Administradores.com
All files were redacted due to NDA
Administradores.com
A hub of articles, courses, and podcasts about business and administration.
Context
Administradores is a popular portal providing business and administration content, including news, articles, and podcasts, attracting 5 million unique visitors monthly. The website also has a premium area offering various video courses and workshops. Additionally, the portal features articles by renowned speakers, and users can submit their own texts. The submissions undergo a review process by specialists before publication on the portal. Administradores boasts a strong social engagement, but some challenges must be addressed.
Problem
Administradores faced significant UX challenges that affected user engagement and revenue generation. The website's UI was outdated, creating a poor impression and hindering the user experience. Furthermore, the premium area had bugs, which led to complaints from premium users. As a result, there was low engagement and revenue from the premium area, and Administradores missed the opportunity to fully capitalize on its potential to sell premium content.
Solution
To overcome these challenges, Administradores underwent a comprehensive UX evaluation, redesign of the website's UI, navigation, and content organization. This helped enhance user engagement, increase revenue, and solidify Administradores' position as a leading portal for business and management content.
Tools
Zoom
Survey Monkey
Miro
Figma
Adobe XD
My Responsibilities
UX Research
UX Design
UI Design
Process
Design Thinking Workshops
Website Analytics
User Research
Information Architecture
User Interface Design
Usability Testing
RESEARCH
The project's first stage involved accessing the company's internal data regarding customer behaviors. The company had conducted a survey, and we performed an analysis using Google Analytics and utilizing Heat Maps created with the Yandex Metrica platform.
We used different heat map visualizations to get more insights and examined behavior patterns.
Heat Maps - Yandex.Metrica
Scroll Heat Map
Click Heat Map
Link Heat Map
We pinpointed areas where users had stopped scrolling, which provided an optimal placement for call-to-action buttons or important messages.
We identified focal click points, including instances where users mistakenly considered blank spots as clickable links.
We clearly understood the users' primary interests by analyzing their clicking behavior.
Interviews
From the beginning of the project, we were aware of the existence of 2 types of users: the standard user who utilizes the free content only and the Premium user who pays a monthly fee to access course and workshop content. Therefore, we conducted two rounds of interviews, totaling 12 participants, with 6 participants from each user type.
User 1 - Standard Content
Mari has dificulty finding relevant content among the vast portfolio of content.
User 2 - Premium Content
Fábio has limited time to devote to courses and workshops due to work or personal commitments.
IDEATION
Structure and Flows
One of the main challenges of this project is the wide range of topics covered on the website. These themes are grouped and subdivided into around 50 topics. The design team had to collaborate with the client to organize the internal structure of content within the company to define the project's information architecture.
Thematic Tree - Cropped detail
Once the themes were organized, we could proceed with building the structure and flows of the website. Below is an example of the flow presented to the first-time premium user upon entering the platform.
Premium Structure (Cold Start) - Cropped detail
Below is the overall structure of the new website, an unorthodox sitemap.
Sitemap
Wireframes
We incorporated a more modern and fresh visual design in the wireframes by utilizing ample whitespace based on Bootstrap. This helps to reduce the impression of a crowded and dense page. Our design aims to bring a sense of lightness to the website.
Homepage - Cropped detail
Homepage - Cropped detail
Homepage - Cropped detail
USABILITY TESTING
After validating the wireframes with the client, we developed a medium-fidelity prototype. We conducted a skill test with a total of 20 users, consisting of 5 Premium users and 5 Standard users (for mobile and then desktop), ensuring comprehensive coverage.
Overall, the results were very positive compared to the previous product's usability. However, some important points emerged that we will address in the next design iteration.
Enhance the prominence of news and trends on the homepage.
Improve the clarity of the organization for long courses divided into modules.
Simplify the user profile page by reducing excessive information and decluttering its layout.
USER INTERFACE
Standard Content
Premium Content
REFLECTION
In conclusion, this project successfully addressed the challenges of enhancing user experience and optimizing the platform's content organization. Through careful analysis of user data, strategic decision-making, and collaborative efforts with the client, we were able to implement effective solutions.
The improvements, such as the modern visual design, streamlined navigation, and clear information architecture, resulted in a more user-friendly and engaging platform. An interesting impact of the UX project on the platform's content was the division of long courses into smaller modules, reducing the perceived effort for the user. Additionally, the new menu enhanced content organization, presenting a clearer structure and information architecture.
The positive feedback from users and the identified areas for further improvement provide valuable insights for future iterations. Overall, this project exemplified the importance of user-centered design and its impact on delivering a seamless and enjoyable user experience.