IA and Navigation Update

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Problem

The platform’s navigation was designed to allow users to easily find areas in the platform to facilitate creating content based on their user role.

We’ve observed that users may not be finding platform features because the navigation doesn’t communicate the platform’s organization and scope, doesn’t offer clear and consistent labeling, and is visually unappealing causing users to rely on poor platform usage behaviors and pushes client users away from the platform.

How might we improve the the platform’s navigation and IA so that navigation is clear and consistent, reduces the the number of submenu items, and ensures users understand the platforms scope and organization encouraging them to find areas of the platform they need.

Business Outcomes

• More client platform users will use the platform

• Client platform users will understand the scope and organization of the platform

• Full service clients will rely less on Skyword

• Increased adoption with platform only clients

• “Slicker” sales and marketing collateral

Users

Understand how these roles use the platform. What are their workflows?

• Client users - Set up in roles that primarily use the review queue, assignments, ideas, analytics, search, and calendar

• Strategists - Primarily use ideation, assignments, create, search, calendar, and keywords

• Editors - Primarily use assignments, review queue, search, and calendar

Solution Steps

• Used Gainsight and Google Analytics to understand features are being used different user roles, and propose to eliminate from features that have little or no usage

• Ran a card sort to understand how our users view and understand and categorize features in the platform

• Analyzed the card sorting results to define the top level categories and second level categories in the platform and built out three options for tree testing

• Conducted a tree test to validate the card sorting results and updated structure of the navigation.

Summary

Knowing that the platform's navigation was confusing we started a journey to learn how our uses think about the platform's organization. Through card sorting and tree testing studies we learned into a solution that we presented to our stakeholders. Using feedback from them we crafted the final design and organization which was deployed to the live site. See the slide show at the bottom of the Screenshots section.

Screenshots