Laying the foundation for our engagement. Key initiatives included:
Sample Figjam digital whiteboard
I facilitated workshops, conducted interviews with key stakeholders, and organized user focus groups. These activities were essential for gathering key insights, aligning strategic initiatives, and ensuring that our recommended solutions met the needs and expectations of NSC staff, general users, and most importantly members.
We refined and expanded a series of short personas that NSC had by leveraging diverse data sources. The focus groups we conducted gathered insights into members' motivations, pain points, and behaviors, which we complemented with stakeholder interview data to ensure alignment with business objectives. By analyzing website data, we identified key user behavior patterns and engagement trends that helped further refine the personas. Additionally, we incorporated insights from user surveys to create a more comprehensive and targeted set of personas and key customer journeys.
Sample Personas & Customer Journeys
Utilizing target personas and key customer journeys, my team and I conducted an in-depth analysis to identify areas for improvement within the NSC digital ecosystem. Again, utlizing the data we'd already collected from users and stakeholders, and layering in a deep analysis of all NSC content and key competitors/comparitors.
We also conducted a thorough analysis to determine key enhancement areas to NSC's system architecture and integration points.
We defined objectives, established baseline metrics, and set the stage for data collection and reporting, all backed by the data collected through discovery.
After a little less than 4 months we delivered a comprehensive roadmap, encompassing all findings, recommendations, and a prioritized path forward.
With our main goals identified—Increasing User Engagement, Empowering Staff with Data-Informed Insights, and Capitalizing on NSC’s Wealth of User Data—we moved forward with several key roadmap initiatives:
Sample Taxonomy Exercise
We restructured the taxonomy to better categorize and organize content. This made it easier for users to find relevant information, enhancing the user experience and increasing engagement through a more intuitive navigation system.
By incorporating UI best practices and user feedback, we improved search functionality. Adding features like weighted results, clear pricing for shop items, and rethought filtering capabilities. This resulted in more accurate and relevant search results, increasing user satisfaction and reducing search times.
Desktop and Mobile Search Enhancements
Desktop and Mobile Navigation Updates
We redesigned the website navigation to be more user-friendly and intuitive. Removing an overwhelming mega-menu and streamlining sub-navigation taxonomy. This facilitated easier access to key information and services, aiming to improve user retention and satisfaction.
We optimized landing pages and user flows to streamline the user journey, reduce drop-off rates, and increase conversions. We took the time to test these new pages and flows with real users in one-on-one user interviews, and iterated our approach based on their valuable feedback. This initiative enhanced the website's overall UX, driving increased user engagement with key NSC training content.
Landing Page Flow Updates
After addressing key foundational pieces of the roadmap, we concentrated on a crucial personalization project. Together with NSC subject matter experts, we developed an assessment tool to provide users with the targeted content they were seeking and the NSC team with user-generated, first-party data. This would ultimately allow us to build a comprehensive customer 360 view for NSC. In the end, our collective goal was to improve overall safety outcomes, and reduce incidents.
Over the course of 6 months we defined an achievable MVP version of the assessment and worked with NSC's technical partners to bring the vision we created to life. Our key initiatives were:
Establishing a clear set of objectives focused on increasing revenue, user engagement, retention, and advancing NSC's mission through personalized experiences. Implementing a robust framework for continuous monitoring and optimization of KPIs, ensuring alignment with NSC’s business goals.
The deployment of a sophisticated data strategy, including the creation of a data layer for enhanced analytics, dynamic user recommendations, and integration with NSC’s existing Salesforce dashboards.
Designing the personalized assessment based on clear user journeys, including the results dashboards with tailored communications to the individual user, as well as landing pages and individual components to direct users to the assessment.
The creation of a marketing strategy, emphasizing targeted email marketing and personalized content to boost user engagement.
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Sample Data and User Flow
I'm open to work, so If you like what you see and want to collaborate or share a position you think I'd be a good fit for, please, get in touch!
bethany.hunter.ux@gmail.com
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