Context
Understanding the site structure:
The information architecture of one of my favourite record stores is fairly unintuitive; some of its existing pitfalls include:
01
two active sites
Content is split across two different websites; some are exclusive to one version, while others are duplicated. However, the reason for this is not apparent.
01
two active sites
Content is split across two different websites; some are exclusive to one version, while others are duplicated. However, the reason for this is not apparent.
01
two active sites
Content is split across two different websites; some are exclusive to one version, while others are duplicated. However, the reason for this is not apparent.
01
two active sites
Content is split across two different websites; some are exclusive to one version, while others are duplicated. However, the reason for this is not apparent.
01
two active sites
Content is split across two different websites; some are exclusive to one version, while others are duplicated. However, the reason for this is not apparent.
02
inconsistent copy
Copy and content, even excluding from duplicated elements, is often inconsistent, both across and within the two versions.
02
inconsistent copy
Copy and content, even excluding from duplicated elements, is often inconsistent, both across and within the two versions.
02
inconsistent copy
Copy and content, even excluding from duplicated elements, is often inconsistent, both across and within the two versions.
02
inconsistent copy
Copy and content, even excluding from duplicated elements, is often inconsistent, both across and within the two versions.
02
inconsistent copy
Copy and content, even excluding from duplicated elements, is often inconsistent, both across and within the two versions.
03
poor discoverability
Browsing through content, particularly available inventory, is restricted almost entirely to searches.
03
poor discoverability
Browsing through content, particularly available inventory, is restricted almost entirely to searches.
03
poor discoverability
Browsing through content, particularly available inventory, is restricted almost entirely to searches.
03
poor discoverability
Browsing through content, particularly available inventory, is restricted almost entirely to searches.
03
poor discoverability
Browsing through content, particularly available inventory, is restricted almost entirely to searches.
The Goal
restructure the site's information architecture and content strategy to improve usability.
The Solution
A Revised Sitemap
A streamlined way to access all existing links, plus added navigation items to simplify the user journey.
Ideating
Adapting Old Content into a New Sitemap
A content inventory confirmed the preliminary findings of duplicated elements and poor content discoverability.
To address this, I free-listed all possible content items, existing and new, and used those as a basis for a new IA before conducting four rounds of testing.
testing
Understanding Users' Mental Models
Card Sort
pilot
30 cards | 8 participants
pilot
30 cards | 8 participants
pilot
30 cards | 8 participants
pilot
30 cards | 8 participants
pilot
30 cards | 8 participants
first round
22 cards | 24 participants
first round
22 cards | 24 participants
first round
22 cards | 24 participants
first round
22 cards | 24 participants
first round
22 cards | 24 participants
second round
22 cards | 10 participants
second round
22 cards | 10 participants
second round
22 cards | 10 participants
second round
22 cards | 10 participants
second round
22 cards | 10 participants
finding 01
unclear category distinctions
For two different pairs of categories, the distinction between categories was unclear; several cards were interchangeably misplaced within each pairs.
finding 01
unclear category distinctions
For two different pairs of categories, the distinction between categories was unclear; several cards were interchangeably misplaced within each pairs.
finding 01
unclear category distinctions
For two different pairs of categories, the distinction between categories was unclear; several cards were interchangeably misplaced within each pairs.
finding 01
unclear category distinctions
For two different pairs of categories, the distinction between categories was unclear; several cards were interchangeably misplaced within each pairs.
finding 01
unclear category distinctions
For two different pairs of categories, the distinction between categories was unclear; several cards were interchangeably misplaced within each pairs.
finding 02
confusing copy
Several cards were interchangeably misplaced within the pairs.
finding 02
confusing copy
Several cards were interchangeably misplaced within the pairs.
finding 02
confusing copy
Several cards were interchangeably misplaced within the pairs.
finding 02
confusing copy
Several cards were interchangeably misplaced within the pairs.
finding 02
confusing copy
Several cards were interchangeably misplaced within the pairs.
