Overview
This project demonstrated my ability to use data analysis to identify navigation problems and create accessible solutions that serve both user needs and business objectives while maintaining technical SEO requirements.
Scope: Complete website redesign serving senior citizens and caregivers
Timeline: Multi-phase project including research, architecture, and implementation
Tools: Heuristic analysis, user flow mapping, proto-persona development, navigation prototyping
Constraints: Accessibility compliance requirements, SEO preservation needs, dual audience considerations
The Challenge
A website serving two distinct audiences—senior citizens and their loved ones—needed redesigning to address significant usability and navigation issues. Each audience had very different technological comfort levels, making accessibility and usability top priorities.
The Problem
- High Bounce Rates: 20% of users from search engines had high bounce rates at second page view regardless of entry point
- Dual Audience Complexity: Senior citizens and younger loved ones required different technological approaches
- SEO Navigation Issues: Client wanted to merge two separate product websites, creating potential ranking conflicts
- Accessibility Barriers: Existing navigation structure hid content and created too many steps between sections
My Approach
Discovery: Data-Driven Navigation Analysis
Through heuristic analysis of existing site data, I identified that users were struggling to navigate between sections, with complex user flows requiring too many steps. Research with 30 participants revealed that seniors primarily used desktops over mobile, were frustrated with site navigation, and needed easy access to side effects content from any page.
Key findings revealed 5 critical needs:
- Simplified navigation providing clear information scent
- Accessible design for vision-impaired and less tech-savvy users
- Lateral site structure enabling easy cross-section movement
- SEO optimization preventing content conflicts
- Caregiver resources easily discoverable from all sections
Strategy: Lateral Architecture with Accessibility-First Design
The strategy centered on creating a lateral site structure that shortened user flows while maintaining SEO integrity and addressing accessibility requirements for senior users.
Data-Driven Information Architecture
- Analyzed bounce rate patterns and user flow data
- Designed user flows beginning with subpages for complex SEO scenarios
- Created lateral site structure minimizing content redundancy
- Established clear information scent in navigation labels
Accessibility-Focused Design System
- Developed design principles prioritizing large fonts and high contrast
- Created large navigation with substantial clickable areas
- Implemented button-based links instead of hypertext
- Established clear hover/active/onclick states
User Research & Proto-Personas
- Conducted 30 participant interviews on internet usage for disease research
- Created proto-personas for senior citizens (60+) and younger loved ones (50-)
- Developed content templates guiding copywriter collaboration
- Established modular architecture for future flexibility
Key Deliverables
Mega Navigation System
Designed comprehensive navigation providing immediate access to all content areas with accessibility features.
Lateral Site Architecture
Created streamlined information architecture reducing navigation complexity.
- Shortened user flows eliminating section-to-section friction
- Minimized redundant content improving SEO performance
- Enabled cross-section navigation from any page
- Simplified overall content reducing development time
Accessibility-Optimized Design Framework
Established design principles addressing senior user needs.
- Large fonts with high contrast for improved legibility
- Substantial clickable areas (40x40px minimum)
- Clear labels and descriptions enhancing cognition
- Printer-friendly layouts for offline reference
Impact & Results
Quantified Improvements
- Navigation Efficiency: Reduced steps required to move between sections
- SEO Performance: Improved page rankings through simplified content structure
- Accessibility Compliance: Met WCAG guidelines for senior-focused design
- Development Efficiency: Reduced overall content scope lowering development costs
- User Flow Optimization: Eliminated 66% of incorrect landing page scenarios
Qualitative Outcomes
- Created sustainable navigation enabling lateral movement across all content
- Established accessibility standards serving as model for future projects
- Delivered modular architecture supporting flexible content updates
- Improved user confidence through clear, predictable navigation patterns
Key Learnings
SEO Strategy Must Inform Information Architecture Decisions
Understanding how search engines would direct users to subpages fundamentally changed the navigation design. Designing for SEO uncertainty required creating navigation that worked regardless of entry point.
Accessibility Requirements Drive Innovation in Navigation Design
Designing for senior users with varying technical abilities pushed the navigation solution beyond basic compliance to genuinely intuitive wayfinding. The mega navigation solved multiple accessibility challenges simultaneously.
Data Analysis Reveals User Behavior Patterns That Guide Design Decisions
The bounce rate analysis provided crucial insights that stakeholder interviews alone couldn't reveal. Combining quantitative data with qualitative research created a complete picture of user needs.