2015-2016
USER RESEARCH • USER EXPERIENCE DESIGN • INFORMATION ARCHITECTURE
RESPONSIVE WEBSITE
MOM.ME is a parenting and lifestyle website for mothers, originally launched in 2011. Reaching its highest profit peak in 2014, the site began a redesign to maintain its competitive advantage a year later.
OBJECTIVE
Conduct a full product redesign to attract a younger demographic, improve site taxonomy and content discovery.
SOLUTION
Lead in-depth user research sessions that heavily inform the design thinking of this project. Additionally, redesign the site to be fully responsive and streamline the site architecture to improve content discovery. Lastly, lead cost-effective user testing to validate the new design solutions.
KEY INSIGHT
After reviewing the original MOM.ME website, three primary issues surfaced. The site was not fully responsive and almost half of its traffic comes from mobile devices. The branding no longer resonated with its core target, and the robust amount of evergreen content housed on the site was not easy to discover.
USER RESEARCH
The study included 12 participants who were split into two equal groups. As one of two moderators who led the sessions, we asked 10 questions over a one-hour duration. For qualitative understanding, participants were asked to speak out loud and all sessions were recorded. Many insights were discovered that heavily influenced the final design solution.
SITE MAP
As the lead of sitemap development, it was critical that I worked with key brand and editorial managers to ensure the site taxonomy was perfect for all stakeholders. Categories and tags were streamlined to achieve better content discovery and the overall navigational structure was updated for an optimal user experience.
SKETCHES + WIREFRAMES
Insights from our user research were applied to our design thinking and documented with sketches and wireframes before final designs were completed.
