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Client: Currys PC World

Techtalk

A blog for the latest tech news, reviews and inspiration.

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Overview

Techtalk is a technology news, review and inspiration website for Currys. The British retailer is owned by Dixons Carphone and operates across the UK and Northern Ireland. My task was to redesign the blog to improve user retention, add new article features and refresh the dated UI. The core decisions would be based on in-depth user research.

  • My role:
  • UX / UI
  • Year:
  • 2018

User research

I gathered heat and click maps for the existing website using Hotjar, and I looked at user behaviour across the whole site on both mobile and desktop. The scroll map on the homepage shows that around half of the visitors did not scroll and they instead used the navigation to head to the news category of their interest. The heat map also shows very little interaction with content below the fold and heavy use of the nav.

On the article page we could see that users engagement with the blog posts was generally good. Most users were scrolling down the whole page and only stopped to click on the related tags at the very bottom of the article. I could also see there was very little interaction with the related articles and article links.


Wireframes

One of the key improvements I made across the whole site was to introduce a slogan into the logo which I suspected would lower the bounce rate. This slogan allowed users to instantly understand that the website is a technology blog. I also reduced the size of the header to bring content up the fold and removed the confusing second navigation that appeared below the primary nav. Using best practice on mobile, I updated the long breadcrumb which were disputing the layouts to only show the previous page.


On the homepage I moved a number of articles above the fold to provide more content to the users who don't scroll. I removed the comment button which was cluttering the article cards, as people don't comment before reading the article.


I initially created the homepage with categories, so that the user could find relevant news articles. This was since, from the user research, I could see that the users were mainly using the navigation to go to the category of their interest. Unfortunately, despite this, the client strongly desired a more traditional blog layout which listed the articles.

I adjusted the article layout in line with the client feedback. I presented them in a list which was still an improvement on the original website as it allowed users to scan headlines. I also introduced summary text and a sidebar for promoted categories or videos.

On the article page, I introduced an impactful hero section with an article summary above the fold. This was both great for the users and the SEO of the page. I added a sticky related articles to the right hand side that follows users as they scroll. I suspected this would help users find more content they were interested in, and therefore spend longer on the site. I also added subtle related article links which appear inside the article as listed links. This allowed the links to appear when appropriate and truly related to the copy.


I Improved the visibility of article links and added the ability for the article writer to add CTAs which can be used to bring traffic to the retailers products. I enhanced the article by adding new features such as image captions, pull quote and slideshows.

UI Design

Visually I completely refreshed and modernised the site. I particularly improved the article cards by reducing the prominence of the category tags. Previously the article tags were disrupting the visually hatchery since they were more prominent than the articles headlines.

The results

The results were very positive and the client was extremely pleased. User retention improved across the site. The post redesign audit showed that the user could find content easier and spent much longer on the site.


Time spent on the homepage was reduced by 21% which shows users are finding their content faster and moving forward with their journey. This is also confirmed by the bounce rate dropping. On mobile the bounce rate dropped by 10% and exit rate dropped by 9% which is really positive. Time spent on the mobile homepage was reduced by 37%. The homepage heat maps show far greater engagement with content further down the page. A good amount of users still don’t scroll below the fold, although the new design has more articles above the fold that users are interacting with.


The article redesign audit showed there was an increase in users scrolling down the page. There was also a massive increase in user interacting with the related article and article links.