Visitors came to the chocolate company’s website to shop, preview a cafe menu, and sign up for a class—but the existing site simply dropped them onto the blog (which was often out of date) and offered poor navigation to solve their problems. To establish the architecture for this content update and redesign, I looked at Google Analytics usage and search information, took constant feedback from the Customer Experiences team to learn why people were calling and emailing, and shared my data and my content ideas with several other stakeholders in the organization. Combining these two points, along with considering the revenue streams of the business, I simplified the navigation, tightened the content substantially, and reorganized everything to be much friendlier to the guest on a mission.