Tree Test
pilot
6 tasks | Peer feedback
pilot
6 tasks | Peer feedback
pilot
6 tasks | Peer feedback
pilot
6 tasks | Peer feedback
pilot
6 tasks | Peer feedback
first round
5 tasks | 20 participants
first round
5 tasks | 20 participants
first round
5 tasks | 20 participants
first round
5 tasks | 20 participants
first round
5 tasks | 20 participants
second round
5 tasks | 11 participants
second round
5 tasks | 11 participants
second round
5 tasks | 11 participants
second round
5 tasks | 11 participants
second round
5 tasks | 11 participants
finding 01
not everything needs to be in the nav
The pilot revealed that many navigation items, were better suited as filters or search queries, especially in 1.0 (such as genres, artists, and record sizes).
finding 01
not everything needs to be in the nav
The pilot revealed that many navigation items, were better suited as filters or search queries, especially in 1.0 (such as genres, artists, and record sizes).
finding 01
not everything needs to be in the nav
The pilot revealed that many navigation items, were better suited as filters or search queries, especially in 1.0 (such as genres, artists, and record sizes).
finding 01
not everything needs to be in the nav
The pilot revealed that many navigation items, were better suited as filters or search queries, especially in 1.0 (such as genres, artists, and record sizes).
finding 01
not everything needs to be in the nav
The pilot revealed that many navigation items, were better suited as filters or search queries, especially in 1.0 (such as genres, artists, and record sizes).
finding 02
overall success!
All tasks from both rounds of tree tests had success rates of 95% or higher.
finding 02
overall success!
All tasks from both rounds of tree tests had success rates of 95% or higher.
finding 02
overall success!
All tasks from both rounds of tree tests had success rates of 95% or higher.
finding 02
overall success!
All tasks from both rounds of tree tests had success rates of 95% or higher.
finding 02
overall success!
All tasks from both rounds of tree tests had success rates of 95% or higher.
Updated Sitemap
The primary changes aimed to simplify browsing, reduce cognitive load, and make it easier to discover merchandise.
This included the removal of several categories under 1.0, which I determined were better suited as sorting or filter options, in addition to the renaming of categories 2.0, 3.0, and 5.0.
Designing
Wireframing Key Task Flows
Following the IA restructuring, I also identified two key tasks users may complete on this website and create a wireframe for a mobile website to explore the updated user journey.
task 01
shopping for records
I redesigned the experience so users can access all available records on the main site without switching versions.
Adding sorting and filtering options also allows users to browse by subcategories directly on the page, simplifying discovery and improving efficiency.
task 01
shopping for records
I redesigned the experience so users can access all available records on the main site without switching versions.
Adding sorting and filtering options also allows users to browse by subcategories directly on the page, simplifying discovery and improving efficiency.
task 01
shopping for records
I redesigned the experience so users can access all available records on the main site without switching versions.
Adding sorting and filtering options also allows users to browse by subcategories directly on the page, simplifying discovery and improving efficiency.
task 01
shopping for records
I redesigned the experience so users can access all available records on the main site without switching versions.
Adding sorting and filtering options also allows users to browse by subcategories directly on the page, simplifying discovery and improving efficiency.
task 01
shopping for records
I redesigned the experience so users can access all available records on the main site without switching versions.
Adding sorting and filtering options also allows users to browse by subcategories directly on the page, simplifying discovery and improving efficiency.
task 02
finding location information
I created a more direct path to store location information while consolidating previously scattered content, such as store news and inventory.
The addition of a “favorite store” can benefit users as they go through different task flows.
task 02
finding location information
I created a more direct path to store location information while consolidating previously scattered content, such as store news and inventory.
The addition of a “favorite store” can benefit users as they go through different task flows.
task 02
finding location information
I created a more direct path to store location information while consolidating previously scattered content, such as store news and inventory.
