Enhancing User Experience on AWS Customer Stories
Enable both internal teams and external customers to navigate easily on AWS Taiwan customer stories through a well-structured information architecture.
Summary
The Marketing and Business Development team struggled with branding due to scattered case studies and loading issues from the high volume of cases. I redesigned the page to ensure a consistent layout, implemented a directory, and added searching and sorting features. After the revamp, the bounce rate decreased by 12%. To date, the page features approximately 120 cases.
Users have difficulty navigating current customer Stories
Longer Loading
Time
It took about 30 seconds to load the video cases, which created a poor experience for visitors.
The lack of proper categorization on the page had made it overwhelming and difficult to navigate.
Visitor
Engagement
Challenge
New visitors tended to lose interest quickly as they had to scroll through a huge amount of content.
Cases
Scattered Across
Different Pages
One dedicated to videos and another for articles. Plus, our Podcast, representing a new type of case study, was set to be released soon.
The original case study page was overwhelmed with video interviews…
The need for "3S" — Searching, Sorting, and Sharing
External Customers
Video cases take too long to load
Which cases are the latest?
I want to search for cases closely related to my industry or skills
I don't place much importance on the media type of the cases.
Internal Teams
It’s hard to find a specific case published a long time ago
I want a search bar to quickly locate specific cases
Having separate pages for video and article cases made sharing with customers confusing
The ability to SEARCH for specific cases by industry, skill category, or keywords.
How might we enable users to navigate easily, quickly find specific case studies, and share them effortlessly?
Research & Sitemap
We discovered Directory, an independent AWS platform designed for storing and managing structured content. It offers tagging for categorization, enabling users to easily filter content, making it a viable solution for restructuring our information architecture.
New Design
01
Consistent style
Ensure a consistent visual style across all content types (articles, videos, podcasts) and use testimonials to feature clients
CTA like “watch video>>“, will open videos in a new tab to ensure faster loading
02
Employ Search Bar and Sorting
Users can directly find case studies using specific keywords
By default, case studies are sorted from newest to oldest, catering to preferences for the latest updates
03
Implement Directory
All cases have been tagged with at least one label for users to filter
Improve usability for users to explore cases based on industry and tech category
Allows new users, who may be unsure of what to look for, to navigate easily
12% Reduction in bounce rate within 2 months
Positive User Feedback
External Customers
Much easier to navigate and find a specific case
Able to know which are latest cases
Willing to explore more cases
Internal Teams
Much easier to find and share a specific case
Can add (or remove) new cases more efficiently
Has become a prime example of a page for requesting case studies from customers, minimizing the need for explanations