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All Ages of Geek

Improving navigation and content structure to increase conversion and retention

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Project Type

Website

Role

UX Researcher

Tools

Zoom, Optimal Workshop, Figma, Google Suite

Duration

8 months

The Challenge

Users struggled to navigate and find content due to an unclear site structure, leading to lower engagement.
The goal was to improve navigation clarity, increase conversions, and retain new users.

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The Solution

Restructured content and navigation, increasing conversion by 15% and retention by 40%.

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Identifying the Gaps

To understand where users were struggling, I conducted a heuristic evaluation, competitor analysis, and usability testing.

Heuristic Evaluation

I conducted a heuristic evaluation to identify usability issues across the platform.

• Inconsistent site structure made navigation unclear 
• Limited accessibility considerations  
• Weak content hierarchy reduced scannability  

These issues made it difficult for users to quickly understand where content lived and how to navigate the platform.

Competitor Analysis

I analyzed competitor platforms to understand how they structured navigation and content.

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Competitors used clearer navigation and better content grouping, highlighting opportunities to improve discoverability.

Navigation and Usability Insights

Most users could navigate generally, but struggled to locate specific content.

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We tested with new users unfamiliar with the platform to get unbiased feedback.

Key findings:

• Navigation was generally easy to understand

• Users expected filters for specific content

• Some CTA wording caused confusion

These insights highlighted key issues in navigation, structure, and clarity, directly informing the following design decisions.

Findings & Applications

I delivered actionable recommendations focused on improving navigation, content structure, and discoverability. These insights informed design changes, some of which have already been implemented, leading to improved user navigation.

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