Nickelodeon universe website restructure
Analytics Analysis | Information Architecture | Content Strategy
Overview
To better align the digital and in-person experiences at Nickelodeon Universe, the site needed to be easier to navigate for planning in advance or day-of for a day of fun.
My role was restructuring the information architecture and content strategy for the site.
Scrappy audience definition
I used Google Analytics and secondary research to define who the audience segments were, and determine key areas they were using on the site that could be optimized.
This resulted in three unique personas:
Trip Planner - Advanced
Trip Planner - Day of
Deal Seeker
User journeys
Based on the user scenarios, states and goals, journeys were built out to give a better idea of how users were getting to the site, where they would land and what information they would be looking for while on the site to guide the remainder of the project.
information architecture/organizing pages
The key areas were designing the site to be more mobile friendly and simplifying the experience to increase conversion, since users were only coming to the site once. Restructuring the information architecture, as well as content strategy was necessary to ensure different audiences could find all the information they needed to plan a trip and successfully purchase the right tickets for their visit.
The Plan Your Visit section of the site targeted the Trip Planner - Advanced users, so they could plan every aspect of their vacation in a single spot.
The Things to Do section targeted the Trip Planner - Day of, so they could research what would be going on at the mall that day and get an idea of what rides and activities would be available for their family.
Tickets and Offers was designed for all personas for an easy ticket purchase, but the biggest challenge was how to present ticket information in a concise way that covered all of the possible ways to purchase tickets.
Content strategy challenge
There are several different ways a user could purchase tickets for Nickelodeon Universe activities, and multiple ways within a category users could then hone their purchase further. After a card sorting exercise to organize the content, the team landed on organizing tickets by the type of purchase a user could make.
results
The finished product was a bright, fun and impressionable planning tool that not only helped users plan their visit, but got them excited to do so. For the first two months after launching, traffic to the site increased 506% compared to the previous two months. Users were primarily navigating to the page to buy tickets and convert and could easily do so now with the simplified site.