IMPROVING User experience THROUGH MARKETING SITE REORGANIZATION

PROJECT YEAR:
2022-2023

ROLES & RESPONSIBILITIES:
User Research
Information Architecture

HOMEPAGE REDESIGN IMPACT:
Boosted new user acquisition by 20% with cohesive, informative design strategies.

Aligned design foundations with product, strengthening branding continuity.

Problem Statement

The Hello Alice marketing website aims to attract aspiring business owners seeking opportunities for small business expansion. However, user dissatisfaction has grown due to perceived unintuitiveness and burdensome navigation. The homepage fails to effectively communicate funding options, and partners need clearer insights into supporting Hello Alice initiatives. Thus, a comprehensive update of the marketing site is needed to address concerns from both partners and owners.

Phase 1: Gain insights into target audience

USER INTERVIEWS:

Prior to proceeding, I deemed it important to acquire a comprehensive understanding of the pain points experienced by both our owners and partners. In order to accomplish this, I curated a group of five participants and conducted in-depth interviews and asked them to perform specific tasks to gain profound insights into their challenges. This process allows me to discern and address their pain points effectively, thereby devising optimal solutions.

Questions I asked:

  • Can you kindly provide a description of your initial experience while utilizing the Hello Alice website?

  • Did you encounter any difficulties in navigating the homepage and locating the desired information?

  • From the perspective of a partner or small business owner, is the homepage effectively conveying the initiatives and objectives
    of Hello Alice?

Tasks I asked them to perform:

  • How would you go about gathering additional information regarding grant programs and the application process? Similarly, could you provide insight into the process of applying for the Hello Alice credit card?

  • How would partners go about accessing their pages from the Hello Alice homepage? 

SUMMARY OF INTERVIEW RESPONSES: 

Participants praised Hello Alice’s minimalist design but noted poor section organization and navigation. Partners struggled to find their landing page, and owners had trouble locating grant info, causing confusion. Suggestions included better search, personalized content, and success stories.

Interviews highlighted the need for two distinct landing pages for owners and partners to explain initiatives before reaching the homepage. The site’s lack of sub-navigation and drop-down menus hampers organization and ease of use. Adding these would improve clarity and navigation.

Phase 2: Develop a research-based plan to reorganize the website

Card Sort:

Before initiating the architectural reorganization of the Hello Alice website, I conducted a card sort activity to gauge how our existing owners would categorize specific cards. This card sort was administered to a sample of the same five owners, and the results provide valuable insights into the organization of the cards. This was the result of the card sort:

Create Updated Sitemap:

Leveraging the insights gained from the card sorting exercise, I devised a structured navigation system. This version of the sitemap showcases the proposed reorganization, including the introduction of sub-navigations, thereby reflecting the enhanced clarity and organization that can be achieved.

Task Flows:

After finalizing the site architecture, we created detailed task flows tailored to the distinct needs of partners and owners. By outlining specific steps for each user group, we designed seamless, optimized experiences that address their unique goals.

PHASE 3: design mobile mockup

Using research insights and previous flows, I created mobile mockups showing the user’s journey from email to funding page. This visualization helps refine our design for a smooth, engaging experience.

next phase: Tracking and Iterating on User Engagement Using Online Tools

After implementing our reorganization efforts, I sought to assess the impact of these changes on our user engagement. The following steps outline my approach to analyzing new user engagement using tools such as FullStory and Google Analytics:

  • Created a dedicated segment targeting new users to concentrate on user growth. Additionally, we were keen on understanding the conversion rate from initial interaction to user sign-ups.

  • Reviewed session replays of users within the new user segment. This in-depth analysis allowed me to observe how new users interacted with the Hello Alice homepage, enabling the identification of patterns and pinpointing potential pain points.

  • Implemented surveys and feedback forms to gather insights directly from new users. This proved invaluable in gaining a deeper understanding of their overall experience.

  • Utilized Google Analytics to track new user growth. The analysis revealed a notable 20% increase in the number of new users, providing quantitative validation of our efforts.

  • Consolidating our findings, the next crucial steps involve iterating on the user experience. By addressing identified pain points, we aim to enhance user satisfaction and, ultimately, increase the conversion of users to sign up for the Hello Alice product.

This comprehensive approach, combining qualitative insights from FullStory with quantitative data from Google Analytics, positions us well to refine our strategies, foster user engagement, and optimize our platform for increased conversions.