nz.coop

The Problem

NZCOOP is a large website with a lot of news content. None of the current team were onboard when the site was designed so there is a lot of inherited content and no one was 100% aware of all of it. This leads to duplicate and out of date content affecting nzcoops credibility.

The sites navigation is untested and has evolved organically. We hypothesised that the navigation may not best represent the sites content or provide optimal wayfinding for visitors.

We wanted to confirm that the sites top tasks were clear and easily achievable from the home page. These are…

• To promote nz.coop members and their companies
• Promote the benefits of cooperative membership
• Spread good news about the co-operative model

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• Site content audit: To identify all site content and flag out of date content.
• Treejack online card sorting: To test and improve the sites Information Architecture (IA).
• In person moderated user testing: To gain rich qualitative insights into members and non members use of the site.

• Personas: identified two specific persona types. (Members and Non Members) Based on relationships with current and potential members and Google Analytics.
• Captured existing IA and created card sort test
• Testing plan: identify Goals, Logistics,
• Testing script
• Facilitated User Interviews
• Usability report with findings and recomendations

We found that users generally liked the design and content of the website. They found it attractive and professional.

We also proved our hypothesis with visitors finding some of our key content difficult to find. Users relied heavily on navigation and seldom scrolled down the page, instead, searching through multiple catagories in the navigation. A large hero slider in many cases was all the users saw on the home page.

An outcome that surprised us was the positive reaction we had to running the user testing. Members were thrilled to have the opportunity to give feedback and found it an interesting and worthwhile experience. It resulted in an unexpected PR win for nz.coop.

• We removed the slider. This has caused us many speed issues in the past and the extra evidence that it was preventing visitors seeing current news stories was the clincher that it had to go.
• We re-labled and re catagorized NEWS and MEMBER PROFILE articles to reflect the language and placement our participants favoured. We changed the way these pages were laid out using a mosaic tile rather than a list. We renamed IN PROFILE to MEMBER PROFILES resulting in an increase of 85% unique page views and increased time on page of 77%. And a dramatic increase of 350% as an entrance page.
• Clear benefits of nzcoop membership were added to the home page.
• Home page content was reordered according to Google Analytics heatmap.

Eden Stevenson CEO World Travellers and Keryn Christiansen