Auditing IA
Project Details
Industry
Automotive
Service
UX Research
Role
Snr Experience Designer
When
2025
Auditing IA
Reorganising and restructuring portal content to improve navigation, task completion, and the overall customer experience.
UX Research
I conducted a full audit of the customer portal, reviewing content, CTAs, modules, interactions, and accessibility to understand how the experience was structured and where it was underperforming. I then mapped the portal’s information architecture, analysing navigation pathways, entry and exit points, and content hierarchy to understand how users moved through the experience. This analysis revealed duplicated pathways, prospect-focused messaging within an ownership environment, and multiple exit points that fragmented the journey and prevented the portal from functioning as a clear destination for customer tasks.
Landscape Analysis & Insight Synthesis
I conducted a landscape review of competitor existing customer portals to understand how other e-commerce brands structure post-purchase experiences and surface key customer tasks. This analysis highlighted common patterns around streamlined navigation, clearer task entry points, and stronger integration between servicing the existing customers' activities. I then synthesised the findings from the content audit, analytics review, information architecture analysis, and landscape research using affinity mapping. This process surfaced the key themes impacting the experience, including navigation friction, misaligned messaging, and existing customer products & services being difficult to discover. These insights formed the foundation of the recommendations I presented to the stakeholders.
Repositioning the portal as a destination for existing customer activities rather than a pass-through page.
These insights informed three strategic recommendations to reposition the portal as a destination for existing customer activity rather than a pass-through page. I presented the findings and supporting evidence to stakeholders to validate the issues and align on the proposed direction. 1. Lift & Shift: Migrate the portal into a headless environment, remove duplicate links, surface high-performing CTAs, and simplify new vs existing customer pathways. 2. Improved Wayfinding: Introduce clearer navigation paths back into the portal from related pages to strengthen journey continuity. 3. Full Customer Product & Service Integration: Integrate servicing, products, and support directly within the portal to create a single destination for existing customer tasks and reduce fragmented journeys.
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