
Team Design & Leadership
Hiring frameworks · Pod structures & rituals · Design reviews & mentorship
Beshak.org Trumatch:
Personalizing Term Insurance Buying Journey for Underserved Users
Designed Beshak TruMatch, an insurance advisory tool for first-time buyers. Created a logic-driven onboarding system using 40+ expert questions, contextual help text, and advisor handoff flows - all optimized to reduce drop-offs and build confidence. Collaborated with insurance experts to map 40+ user questions into logic buckets. Used card sorting, contextual UX writing, and onboarding tests.
Role
Founding Product Designer
0→1 Flow Design
Personalization Logic
Trust-Led Onboarding UX
Impact
Improved completion across high-friction steps
Enabled intelligent advisor handoff
Became the foundation for India’s most transparent insurance recommendation tool
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Editage Order Management System:
Modernizing a Complex Legacy System with 126+ Use Cases - Reducing Support Load and Driving Cart Value Through UX at Scale
Led the UX transformation of Editage’s customer-facing Order Management System — the primary interface used by researchers globally to manage their purchased editing services. Simplified 46+ high-friction workflows across re-editing, payments, and institutional orders. Scaled modular UX across Japan, Korea, China, MENA, and ROW. Introduced monetizable features like “My Editors” to improve retention and average order value.
Role
Lead UX Designer
- Defined end-to-end experience strategy for Editage’s global OMS
- Led cross-functional pods across design, product, engineering, and localization
- Championed modular UX architecture to support diverse market needs
- Embedded experimentation, monetization, and trust principles in design
- Drove design planning, sprint rituals, and mentorship across UX team
Impact
Improved SLA adherence and editor efficiency
Monetized “My Editors” module
Scaled to 5 global markets, serving 5M+ researchers
Tools & Frameworks
Workflow & System UX
Edge case audits · SLA mapping · Payments & feedback UX
Localization Strategy:
Country-specific flows · Multi-currency support · Institutional workflows
SaaS Platform Design:
Modular UI · Monetization surfaces · Cart optimization patterns
Enlight Chrome Extension:
Designing an AI-Powered Accessibility Tool for Visually Impaired Users
Designed Enlight, a multimodal accessibility tool built during the MIT × Google Hackathon. Worked closely with a cross-functional team and conducted rapid interviews with visually impaired users and accessibility researchers. Prioritized voice-first interaction and inclusive UX from day one.
Role
Product Designer
Multimodal AI UX + Interaction Design
Prototyping & Animation
User Research with Visually Impaired Community
Impact
🏆 3rd Place, MIT × Google Hackathon
Validated through interviews with Amazon accessibility researchers
Redesigned UI for high-contrast, voice-centric interaction
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Beeja Meditation App:
Building a Gamified Meditation Challenge Engine for customer retention. Co-created with practitioners, built for scale
Led the design of Beeja’s mobile app experience, focused on helping users build consistent meditation habits. Created modular challenge flows, daily rituals, and a lightweight design system that supported long-term retention and content scalability.
Role
Design Lead
Behavioral UX Strategy
Modular Design System
Habit Loop Architecture
Impact
Improved day 1 → day 30 retention
Enabled scalable challenge creation
Reduced support and content ops effort through modular structure
Role
Design Lead
Behavioral UX Strategy
Modular Design System
Habit Loop Architecture
Impact
Improved day 1 → day 30 retention
Enabled scalable challenge creation
Reduced support and content ops effort through modular structure
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Hi, I am Prachi, Austin,TX based Principal Product Designer
I’ve spent 12+ years designing and scaling digital products - leading 0→1 launches at Coverfox Insurance and Beeja Meditation, & shaping design systems + teams from the ground up for Cactus Communications’ AI Suite of Products. I experiment with AI-native tools to sharpen my workflow and define how future systems are built.
~
Recently, I went back to school and graduated from Harvard with a
Masters in Design Engineering where I focussed on applied AI and agentic systems.
