The marketing team at Clorox hired me to analyze and re-design the user experience at scoopaway.com, the destination website for the evergreen brand. The objectives of our work were to re-create the look and feel aligned with new branding, make the website stickier and offer consumers ways to save and share savings for the product line. Google Analytics and other data were made available to me for my initial UX research.
My research into the product community revealed these six top-line factors for the company to consider, based on analysis of web metrics over the past year: Pathing, web platforms, demographics, screen space, landing pages and touch screens. Here is the summary of the results with highlights.
After analyzing the site traffic data in detail, I used popular paths from the traffic analysis to connect content from the existing site map together. Content outliers were identified, along with the top features with the higest community engagement. The entire site map is represented, with secondary pages minified to conserve space. I focused additional detail on popular areas, including promotions and social flows to and through the site.
In organizing the site's information, we considered a spectrum of pages, more-to-less important/relevant to users and separated into active/dynamic and static content categories. This artifact enhanced the team's ability to prioritize content and craft its messaging to the consumer.
Recommendations for pathing and priorities for content and messaging were synthesized into a few maps, the first of which shows the core site structure with internal and external links called out. The second overlays areas of interactivity on the site, as well as technological options for implementation on each page.
Once the site's information was arranged, I created wireframes for shared or 'framework' elements like headers, footers and proprietary plug-ins. The design is based on responsive web pages for desktop, tablet and mobile devices.
Implementation of the design was executed by a third-party contractor; Therefore, design artifacts were crafted to be as compact and information dense as possible for efficiency's sake. Every page has a main layout for a target platform's design, accompanied by layouts for the other two targets for easy reference. The interactive and UX design specifications are annotated in the wireframe, including implementation recommendations.
The AutoCAD team hired me to evolve the user experience for a community of process and chemical engineering designers. After rallying users to Autodesk's beta test website, they were invited to participate in previews and prototypes of upcoming releases. Partnered with product management, we developed concepts into features, iterating on user stories together. My work fed into a Waterfall style release cadence with periodic "hot fix" releases to patch live features.
I used my iPad and the Paper app by Fifty-Three to sketch designs with teammates, community members, research participants and subject matter experts. It's one of the best ways to ideate rapidly in context and get to a first-pass of design and technical specifications, leveraging the benefit of many iterations, efficiently.
I conducted on-site visits with clients like Chevron and its engineering design contractors as often as possible. I used my learnings from a diversity of applications and use cases to gain a deeper understanding of users' needs and wants. Here, you can see a physical structure being re-designed using Plant 3D. In this situation, we discovered a particular limitation of the software based on fabricating circular shapes that required updates to core features of AutoCAD.
Complex and technical software requires tight change management with very specific and carefully measured specifications. Here, you can see a section of design changes, converting an all-text based user interface into one with visual plan symbols replacing as much text as possible. At left is the design specification with annotations and callouts; At right is a screenshot from the product, mid-implementation, pointing out a bug. It was important to maintain a close relationship with engineering in order to deliver rock solid results.
The executive marketing team at Clorox hired me to analyze grilling.com, the destination website for their evergreen brand, Kingsford. The objective of our work was to improve the online experience for the community across all web platforms and make the website stickier, due to recent elevated bounce rates. Google Analytics and other data were made available to me for a deeper dive.
At first, I focused on the paths into the website in use by the community. Of the direct paths, we found that the top five on the list are positive indicators of both motivated community members and a clear focus on recipe and knowledge sharing.
Research continued by identifying trends in pathing through the site, traffic sources and drop-offs. In this case, we can see visitors bouncing off of a top paid traffic landing page, which indicates a direction for investment in focus, design-wise. I examined hardware adoption, bounce rates, dead ends, exit points and referring traffic closely to determine the best-fitting information architecture for the community. I also examined social traffic sources, as sharing content on the website is an important community need and activity.
This is a subset of my recommendations to the team for the future of the UX design of the website. They include where to focus design efforts, future platforms to target, marketing explorations and more.
I documented recommended changes for the re-design to bring about positive changes in community growth and stickiness. In the end, the marketing team delivered on several important notes, including fulfilling a need for improved language accessibility (localization), community inclusiveness and surfacing "deep" links to helpful information (tips, tricks, recipes, ...) on the home page.