Research findings
In pursuit of a comprehensive understanding of our site's user base and their motivations, I proactively engaged with project managers and collaborated closely with the digital marketing team overseeing this division. Together, we embarked on the development of a persona map to illuminate the diverse types of users and uncover their specific intents for utilizing our platform. Leveraging Google Analytics and user stories derived from past interviews, we assembled a holistic view of user behaviors and preferences, identifying critical insights to shape our strategic approach.
Our exploration into Adobe Analytics and SEO yielded valuable findings:
1. Traffic Dynamics: A significant portion of our traffic originates directly from client sites, suggesting a predominantly professional audience, possibly engineers seeking detailed product information.
2. Preference for How-To Videos: The most viewed content on the site consists of instructional videos, indicating a strong user inclination towards visual learning and a desire for practical insights.
3. Keyword Insights: High search keyword traffic suggests a user base knowledgeable about the products they seek, prioritizing in-depth product information on pages.
Notably, our user stories further enriched our understanding:
- User Story 1: "As an Automotive OEM/Tier Engineer, I seek a company that comprehends my challenges, offering a perspective on factors influencing the automotive industry. This assurance in expertise is vital in selecting a reliable partner."
- User Story 2: "As an Automotive OEM/Tier Engineer, I anticipate consistent information and content presented in my local industry language, along with accessible resources. This ensures my confidence in understanding the solutions provided by our chosen partner."
- User Story 3: "As an Automotive OEM/Tier Engineer, I prioritize swift navigation to find essential information and uncover solutions efficiently."
These insights guided our strategic decisions, facilitating the development of a user-centric platform that addresses the specific needs and expectations of our audience, fostering a stronger connection between our brand and the professionals we aim to serve in the automotive industry.
The Proposed OEM/Tier Solutions Architecture
During my comprehensive audit of the existing Auto OEM/Tier structure, I uncovered numerous inconsistencies within the user experience. This audit encompassed the following key steps:
1. Competitive Landscape Evaluation: I delved into the competitive landscape to discern common practices and industry vernacular, gaining valuable insights into prevailing standards within the Automotive OEM/Tier sector.
2. Framework Development: A pivotal aspect of the audit involved crafting a robust framework to organize our messaging and portfolio architecture. This framework was designed to seamlessly integrate evolving cross-divisional solutions and technologies that resonate with the Automotive OEM/Tier portfolio.
To enhance the overall coherence and relevance of the information, I strategically reorganized the site framework. The breakdown involved categorizing subject matters across the site into the following key dimensions:
1. Area of Application: Focused on where our engineers direct their attention on or in the car and the corresponding areas of expertise.
2. Challenge: Explored the design challenges faced by engineers, aiming to identify how our solutions could address and alleviate these challenges.
3. Solution: Aligned with 3M product categories that provide effective solutions to the identified challenges faced by engineers.
4. Product: Specified recommended priority or suggested 3M products directly addressing the identified challenges.
My initial observations revealed significant room for improvement. The messaging lacked a cohesive flow and failed to effectively address user needs and challenges. Hyperlinks provided inconsistent navigation, often leading users to incorrect landing pages or resulting in errors. Additionally, numerous grammar errors were prevalent throughout the content.
To address these issues, I implemented a strategic overhaul, refining the messaging flow to better align with user needs and challenges. I meticulously corrected hyperlink discrepancies, ensuring accurate redirection to intended landing pages and eliminating errors. Substantial efforts were dedicated to rectifying grammar errors, enhancing the overall professionalism and clarity of the content. This proactive approach not only resolved existing issues but also laid the foundation for a more user-friendly and polished Automotive OEM/Tier structure.
Planning the Framework
I stress the importance of continuous design testing. In this case, before finalizing high-fidelity mockups, I encountered challenges such as optimizing content placement and strengthening the linking strategy across Application, Challenge, and Solution pages.
I planned to develop 8 targeted Application landing pages, each concentrating on specific application areas. The content strategy involved spotlighting users' challenges within each application and guiding them to the corresponding solution, which was streamlined on the product page. Given the client's preference to avoid clutter, our team faced uncertainty about the ideal location for this conten
This is a snapshot of the site navigation information architecture.
