Post on 13-Jan-2017
Content and User Experience Strategy Presentation
Salima VastaniTing Tang
Scope
CampSpeaker bureau
Craig & Marc
About Us
Home
Careers
IntroductionWhat is MetoWe?
Goals
● The business
● The users
Objectives
● To ensure user journey flows smoothly leading to conversion● To reduce user distraction and content duplication● To increase efficiency in website navigation● To ensure a satisfying online experience for the user
Current state
Great Voice and Tone
Young Influential Exciting Dynamic Smart Empathetic
Pertinent Visual Appeal Inspiring
UX Research
Personas
Usability Test
Content Audit
Personas• Nicole• 25 years old• A high school teacher
About Nicole: Nicole is a private school teacher and she is searching for a camp for her students. The purpose is to help students develop social skills, grow more independence and become more adventurous.
Goals:
• Expect that the trip will have a positive impact on her students
• Need to ensure personal safety in the trip.• Interested in overseas camp broadening the view of students
“When I talk to my students about global citizenship, I want to show them the many cool ways they can contribute to society today and not wait till they become adults.”
Personas• Ethan• 21 years old• A student from U of T
About Ethan: Ethan is a global citizen and is eager to go to Africa helping the local people. His budget is limited, so he wants to earn enough money before the trip.
Goals:
• Expect to collect enough destination information to help him make a decision.
• Need to ensure personal safety in the trip.• Interested in doing something cool.
“I want to travel, see new places, make new friends and learn about different cultures”
PersonasAbout Susan: Susan is a housewife. She arranges a family trip every year and wants to give her son a meaningful trip this year.
• Susan• 39 years old• A 10 years old boy’s
mother
Goals:
• Expect that the trip will have a positive impact on her son.• Need to ensure personal safety in the trip.• Interested in volunteer work which will help another family
somewhere in the world.
“I want my son to know that true freedom comes with responsibility”
Personas• Rebecca• 30 years old• An HR of a multi- national corporation
About Rebecca: Rebecca is looking for a team-building trip for her company. The purpose is to enhance cooperation and improve reputation.
Goals:
• Expect to give colleagues special experiences• Need to ensure personal safety in the trip• Need to control the budget• Interested in travel agency providing customized services.
“I have heard good stuff about the corporate trips with MetoWe. I wonder if it’s going to fit in my budget.”
Content Audit Page ID
Topic URL Content(what does it contain?)
Usefulness?Comments?
What to do with it?
Content Audit
Key Findings of Content Audit
• Fonts not consistent across different pages• Misleading category, titles and links• Same topics different titles• Content not scannable • Overly long pages• Page layout not consistent across different pages• Breadcrumbs are missing• Unnecessary additional pages that make the website look crowded
Key Content Issues• Fonts not consistent across different pages
Key Content Issues• Misleading category
Key Content Issues• Same topic different titles
Key Content Issues• Misleading titles
Key Content Issues• Content not scannable
• Overly long pages with information repeated on the same page
Key Content Issues
The coloured boxes show how many times an item is repeated on the page
These 3 slides show how long the pages are with info items repeated on the page
Key Content IssuesMisleading links
Key Usability Issues• Page layout not consistent across web pages
Ontario Take action camp home page
Arizona Take action camp home page
Key Usability Issues• Breadcrumbs are missing
Key Usability Issues• Unnecessary
additional pages that make the website look crowded
Usability Test
Usability Issues• Two key finding about usability test
Users easily lose their way on the website. It’s hard for users to find information they need.
Usability Issues• Users easily lose their way
The first screen always shows this video
Usability Issues• Users easily lose their way
Bring users to trips
Usability Issues• Users easily lose their way
The side bar on Arizona page brings users to Ontario page
Usability Issues• It’s hard for users to find information they need
Solutions
Cards Sorting (IA)
Wireframe
Cards Sorting
Next Steps
• Provide meaningful categories and titles
Once we know which content is required, we can define meaningful categories for it, and figure out which topics belong in which category.
Make sure the main category and the subcategory don’t have the same titles.
• Writing Guidelines
Create writing guidelines for all identified content types and annotated samples to serve as an illustrated guide. Content should be written
following the guide.
• Provide content based on your target audience needs
Do use narrative, based on your personas’ narrative to figure out what content needs to be shown on your website.
Questions?