Meethue - Designing content strategy

CLEVER°FRANKE

This project focussed on redesigning the content and structure of the current Meethue website to provide a more clear and coherent experience for (potential) customers. 

The project

The goal for this project was to redesign and reshape the content and content structure of the current Meethue website. The old Meethue website lacked an overall vision and perspective concerning content strategy and user flows. In this project, a UI designer and I focused on creating a robust content strategy for the optimal user experience in the Meethue domain. We explored both stakeholder and user needs, the product strategy of Meethue and the current content mapping to provide relevant insights and improvements.

My tasks

  • Organizing and leading stakeholder workshops
  • Performing an expert UX review of the current site
  • Conducting various interviews with experts of the Meethue domain
  • Analyzing and designing for user goals
  • Creating a content mapping and strategy
  • Creating UX and content for individual pages

Design process

At the start of this project, I first needed to get an understanding of the business values of Meethue & the current website content structure. I performed various stakeholder interviews to get an understanding of the Meethue business goals. Next to this, I conducted various informal usertests to get a better grasp of how users interact with the current website. This helped to identify main user flows in the system and also uncover issues that were destructive to these flows.

Current user flow
Current user flow

 

Realistic userflow
Realistic user flow

 

After understanding the logical flows for the user, we identified four main user goals that could be translated to content within the website. When mapping these goals the current website content it turned out the content was all over the place; content flows did not support the user in reaching these goals.

Main user goals
Main user goals

 

Current content mapping
Current content mapping

 

The UI designer and I had various sessions with the client to discuss our findings. In order to create a cohesive story and guide the client through our findings, we used a research map to visualize and help interpret uncovered issues. The UI designer created a visual mapping that we printed to take the client through the process. This provided a good way to communicate findings and first recommendations, and helped create a collaborative discussion.

 

Reserach map
Research map

 

Client meeting discussing findings
Client meeting discussing findings

The result

After analyzing user goals and content, the UI designer and I defined a new content strategy and content mapping for the Meethue website. The distribution of content in our content map was informed by the main user flows, and the idea of guiding users towards more detail. This provides users with more detailed content as they went on.

New content map
New content map

 

Using this overview, I created priority guides for the most important pages of the website. The UI designer translated these into a visually appealing overview for communication purposes. These outline the content hierarchy of each page, the page goal, rational and interlinking of user flows. This will aid Meethue in implementing the content mapping, and provides more context to the user flows uncovered. The content strategy was also accompanied by a set of UX and strategy principles that underly the content redesign. 

 

Priority guides & content main pages
Priority guides & content main pages

 

Detail priority guide
Detail priority guide