UX / Product Designer

CNN Commercial

Lead UX, Strategy, UI


Part of the Turner group, CNN International Commercial, is a global player in delivering business intelligence to brands and publishers around the world. Made up of a group of skilled and specialist teams the brand can help businesses target engaged audiences, license content and improve brand authority.

The challenge

How might we better engage users to generate leads

  • Deep dive
  • Heuristic review
  • UX Research and Discovery
  • Competitor analysis
  • Comparative analysis
  • Brainstorming sessions
  • Card sorting
  • Sitemap
  • Wireframes
  • Information architecture
  • Chunking
  • User flows
  • Prototypes
  • Stakeholder analysis
  • Stakeholder interviews
  • Gap analysis
  • Content audit
  • Improve SEO
  • Data analytics
  • Surveys
  • Presentations
  • Peer review
  • Moodboards

Findings

  1. The site was hard to find
  2. Foundations of content and KPI defined by previous UX discovery were not correctly aligned and lacked stakeholder buy in.
  3. Previous discovery work was too confusing for stakeholders to trust or use
  4. Analytics was not correctly defined and drastically under used
  5. Content was cluttered, confusing, and not always relevant.
  6. Site heavily relied on video to convey messaging - not cross platform
  7. Not all components were smooth to use
  8. Call to actions were confusing
  9. Information was hard to find and user heavily relied on support
  10. Bounce rate was high and users showed low intent
  11. Contact flow was not efficiently mapped out
  12. KPI, ToV and brand alignment to parent brand was not clear
  13. The site did not meet the clients needs
  14. No budget for testing

Solutions

  1. Improve SEO using gap analysis
  2. Increase confidence and buy in using brainstorm sessions, card sorting, stakeholder interviews and frequent pitches/presentations.
  3. Create clear handover for stakeholders to readily use and keep momentum
  4. Improve tracking criteria
  5. Use content audit to fine-tune chunking and page flow - rewrite with UX copy as necessary
  6. Use video contextually
  7. Iron out component bugs and introduce micro-interactions
  8. UX copy was used to refine user flow
  9. Reduce friction and define clear IA to map content flow
  10. Streamline contact flow and unweight internal resources
  11. Improve engagement, retention, and conversion by frequently refreshing content
  12. Refine KPIs, Mission Statement and alignment to the parent brand
  13. Use stakeholder analysis to clarify objectives
  14. Leveraging analytics for quant data, introducing Hotjar and documenting further test recommendations for handover

Summary

Since my last check-in the team has reported better leads, an increase in engagement, and a decrease in bounce rate. Win-win!

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