We looked at access statistics, time on page, bounce rate, entry-exit rate, among other interesting details. We know, for example, how far you scroll or at what point in the text you drop off.

On top of that, a heatmap helped us better understand which type of article you read closely and which ones you just give that popular "skim." Going a step further, we mapped the "reader's journey," identifying which sections and publications you access most. This helped us build categories that actually make sense for you.

With all of this in hand, I made the call to design and build a layout that reflects it. It wasn't easy, it's a complex equation, one that involves distributing content, aligning business interests, and, at the same time, delivering a pleasant experience for the reader. In the end, I chose to prioritize reading clarity over ad density, since the data made it clear that's what would actually keep readers engaged.