This project was completed with my group as part of my M.S. in Interaction Design and Information Architecture. We worked with the crypto exchange platform BlockFi and conducted user research in order to improve upon their existing IA.

1. BlockFi
IA Redesign
Vivian Ng & Wyatt Haversack
IDIA 630 | Group 2
1

2. 2
“Good information architecture can do more
than just help people find objects and
information. It can empower people by
making it easier for them to learn and make
better decisions.”
DONNA SPENCER, A Practical Guide to
Information Architecture
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations

3. 3
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
Agenda
● Introduction
● Content Inventory
● Competitive Analysis
● Site Maps
● Personas
● Card Sorts
● Recommendations

4. 4
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
Project Goals
● Provide effective feedback to improve
BlockFi’s existing IA
● Find potential for growth through a
competitive analysis
● Improve website usability through user
testing
● Identify creative ways to expand BlockFi’s
user base

5. 5
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
Content
Inventory

6. 6
Our content inventory helped us
understand what is currently on
BlockFi’s website, where things
are located, and how
up-to-date it is
We conducted a detailed analysis
across the site to the 6th level (6
clicks) which can be viewed here:
https://tinyurl.com/wa244fdy
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations

7. 7
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
Some things we found that
impact the ease of use of
BlockFi’s website are:
● Inconsistent nomenclature
between navigational names
and page names
● Inconsistent color choices
and design
● Broken/missing links

8. 8
Competitive
Analysis
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations

9. 9
We evaluated 4 competitor websites in order to see how BlockFi
compared to other cryptocurrency exchange platforms
We considered:
● Site organization
● Brand identity and consistency
● Potential for growth or failure
● Social media presence
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis
Competitors:
● Crypto.com
● Coinbase.com
● FTX.com
● Gemini.com

10. Crypto.com
10
Pros:
● Strong branding that promotes
confidence in the product
● Strong navigation
● Excellent marketing
Cons:
● Poor leadership
● Not FDIC or SIPC insured
● Poor customer service
● No crypto-to-crypto trading
● “Rug-pulling” accusations
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis
1
2

11. Social Media Presence
11
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis

12. Coinbase
12
Pros:
● Minimalist website that promotes the
idea that everyone can invest in crypto
● Secondary menu promotes easy
navigation and wayfinding
Cons:
● Site views are down overall
● Only supports two cryptocurrencies
● High transaction fees
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis

13. Social Media Presence
13
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis

14. FTX
14
Pros:
● Pleasing and calm color choices throughout
the site
● Efficient IA and dynamic web pages
● Excellent help center
● Celebrity endorsements
Cons:
● Limited number of services
● Few cryptocurrencies
● Not FDIC-insured
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis

15. Social Media Presence
15
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis

16. Gemini
16
Pros:
● Excellent navigation
● Helpful blog
● Low minimum trade requirements
● Pleasing design aesthetics
Cons:
● High website dynamics can lead
to less accessibility
● Decrease in website traffic and
ranking in the last 3 months
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis

17. Social Media Presence
17
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis

18. ⬡ Redesign Blog/Help Center
⬡ Add menu interactivity
⬡ Solidify brand identity and aesthetic
⬡ Utilize celebrity endorsements
⬡ Increase marketing efforts
⬡ Capitalize on other platforms trending
downward
18
Intro
Content
Inventory Site Maps Personas Card Sorts Recommendations
Competitive
Analysis
Competitive Analysis Takeaways

19. Sitemaps
Intro
Content
Inventory
Competitive
Analysis
Site Maps
Personas Card Sorts Recommendations
19

20. BlockFi’s Site Map: Current
20
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations

21. BlockFi Site Map: Proposed
Intro
Content
Inventory
Competitive
Analysis Personas Card Sorts Recommendations
Site Maps
21

22. The users we want BlockFi to see and
hear
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
22
Our Personas

23. Meet the Personas
23
Lorraine Hansen (33)
Online Teacher
Amanda Pearson (27)
Advertising Representative
Brandon Stewart (19)
Student
Shawn Grainger (65)
Retired
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

