COMCAST TECHNOLOGY SOLUTIONS
IMPROVING EXPERIENCES FOR SITE ADMINS AND END USERS
OVERVIEW
I was tasked with redesigning a new Resource Center for Comcast Technology Solutions. The challenge went beyond a look and feel update as we really needed to improve the user-facing filter structure and the back-end admin experience. The result was a completely restructured taxonomy and content strategy to lay a foundation for growth and flexibility for the Resource Center and throughout the website.
SECTOR
Entertainment, Media, and Technology
MY ROLE
Lead UX Strategist and Designer— facilitated workshops, developed taxonomy strategist, and designed new page layouts. Collaborated with content team and lead developer.
PROJECT DURATION
2 Months for initial design, development and maintenance is ongoing.
A RESOURCE CENTER BUILT FOR COMCAST'S MARKET SEGMENTS
The previous resource center lacked valuable user-facing filters, making it difficult to see the full breadth of the thought leadership and resources available to the site visitors. The new resource center proposal would introduce topics as a new user-facing filter to help well-established markets, the target visitors for this resource centers, narrow down the robust library of content.
BRINGING EVERYONE TOGETHER
I conducted a multi-day working session with the Comcast Technology Solutions marketing and digital content team to organize all of the topics into meaningful categories - removing duplicates, outdated content, and grouping content into affinity clusters.
IMPROVING THE BACK-END USER EXPERIENCE
In addition to making the resource center more valuable for site visitors, the updated taxonomy structure would be used to make the content author better able to tag content to strategically display across the site in the form of related or personalized content.
I collaborated with the development team to define tags for the Drupal backend to improve the authoring experience based on the card-sorting activity conducted with the team.
"THE BEFORE" CHALLENGES
The only filters available were the "type" of content and this refers to the format — whitepaper, solution brief, video, etc. And another filter (in the form of buttons here) were the market segments.
We know from our research that users are typically searching a resource center for information or content surrounding a particular topic. They likely have a question that needs answering or research they are conducting. As a result, they are not as likely to care what format the content is in, rather what the topic is about. The older resource center did not support this type of searching behavior.
"THE AFTER" SOLUTION
The new design addressed many of these concerns by standardizing the filter display and adding the all important "topic" option.
Relocating search and streamlining the product cards also helps prioritize information and makes scanning easier. The new design will allow for thumbnail images, something that was not supported in the original structure.
FLEXIBILITY IN DESIGN
The new resource center would streamline product cards while still aligning to the site's overall brand. CTAs were made more prominent and the new site would allow for flexibility in featuring content at the top of the page, as well as related content on resource pages and throughout the site.
