Architecs is about architecture and design: bring to pubic a carefully edited selection of the best architecture and design articles from around the world. We created a way of presenting a big amount of data in a effective way. We created an interactive tool of communication between the magazine and the readers, a marketing tool for the increase of on-line readers. Initially, we reorganised the website structure and the layout of each individual page. We proposed a new concept based on user activity statistical analysis. Emphasis was given on User Experience. With the target group in mind we analyse the frontage heat-map, acquiring the data that drive the design process and lead to significant increase the user entrance to inner pages, multiply article reading and total time user sojourn in website.