24. “Blockchain technology is an
interesting idea but I’m not
sure it’s right for me”
● Age: 65
● Work: Retired carpenter
● Family: Married/empty
nester
● Location: Baltimore, MD
● Education: Graduated
High sch
Shawn has lived and worked in Baltimore, MD
for his entire life. As an empty nester and
recent retiree he enjoys spending time with his
grandchildren and working in his carpentry
shop.
● Information that is hard to find
● Design inconsistency
● Confusing menu names
Shawn Grainger
Shawn wants to take his close friends &
family on a trip to Florida. He also hopes
to save up some money to help his
grandchildren pay for college
Frustrations
Motivations
Goals
1. Learn more about Blockchain
trading
2. Avoid common pitfalls
3. Begin trading
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas
24
Knowledge
Personality
Technology
Cryptocurrency
Trading
Personal Finances
Introvert
Analytical
Risk Averse
Individual
Extrovert
Creative
Risk Taker
Team Player

25. Shawn Grainger
Retired
Shawn wants to learn more about trading
cryptocurrency and hopes that his future
investments will allow him to take his family and
friends on a trip to Florida.
Shawn was talking to his grandson about
popular crypto trading websites and his
grandson recommended BlockFi. Using BlockFi’s
Resource Center and Blog Shawn will try to learn
as much as he can about getting the most from
his investments.
25
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

26. 26
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

27. 27
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

28. 28
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

29. 29
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

30. 30
● Goals: To learn more about
BlockFi
● Ultimate result: Shawn is
now able to freely browse
useful articles about
BlockFi
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

31. “A refer-a-friend program
would perfectly blend my
marketing skills and crypto
interests”
● Age: 27
● Work: Advertising
Representative
● Family: Single
● Location: Rockville, MD
● Education: College Graduate
Amanda is a 27 year old Advertising
Representative based in Rockville, MD. She
graduated from the University of Maryland
with a degree in marketing and loves to
connect her friends with new businesses
● High trading fees
● Non-adaptive mobile websites
Amanda Pearson
Amanda has been living with a roommate for
the past five years and she is highly motivated
to buy a house and move out of her
roommate’s apartment
Frustrations
Motivations
Goals
1. Get involved with a refer-a-friend
program
2. Start trading
3. Expand her investment portfolio
diversity
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas
31
Knowledge
Personality
Technology
Cryptocurrency
Trading
Personal Finances
Introvert
Analytical
Risk Averse
Individual
Extrovert
Creative
Risk Taker
Team Player

32. 32
Amanda Pearson
Advertising Representative
Amanda wants to buy a house; she has some money saved
up but still has a sizable way to go until she can afford one.
Recently she read online that there is no better time to get
in on the “ground floor” of cryptocurrency trading. Amanda
knows that she could turn her savings into more money if
she invests properly but also wants to see more immediate
returns.
One of Amanda’s friends told her about BlockFi and
mentioned their Refer-A-Friend program which provides
monetary incentives to have your friends sign up for
BlockFi. Using the Refer-A-Friend program Amanda has
already earned $50 just by connecting her friends to the
service.
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

33. 33
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

34. 34
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

35. 35
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

36. 36
● Goals: Get involved with the
Refer-A-Friend program
● Ultimate result: Amanda has
found the Refer-A-Friend
program and is able to start
sending affiliate links to her
friends
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

37. “I am curious to see if
BlockFi can boost my
mining operation”
● Age: 19
● Work: Student
● Family: Mom & Dad, 2 siblings
● Location: Towson, MD
● Education: Attending College
Brandon is a 19-year-old college student residing in
Towson, MD who is on the Autism spectrum. He
excels in many tech-related fields. Brandon enjoys
software developing and spending time playing
MMOs with his friends
● Information overload
● Poor website organization
● Selling crypto on a large scale
Brandon Stewart
Brandon wants to pay for his college education.
He has been able to make some payments
towards his loans but wants to pay for future
semesters up front
Frustrations
Motivations
Goals
1. Explore BlockFi’s offerings
2. Boost his crypto portfolio
3. Get involved with a program for
miners
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas
37
Knowledge
Personality
Technology
Cryptocurrency
Trading
Personal Finances
Introvert
Analytical
Risk Averse
Individual
Extrovert
Creative
Risk Taker
Team Player

