site audit

8/14/2019 Site Audit

1/23

Razorfish

McKinsey A

April 23, 20

Page 1 of 2

Architecture Concepts

Level 3: Spill-open Navigation

Level 3

Level 3

Level 2: Left Navigation

Level 1: Global NavigationLevel 1

Level 2

Level 2

Level 3

Level 3

Level 3

Level 2

Level 2

Level 2

LogoUtility Link | Utility Link | Utility Link | Utility Link | Utility Link

Level 1 Level 1 Level 1 Level 1

Level 1 Level 1 Level 1 Level 1 Level 1

Level 2 Level 2 Level 2 Level 2

Level 3

Level 3

Level 3

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Level 1

Level 2

Contextual InformationModule Header

Module Header

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Link>>

Module Header

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diam nonummy nibh

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wisi enim ad minim

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Balloon callout. Select shape and

start typing. Resize box to desired

dimensions. Move control handle

to aim pointer at speaker.

Global navigation categories

("Level 1") are frequently placed

across the top. Second and third

level navigation categories (within

each global category) often go

along the left column.

"Modules" are used to

highlight features or

content from each

section. Module

headers often mirror

Level 1 or 2 navigation

options, but they don't

have to.

"Modules" are placed

in the body of the

page to highlight

features or content

from each section.

Module headers often

mirror Level 1 or 2

navigation options, but

they don't have to.

Modules are usually

dynamic their

layout is consistent,

but the content is

populated from a

database.

Contextual information is related

to the topic presented in the body

of the page, but is not the focus

of the user's attention. It is usually

placed in the right column.

Utilities are tools or

other links that are not

part of the main

navigation structure.

Most sites have a hierarchical navigation system that enables users to browse topics of interest. While many sites use the "inverse L" page layout shown here to represent the hierarchy to users, other sites

dropdowns or other visual representations. We usually map an existing site architecture to show the levels of the site, as shown at bottom left.

Sites usually highlight content or topics of interest in the body of the page. We call these highlight blocks "modules."

Home

Level 3

Level 3

Level 3

Unique pages are represented by boxes. Stacked boxes represent a series of pag

on the same template. Shaded bars represent logical levels in the hierarchy that a

pages.

Horizontal bands are used to group pages within levels. Connectors represent prim

hierarchical navigation relationships. Darker lines show current path and current pa

Contextual navigation is not represented.


2/23

Razorfish

McKinsey A

April 23, 20

Page 2 of 2

Jupiter Homepage

Jupiter places Level 1

navigation options in

the left column

My Toolbox actually repeats

options found in the tabs,

but highlights them as

contextual options on the

page.

Level 1: Global Navigation

Home

Advertising &

Marketing

Audience &

Program-

ming

Commerce &

Transactions

Operations &

Infrastructure

Technology &

Platforms

European

Research

Regions

Jupiter puts utility tools in

tabs across the top and by

expresses them as verbs.

Jupiter's homepage shows a clean and consistent layout. A wide but shallow hierarchy enables Jupiter to place global navigation categories in the left column. The body of the page shows recent research

popular topics which means that the homepage is updated regularly to show fresh content to users. The right column presents utilities (research tools) and highlights events of interest, consistent with w

convention for using the right column to show contextual information. Research tools are also presented as verbs at the top of the page.

Contextual

information (here

highlighting an

upcoming event) goes

in the right column.

Jupiter selected eight top level categories to represent its view of the world. Web u

generally prefer wider, shallower trees because it's easier to scan a list of links tha

repeatedly.

It's important to make each category distinct and meaningful. There's overlap betw

European Researchand Regions, which may confuse some users. Conversely, thAudience and Programmingseems like an uncomfortable pairing of two unrelated

Modules highlight

recent research and

most popular

research


3/23

Razorfish

McKinsey A

April 23, 20

Page 3 of 2

Jupiter Level 1 Landing Page

Level 2: Rollover Navigation

Balloon callout. Select

shape and start

typing. Resize box to

desired dimensions.

Move control handle

to aim pointer at

speaker.

Jupiter uses rollovers

to speed access to

Level 2 content. If the

user clicks on a Level

1 link, he is taken to a

landing page that

repeats the options

shown in the rollover.


