We were tasked with a complete re-architecture and redesign of the Employment Security Department‘s employment and economic information website which is set to go live in a few months. The site contains thousands of publications, reports and presentations which required a complete overhaul. The case study below describes how we accomplished this task by focusing on a persona-based, task oriented navigation structure. Usability testing showed a two-fold improvement on success rates and time to complete tasks. The ESD redesign also had won Best Government Site by eRepublic in 2012.
BRANDING + WEB DESIGN
CareOregon is the largest Medicare and Medicaid provider in the state of Oregon. The redesign effort was to support a re-invisioning of the brand and the website. The process included user surveys, usability tests, creating user personas, brand exploration, editorial, photography selection, content mapping, wireframing, and design. You can view the video below to hear more about the various deliverables.
The design was targeting to improve the level of user engagement and efficiency in users reaching their intended content. The following stats were pulled for CareOregon’s new site comparing the month since the launch and the previous year’s numbers for the same time period (2/7/10 to 3/5/10 and 2/7/11 to 3/5/11):
- +34.88% improvement in new visits
- -34.44% reduction in bounce rate
- +34.18% improvement in time spent on the site
- +10.46% improvement on the number of pages viewed per user
- +38.36% improvement on visitors sourced by search engines
- +35.77% on new visitors
- .02%of users relied on search (65th most visited page was search results). Previous: 10.1% , the 9th most visited page)
Check out this SlideShare Presentation. You can hit the Play button to hear the voice over:
THE SECRET SOURCE
I led this in-house design team to extend their capabilities and reach with a brand strategy devised to emote creativity. The “secret agent” motif reflected the light-hearted, casual ethos of the agency. This brand stance allowed them to extend their reach past the in-house model and into the competitive agency world with a fresh look and feel.
SEO HITS THE MARK
Trulia is a real estate aggregate site that combines Google Maps with search results. The User Interface needed to be built so search engines like Yahoo! And Google could spider through the entire inventory of properties. This was so effective that Trulia became the #1 real estate Google Search result immediately after launch.
The Trulia mark was designed with extensibility in mind. It is used in the map interface, as a highlighted feature of the UI and as an integral part of the identity system.
On Request is a photographer resourcing service that needed to extend their brand with a new website design. Working in conjunction with another agency, PPMG provided a design that heavily branded On Request while also making the carious photographers’ work the hero. PPMG designed a Flash-based extensible page template. This design was flexible enough to accommodate the various types of content that would exist on the OnRequest website.
CIRCLE OF GIVING
Jewish Family Service of Seattle has deep roots in the Puget Sound area with over 117 years of commitment to the community in the North West. JFS has grown from an agency that provided support to jewish immigrants to a non-profit organization that services many diverse populations in the Seattle area.
JFS’ website was not adequately presenting their mission, scope, and strategy. Our solution was to make the imagery and messaging reflect the community connections JFS support provides.
Through our collaborative efforts. JFS’s understanding of their audience. and PPMG’s expertise, within the first month of the newly designed site launch:
- Average user time spent on the site increased 81%
- The bounce rate decreased 22%
- Page views increased 54%