Background

Scope of this research was to explore navigation content of the Shop and Why EE sections of the mega nav within the ee.co.uk website. This 4 week study was conducted at the EY-Seren Customer Lab where I moderated 10 one-to-one 60 minute user research sessions.

Current EE Mega Nav

shop
Why EE.png

Objectives

Study objectives were to:

  • Discover how current site structure performs, validate which parts of navigation work well, which one's don’t
  • Understand how users organise content
  • Generate new ideas on how to group or label content 

Methods

Tree Testing

Task based Tree Testing

A task based tree testing exercise was setup to discover how current site structure performs, validate which parts of navigation work well and which one's don’t.

Hybrid Card Sorting

 Hybrid Card Sorting     A hybrid card sorting exercise was setup to understand how participants organise content, generate new ideas on how to group or label content.

Hybrid Card Sorting

 A hybrid card sorting exercise was setup to understand how participants organise content, generate new ideas on how to group or label content.

 

Insight

    Task Completion

    High Level Insights

    -All 10 participants completed all 20 tasks without abandoning. 

    -Out of all the tasks completed by participants, 46% ended up at a "correct" answer.

    -Out of all the tasks completed by participants, 60% of answers were chosen without backtracking

    Success Rate

    Success Score  -Percentage of participants who selected a correct answer, regardless of whether or not they had to jump around the tree a few times before doing so.

    Directness Score -Percentage of participants who selected a correct answer, without going back up the tree at any point.

    Overall Score -Weighted average of the squares of success and directness scores.

    User Path View

    User Path View shows actual paths users took while performing a given task in comparison to expected outcome link paths within the navigation tree

     

    First Clicks

    First clicks show which branches were clicked first for each task, and what percentage of participants did so. Comparing the percentage of first clicks on a branch highlights where participants prefer to find task related information.

    In task 2 for instance, 40% of the participants interested in reading latest news about introduction of 4G in wider areas clicked first on My EE as opposed to 30% of participants who clicked on Why EE.

     

    Hybrid card Sorting

     

    High Level Insights

    All 10 participants sorted all 42 cards into an average of 13 groups

    Similarity Matrix shows the percentage of participants who agree with each card pairing.

    In this view, Apple and Samsung were grouped together by 100% of the participants (10 times).

    Detailed Insights

    Similarity Matrix

    Standardisation Grid

    The standardisation grid shows the distribution of cards across the standardised categorised by participants. Each table cell shows the number of times a card was sorted into the corresponding standardised category.

    In this view, all 10 participants believed that Apple belongs to a product brand category.

    Dendrogram presents cards in data clusters and illustrates what percentages of participants agree with this grouping.

    In this view, 80% of the participants believed that Google, Samsung and Apple belong to a product brand category.

    Dendrogram


    Recommendations

    Both qualitative and quantitative user insights were used to make recommendations 

    Reposition Why EE section contents

    • News and stories category can be moved to Help section 
    • Network category can be moved to Help section
    • Added benefits category can be removed as majority of participants expect to find it in My EE
    • Service category including My EE and EE Community can be removed as majority of participants expect to find it in Help section
    Bitmap.png

    Remove Why EE section

    All the contents of Why EE section can be restructured to create a more streamlined 3 section mega nav.

     Proposed 3 section Mega nav layout

    Proposed 3 section Mega nav layout

    Restructure Shop Section

    • Create a new product brand category with links for Apple, Samsung, Google and other partner brand pages
    • Move to pay monthly can be moved from Phones category to EE Plans & packs category
    • Rename Good As New and move it to Phones category
    • Help me category can be moved to Help section
    • Rename Features & articles category  and move it to Help section 
    • Rename Phone accessories category 
    recommendation 2.png