Phase 1: Streamlining Access to Professional Audio and Video Production Equipment Information
As a member of an in-house Customer Experience team for a leading audio and video production equipment manufacturer, I helped improve access to critical information about professional hardware and software products for the recording industry.
Through user research, we discovered that website visitors were confused by the lack of visual distinction between "family" pages (i.e. pages presenting groups of similar products) and individual product pages, and were also frustrated by the inconsistent organization of information on product pages.
To solve these problems, we created new wireframes for product and family pages, and developed more visually-distinct designs to differentiate these page types. Key elements of the new family pages include a more prominent presentation of the product options within the family, as well as the critical differences between these options. Key elements of the new product pages include a prominent "What is…"message, and consistent use of navigation sub-tabs to organize product-specific information, e.g. Overview, Features, Tech Specs, etc.
As the Information Architect on the Customer Experience team, I also worked to improve the "findability" of information through the application of SEO best practices, including identification of frequently-searched keywords and development of a taxonomy for metadata tagging.
Shortly after launching the improvements, analytics showed that drop-off decreased, traffic to product pages improved, and overall customer satisfaction increased by 15%.
Shortly after launching the improvements, analytics showed that drop-off decreased, traffic to product pages improved, and overall customer satisfaction increased by 15%.
Media Composer Family Page: Before
MediaComposer Family Page: After
http://www.avid.com/US/products/family/Media-Composer
http://www.avid.com/US/products/family/Media-Composer
ProTools 10 Software Product Page: Before
ProTools 10 Software Product Page: After
Phase 2: Improving the Online Customer Support Experience
Phase 2 of the website redesign project was focused on improving the online customer support experience. Based on user research, we discovered that a major point of pain for customers was their inability to find relevant support content on the website. In particular, there was frustration regarding the lack of a centralized, streamlined process for downloading software updates.
As the Information Architect on the Customer Experience team, I conducted an inventory and heuristic evaluation of the current website support section, and benchmarked my findings against assessments of competitors' online support content. I developed a new taxonomy for support content categorization and navigation. I identified "ROT"(Redundant, Outdated and/or Trivial content) and broken links, and captured the current state in a comprehensive site map. I also collaborated with cross-functional team members to identify opportunities to improve software download task flows.
As the Information Architect on the Customer Experience team, I conducted an inventory and heuristic evaluation of the current website support section, and benchmarked my findings against assessments of competitors' online support content. I developed a new taxonomy for support content categorization and navigation. I identified "ROT"(Redundant, Outdated and/or Trivial content) and broken links, and captured the current state in a comprehensive site map. I also collaborated with cross-functional team members to identify opportunities to improve software download task flows.
Site Map of Support Section: Original State (Hub)
Site Map of SupportSection: Original State (Training Tab)
