RFID user-centered taxonomy
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|||
One of the products I managed online for Texas Instruments was RFID (radio frequency identification). Initially this was a very product-centric page, aimed at the standard TI engineer, but research revealed that RFID's audience was less engineering-oriented: business executives, farmers, bankers. A technically demanding, product-driven navigation wasn't working.
The goal: increase applications and visits overall without hurting product usage, while also updating look and feel to better match ti.com branding. A redesign of the RFID home portal, along with the microsite's navigation, accomplished this. Scroll down for before/after screen shots and design notes. Results:
- 122% increase in click-through rate
- 175% overall applications page increase
- 29% overall products increase
- SEO work moved “RFID Systems” from #3 to #1 placement in organic search results
Old version
The version of the RFID portal I inherited, with a few of the problems spiked out. 
Redesign
Strategy and development, from goal to wire frames to actual implementation, was all mine; I project managed additional work, including graphics, global nav changes, and updates to other site areas. Received cash recognition for online development of RFID applications in Jan. 2008, particularly the Secure ID microsite.
Note the following key improvements:
- The most frequently-sought applications are the primary focus of the page, in three readily obvious content boxes with obvious links to more data.
- While product-based navigation remains, it's been moved to a constant left-hand menu, readily accessible for those seeking it and more in keeping with standard TI.com design.
- Navigation hidden at the bottom has been moved up into the left- and right-hand columns to keep it more above the fold.
- From the breadcrumb links through the content and navigation terms, user search terms and keyword analysis improved SEO.
- The anchor links at the top have been recategorized and shortened.
