Information Architecture

Upon identifying the core problem we aimed to address, I emphasized the immediate need to redefine 'what should be on the website'. Even though the existing website has its content ready, from the discussions with the legal and compliance team, I realized that the current content didn't adequately meet user needs. Recognizing that the current content was developed by an outsourcing service without insights into the target user groups, I proposed an audit of the existing content. This audit, conducted in collaboration with legal, compliance, and marketing teams, aimed to scrutinize the logic of the website and to identify the gaps, deficiencies as well as areas of content overlap and superfluous information. The goal was to create a new information architecture tailored to satisfy user needs and effectively convey the information that we truly want our users to know. The collaborative review process with colleagues resulted in a refined information architecture, laying a robust foundation for the subsequent design phases.

the Information Architecture of the Old Website

the New Site Map Proposed

      Prototyping & Iteration

Ideation & Sketches

Drawing insights from our research, we crafted a mood board to encapsulate the desired emotional impact our product should evoke. Subsequently, during a collaborative brainstorming session, we translated these insights into initial design concepts. Upon reviewing the sketches, we identified key areas that sparked debates and need further exploration:

      Home Page Variations

We proposed different approaches for the design of the homepage, each focusing on emphasizing either the prominence of documents, certificates, or user actions.

     Single Page vs Multiple Page

A major discussion centered around whether the website should adopt a single-page design to reduce cognitive load or be linked to different web pages to accommodate a substantial volume of information.

      System Status

While our customers request system status information, from a UX perspective, the Trust Center may not be the optimal location for it; instead, the product page could be a more suitable placement.

Survey

In response to team disagreements on design directions, such as single-page design versus multiple-page design, I recognized the importance of capturing the voice of the customer to inform our decisions. To address these uncertainties, I secured time and funding from the pm to conduct a comprehensive user survey with our target audience before progressing to the high-fidelity prototyping stage. I crafted screening questions to identify participants actively engaged in evaluating privacy, security, and compliance aspects of products within their roles. Developing 10 questions focused on users' experiences and expectations regarding Trust Center websites, I specifically sought feedback on navigation and information provided, addressing key concerns raised during the previous ideation sessions. The survey garnered valuable insights from 20 participants representing roles in IT/cybersecurity, sales, marketing, and consultancy.

Key insights emerged from my synthesis of the quantitative and qualitative survey data:

• Content Refinement is Needed
  We need to clearly communicate the security, privacy & compliance policies.Transparency & completeness of information is important.
• Central Repository of Resources is Important
  ‍Users want access to quick links - documentation request forms, contact forms, email addresses, important information, etc.
• Citing External Sources Helps Build Trust
  ‍Competitors effectively addressed important topics and user queries.
• Increase Transparency
  ‍14 participants said they reach out to the company in some way.
  14 participants said they hear back within 24-48 hours after requesting a document. We need to ensure we meet this expectation.
• Improving Navigability Helps Find What Users Need
  ‍Only 50% of the participants(10) can find what they're looking for quickly in our context while the other half needs help.

Design Exploration & Hi-Fi Prototypes

     Single Page Design

     Multiple Page Design

     Card Design

     Home Page Design

Want to learn more about how I make design decisions among these different explorations? Connect with me at boya28199@gmail.com for a more in-depth case study!

Design Critique

With key design decisions made, I delivered the refined and iterated Figma version of the design and I decided to proactively seek valuable feedback from senior designers within my team and colleagues from the design system council so as to leverage their expertise with Forge products to pinpoint areas for further enhancements. I facilitated two 1hr design critique sessions using Miro. Participants were encouraged to use comment boxes of different colors, fostering a nuanced discussion about what was working well and areas that required refinement.

I synthesized the insights from the two critique sessions, with a primary emphasis on the utilization of certificates, the incorporation of imagery, the refinement of the sticky navigation bar, the optimization of call-to-action sections, and enhancements to UX writing. Taking into account the time constraints communicated by the development team, I strategically prioritized two pivotal changes in the design:

Search in the Sticky Nav Bar

I integrated the 'Search' feature into the sticky navigation bar, elevating its visibility and positioning it as the primary user action. This ensures that the search functionality remains consistently accessible throughout the browsing experience, empowering users to find information seamlessly at any point, regardless of the section they are exploring. Additionally, I introduced FAQs to the navigation bar, providing users with greater flexibility to address their most pressing questions immediately.

Call-to-Action for Requesting Documents

Initially, the 'Request Document' feature was presented as a standalone button. However, our feedback indicated that the button felt disconnected, appearing to 'float' without meaningful integration with the surrounding content. In response, I introduced a targeted call-to-action section, utilizing human language such as "Can't find what you're looking for?" to establish a more engaging connection with users and encourage proactive interaction. This does not only addresses the initial user concerns but also ensures a cohesive design.