RDiscovery:
Personalizing Onboarding to Increase Retention and Accelerate Time-to-Value
Problem:
RDiscovery is an AI-powered app for academic researchers to find, save, share, listen to and stay updated on relevant research papers. Despite strong acquisition, over 60% of new users dropped off before reading a single paper — limiting AI feature adoption and hurting long-term retention.
Solution:
Redesigned onboarding using cohort-based flows tailored to users’ research goals — like catching up in a field or starting a literature review. Integrated document-derived insights from LLMs to personalize feeds and surface AI explanations, improving relevance and trust from day one.
Why This Matters:
Academic research is a $28B+ global industry, but most discovery tools were built for institutions, not individuals. RDiscovery aimed to democratize research access through AI. Fixing onboarding unlocked trust, improved AI adoption, and lifted NPS by +11 points — turning passive downloads into retained users.
Role
Principal Product Designer — Owned end-to-end strategy and execution for the onboarding redesign.
Mobilized a cross-functional pod of AI engineers, PMs, and data scientists to launch cohort-aware personalization within 3 months. Partnered with a visual designer to test, iterate, and scale trust-building UI patterns.
Impact
+38% onboarding completion
−42% time to first paper
2.4× Day 1 → Day 7 retention
Tools & Frameworks
AI/ML Design
Explainable AI · LLM-driven personalization
Growth Frameworks
Behavioral segmentation · Onboarding funnels
UX Research & Systems
Cohort testing · F-shaped pattern scanning
Deep Dive into the Provcess ->
Coverfox Car Insurance Marketplace
Designing and Launching India’s First Self-Serve Car Insurance Platform - 30K+ Policies/Month
Problem:
Buying car insurance in India was a slow, paper-heavy process dominated by offline agents. Users struggled to compare plans, understand policy differences, or renew lapsed policies. This led to low digital adoption, high drop-offs, and poor trust in online options.
Solution:
Led the 0→1 design of a consumer-facing marketplace that simplified insurance discovery, comparison, and purchase. Built real-time quote logic, policy filters, and journeys for new, renewal, and expired policies. Designed trust-first UX patterns and ensured compliance with IRDA regulations.
Why This Matters:
Transformed India's $15B auto insurance market by creating its first digital marketplace - moving 8% of Coverfox's target market online within 18 months and setting new UX standards for fintech trust.
Role
Founding Product Designer
Collaborated with founders, PM, engineers, sales, and compliance to architect comparison logic, quote infra, and checkout
Strategized product vision balancing IRDA compliance with consumer UX
Shipped core flows (real-time quotes, comparison engine) within 5 months
Optimized rider selection nudges to increase AOV by 20%
Impact
Scaled to 30K+ policies/month
~3x conversion vs. offline
−28% drop-off through redesigned flows
+20% AOV via rider/add-on nudges
Enabled expansion to health & bike insurance
Tools & Frameworks
UX & Funnel Strategy
Journey mapping · Drop-off analysis · Trust UX patterns for low-intent industries
System Design
Real-time quote logic · Componentized UI for cross-product use
Optimization Methods
A/B testing on checkout & plan comparison views
Deep Dive into the Provcess ->
Researcher.life:
From Market Leader to Platform Innovator — Building Researcher.Life to Bridge Human Services and AI for 4M+ Users
Cactus Communications, through its flagship brand Editage, was already a global leader in academic publishing support — with over 4 million researchers served and $100M+ in annual service revenue.
But as the $28B+ academic research market began shifting toward AI-powered tools, Cactus needed to evolve from a service-led company to a unified, lifecycle-centric platform.
Researcher.Life was built to lead that transformation - aligning human services and AI tools like Paperpal and RDiscovery around a researcher’s journey. The result: smarter upsells, higher retention, and 15× MRR growth.
