Understand the user to build the experience.
A deep investigation into their website performance helped us clearly understand how users were interacting with content. Heatmaps, analytics and other methodologies revealed our key roadblocks, while a user survey was conducted to help us prioritize the most critical areas of improvement. Less than 1% of all pages constituted for 52% of all traffic – coupled with 3,300 total pages, and 40% of those filled with duplicate content.
- Better information architecture and overall UX design
- Unravel the content strategy
- More transactional and allow for future expansion
We conducted a user survey to supplement direction and address priority items for the development.
“The website is too busy, too many buttons and too difficult to find what you want. It needs to be clean and easy to use.” – Survey Participant
Once we compiled the findings from our audit, Ten Adams led a Digital Discovery Session with over 50 members of Deaconess leadership. We used this focused time together to identity and solidify our key business goals, audience segments, user acquisition journeys and outcomes — unifying our vision for the Deaconess digital experience.
Using our consumer data, analytic insights and survey feedback, we developed user personas to help guide the design of a personalized experience for each of the diverse users of Deaconess.com, which led to a key strategic solution: a self-identified ‘For You’ option upfront for visitors — guiding them to the content most relevant to their needs, intentions and expectations.