Home

Advertising &

Marketing

Audience &

Program-

ming

Commerce &

Transactions

Operations &

Infrastructure

Technology &

Platforms

European

Research

Regions

Web

Enterprise

Mgmt

B-to-B

Infrastructure

Customer

Relationship

Mgmt

Online Supply

Chain

Retail

Infrastructure

Site

Technology

Performance

W

In

Getting users to content quickly is of paramount importance. Many sites try to limit the number of "clicks" to content meaning that sites try to limit the number of unique pages that users have to navigate

through before reaching the goal of finding content.

Jupiter uses rollovers to present Level 2 options, which enables user access to 45 unique pages of content with only one click. This Level 1 Landing page has no content, underscoring that it is for navigatio

Jupiter's eight top level categories each have one level of depth, for a total of 45 u

topics. Although some sites allow a topic to "live in two places" in the hierarchy, ea

Jupiter exists in only one location.

Closer examination of the categories and subcategories reveals some overlap. Fo

B-to-Bappears in both Operations & Infrastructureand Technology & Platforms. Sdifficult to guess where to f ind information on Broadband Content.

Category selection can be tested with users to ensure that they can find what they'

for. After the category structure is determined, care must be taken to select clear la

links, buttons, headers, forms, and captions.Jupiter presents only

links on this landing

page they don't

distract users with

content modules here.


4/23


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Razorfish

McKinsey A

April 23, 20

Page 5 of 2

Jupiter Level 3 Detail Page

Detail pages list all articles by date. Users c lick nextto see more pages of articles. Contextual information fills the left column, replacing the navigation bar.

The navigation bar

disappears, making it

difficult for users to

navigate. It's replacedwith contextual

information that has

little relevance to the

current topic.

The only way to scan

through articles is to

click next repeatedly.

Tabs enable users to

navigate between two

of the branded report

categories but not

JupTakes.


Level 3: Inpage Links


Home

Advertising &

Marketing

Audience &

Program-

ming

Commerce &

Transactions

Operations &

Infrastructure

Technology &

Platforms

European

Research

Regions

Web

Enterprise

Mgmt

B-to-B

Infrastructure

Customer

Relationship

Mgmt

Online Supply

Chain

Retail

Infrastructure

Site

Technology

Performance

W

In

Concept

ReportsConcept

Reports

Vision

ReportsVision

Reports

JupTakesJupTakesJupTakes

Vision

Reports

Concept

Reports


6/23

Razorfish

McKinsey A

April 23, 20

Page 6 of 2

Jupiter Advanced Search

Standard search engine provides freetext keyword search of entire document or titles only. Boolean operands are presented in dropdowns, which should be easier for users to understand. Sort and display

options are as expected.

Search filtering maps exactly to navigation system, indicating that the taxonomy is the same for search and browse navigation.

Checkboxes here are

used to select

checkboxes below.

Unselect all is not

directly specified.

Radio buttons would

have provided the

proper affordance.

Research can be

filtered by research

category (first and

second level

navigation) and by

content type (third

level navigation.)

Search filters exactly

match navigationtaxonomy.

Standard search

engine functionality. My Workspace Browse Search Interact

Power Search

Data

Search Results

Search Results

Home

The navigation option Searchin the top toolbar defaults to the Power Searchoptioalthough Search Datais also an option at the same level. Similarly, the navigation Browsedefaults to Browse Research, although Browse Dataand Browse Eventsaat the same level.


7/23

Razorfish

McKinsey A

April 23, 20

Page 7 of 2

Jupiter Search Results

Search engine returns results sorted by relevance (expressed as a percentage.) Relevance ranking is determined by a proprietary algorithm unique to the search engine. Search results show title, author, a

date but do not display the associated category (location in the taxonomy) or the branded report type.

My Workspace Browse Search Interact

Power Search

Data

Search Results

Search Results

Home

Search results do not

show the category the

article lives in or the

type of report.


8/23

Razorfish

McKinsey A

April 23, 20

Page 8 of 2

Jupiter Article Page

Vision ReportsVision Reports

Each article has an introduction page that highlights its contents and author. Links are available back to the topic category page, so users who reach this article via search can navigate back up to the categ

page. A variety of functionality is available on this page, from saving the report to listening to an audio file.