Role
Principal Product Designer
- Defined the platform structure, lifecycle UX, and core architecture
- Unified siloed tools and services into one cohesive experience
- Built and scaled the design system for consistency across AI and service-based tools
- Hired and mentored a cross-functional team of 9 designers and researchers
- Collaborated with PMs and AI/engineering teams to embed assistive logic and contextual upsells
Impact
Our platform:
Created $7M ARR through unified AI+service bundles
Reduced support costs by 40% via contextual guidance
Became Cactus' fastest-growing product line** (now 35% of revenue)
MRR grew from $50K → $750K+
3× increase in cross-tool usage
Laid the foundation for AI + human service bundling at scale
Tools & Frameworks
Product & UX Strategy
Lifecycle mapping · Jobs-to-be-done workflows · Cross-tool nudges
Design System & Infrastructure
Tokenized UI components · Pattern library · Role-based navigation
Team Design & Leadership
Hiring frameworks · Pod structures & rituals · Design reviews & mentorship
Beshak.org Trumatch:
Personalizing Term Insurance Buying Journey for Underserved Users
Designed Beshak TruMatch, an insurance advisory tool for first-time buyers. Created a logic-driven onboarding system using 40+ expert questions, contextual help text, and advisor handoff flows - all optimized to reduce drop-offs and build confidence. Collaborated with insurance experts to map 40+ user questions into logic buckets. Used card sorting, contextual UX writing, and onboarding tests.
Role
Founding Product Designer
0→1 Flow Design
Personalization Logic
Trust-Led Onboarding UX
Impact
Improved completion across high-friction steps
Enabled intelligent advisor handoff
Became the foundation for India’s most transparent insurance recommendation tool
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Editage Order Management System:
Modernizing a Complex Legacy System with 126+ Use Cases - Reducing Support Load and Driving Cart Value Through UX at Scale
Led the UX transformation of Editage’s customer-facing Order Management System — the primary interface used by researchers globally to manage their purchased editing services. Simplified 46+ high-friction workflows across re-editing, payments, and institutional orders. Scaled modular UX across Japan, Korea, China, MENA, and ROW. Introduced monetizable features like “My Editors” to improve retention and average order value.
Role
Lead UX Designer
- Defined end-to-end experience strategy for Editage’s global OMS
- Led cross-functional pods across design, product, engineering, and localization
- Championed modular UX architecture to support diverse market needs
- Embedded experimentation, monetization, and trust principles in design
- Drove design planning, sprint rituals, and mentorship across UX team
Impact
Improved SLA adherence and editor efficiency
Monetized “My Editors” module
Scaled to 5 global markets, serving 5M+ researchers
Tools & Frameworks
Workflow & System UX
Edge case audits · SLA mapping · Payments & feedback UX
Localization Strategy:
Country-specific flows · Multi-currency support · Institutional workflows
SaaS Platform Design:
Modular UI · Monetization surfaces · Cart optimization patterns
Enlight Chrome Extension:
Designing an AI-Powered Accessibility Tool for Visually Impaired Users
Designed Enlight, a multimodal accessibility tool built during the MIT × Google Hackathon. Worked closely with a cross-functional team and conducted rapid interviews with visually impaired users and accessibility researchers. Prioritized voice-first interaction and inclusive UX from day one.
Role
Product Designer
Multimodal AI UX + Interaction Design
Prototyping & Animation
User Research with Visually Impaired Community
Impact
🏆 3rd Place, MIT × Google Hackathon
Validated through interviews with Amazon accessibility researchers
Redesigned UI for high-contrast, voice-centric interaction
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Beeja Meditation App:
Building a Gamified Meditation Challenge Engine for customer retention. Co-created with practitioners, built for scale
Led the design of Beeja’s mobile app experience, focused on helping users build consistent meditation habits. Created modular challenge flows, daily rituals, and a lightweight design system that supported long-term retention and content scalability.
Role
Design Lead
Behavioral UX Strategy
Modular Design System
Habit Loop Architecture
Impact
Improved day 1 → day 30 retention
Enabled scalable challenge creation
Reduced support and content ops effort through modular structure
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Hi, I am Prachi, Austin,TX based Principal Product Designer
I’ve spent 12+ years designing and scaling digital products - leading 0→1 launches at Coverfox Insurance and Beeja Meditation, & shaping design systems + teams from the ground up for Cactus Communications’ AI Suite of Products. I experiment with AI-native tools to sharpen my workflow and define how future systems are built.
