Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The London Underground. Your 100 year old guide to website navigation

1,050 views

Published on

The London Underground have been perfecting signage and wayfinding for the best part of 100 years. What can we learn from the underground for the digital space? A case study in how we applied it on one of our websites, MoreThan.com

Published in: Design
  • Be the first to like this

The London Underground. Your 100 year old guide to website navigation

  1. 1. The London Underground Your 100 year old guide to website navigation @hello_im_peter
  2. 2. @hello_im_peter
  3. 3. @hello_im_peter
  4. 4. @hello_im_peter
  5. 5. @hello_im_peter
  6. 6. Location Alphabet Time Category Hierarchy - Saul Wurman, Information Anxiety (1976) There are five ways to organise information: @hello_im_peter
  7. 7. @hello_im_Peter
  8. 8. @hello_im_Peter
  9. 9. @hello_im_Peter
  10. 10. @hello_im_Peter
  11. 11. @hello_im_Peter
  12. 12. @hello_im_Peter
  13. 13. @hello_im_Peter
  14. 14. @hello_im_Peter
  15. 15. @hello_im_Peter
  16. 16. @hello_im_Peter
  17. 17. @hello_im_Peter
  18. 18. @hello_im_Peter
  19. 19. Wayfinding “Better wayfinding means improving the ease with which people can navigate themselves to, from and within an interchange facility or zone.” Transport for London @hello_im_Peter
  20. 20. Wayfinding “Core principle(s) of effective wayfinding include adopting principles of progressive disclosure… - Selective supply of information when and where passengers need it.” Transport for London @hello_im_Peter
  21. 21. @hello_im_Peter
  22. 22. @hello_im_Peter
  23. 23. @hello_im_Peter
  24. 24. @hello_im_Peter
  25. 25. Quote Marketing Research Check Policy Change Renew Claim Contact Details Cancel Complain Proof of NCD Payment 0.71% 1.06% 1.2% 2.05% 2.26% 6.37% 7.22% 12% 22% 1.49% 5% 30% New Customers Current Customers @hello_im_Peter
  26. 26. New Customers Current Customers @hello_im_Peter
  27. 27. @hello_im_Peter
  28. 28. @hello_im_Peter
  29. 29. @hello_im_Peter
  30. 30. @hello_im_Peter
  31. 31. @hello_im_Peter
  32. 32. @hello_im_Peter
  33. 33. @hello_im_Peter
  34. 34. @hello_im_Peter
  35. 35. @hello_im_Peter
  36. 36. Lost / Missing / Confused slide @hello_im_Peter
  37. 37. The myth of discoverability “Things that most people do, most often, should be prioritized first. Things that some people do, somewhat often, should come second. Things that few people do, infrequently, should come last.” Scott Berkun @hello_im_Peter
  38. 38. @hello_im_peter
  39. 39. @hello_im_peter
  40. 40. What can we group, sort, hide & displace to a more appropriate stage of the journey? How do we design this to suit both customer types? @hello_im_peter
  41. 41. Underground Line(s) Northern Direction(s) North Station(s) & connections Kings Cross [Victoria] Transport type @hello_im_peter
  42. 42. Progressive Disclosure “Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.” Jakob Nielsen @hello_im_peter
  43. 43. Progressive Disclosure “Initially, show users only a few of the most important options. Offer a larger set of specialised options upon request. Disclose these secondary features only if a user asks for them, meaning that most users can proceed with their tasks without worrying about this added complexity.” Jakob Nielsen @hello_im_peter
  44. 44. @hello_im_peter
  45. 45. Products Product Hub Get a quote Learn More Manage Policy Claim Current Cust. Promos View, amend, cancel, renew etc FNOL journey Amended QuotePartner pages, News etc.Quote & buy journey @hello_im_peter
  46. 46. @hello_im_peter
  47. 47. @hello_im_peter
  48. 48. Results so far Sales conversion Pet X% uplift Visit to Sale Home X% uplift VTS Motor X% uplift VTS Online adoption for claims Pet X% uplift Home X% uplift Online account log in Motor X% uplift @hello_im_peter
  49. 49. “Things that most people do, most often, should be prioritized first. Things that some people do, somewhat often, should come second. Things that few people do, infrequently, should come last.” “Selective supply of information when and where passengers need it.” “There are five ways to organise information” Conclusion @hello_im_peter
  50. 50. @hello_im_peter We’re hiring
  51. 51. @hello_im_peter

×