Case Study
Description
The Challenge
Description
Led a comprehensive card sorting research workshop for a healthcare software development company's customer-facing website redesign.
The project established a new information architecture based on direct user input through an onsite roundtable card sort exercise, shifting the website focus from products to solutions and customer needs.
Key Metrics
The Challenge
Description
- Research participants: Recruited actual users for an onsite roundtable
- Data analysis outputs: 5 key categories (dendrogram, matrices, card counts, percentages)
- Deliverables: New sitemap with end-to-end flow
- Executive recognition: Personal kudos from VP of Marketing
- Business impact: Improved customer satisfaction and sales
The Challenge
The Challenge
My Role & Collaboration
The marketing communications department needed to redesign their customer-facing website to accommodate new divisions, requiring a redefined information architecture.
Customer support research revealed the need for a significant new section.
The company needed direct user input to determine expected categories and navigation patterns rather than relying on assumptions during the strategy phase with their third-party development partner.
My Role & Collaboration
My Role & Collaboration
My Role & Collaboration
Role: Senior User Experience Designer
Collaboration:
- Partnered with the marketing communications department on website redesign strategy
- Coordinated with the outside third-party development company
- Engaged with customer support research team
- Worked with actual users during onsite roundtable sessions
- Presented final information architecture to marketing stakeholders
Research & Strategy
My Role & Collaboration
Research & Strategy
- Managed card sort logistics: recruitment and activity coordination
- Conducted onsite card sort with users
- Developed custom analysis for deep user insights
- Created detailed data summary: dendrograms, matrices, and category metrics
- Synthesized key takeaways to guide website flow
- Designed new sitemap and presented for website redesign
Impact
My Role & Collaboration
Research & Strategy
Generated actionable insights that fundamentally shifted the website strategy from product-focused to solutions and customer-needs focused.
The custom data analysis process successfully informed a new information architecture that directly shaped the marketing site redesign.
The Vice President of Marketing recognized the work's quality and its direct impact on the new information architecture, expressing confidence it would improve customer satisfaction and increase sales.