~
Recently, I went back to school and graduated from Harvard with a
Masters in Design Engineering where I focussed on applied AI and agentic systems.
RDiscovery:
Personalizing Onboarding to Increase Retention and Accelerate Time-to-Value
Problem:
RDiscovery is an AI-powered app for academic researchers to find, save, share, listen to and stay updated on relevant research papers. Despite strong acquisition, over 60% of new users dropped off before reading a single paper — limiting AI feature adoption and hurting long-term retention.
Solution:
Redesigned onboarding using cohort-based flows tailored to users’ research goals — like catching up in a field or starting a literature review. Integrated document-derived insights from LLMs to personalize feeds and surface AI explanations, improving relevance and trust from day one.
Why This Matters:
Academic research is a $28B+ global industry, but most discovery tools were built for institutions, not individuals. RDiscovery aimed to democratize research access through AI. Fixing onboarding unlocked trust, improved AI adoption, and lifted NPS by +11 points — turning passive downloads into retained users.
Role
Principal Product Designer — Owned end-to-end strategy and execution for the onboarding redesign.
Mobilized a cross-functional pod of AI engineers, PMs, and data scientists to launch cohort-aware personalization within 3 months. Partnered with a visual designer to test, iterate, and scale trust-building UI patterns.
Impact
+38% onboarding completion
−42% time to first paper
2.4× Day 1 → Day 7 retention
Tools & Frameworks
AI/ML Design
Explainable AI · LLM-driven personalization
Growth Frameworks
Behavioral segmentation · Onboarding funnels
UX Research & Systems
Cohort testing · F-shaped pattern scanning
Deep Dive into the Process →
Coverfox Car Insurance Marketplace
Designing and Launching India’s First Self-Serve Car Insurance Platform - 30K+ Policies/Month
Problem:
Buying car insurance in India was a slow, paper-heavy process dominated by offline agents. Users struggled to compare plans, understand policy differences, or renew lapsed policies. This led to low digital adoption, high drop-offs, and poor trust in online options.
Solution:
Led the 0→1 design of a consumer-facing marketplace that simplified insurance discovery, comparison, and purchase. Built real-time quote logic, policy filters, and journeys for new, renewal, and expired policies. Designed trust-first UX patterns and ensured compliance with IRDA regulations.
Why This Matters:
Transformed India's $15B auto insurance market by creating its first digital marketplace - moving 8% of Coverfox's target market online within 18 months and setting new UX standards for fintech trust.
Role
Founding Product Designer
Collaborated with founders, PM, engineers, sales, and compliance to architect comparison logic, quote infra, and checkout
Strategized product vision balancing IRDA compliance with consumer UX
Shipped core flows (real-time quotes, comparison engine) within 5 months
Optimized rider selection nudges to increase AOV by 20%
Impact
Scaled to 30K+ policies/month
~3x conversion vs. offline
−28% drop-off through redesigned flows
+20% AOV via rider/add-on nudges
Enabled expansion to health & bike insurance
Tools & Frameworks
UX & Funnel Strategy
Journey mapping · Drop-off analysis · Trust UX patterns for low-intent industries
System Design
Real-time quote logic · Componentized UI for cross-product use
Optimization Methods
A/B testing on checkout & plan comparison views
Deep Dive into the Process →
Researcher.life:
From Market Leader to Platform Innovator — Building Researcher.Life to Bridge Human Services and AI for 4M+ Users
Cactus Communications, through its flagship brand Editage, was already a global leader in academic publishing support — with over 4 million researchers served and $100M+ in annual service revenue.
But as the $28B+ academic research market began shifting toward AI-powered tools, Cactus needed to evolve from a service-led company to a unified, lifecycle-centric platform.
Researcher.Life was built to lead that transformation - aligning human services and AI tools like Paperpal and RDiscovery around a researcher’s journey. The result: smarter upsells, higher retention, and 15× MRR growth.
