Designing for better data analysis

Design and Data Analysis


Majestic is one of the top link intelligence databases used to analyze backlink profiles. It is brimming with valuable information for SEO, but the presentation of that data leaves a lot of room for improvement.

“It seems like, with all the great data that Majestic has, there is so much more I'd be able to do with it,” says one user on G2 Crowd. “Exploring the long list of backlinks/linking domains on isn't really doable for a large profile—you have to download them and explore in Excel.”

My goal with this redesign was to make it easier for users to find the data they need within Majestic’s interface itself, which would ultimately help inform their SEO strategy.

Design process

User research

From G2 Crowd, I took 10 users and their reviews to extract patterns from them. From there, I developed two personas: agency and in-house SEO.

These personas would be used to help inform the design, keeping in mind their goals and motivations.

User Personas

Content structure

The next step was to organize the information. The database has several tools and reports, but their most utilized feature is checking the backlink profile of a website, which I focused on in my design concept.

They have two types of reports that generate the same data, but different date range: Fresh and Historic Index reports. The Fresh Index report displays backlinks that were obtained from the past 90 days and Historic displays backlinks older than that. On top of the date range difference between reports, they also split the reports by Referring Domains and Backlinks (or URLs).

As one user wrote, “It is very confusing trying to understand when is the best time to use which and how to bridge metrics you pull from both.”

Product Flow

I combined the Fresh and Historic index data into one index as well as combine the Referring Domains and Backlinks reports into one. Now, when you visit the Backlinks report, you’ll find the referring domains displayed in rows. You can find backlink information from those domains by selecting the drop-down arrow in the first column.

Task Flow
Information Architecture
Data Table UI Design

Seeing as how the Fresh and Historic indexes were separate, I went with the assumption that that separation of data is important for some users. While I combined that data into one presentation, I added a date range selector to give users the control to choose the dates from which they want the data. This allows them to view backlinks from the past 90 days (fresh index) or all of the backlinks (historic).

Calendar UI Design

Drilling into the data

Different users have different goals and questions they have to answer. For a tool to appeal to many users, it needs to provide them the option to only view the data pertinent to their needs in any given situation. To address this, I included a Columns filter that allows users to choose the type of data they want to see in the table.

In addition, the sort feature allows them to view data from lowest to highest value (or alphabetically for text-based data). The header row is also sticky to provide users context when they’re scrolling down the table.

Columns Filter Design


The result is a modern design that incorporates features to make it easier to analyze data within the interface. I’m aware that this design can be considered a drastic upgrade from the current site, and I didn’t address how reprogramming the reports will work. This was a personal project, and if I were a UX/UI Designer for them, I’d definitely conduct user testing and explore the requirements to implement this design.