Telecom IA Redesign
Uncovering hidden information
A peek at a user journey map with actions, support needs, emotions, pain points and opportunities uncovered through the research plan I created.
Overview
Over the course of this 3-month project for Redacted.com*, an all-digital wireless company, our team was tasked with providing a customer-first perspective and delivering a simplified information architecture. This project has not been made public yet so while I can’t go into specific details, I can talk about my process.
*company name has been changed
My Role
I joined this 3-month project in July 2022 and led the creation and design of 3 part mixed method research plan. I collaborated with a project lead, junior UX designer, and content strategist to create a recommended information architecture for a customer-facing desktop and mobile site. We also created an extensive end-to-end journey map and jobs-to-be-done document.
My day-to-day tasks included coordinating and leading teamwork sessions, guiding and providing feedback to the junior UX designer, building executive-ready presentations, and defining areas of focus.
The Process
Our goals for this project were to help users learn about what made the Redacted phone plans different from competitors, make information easier to find, make switching phone carriers less painful, and utilize our research findings to improve future CX processes.
Because the company hadn’t spoken to any users in the development of their website, we knew we need to prioritize matching the navigation and information architecture to users’ mental models and that meant speaking to real users.
It was the synthesis of user insights, data analysis & competitive research that informed our work. To understand the current state, the team looked at site metrics, conducted a full content audit, looked at the competitive landscape and spoke to subject matter experts. Next, I created a 3-part user research plan to incorporate more direct qualitative input from users, starting with an open moderated card sort to inform a simple-to-understand information architecture. We then mapped out the end-to-end journey directly with users to uncover their jobs to be done and confirm the information necessary to accomplish those goals. As the last step, I created a recommended sitemap based off of initial findings and validated it through a sitemap usability test.
Outcome
By the end of the project, we spoke with over 30 users, delivered an informed, scalable sitemap that would serve as a guidepost for future experience and design work and delivered a robust user journey map to further inform the site structure and guide future experience flows.