The addition of a “favorite store” can benefit users as they go through different task flows.
task 02
finding location information
I created a more direct path to store location information while consolidating previously scattered content, such as store news and inventory.
The addition of a “favorite store” can benefit users as they go through different task flows.
task 02
finding location information
I created a more direct path to store location information while consolidating previously scattered content, such as store news and inventory.
The addition of a “favorite store” can benefit users as they go through different task flows.
Retrospective
Takeaways
Content needs structure
Maintaining a content inventory is invaluable. Scattered links can get messy fast; confusing users and creating internal maintenance challenges.
Content needs structure
Maintaining a content inventory is invaluable. Scattered links can get messy fast; confusing users and creating internal maintenance challenges.
Content needs structure
Maintaining a content inventory is invaluable. Scattered links can get messy fast; confusing users and creating internal maintenance challenges.
Content needs structure
Maintaining a content inventory is invaluable. Scattered links can get messy fast; confusing users and creating internal maintenance challenges.
Content needs structure
Maintaining a content inventory is invaluable. Scattered links can get messy fast; confusing users and creating internal maintenance challenges.
Dedicated navigation menus aren't the only access point
Not every link needs to be in the nav bar 😅! Sorting, filtering, and other secondary options are equally helpful for users to find what they need.
Dedicated navigation menus aren't the only access point
Not every link needs to be in the nav bar 😅! Sorting, filtering, and other secondary options are equally helpful for users to find what they need.
Dedicated navigation menus aren't the only access point
Not every link needs to be in the nav bar 😅! Sorting, filtering, and other secondary options are equally helpful for users to find what they need.
Dedicated navigation menus aren't the only access point
Not every link needs to be in the nav bar 😅! Sorting, filtering, and other secondary options are equally helpful for users to find what they need.
Dedicated navigation menus aren't the only access point
Not every link needs to be in the nav bar 😅! Sorting, filtering, and other secondary options are equally helpful for users to find what they need.
Participant recruitment is its own challenge
Consistently finding participants can be challenging. I had to make the most of the channels I did have while ensuring testing remained effective.
Relatedly, adaptability is key.
Participant recruitment is its own challenge
Consistently finding participants can be challenging. I had to make the most of the channels I did have while ensuring testing remained effective.
Relatedly, adaptability is key.
Participant recruitment is its own challenge
Consistently finding participants can be challenging. I had to make the most of the channels I did have while ensuring testing remained effective.
Relatedly, adaptability is key.
Participant recruitment is its own challenge
Consistently finding participants can be challenging. I had to make the most of the channels I did have while ensuring testing remained effective.
Relatedly, adaptability is key.
Participant recruitment is its own challenge
Consistently finding participants can be challenging. I had to make the most of the channels I did have while ensuring testing remained effective.
Relatedly, adaptability is key.
Next Steps
Testing with a larger sample size
Including more returning customers in particular would fill in the gaps and provide stronger validation for the IA.
Testing with a larger sample size
Including more returning customers in particular would fill in the gaps and provide stronger validation for the IA.
Testing with a larger sample size
Including more returning customers in particular would fill in the gaps and provide stronger validation for the IA.
Testing with a larger sample size
Including more returning customers in particular would fill in the gaps and provide stronger validation for the IA.
Testing with a larger sample size
Including more returning customers in particular would fill in the gaps and provide stronger validation for the IA.
Measuring success
Future testing should evaluate time on task, search vs. navigation, conversion rates, and error frequency to further validate the updates.
Measuring success
Future testing should evaluate time on task, search vs. navigation, conversion rates, and error frequency to further validate the updates.
Measuring success
Future testing should evaluate time on task, search vs. navigation, conversion rates, and error frequency to further validate the updates.
Measuring success
Future testing should evaluate time on task, search vs. navigation, conversion rates, and error frequency to further validate the updates.
Measuring success
Future testing should evaluate time on task, search vs. navigation, conversion rates, and error frequency to further validate the updates.