Research informs a new site structureReducing the time spent by users navigating to reach their target content.
- Access Pfizer is an online portal providing subscribing pharmacists with information about Pfizer products, resources and training.
- Navigation needed to cover 140 content pages in the smartest way.
- Site usability was poor, with many users complaining that they couldn’t find the information they were looking for.
- The portal also had a low number of return visits.
- The high number of content pages limited the use of classic usability research techniques.
Phase 1: Collecting user data
- Live traffic data was collected, revealing the pages users saw, in which order, mapping the journeys of 1000s of visitors.
Phase 2: Promote consideration and engagement
- House of Kaizen built a mathematical model, aggregating user journeys to reveal common paths through the site.
- Analysis of the results allowed to develop the optimum navigation structure.
- +47.2% Time spent navigating
- +36% Return visits
- +25.8% Traffic to target pages
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