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Enterprise Navigation System Discovery
PROJECT OVERVIEW
We updated our Enterprise Navigation Systems. We need to understand our competitors' and other SaaS companies' strengths and weaknesses in order to outshine them. Also, by comparing and learning from them, we will address better solutions and pain points in our own system. From this research and analysis, we expect to win new customers.
GOAL
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Acquire data and plan to improve what we miss on the Enterprise navigation.
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Review our position by comparing and analyzing other competitors' navigation.
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Achieve a comprehensive knowledge base for potential and regular customers.
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Allow the user to focus on information more quickly.
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Expect a significant increase in traffic to our Enterprise site.
ANALYZE & COLLECT CTR RATE
RESEARCH
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Find Out what "they" have and what we don't
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Traffic
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Comparison Charts
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Functionality
Competitor Comparison Charts
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Structure
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Style
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Features
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Links: Placement, Labels, & Shapes
SaaS Comparison Charts
Competitor Research
SaaS Company Research
UX Recommendation Based on Research
CUSTOMER PERSONA & JOURNEY MAP
I created customer personas and a journey map. These deep dives allowed us to gain more detailed insights into best practices for our users and their behavior patterns and preferences. These findings provided valuable information that informed our navigation design decisions and helped us create a more user-centric experience.
FINAL STRUCTURE
OVERVIEW USER TESTING
We want to confirm that these overview pages help our users find the best practices, and we can integrate them into other pages. We also want to test if desktop and mobile have other users' behavior or results.
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Determine if the overview can help create a better user experience.
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Compare Desktop and Mobile users’ behaviors and results.
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Confirm our goals meet users’ expectations to avoid failure before implementation.
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Highlight of Key Takeaways
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Overall positive feedback covering the overview pages.
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Confirming the direction of overview pages.
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The overview gives a quick tour of the platform and understanding of the contents.
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Desktop view has more positive results for overview of effectiveness. It’s reasonable to assume that with the size of the screen.
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The overview page needs enough information but considers the minimum amount of information our users
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need to accomplish their task.
STICK-TO-SCROLL CTA A/B TESTING
We tested two different visual treatments with the same order: Call Sales:1-888-248-9325 and Log in at the bottom. We tested separate CTAs orders and locations after this user testing. We want to know which option can provide a better user experience, increase the number of leads, and provide easy access to contact or log in for this testing.
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Option A) primary CTA being the sales number, and secondary being log in
Option B) primary CTA being the log-in and secondary being the sales number
NEXT STEP
After completing Enterprise Navigation, our focus will shift to updating Essential Navigation. We will enhance other websites, including the Help Center, Apps, Microsite, and Campaign pages, to create a more seamless Ecosystem and improve user flow between these pages. Our team is dedicated to constantly observing and implementing the best practices to ensure straightforward Navigation across all sites. Furthermore, we have seen an increase in mobile traffic and need to monitor the mobile view experience closely.
Ecosystem Map
Page Traffic
