July 2021
Design Problem: Confusing navigation, lack of branding.
The organization I worked for (a library) had a microsite within the website of the parent organization (a college). We had little control over the page design and layout. For years, I heard anecdotes of user confusion over the navigation. In fact, fully 1/3 of phone calls received were for basic information that could have been answered from our website. The answers were there—just nearly impossible to find!
The Process
Surveys
I surveyed our user audiences (academic researchers, genealogists, and college faculty/students) to discover website pain points. Unfortunately, I launched this project in early 2020 and I was thus not able to conduct in-person focus groups. Through survey data and one-on-one virtual interviews I was able to compile data to analyze trends. I found that even the on-campus audience had difficulty using our microsite.
Through my surveys and interviews I established a site map and information structure that would be logical for our user audiences. I tested different iterations of the hierarchy of navigation as well as different language for the pages and buttons to see what worked best for our users.
Research
When I presented our challenges and needs to the college's web team, I discovered an independent website would be the only way to solve all of the issues for our users. I researched best options given our limited time and funds for this project and presented them to my colleagues with pros & cons. We discussed and ultimately deciding on a platform.
Mock-ups
I sketched mock-ups for the different types of page design using photoshop. Had I known about personas at the time of this project, I would have used this tool too!
User Testing
I reviewed the content and structure with my coworkers; and then conducted user testing. A "review" version of the site was sent to key audience members. I incorporated their feedback into different iterations of the site.
The Outcome: Increased satisfaction; decreased frustration.
The newly build and designed website launched in July 2021.
Phone calls for information easily found on the website decreased by 52%
Membership in our organization increased 36%
Attendance at our events increased 300%.
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