Information Architecture – Content Strategy

 

Client

 

Part I - Information Architecture

2 minute read

DECEMBER 2017

DELIVERABLE

A new and fresh-looking Amazon Account Page. 

 

METHODS

In situ observations, online surveys, user interviews, usability testings

 

OVERVIEW

This case study outlines the high-level design process and key deliverables associated with the definition, facilitation, and development of taxonomy and content audit.

The online shopping experience is growing and users are more aware of dark patterns, pitfalls, and time inefficiency. I am always happy to talk more about this in person over coffee or tea. :-)

Amazon.com has 300 million daily users. With 44% of web shoppers that go directly to Amazon for product searches. Yet users are inundated with overloads of tasks to make during the purchase process on Amazon.com.

 
 

TAXONOMY AND CONTENT DISPLAY

PROBLEM NUMBER 1:

 
 

This project covers the taxonomy issues and inconsistencies in content on the desktop website. 

This challenge is a self-led project and I'm currently presenting my findings and deliverables to the product team at Amazon. I've developed answers to the questions I've been searching for and created some new awesome connections.

I built a new Informational Architectural path that fits perfectly with how users want to checkout purchased items and manage their accounts. Next, conducting usability studies for the existing account page.

 

RESEARCH PHASE

I started by diverging primary research to discover cluster topics, then moved on to unstructured secondary research that brought in insights and themes. 

 

REFINING THE PROBLEM

In order to move forward and understand the information architecture  

 

USER PROBLEMS

To identify themes and opportunity areas, I created an online survey, then I provided users with tasks in-person to take actions on the account page. My goal here is to understand the patterns users have from point A to point B, and uncover user frustration when taking actions on the website.

 

INFORMATION ARCHITECTURE

By sorting the content on Amazon website, I was able to see clearly where the problem is! 

 

AUDIT 6 MAIN BOXES IN ACCOUNT PAGE

Audit.png
 

Information Sorting

To assess the situation, we have to export content on a sheet to understand each group. I reversed engineer the content by understanding the Account page and where identical items may exist in different pages. February, 2018.

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CARD SORTING

 
 

Part II - Content Audit

 
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Stay tuned for Survey Results, and new iterations on the design solution.