Project goal
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Propose a new informational architecture (IA) to allow all the countries to have a digital architecture with more consistency and effectiveness.
Project duration: August to December 2022.
Project realized in 14 Agency for CUPRA.
My role
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● Card sorting planning and analysis
● Tree testing planning and analysis
● Conducting workshop sessions with stakeholder and brand markets (from SPA, GER, UK, ITA, and FRA)
● Tree testing planning and analysis
● Conducting workshop sessions with stakeholder and brand markets (from SPA, GER, UK, ITA, and FRA)
● Information architecture design
● Final information architecture purpose (in codesign with the Design Product team)
● Design reports
● Final information architecture purpose (in codesign with the Design Product team)
● Design reports
Methodology
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For this project, we used the “Doble diamond” methodology, composed of 4 steps:
A. Discover: Markets survey & website analysis
Survey to discover the pain points and satisfaction levels that countries have with the current IA. And website analysis to obtain a better understanding of how different countries organize the information (existing sections and subsections).
Participants: 5 brand markets (from SPA, GER, UK, ITA, and FRA).
B. Define: Card sorting & Tree testing
Understand how users think sections and subsections could be organized (card sorting) and whether users could find the information they need.
Participants: Each study with 100 car owners/drivers who intend to buy a car from 3 countries (SPA, UK, and GER).
Participants: Each study with 100 car owners/drivers who intend to buy a car from 3 countries (SPA, UK, and GER).
C. Develop: Markets workshop
Present the architecture designed and get feedback that allows reaching a common structure more consistently and effectively.
Participants: 5 brand markets (from SPA, GER, UK, ITA, and FRA).
Participants: 5 brand markets (from SPA, GER, UK, ITA, and FRA).
D. Deliver
Present and deliver the website architecture based on the market's feedback.
Participants: Stakeholders and 5 brand markets (from SPA, GER, UK, ITA, and FRA).
Present and deliver the website architecture based on the market's feedback.
Participants: Stakeholders and 5 brand markets (from SPA, GER, UK, ITA, and FRA).
The image has been intentionally blurred to protect the confidentiality of information.
The research process
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A. Discover: Markets survey & website analysis
The main pain points identified:
● The website experience needs to be improved.
● It is difficult for users to find what they want on the website, and this can damage the brand and impact sales or/and customer retention.
● Several inconsistencies were identified across countries.
● In the current scenario, each country has a different architecture and navigation, which makes its maintenance and scalability very difficult.
● The website experience needs to be improved.
● It is difficult for users to find what they want on the website, and this can damage the brand and impact sales or/and customer retention.
● Several inconsistencies were identified across countries.
● In the current scenario, each country has a different architecture and navigation, which makes its maintenance and scalability very difficult.
B. Define: Card sorting & Tree testing
Based on the Markets survey and website analysis we conduct a card sorting method followed by tree testing. In the card sorting: First, we present the 10 categories (of the website) selected from the analysis and ask them to order them by the level of relevance. Then we performed a closed card sorting, we asked them to organize the 40 subcategories within these 10 categories.
In the tree testing, we evaluated whether the results obtained from card sorting worked for the users and clarify doubts we have about the architectural proposal we designed.
Findings:
Card sorting: among the 10 categories presented to the users the level of agreement on card placement was high in 7 categories.
Tree Testing: we were able to identify the parts of the architecture that would need to be improved in the IA.
Card sorting: among the 10 categories presented to the users the level of agreement on card placement was high in 7 categories.
Tree Testing: we were able to identify the parts of the architecture that would need to be improved in the IA.
The image has been intentionally blurred to protect the confidentiality of information.
C. Develop: Markets workshop
Based on participant feedback, we identified sections that were missing, were repeated unnecessarily, or should be better detailed. For Markets was crucial that the new architecture allows some flexibility.
D. Deliver
Based on participant feedback, we made improvements to the architecture, and we developed a guide to the implementation of the new IA, with suggestions organized in “do’s” and “don’ts”, organized in different topics, for example: “categories clusters and subcategories need to be respected”, “this structure should be a sitemap for all markets”, “local adaptation based on strategic and commercial approaches is possible”, “a collaborative work between markets”, etc.