Examine how The Infatuation’s IA & taxonomy impact search & discovery
In 2019, The Infatuation set a company-wide goal of increasing engaged users to 5 million. I personally led a comprehensive audit which included stakeholder interviews, user surveys, synthesizing organic and site search data, observing users on HotJar, using Google Analytics and Data Studio to make comprehensive dashboards revealing where and how our current IA and content structure are both serving and adding friction to the users and business.
By doing this we identified necessary improvements to our site experience that will encourage deeper discovery, provide a best-in-class search experience, recommend the best restaurants to our users, and ensure site visitors better understand our brand and product offerings. These efforts will ultimately lead to better user retention and a more engaged audience for both long-time fans and new users.
The other product designer and I were deep into wireframes, testing iteratively and generating prototypes to test with users when I was laid off due to Covid-19. They hope to launch this new site in January 2021. If you’re interested in learning more about this process and the project as it stands, reach out for more info.