NICOLE NG
REMAPPING NAVIGATION OF NTU
MICROSITE
"It feels like less of a maze now"
Simplified information architecture for intuitive navigation and sustainable maintenance. Improved task completion rate from 20% to 90%
WORKING
ARTEFACTS
PROBLEM
High user frustration and lostness due to confusing architecture ("needle in haystack", "where am i")
Poor Task Performance
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Task completion rate 20%
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Task abandonment 80%
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Navigational Issues​​
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Confusion from 2 navigation menus
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Too much depth >8 clicks to final
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Unintuitive taxonomy
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Mismatch in content expectations
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Unforgiving of alternative pathways
CHALLENGE
Classic case of poor IA being symptomatic of structural issues
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Brand Architecture
Relationship between engineering school and parent brand NTU not well defined - both internally and externally - hence not articulated in visual hierarchy
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Internal vs. External Organisation
Classic problem of site navigation being based on organic/rambling organisation chart instead of user's journey
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PROCESS & SOLUTION
Role, Process, Specs​
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5 day sprint + individual effort
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Role: usability interviews, heuristic evaluations, tree testing, wireframe design, prototype testing/refinement
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Key Fixes
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Single primary navigation ​
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Dropdown menu cuts depth down to max of 3 clicks to destination
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Multiple pathways - by product, by audience - per tree testing results
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Intuitive labels based on card sorting
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More signposting and breadcrumbs