Streamline user flow
Remove outdated content
— MY ROLES
UX Writer (me)
We considered how to create a path for newcomers to the site and help existing members use the site to connect to online meetings. We focused on broad-ranging content simplifications, from individual site pages to the navigation as a whole.
The tricky part was working within the constraints of the organization’s site template. They wanted to achieve the look of a redesigned site—without a redesign. So we agreed on a site refresh.
Impact of the work
Results weren't immediate, but they were notable. Within six weeks, we saw site traffic increases exactly where we wanted them and users flowing along a desired path. This included a clear newcomer path as well as return visitors:
77% increase to key site pages
35% increase in return visitors
48% increase in direct visits