38. Brandon wants to pay for his college education
and hopes to partner with a top of the line
trading platform in order to boost his current
operations.
One of Brandon’s friends that he plays League
of Legends with had recently been talking
about BlockFi and suggested he look into their
service offerings. Brandon wants to learn more
about what solutions BlockFi can offer him.
38
Brandon Stewart
Student
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

39. 39
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

40. 40
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

41. 41
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

42. 42
● Goals: Become a mining
partner to BlockFi
● Ultimate result: Brandon has
submitted a form to learn
about BlockFi’s solutions for
Miners, Exchanges & ATMs;
taking the first step toward
his goal.
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

43. “I hope that BlockFi is
compatible with my
assistive technology”
● Age: 55
● Work: Teacher
● Family: Married
● Location: Richmond, VA
● Education: College Graduate
Lorraine is a 55 year old teacher with a
complete loss of sight. She lives with her
husband, John, and her seeing-eye dog,
Jasper. Lorraine lives in Richmond, VA and is
looking to save up for her retirement.
● Websites that are not compatible
with assistance technology
● Rapid changes to a webpage
Lorraine Hansen
Lorraine wants to start investing some of
her savings with hopes of building up a
retirement account while she can still
work.
Frustrations
Motivations
Goals
1. Use accessibility features
with ease
2. Create an account
3. Transfer funds from
Robinhood
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas
43
Knowledge
Personality
Technology
Cryptocurrency
Trading
Personal Finances
Introvert
Analytical
Risk Averse
Individual
Extrovert
Creative
Risk Taker
Team Player

44. Lorraine enjoys being a teacher but she knows that
retirement will be coming sooner rather than later; and
she wants to be prepared. As a person with a complete
loss of sight she is concerned about potential pain
points when using websites such as a lack of
accessibility features.
Lorraine was talking to one of her older students about
blockchain trading when they introduced her to BlockFi.
Knowing that BlockFi supports accessibility features has
Lorraine excited to start learning and investing.
44
Lorraine Hansen
Teacher
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

45. 45
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

46. 46
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

47. 47
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

48. 48
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

49. 49
● Goals: Use accessibility
features, learn about
becoming a trader
● Ultimate result: Lorraine is
now aware of BlockFi’s
accessibility features and
is learning about how to be
an effective trader
Intro
Content
Inventory
Competitive
Analysis Site Maps Card Sorts Recommendations
Personas

50. Card Sorts
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts
50

51. Open Card Sort Statistics
51
⬡ Unmoderated open card sort via Optimal Workshop
⬡ Participants: 14
⬡ Gender breakdown: 7 men, 7 women
⬡ Age range: 22 to 50 years old
⬡ 21 Cards
⬡ Participants sorted cards into an average of 4 groups
⬡ Average time to complete sort: 7 minutes
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts

52. 52
* Because we had fewer than 30 card sort participants, we chose the Best Merge Method (BMM) dendrogram as it
makes assumptions about larger clusters based on pair relationships. Of all the categories, these were the ones our
participants thought were partially acceptable.
Money,
Products
About Us,
Help,
Company
Best Merge Method Dendrogram
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts

53. 53
Resources
Company
Products
Institutions
Services
Similarity Matrix The similarity matrix shows the
percentage of participants who agree with
each card pairing.
Most of the pairings were not surprising,
however, one pairing that did stand out
was ‘Partners’ and ‘Investors’. These two
terms seem like they can be used
interchangeably, but they should not be
since one is associated with the BlockFi
Partner Program while the other is who
currently invests in the company.
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts

54. Open Card Sort Insights
⬡ Participants created a total of 60 new
categories
⬡ The cards that were provided to participants
were categorized the way we expected them
to and nothing was surprising
⬡ Individual participants created anywhere
between 3-6 categories when sorting the
cards we provided
54
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts
“It would help to
categorize if there was
some explanation what
each item was”
Participant 16

