Southern Cross Travel Insurance's blog offered a wide array of informative articles aimed at providing valuable insights to users. However, to enhance the accessibility of this content, the focus was on redesigning the blog's navigation system. The objective was to create a more intuitive browsing experience, allowing users to easily locate articles of interest and thereby encouraging greater engagement.
Case Study: Improving Blog Navigation for Southern Cross Travel Insurance
Problem Statement
Users found it difficult to navigate through Southern Cross Travel Insurance's blog content due to the lack of an intuitive search function, leading to frustration and reduced engagement.
Objective
Redesign the blog's navigation system to make content more accessible, improve the user experience, and increase overall user engagement.
The Challenge
Main Issue:
Users struggled to find relevant articles on the blog due to the lack of a search function and poorly organised content. The overwhelming volume of information often led to users leaving the site without locating what they needed.
Solution:
To address these challenges, I proposed two key strategies:
1. Search Bar Implementation: A user-friendly search bar was added at the top of the blog, enabling users to quickly find articles by entering keywords, complete with auto-suggestions and filters for better results.
2. Article Categorisation: The blog content was reorganised into five clear categories—Travel Tips, Insurance Advice, Destination Guides, Customer Stories, and Company News. This enhanced navigation and improved SEO, making the content easier to find. Each category was clearly labelled for quick access from the main page.
User Research: I conducted interviews with users who regularly interacted with the blog and held a meeting with key stakeholders. Their feedback highlighted the need for a more structured approach to content discovery, aligning both user needs and business goals.
Wireframing and Prototyping: Using Figma, I created wireframes and interactive prototypes to visualise the new layout. The search bar was placed prominently at the top, with category links below it. The design emphasised simplicity and ease of use.
User Testing: I conducted usability tests with a group of users to ensure that the new search and categorisation features were effective. The feedback was overwhelmingly positive, with users appreciating the ease of finding relevant articles.
Implementation and Iteration: After refining the design based on user and stakeholder feedback, I collaborated with the development team to implement the changes. We monitored user behaviour post-launch and made minor adjustments to further optimise the experience.
Design Process
Results
The redesigned blog page led to a significant improvement in user engagement:
Increased Search Usage: The search bar became the primary tool for users to find content, with a notable rise in search queries.
Reduced Bounce Rate: The blog’s bounce rate decreased, indicating that users were finding the content they were looking for more easily.
Improved SEO Performance: The categorisation of articles led to a notable increase in organic search traffic, as the content became more discoverable through search engines.
Conclusion
This project underscored the importance of intuitive navigation and the power of simple design solutions. By implementing a search bar and categorising the content, I was able to enhance the user experience and deliver tangible results for Southern Cross Travel Insurance. The blog now serves as a valuable resource that users can easily navigate, ensuring they find the information they need with minimal effort.