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AAMI WEBSITE IA REDESIGN

Client: AAMI, Suncorp

Project type: Information Architecture / Card Sorting / Treejack testing

The challenge

To research, define & validate the Information Architecture (IA) of the AAMI website by creating a new IA which was informed by user needs. It was envisioned that the improved IA would allow potential and existing AAMI customers to easily and intuitively locate content and resources

 

Research approach​

  • Card Sorting Workshop was held with 10 participants to understand how customers naturally organised content into categories, to inform the labelling and structure for the new IA design. In addition, participants were asked to carry out a range of different exercises:

    • Connect the dots (homework) - to understand the customer’s current perceptions of their online experience 

    • User stories - captured the ‘who’, ‘what’ and ‘why’ of key user activities on cards to understand themes and prioritisation 

    • Site mapping - so that the customer could create their own insurance homepage indicating the kinds of content and features they would expect to see on a home page

    • Inspiration scan - where customers were shown IA designs of other insurance providers to highlight what design aspects would or would not suit the AAMI website

  • Treejack testing was undertaken with 60 participants to test the draft IA

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Key learnings

Card sorts & Treejack testing confirmed the fundamental approach of a product-based IA with a flat hierarchy enabling customers to find relevant products immediately and carry out a range of key actions such as ‘get a quote’, ‘make a claim’ or research cover options. Customers also expected that the website would be structured to facilitate quick access to key functions/areas that support the customer journey with their insurer

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My role

I ran the project - including the recruitment of participants for the card sorting workshop and Treejack testing. I prepared and ran the Card Sorting workshop, synthesised the findings which resulted in the creation of a draft IA structure and key learnings. I wrote the tasks & set up the Treejack survey, and analysed the treejack pietree results. I generated all the insights, the final recommended IA structure & presented the final outcomes to the client

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Impact on the business

AAMI adopted the recommended IA structure.

 

This project led to further work. In Dec 2017 - Jan 2018, I conducted follow-up work involving AAMI's policy self service area which involved more IA validation testing and user testing

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