55. Closed Card Sort Statistics
55
⬡ Unmoderated closed card sort via Optimal Workshop
⬡ Participants: 12
⬡ Gender breakdown: 6 men, 6 women
⬡ Age range: 22 to 50 years old
⬡ 23 Cards with 9 including descriptions
⬡ Average time to complete sort: 6 minutes and 30
seconds
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts

56. Results Matrix
⬡ Cards ‘Get Started’, ‘Advanced’, ‘Institutions’ and
‘BlockFi Live’ confused our participants the most
⬡ Because Optimal Workshop doesn’t allow for cards
to be sorted into subcategories, many participants
assumed that ‘Get Started’, ‘Advanced’, and
‘Institutions’, were meant to be sorted into single
categories like all the other labels
⬡ ‘BlockFi Live’ was confusing to most because it
sounded like one of their existing Products or
Services despite it being their YouTube Channel
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts
56

57. 57
Popularity Matrix
⬡ The cards we added to the 21 we had from the open
card sort confused many participants, leading
them to sort them into any categories they thought
were appropriate because they didn’t know what to
do with them (i.e. ‘Institutions’)
⬡ Our participants sorted the card ‘Careers’ into the
categories ‘Get Started’ and ‘Company’ and the
card ‘Blog’ into ‘Resources’ and ‘Company’
respectively. From this we determined that these
two cards could be in either one of the two
categories they were sorted into under BlockFi’s
navigation and it would not cause any confusion
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts

58. Closed Card Sort Insights
⬡ Our newly added cards seemed to
have caused more confusion than not
(‘Get Started’, ‘Advanced’,
‘Institutions’)
⬡ Based on participant feedback from
our open card sort, we included
descriptions for 9 cards in the closed,
which seemed to have helped
participants with sorting, however, we
also didn’t want have an influence on
the results in any way (further testing
would needed to have been done to
verify if adding descriptions did
impact card placement or not)
58
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Recommendations
Card Sorts
“A few terms here caused some issues for me:
Crypto Interest Rates - This could be in products or
services since I associate that with the
marketplace. I also like it in the resources section
because if it is just talking about general interest
rates then that also makes sense. Institutions - No
clue what this means. We talking banking?
Advanced - Advanced what? Personalized Yield -
The info tag helped but just based on the term used
I wouldn’t have guessed it was a benefit for high
net worth clients. This reads off as an account thing
that tells me what my personalized yield is,
regardless of what my overall wealth status is. To be
clear I had ZERO clue where to put institutions and
advanced so I just left them in get involved. If I
had a choice I wouldn’t have sorted them.”
Participant 01

59. Summary of
Recommendations
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
59

60. Restructure IA
● Menu
● Homepage
● Blog
● Integrate Help Center to the BlockFi website
Social Media
● Consistent engagement
● Establish a solid brand identity
● Utilize celebrity/influencer endorsements
● Reassure customers that you are trustworthy
Promote Consistency
● Embrace a color scheme
● Develop an aesthetic specific to BlockFi’s brand
● Remove whitespace
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
60

61. Proposed Design
Recommendations
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
61

62. BlockFi’s Home Page:
Current
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
62
● The accent yellow is used
very sparsely which does not
support a strong brand
identity
● Homepage organization is
counterintuitive to users
information seeking needs
● ‘Why Choose BlockFi’ is
buried underneath other less
important cards

63. BlockFi Home Page: Proposed
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
63
● Aligns more with competitor
homepages
● “Why Choose BlockFi?” has been
moved up for BlockFi’s existing
clients and potential clients to see
immediately why they should
continue to stay with BlockFi or
join them if they haven’t already.
● Moving the ‘Investors’ section up
with the statistics and platforms
they have been featured on,
strengthens BlockFi’s overall
credibility, which will help gain
client trust.

