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All Ages of Geek
Recommended restructuring website and navigation for increase conversion and retention rates
Project Type
Website
Role
UX Researcher
Tools
Zoom, Optimal Workshop, Figma, Google Suite
Time Frame
January 2024 - August 2024
The Challenge
All Ages of Geek is a Youtube channel run by two sisters who do reviews from animes to cartoons to indie games. With their website gaining more traction, All Ages of Geek is looking for recommendations for their site to increase conversion rates and retain newcomers.
The Solution
Restructure content to improve conversion and retention rates
Identifying the Gaps
I was asked by All Ages of Geek to look at the following pages: Home, Articles, Podcasts, Quizzes, and About us
Heuristic Evaluation
When looking at these pages, there was clarity in the way that the content was structured however, there was three main issues I found:
1. Consistency of the site
Language, categorization and formatting of content was inconsistent
2. Accessibility considerations
Contrast and font size did not match the accessibility standards
3. Content Heirarchy
Content could be better structured to keep users from consistently scrolling
Competitor Analysis
It was important to see what type of content competitors had on their websites. I wanted to see if there were areas of opportunity that All Ages of Geek could capitalize on.
I looked at the following websites to see what features these websites implemented: Den of Geek, Rooster Teeth, CBR, Nerdist, Buzzfeed.
From a feature standpoint, I recognized that All Ages of Geek had more available features than their competitors, which made me realize that a lack of content was not something that needed to be addressed.
Navigation comprehension
I wanted to see if All Ages of Geek's navigation was easy for user to understand.
I had found that the users were relatively understanding the website navigation.
However, when it came to specific content that users were asked to find under the articles section, users had confusion on where content was located.
Understanding user behaviors
It was important to get an understanding of user behavior on their website. All Ages of Geek mentioned their audience is in between the ages of 17-45. I realized there were 2 important considerations when finding participants:
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Gender did not need to be factored
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Participants have to not know All Ages of Geek prior
Because the website was already created, fans of the channel would have already known the structure of the website prior. It was important to find those who have not interacted with the website at all so that I could get an objective point of view.
From the usability tests, I saw 3 main takeaways:
Easy to understand
Content was organized and navigation generally made sense
Filter Implementation
Users mentioned they would have liked filters when looking for specific content
Confusing wording
Users were confused with some of the wording for the website's call to action buttons.
Findings & Applications
I provided All Ages of Geek with my findings and actionable steps they could consider through a slide deck. Currently, the recommendations have been shared and some of the recommendations have been implemented on their website.
All Ages of Geek made the recommended changes on their website and mentioned how users were having an easier time navigating around their website.
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