Company: Strategic Dentistry – DOCS Education
Project: User Experience / Site Map for DOCS Education Redesign
Goal: To reduce the number of clicks required for a prospect to turn into a customer. The DOCS Education site had developed a lot of unnecessary heft, and we wanted to reduce the number of hoops visitors had to jump through to view our content.
Outcome: We managed to cut the number of page clicks to reach the checkout page by 30%. In the process of mapping the site, we also identified several dozen redundant pages. By removing them we significantly reduced the amount of maintenance the site required.
Description: My role in this project was to collect site usage analytics, find page bloat, create a streamlined site map, and to build page and interaction mock-ups for an outsourced web developer to code and push to live.
My team started by collecting analytics from our users, and observed (both in-person and digitally) how they interacted with the DOCS Education site. We paid particularly close attention to those interactions that had resulted in shopping cart abandonment, and reviewed our online forums for any specific grievances or feature requests. We also brought the Sales and Customer Loyalty teams into the process to to help identify alternative site needs, and to ensure we weren't working in a 'design vacuum.'
After compiling a full digital list of pages, we removed redundant entries, and transferred the information into the physical world. We wrote out our key pages onto sticky notes, and took over the marketing room whiteboard for several weeks. We modeled different hierarchies for the information, and used the interaction data we had collected to help drive our decisions.
After delivering the site map to the developer, I continued to contribute to this project by designing page mock-ups, icons, and branded button elements.