Role
Principal Product Designer
- Defined the platform structure, lifecycle UX, and core architecture
- Unified siloed tools and services into one cohesive experience
- Built and scaled the design system for consistency across AI and service-based tools
- Hired and mentored a cross-functional team of 9 designers and researchers
- Collaborated with PMs and AI/engineering teams to embed assistive logic and contextual upsells
Impact
Our platform:
Created $7M ARR through unified AI+service bundles
Reduced support costs by 40% via contextual guidance
Became Cactus' fastest-growing product line** (now 35% of revenue)
MRR grew from $50K → $750K+
3× increase in cross-tool usage
Laid the foundation for AI + human service bundling at scale
Tools & Frameworks
Product & UX Strategy
Lifecycle mapping · Jobs-to-be-done workflows · Cross-tool nudges
Design System & Infrastructure
Tokenized UI components · Pattern library · Role-based navigation
Team Design & Leadership
Hiring frameworks · Pod structures & rituals · Design reviews & mentorship
Beshak.org Trumatch:
Personalizing Term Insurance Buying Journey for Underserved Users
Designed Beshak TruMatch, an insurance advisory tool for first-time buyers. Created a logic-driven onboarding system using 40+ expert questions, contextual help text, and advisor handoff flows - all optimized to reduce drop-offs and build confidence. Collaborated with insurance experts to map 40+ user questions into logic buckets. Used card sorting, contextual UX writing, and onboarding tests.
Role
Founding Product Designer
0→1 Flow Design
Personalization Logic
Trust-Led Onboarding UX
Impact
Improved completion across high-friction steps
Enabled intelligent advisor handoff
Became the foundation for India’s most transparent insurance recommendation tool
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Editage Order Management System:
Modernizing a Complex Legacy System with 126+ Use Cases - Reducing Support Load and Driving Cart Value Through UX at Scale
Led the UX transformation of Editage’s customer-facing Order Management System — the primary interface used by researchers globally to manage their purchased editing services. Simplified 46+ high-friction workflows across re-editing, payments, and institutional orders. Scaled modular UX across Japan, Korea, China, MENA, and ROW. Introduced monetizable features like “My Editors” to improve retention and average order value.
Role
Lead UX Designer
- Defined end-to-end experience strategy for Editage’s global OMS
- Led cross-functional pods across design, product, engineering, and localization
- Championed modular UX architecture to support diverse market needs
- Embedded experimentation, monetization, and trust principles in design
- Drove design planning, sprint rituals, and mentorship across UX team
Impact
Improved SLA adherence and editor efficiency
Monetized “My Editors” module
Scaled to 5 global markets, serving 5M+ researchers
Tools & Frameworks
Workflow & System UX
Edge case audits · SLA mapping · Payments & feedback UX
Localization Strategy:
Country-specific flows · Multi-currency support · Institutional workflows
SaaS Platform Design:
Modular UI · Monetization surfaces · Cart optimization patterns
Beeja Meditation App:
Building a Gamified Meditation Challenge Engine for customer retention. Co-created with practitioners, built for scale
Led design for Beeja’s meditation app. Worked alongside the founder to define rituals, challenge flows, and a modular system that supported long-term retention. Research included habit pattern interviews and prototype testing with real users over time.
Role
Design Lead
Behavioral UX Strategy
Modular Design System
Habit Loop Architecture
Impact
Improved day 1 → day 30 retention
Enabled scalable challenge creation
Reduced support and content ops effort through modular structure
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.
Enlight:
Designing an AI-Powered Accessibility Tool for Visually Impaired Users
Designed Enlight, a multimodal accessibility tool built during the MIT × Google Hackathon. Worked closely with a cross-functional team and conducted rapid interviews with visually impaired users and accessibility researchers. Prioritized voice-first interaction and inclusive UX from day one.
Role
Product Designer
Multimodal AI UX + Interaction Design
Prototyping & Animation
User Research with Visually Impaired Community
Impact
🏆 3rd Place, MIT × Google Hackathon
Validated through interviews with Amazon accessibility researchers
Redesigned UI for high-contrast, voice-centric interaction
Tools & Frameworks
There’s a theory that people read in an F-shaped pattern, and that this should influence how you structure content on your website.