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Revamping AWS Customer Stories to Improve Navigation and Engagement

Nov 2022 - Dec 2022

Enable both internal teams and external customers to navigate easily on AWS Taiwan customer stories through a well-structured information architecture.

My Role

UX Researcher & Web Designer

Team

Project Manager ——— x1
Project Assistant ——— x1
Tech Support ————- x1

Project Manager
Project Assistant
Tech Support

Summary

I led the end-to-end design of the web experience by reorganizing scattered cases with a consistent design and directory, improving navigation and easing the journey for visitors.

I led the end-to-end design of the web experience by reorganizing scattered cases with a consistent design and directory.

Impact

Reduced page bounce rate by 12% and ensured consistency in cross-team communication when presenting AWS case studies externally.

Background

Why revamping the customer stories page?

Problems For Users:

A video taking around 30 seconds to load creates a poor user experience.
Users lose interest quickly due to excessive scrolling, which is backed up by a high bounce rate and low engagement rate.

Problems For Business:

The lack of a clear categorization structure weakens branding effectiveness.
Fragmented content distribution across separate pages (videos, articles, and an upcoming podcast) limits content discoverability.

Problem Statement

Users struggle with slow load times and disorganized content, and hinder the brand’s ability to effectively showcase its value.

Insights

The need for "3S" — Searching, Sorting, and Sharing

Pain Points from User Interviews

Early Product Criteria

The solution should enable users to search for specific case studies by industry, skill category, or keywords.

The ability to SORT cases by newest or latest.

The ability to easily SHARE with existing and potential customers to strengthen relationships.

The solution should enable users to sort by newest, aligning with human preference for new info.

The solution should make it easy to share case studies with customers to strengthen relationships.

HMW Statement

How might we enable users to navigate easily, quickly find specific cases, and share them—all within a single, all-in-one webpage?

Ideation

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.

Solutions

New Design

Before / After

01
Consistent style

Ensure a consistent visual style across all content types (articles, videos, podcasts) and use testimonials to feature clients

Add "Watch Video" CTA and "Share" Button for faster access and easy sharing.

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

Enhance usability by enabling users to explore cases with industry and tech filters
Allows new users, who may be unsure of what to look for, to navigate easily

Impact

12% Reduction in bounce rate within 2 months

User Feedback

Check out the page

Refection

Lessons Learned

How to Convince Leadership of Long-Term Value Ideas
Especially when ideas aren’t directly tied to revenue, I demonstrated their necessity and impact by proving the value not just for users but also for our team—showing how these ideas could streamline content management and save significant time and effort. Eventually, I earned the trust of my manager and team members.
Talking to users provides invaluable insights that shape better solutions
While I could revamp the page without user input, it might not fully meet their needs and could lead to another revamp in the future. Engaging with users upfront helps ensure the right solutions.

Refection

Lessons Learned

How to Convince Leadership of Long-Term Value Ideas
Especially when ideas aren’t directly tied to revenue, I demonstrated their necessity and impact by proving the value not just for users but also for our team—showing how these ideas could streamline content management and save significant time and effort. Eventually, I earned the trust of my manager and team members.
Talking to users provides invaluable insights that shape better solutions
While I could revamp the page without user input, it might not fully meet their needs and could lead to another revamp in the future. Engaging with users upfront helps ensure the right solutions.

Refection

Lessons Learned

How to Convince Leadership of Long-Term Value Ideas
Especially when ideas aren’t directly tied to revenue, I demonstrated their necessity and impact by proving the value not just for users but also for our team—showing how these ideas could streamline content management and save significant time and effort. Eventually, I earned the trust of my manager and team members.
Talking to users provides invaluable insights that shape better solutions
While I could revamp the page without user input, it might not fully meet their needs and could lead to another revamp in the future. Engaging with users upfront helps ensure the right solutions.

Refection

Lessons Learned

How to Convince Leadership of Long-Term Value Ideas
Especially when ideas aren’t directly tied to revenue, I demonstrated their necessity and impact by proving the value not just for users but also for our team—showing how these ideas could streamline content management and save significant time and effort. Eventually, I earned the trust of my manager and team members.
Talking to users provides invaluable insights that shape better solutions
While I could revamp the page without user input, it might not fully meet their needs and could lead to another revamp in the future. Engaging with users upfront helps ensure the right solutions.

Revamping AWS Customer Stories to Improve Navigation and Engagement