Streamlining of local sites reduces authoring time by 35-75%

Client: AAA, Auto Club Enterprises 

Agency: Axis41

Duration: May 2016–October 2016 (6 months)​​​​​​​

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In a nutshell

The Auto Club Enterprises, a AAA member, asked Axis41 to consolidate nine local websites into one site. The vision included the creation of a single content tree intended to dynamically push local content to users through a new CMS implementation. The primary objective was to streamline content management while simultaneously exploring opportunities to improve the user experience.

 

The team and my role: As the UX director, I took on the responsibility of defining requirements while overseeing and contributing to the work of a UX strategist, a UX designer, a UX researcher, and two visual designers. I also collaborated closely with other disciplines as shown below.

 

Results: Five months after launch the authoring time reduced by 35–75% and memberships conversions increased by 25%.

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Discover

Insights into the problem

 

The Situation

Based on initial discussions with AAA to estimate the project, the following challenges were identified:

• Duplicate content across nine sites created difficulties in content management

• The look-and-feel of the websites felt outdated

• The sites were not fully responsive or mobile optimized

I knew that focusing on the end user first would drive the requirements for the author experience and the visual design.

After all, the role of an author is to create content for the end user, and the visual design should amplify the UX strategy.

 

To begin, we had to understand the current environment, both for the end user and for authors. I determined that talking to stakeholders and subject matter experts (SMEs) would be the best place to start. These discussions would help us understand business objectives more fully, and uncover any existing data or insights about their audiences.

 

Define

the area to focus on

 

Ideate

potential solution

 

Build and deploy

solutions that work

 

Project outcome

Based on initial discussions with AAA to estimate the project, the following challenges were identified:

• Duplicate content across nine sites created difficulties in content management

• The look-and-feel of the websites felt outdated

• The sites were not fully responsive or mobile optimized

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© 2020 Jacqueline Conrad