Metric 1: Transfers per customer Metric 2: Visitors converted to leads
Hypothesis: By updating the information architecture and delivering this in a more user-centric format, the business will be able to adequately prioritise and promote relevant content to customers that will help them see the value in converting, and customers will be able to find the information that is relevant for them and feel more confident and knowledgable about becoming a customer.
Objective: The current navigation structure has remained unchanged, barring the occasional addition, for several years. It's becoming apparent internally that adding new content to the existing structure is increasingly difficult. Externally, the location could be improved via customer feedback and research to prioritise key areas. We need to ascertain the business and customer needs and find a way to balance the two.
Role: Before discussing approaches with the team, I wanted to understand the current expectations of the business, customer, and non-customer based on the items we have in our IA. Therefore, our research team set out to learn as much as they could from these three demographics via separate card-sorting exercises. We then spoke to the marketing team to understand their specific needs and what they would like to serve customers to drive engagement. Whilst this wasn't a direct metric for this project, I understood that engagement in these areas would indirectly affect our key metrics, and we wanted to ensure that many departments' needs were serviced through this important task. We took all this information to the team and conducted a workshop to find potential solutions and understand the viability of testing and possibly launch.
Results: Due to the technical landscape, certain limitations had to be considered along with our research. Therefore, an iterative approach was adopted, starting with the earliest testable product delivered to a small subset of alpha-testers. We took what we learned from this stage and rolled out the earliest usable product that combined the current functionality with the updated IA. Whilst learning about this iteration, our team got to work on implementing the updated functionality and UI with the additional needs of the press team, including promoting pertinent content.
