Epson Navigation Project
Epson is a global corporation specializing in imaging and printing solutions. It has become a prominent manufacturer of printers, projectors, scanners, and related digital imaging products for consumer and business markets worldwide.
Roles
I assumed the following roles in designing the new Information Architecture:
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Lead UX Strategist
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UX Designer
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Information Architecture
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Project Manager
Deliverables
The following were the deliverables I contributed in for this project:
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Strategy Deck
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Competitive Analysis
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Low-fidelity Wireframe
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High-fidelity Wireframes per category (8 product categories)
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Information Architecture
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Decision Tree
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Epson Toolkit
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Requirements
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Linking Strategy
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SEO Recommendations
Project Specifications
Duration: 4 months for the initial launch.
Tools:
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Figma
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FigJam
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Miro
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Powerpoint
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Zoom
Overview
After realizing that Epson.com’s information architecture does not match the expectations or needs of their B2B or B2C customers, Epson tasked CourtAvenue with evaluating Epson.com’s current architecture, navigation, and user flows in order to create a new architecture and interface.
Challenges
Based on data and user testing conducted in 2021, Epson.com's navigation exhibited the following issues:
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Low interaction rates
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High drop-off rates
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Users having difficulties accessing product information
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Difficulties in making product conversions quickly
Process
Primary research initiatives were not initially incorporated into the Epson budget. To commence the navigation redesign process, we relied on gathering analytic data to assess the navigation's performance.
Additionally, I conducted a thorough review of competitors within each product category and identified best-performing navigational strategies through secondary resources such as Baymard.
Subsequently, we developed user journeys, analyzed navigation best practices, and evaluated the existing state of search functionality on Epson.com.
Collaboration Sessions
To facilitate an in-depth discussion on enhancing Epson's user experience, we convened for an in-person working session. During this session, we deliberated on various structural options aimed at optimizing user support. Ultimately, a strategic decision was reach to combine both the B2B and B2C experiences. This decision was predicated on the potential benefits of fostering a more seamless interface, improving data analytics capabilities, ensuring brand consistency, achieving cost efficiencies, and augmenting the overall user journey.
Process Continued
Following the approval of the information architecture (IA), I collaborated closely with the creative team to translate the IA into a visually captivating and user-friendly UI. Despite usability tests not being initially within the project scope, the UI design was crafted leveraging industry standards and my expertise to establish an intuitive and engaging digital environment tailored to Epson's diverse customer base.
Subsequently, upon finalizing the UI and interaction design, I developed a decision tree to guide the Epson team in constructing new website pages and determining their placement within the new information architecture.
Furthermore, I conducted extensive collaboration with the SEO team and Epson stakeholders to device a comprehensive linking strategy. While refraining from altering page content, we restructured page organization, adding an additional layer of complexity to ensure seamless navigation aligned with user expectations, thereby facilitating users in accomplishing their objectives efficiently.
How Usability Might Be Improved
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Implement primary research through card sorts, surveys, and product stakeholder leads into the process.
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Test the information architecture.
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Usability testing for the new UI redesign.
Lessons Learned
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It's important to bring in stakeholders from each product category. As an agency, we weren't able to bring them in which created a lot of spin in the project.
Additional Projects for EPSON
01.
PDP Redesign
02.
My Account Flow Redesign
03.
Internal Application
04.
EBS Web Pages