Search

Power Search

Search Results

Home

Article Page

Home

Operations &Infrastructure

Customer

Relationship

Mgmt

Vision Reports

Article Page

Via search, users can get to a particular article within three clicks. However, the PoSearchinput page requires typing and/or option selection, so the interaction is morcomplex.

Via browse navigation, it would take a user five clicks to get to the same article. Th

would need to scan through three pages of Vision Reports to find that particular ar

the other hand, a user could access a recent article highlighted on a topic page wit

clicks.

Relevancy

percentages are

shown by section of

the document. This

helps busy users find

the exact location they

are looking for.

Links enable users to

navigate up to the

category page.

A variety of research

functionality is offeredhere.


9/23

Razorfish

McKinsey A

April 23, 20

Page 9 of 2

Jupiter Architecture



Advertising and

Marketing

Audience and

Programming

Commerce and

Transactions

Operations and

Infrastructure

Technology and

Platforms

European

Research

Regions Industry

Essentials

Marketing &

Branding

Marketing

Operations

Management

Online

Advertising

Digital Content

Regulation &

Public Policy

Digital Television

Consumer

Commerce

B-to-B

Commerce

Payments &

Transactions

Web Enterprise

Management

B-to-B

Infrastructure

Customer

Relationship

Management

Online Supply

Chain

Retail

Infrastructure

Site Technologies

& Performance

Wireless

Infrastructure

Broadband

Client

Technologies

Wireless

Applications

European Online

Advertising &

Mktg

European Access

European B-to-B

Mktg &

Commerce

European

Consumer

Commerce

European Media

& Entertainment

European Mobile

Internet

European Vendor

Selection

Italy

Japan

Australia

Canada

France

Germany

Latin America

Spain

Nordic

United Kingdom

Health

Automotive

Banking &

Lending

Brokerage &

Wealth

Management

Consumer

Packaged Goods

Entertainment &

Media

Music

Travel

Retail

My Workspace Browse Search In

Data

- core data

- by category

Research

- coverage area

- analyst

Events

Power Search

Data

My Research

Library

My Searches and

Alerts

My Profile

Ask Jupiter

Help

Logout

Research Topics: Left Navigation Utility Tools: Top Navigation

Search Res

Search Res


10/23

Razorfish

McKinsey A

April 23, 20

Page 10 of

Forrester Homepage

Forrester has a single URL for sales/corporate information and login access to research, and these competing interests play out on the homepage. Forrester places utility links in the left column, providing a

general corporate information. Global navigation to research topics is presented in a rollover in the body of the page. Modules highlighting Forrester research and services fill the rest of the page.

Utility links in the left

column provide

access to corporate

information.


shape and start typing.

Resize box to desireddimensions. Move

control handle to aim

pointer at speaker.

Modules highlight

everything from recent

research to upcoming

events. This approach

enables Forrester toshowcase a wide variety

of offerings, but may

result in overload for the

user as it is difficult to

prioritize.

Access to Level 1 and

Level 2 categories

through unusual

rollover navigation in

the center of the page.

Home

Forrester selected four top level categories to represent its view of the world. Each

is distinct.

This selection of categories is important because it reflects Forrester's way of orga

itself. Analysts' jobs are defined by these groupings, and so the navigation is also a

of their org chart.

Level 1

Industries Regions Skills/

Technologies

Consumer

Segments


11/23

Razorfish

McKinsey A

April 23, 20

Page 11 of

Forrester Level 1 Landing Page

Level 2

Like Jupiter, Forrester has a Level 1 Landing Page that offers navigation only to its 28 subcategories. However, many users will bypass this page and go directly to the topic page via the homepage rollover

navigation.

Unlike Jupiter, Forrester's rollover changes its location it moves f rom the body of the homepage to a top navigation bar. This navigation bar only appears on lower level pages, not on the homepage.

Home

The number of subcategories within each section is uneven. Skills/Technologies(ais the largest section, with ten subcategories. On the other hand, Consumer Segm(below) has only two subcategories. This probably has no effect on whether users

find what they're looking for, but could reflect an imbalance in prioritization in the L

navigation options.

Moving the rollover navigation between the homepage and this page may hamper

ability to find these navigation options or form a model of the structure.