64. BlockFi Navigation: Current
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
64
● Very difficult to see affordances
due to the current color palette
used for the navigation
● Existing menu iconography is
inconsistent with page names
● ‘FAQ’ and ‘Help Center’ both
lead to the Help Center
● Credit card is presented twice
despite the BlockFi card being
marketed directly on the
homepage and under ‘Products’

65. Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
65
BlockFi Navigation: Proposed
● Include visible affordances for users
to know when they’ve selected
something in the navigation
● Renamed ‘Products’ to ‘Products &
Services’
● Split ‘Products & Services’ with ‘Get
Started’ and ‘Advanced’ sections
● Changed ‘Institutions’ to
‘Professional Solutions’ due to
participant confusion during card
sorting
● Changed ‘Services’ to ‘Get Involved’
● Removed the FAQ page

66. Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
66
BlockFi Navigation: Proposed (Continued)
We recommend either redesigning the
existing nav menu icons so they align
more with the navigation links or
removing the icons altogether
“The menu
iconography really
helped to reduce my
cognitive load”
-Brandon G.

67. Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
67
BlockFi Help Center:
Current
● There is no way to go
back to BlockFi without
having to hit ‘Back to
BlockFi.com’
● Clicking on the BlockFi
logo it takes you directly
back to the landing page
for the Help Center which
can cause confusion for
users who want to go
back to BlockFi’s
homepage instead

68. Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
68
We recommend integrating
the Help Center into the
BlockFi website so that it’s
not a standalone site.
BlockFi Help Center:
Proposed

69. BlockFi Blog: Current
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
69
● The current color palette
is inconsistent.
● The cover photos and
colors used for ‘Articles’,
‘Blog Posts’,
‘Announcements’, ‘Press
Release’, etc., repeat and
there is no way to tell
which is which unless you
actively look at what the
post is.

70. Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
70
BlockFi Blog: Proposed
● Users are able to subscribe to new
posts easily
● Relevant articles are presented at
the top
● Users are able to select from a
breadth of options rather than
scrolling chronologically
● Potential for future structural
modularity
● BlockFi should consider a
consistent color palette for specific
posts going up onto the blog

71. Strategy
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations
71

72. 72
Strategic Steps
Short Term Strategy:
● Begin to engage with influencers and promote awareness
● Create a consistent schedule across social media platforms
● Promote pre-existing content in order to engage with users
● Reassure your users that your platform is trustworthy
Long Term Strategy:
● Work with influencers to create longer form quality content
● Conduct user testing to optimize website usability
● Utilize WAVE or a similar extension to identify accessibility issues
● Establish a consistent brand identity and color scheme
● Continue to promote consistency and quality over time
Intro
Content
Inventory
Competitive
Analysis Site Maps Personas Card Sorts Recommendations

73. Thank you!
Questions?
73

74. Appendix
74

75. Content
Inventory
https://tinyurl.com/wa244fdy

76. Extensive
Competitive
Analysis
https://tinyurl.com/2p8zrf47

77. Card Sorts
77
https://tinyurl.com/422epucd

78. Competitor Homepages
● Information is
presented in a relevant
and cohesive way
● Users are greeted with
the platform’s identity
and are able to quickly
start trading from the
start
● Homepages flow
smoothly in terms of
visual weight and color
78

79. Competitor Navigation
79
ftx
● Straightforward labeling
and organization
● Clean layouts
● Descriptive text beneath
categories
● Use of subsections to
relieve cognitive load

80. Competitor Blogs
● Blog headings clearly
indicate where the
user is
● Blog posts are
structured strategically
to provide users with
the most relevant
information first
● Users are given
options early on rather
than having to scroll to
see additional content
80

81. Sitemaps
81
https://tinyurl.com/4pmkrwtf

82. Figma Files
82
https://tinyurl.com/2ys5h869

83. Lessons Learned
⬡ Set aside more time for user testing
⬡ Set more concrete checkpoints to make sure we stay on schedule
⬡ Conduct moderated testing which allows us to give more context to
our users
⬡ Determine what will require the most time and effort and focus on
that sooner rather than later
83
83