Project overview
Think with Google’s marketing research platform shares data reports, guides, infographics, and interactive articles on the latest digital trends keeping marketers informed, innovative, and inspired from one credible resource.
Problem framing
Digital marketers need to constantly generate new ideas for ways to create compelling campaigns or content that drives meaningful results for their business. However, conducting market research across multiple sources can be time consuming, redundant, and not always backed by credible data and insights.
The previous experience
While the previous navigation on Think with Google was sufficient, it proved difficult for marketers to find the right content that met their needs. About 40% of users were coming to the site via an article link, viewing one piece of content and leaving. Navigating the site was not mobile-friendly despite having 70% of users access the site through a mobile device. There was a clear lack of information hierarchy and way finding with inconsistent naming across pages. And a user feedback survey reported that users were dissatisfied with the relevancy in the content presented.
🚧 1. Not mobile-friendly
Main UI elements sit outside of the thumb zone at the top left corner of the screen.
Navigation doesn’t utilize available screen real estate and tap targets to page links are small.
Multiple levels of navigation to tap through with unclear page names like "Programmatic".
🚧 2. Inconsistent navigation and information hierarchy
From starting on the article page, the main navigation is not easily accessible.
Changing names and titles in the nav bar make it difficult to understand if you're on the same site.
Inconsistent navigation structures across many pages.
🚧 3. Difficult to understand content relevancy
Overwhelming to select a topic or focus on an area of interest with so many article options surfaced at once.
Log in entry point provides an opportunity to capture relevant information about a user.
High level points of discovery like key word search or aggregating popular content could be more accessible.
Design solution
Each of these 3 factors created barriers to a user's engagement thus becoming the focus of the design solution.