Level 1


Technologies

Consumer

Segments

Internet Economy

Applications &

Services

Consumer

Technology

C us to me r Servi ce D ig ital M arke ti ng Inf ra st ru cture

Net Policy &

Regulation

Site TechnologyOrganization &

Skills

We

Categories in the

rollover navigation

map exactly to the

categories presented

on this Level 1

Landing Page.


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Razorfish

McKinsey A

April 23, 20

Page 12 of

Forrester Level 2 Topic Page


Topic pages provide access to recent research, but most screen real estate is consumed by pitches for other Forrester products and services. Research reports are displayed in a lower-priority location, are

accompanied by introductory copy, and only the three most recent are shown. Users click to see the full list of research within this topic.

The large center module presents a high-level point of view on the topic. Users may or may not take the time to read this text, depending on their goals and mindset.

Level 2

Home

From Forrester's perspective, the third level navigation options should represent a

and balanced overview of their products and services.

In the user's mind, relevance is key. All these options should directly relate to the tCustomer Service. Information that's relevant will probably be perceived as valuabwhile information that seems off-topic will probably be ignored or seen as a dist

Level 1


Technologies

Consumer

Segments

Internet Economy

Applications &

Services

Consumer

Technology


Net Policy &

Regulation


Skills

We

Paying customers are

here for research...

...but most of the

screen real estate is

taken up with modules

offering other services

from Forrester.

Concept ReportsConcept ReportsVision ReportsVision ReportsContact Us Strategy

Research

EventsConcept ReportsConcept ReportsAssessment

Tools

Concept ReporConcept ReportAdvisory Service


13/23

Razorfish

McKinsey A

April 23, 20

Page 13 of

Forrester Level 3 Detail Page


Detail pages list all articles by date. To see more pages of articles the user must first select a time period from a dropdown; there is no Nextlink. Articles are tagged as a Report, Brief, orForecast.

The left navigation bar changes to show a small number of utilities. The top navigation bar changes to show filtering options. It 's unusual for a site to change its navigation scheme so frequently it forces

re-orient themselves on each page.

Level 2

Home

Level 1


Technologies

Consumer

Segments

Internet Economy

Applications &

Services

Consumer

Technology


Net Policy &

Regulation


Skills

We

Concept ReportsConcept ReportsVision ReportsVision ReportsContact Us Strategy

Research

EventsConcept ReportsConcept ReportsAssessment

Tools

Concept ReporConcept ReportAdvisory ServiceLeft navigation changes

to show a different set of

utilities.

Top navigation

changes to present

filtering options. Topnavigation still uses

rollovers.


shape and start

typing. Resize box to

desired dimensions.

Move control handle

to aim pointer at

speaker.

To access more

pages of research,

users navigate by

year. Two similar

pulldowns both

accomplish this

function.

Articles display title

and date, but no

introductory paragraph

or information about

author.


14/23

Razorfish

McKinsey A

April 23, 20

Page 14 of

Forrester Advanced Search

Forrester's search engine is quite simple. It provides keyword search of the articles, with minimal filtering options. There is no filtering by category, indicating that the search is not linked to a taxonomy.

Like Jupiter, Forrester

uses checkboxes to select

between owned researchand all research. Since

these options are

exclusive, radio buttons

should have been used.

Search Results

Home

Advanced Search

Gobutton could belarger or more

prominent since it's

the only call to action

on the page.


15/23

Razorfish

McKinsey A

April 23, 20

Page 15 of

Forrester Search Results

Search results are sorted by relevance (expressed as a percentage.) Again, this ranking is proprietary to the search engine used. Search results show title, author, date, description, and branded report typ

Search input and search filters are repeated at the top of the page, which pushes search results lower. There is no option to search within results.

Search Results

Home

Advanced Search

Search results do not show

the category the article lives

in, but they do have a brief

introduction to the article.


16/23

Razorfish

McKinsey A

April 23, 20

Page 16 of

Forrester Article Page

Another new

navigation bar in the

left column.

Each article has a

good, brief summary.

These summaries

could be used on topic

pages and in search

results.

Related information is

presented in a popup

window. These popups

present footnote-type

notes and links to

related articles.

