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Today, In this article we will discuss about how to Simplify Online Reading Experience. The Internet is a sea of content, mostly articles, that keeps growing. Almost anything you want to know can be found in an article, whether it’s on a major news site or a small blog. But there are a lot of bad things that can happen when you read these articles.
Some examples are annoying ads, themes that don’t fit together, fonts with no serifs, etc. Readability is a bookmarklet that can be used to turn any cluttered webpage into a much simpler one with just text and images. Readability can be used on any browser that lets you use bookmarklets. I’m most interested in the ability to change margins and font sizes.
How to Simplify Online Reading Experience
Extreme simplification, lots of ideation
It was hard to decide what to do with the useful content we still had. We had to meet the business brief, which called for a simplified user experience with enough information to make a customer want to choose EE. Also, some of our competitors had “why choose us” information on one page that was the same as ours.
Getting 70 pages of information into one was a scary thought for our team. But then again, if EE can’t say in plain English why a customer should choose us, maybe they shouldn’t?! So, we also tried to keep it to one page. At least what we found gave us a clear idea of the order of the content and what users want. Our data told us something important that helped us plan:
- 33% of people would be more likely to buy a phone if there was more information about handsets, plans and pricing.
- complex sales propositions may put off users who want to shop online
- 53% of users wanted faster checkout
So, with a lot of data and our user research, we started coming up with ideas. Our solution went through at least four changes, dozens of critiques and “show and tells,” and input from directors, our accessibility expert, the brand team, and SEO experts. And finally, we made a prototype where all the content was on one page. And testing with users showed that it could work.
Auditing and analyzing
We got lucky when gave us a content audit to use. Frances Whinder, Luke Liles, and Terika Seaborn-Brown, who worked on the “Why EE” IA, had cataloged and ranked the pages using a content value metric that took into account dwell time, visits, exits, and conversions. So, when our team’s sprint started, we already knew which pages a user might find useful.
We still needed more information, though. We needed to find out what information users found useful, what user needs were being met, what might be missing, and what the business wanted to tell users about why they should choose us. So we could get all the information we needed, each member of the squad was in charge of a different part of the analysis. All of us:
- Mapped all content across the Why EE? IA in a content scrapbook
- identified user needs using a web survey (with 2500 respondents)
- analyzed end-to-end Why EE? journey flows to find out where users were going
- catalogued the user needs the current Why EE? content seemed to be meeting
- assessed page hierarchies and user behavior using Activity Map and Decibel
- used Medallia and Live Chat data to understand customer experience
- worked with our in-house SEO team and our SEO agency to help us understand traffic and which pages were irrelevant
- spent time undertaking competitor and market research to set a benchmark for Why EE? to surpass
- met with brand, accessibility, and user research to understand business and user goals and how the pages had been governed in the past
- deep-dived into past research and user testing.