Situation:

As a UX Strategist, I was tasked with improving the clarity of navigational paths on a platform that was failing to adequately serve data-centered user intentions. The existing navigation was bifurcated, focusing on enterprise users post-authentication and consumers pre-login, without a unified strategy to encompass both user states. This approach neglected crucial navigational paths and content for Small and Medium Business Owners, resulting in a disjointed user experience.

Task:

My role was to lead the development of a more intuitive and user-friendly navigation system that catered to all user segments, including pre and post authentication phases. The goal was to create a cohesive strategy that not only bridged the gap between different user states but also highlighted key paths and content relevant to Small and Medium Business Owners, thereby enhancing overall user satisfaction and improving cart completion rates.

Action:

Collaborating with a cross-disciplinary team comprising product owners, developers, content strategists, and actual users, we embarked on an iterative process to redesign the navigation experience. This involved engaging development teams early to ensure technological feasibility, incorporating real-time and qualitative data to guide design decisions, and conducting ongoing dialogues with users to identify pain points and test new concepts. Our approach prioritized customization and personalization to reflect the diverse intentions of our users effectively, pre and post authentication.

Result:

The launch of the new navigation system and content strategy marked a significant turnaround in user engagement metrics. We observed a dramatic improvement in customer satisfaction and a notable increase in cart completion rates, indicating the success of our user-centered approach. The project, dubbed the Dell Strategy project, stands as a testament to the value of cross-disciplinary collaboration and a shared commitment to meeting user needs. The balanced use of live site data and user feedback played a crucial role in achieving our objectives, making the project a benchmark for future UX strategy initiatives.