Agile Site Redesign

[B2C]

Agile Site Redesign

Company: Boy Scouts of America
Role: UI/UX Designer

Task: Redefine the site hierarchy, consolidate the navigation and make the site mobile responsive.

Project Background:

Scouting.org, the digital face of the Boy Scouts of America (BSA), was a SiteCore property with 2,000+ pages. The overall design was outdated, including double navigation, lack of mobile responsiveness and more, all contributing to a poor user experience. Additionally, the content of the site is managed by teams across the organization making the experience inconsistent.

Scouting.org homepage circa January 2017

UX audit was performed to understand the site navigation and user flow

The Process

Personas

We began by defining two main archetypes; locals, who are people that are already involved or familiar with the BSA, and toursits, who are learning about it for the first time. Then, we broke down the local archetype into four key personas:

Moms - The parent of a scout who is involved in a program
Scout - An active member of a youth BSA program
Worker - An employee of the BSA
Judge - An involved adult who doesn't have an active membership

With those personas, in addition to tourists, defined, we built a behavioral landscape to identify how they would interact with the new site.

Behavioral Landscape

Redefined site hierarchy

Once we had our personas, we studied the site's usage. There we were able to define eight key categories around which we could build a new site hierarchy. The rest of the site was then built with the idea of getting users to the content relevant to them, from these category pages, in as few clicks as possible.

This let us present tourists with a broad view of Scouting, without getting too overwhelmed by program terms & ideas they were not yet familiar with.

Consolidate Navigation

To keep things streamlined, we identified the four key links that the majority of our users, both tourists & locals, were looking for. These four links formed the basis of the new global navigation bar, which has since become consistent across all BSA national domains.

The remainder of the content was then appropriately categorized and displayed in a larger megamenu in the corner.

Key results

183K

15%

20%

Weekly Users

Bounce Rate

Avg. Duration Increase

Project Learnings

Identify user groups through data

Analyzing website data to understand the different users' needs and behaviours allowed me to create a new experience that gave users the information they needed when they needed it.