Via search, users can get to a particular article within three clicks

the search input page requires typing and/or option selection, so t

interaction is more complex.

It would also take a user three clicks to get to the same article via

navigation. However, the user would have to scan a dense list on

strategy research page to find this particular article. This article ap

the first page of articles listed if it appeared on another page th

would need to select by date in order to find it.

Forrester Briefs are presented on a single page. The brief leads with a synopsis; the remainder of the brief fills several screens. Forrester Reports are longer and span several pages; the first page contain

synopsis and table of contents. Related information and links appear in a small popup window, which enables users to keep their focus on the article.

Users cannot navigate up to the topic page from the article page, suggesting that the taxonomy is not being used as effectively as it could be.

Search Results

Home

Advanced Search

Home

Skills/Technologies

Customer Service

Vision ReportsVision ReportsStrategy

Research

Article Page

Article Page


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Razorfish

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April 23, 20

Page 17 of

Forrester Architecture


Level 1


Technologies

Consumer

Segments

United Kingdom

Internet Economy

Applications &

Services

Consumer

Technology

Customer Service

Digital Marketing

Infrastructure

Net Policy &

Regulation

Site Technology

Affluent

Consumers

Young

Consumers

Organization &

Skills

Web Design

Healthcare

Automotive

Business-To-

Business

Consumer

Packaged Goods

Financial

Services

Government

Media

Retail

Telecommunicati

ons

Travel

Products and

Services

P res s Res our ces I nve st or

Information

The Company Site Map Contact Us Help Search

Research Topics: Top Rollover Navigation Utility Tools: Left Navigation

S

Germany

Canada

Europe

France


18/23

Razorfish

McKinsey A

April 23, 20

Page 18 of

Dow Jones Homepage

Utility tools are presented as a

combination of icons and text.

They are consistently placed

at the top of the page.

Level 1 navigation

options are highlighted

with text and images

in the body of the

homepage. They are

also consistently

available as tabs

across the top.

Dow Jones takes a different approach to their taxonomy and navigation hierarchy. Users don't navigate by research topic, as with Jupiter and Forrester. Instead, Dow Jones branded research tools form the

of the navigation structure. The body of the homepage uses brief text and iconic v isual imagery to introduce users to each section of the site. These Level 1 navigation options are repeated at the top of the

this positioning is consistent throughout the rest of the site. The left column on the homepage contains some utilities but it will be used for Level 2 Navigation on subsequent pages.

Utilities presented in

the left column on the

homepage.

Contextual information

presented in the right

column.

Search modules from

Level 2 pages are

surfaced on the

homepage, to provide

quick access to tools

users are most likelyto want.

Level 1: Top Navigation

Business

Newsstand

Publications

Library

W eb Ce nt er C us to mC li ps C om pa ny &

Industry

Center

Historical

Market Data

Center

Ask Dow

Jones

Home

Dow Jones selected eight top level categories to reflect its view of the world. Each

represents a type of research or service that Dow Jones offers. Dow Jones does n

taxonomy of topics by which users can navigate the site.

The categories selected each represent a distinct type of functionality. The labels c

could be more explicit there is some overlap, for example, between Business Nand Publications Library. The descriptive text in the body of the page should help gusers to the right section.


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McKinsey A

April 23, 20

Page 19 of

Dow Jones Level 2 Browse Page

Dow Jones enables browse navigation by name of publication. A few top headlines from each newspaper are highlighted on this page. Options to browse the entire paper or to search the paper are presen

the module level, placing those options within the context of use.


Publications

Library


Industry

Center

Historical

Market Data

Center

Ask Dow

Jones

Home

Dow Jones bypasses a Level 1 page altogether. Instead, Dow Jones defaults to di

one of several Level 2 pages. Here, for example, there is no Level 1 page called BNewsstand. Instead, clicking on Business Newsstandtakes users directly to the Lepage, Top Newspapers.

Even though this is the first page the user sees after clicking a global navigation op

still a Level 2 page. It occupies the same level of the hierarchy as the other Level 2

shown in the left column.

This approach to navigation gets users to relevant content quicker. However, there

danger that users will overlook the other Level 2 options presented in the left colum

assuming that the Top Newspaperscontent is all that exists for this section.


Top

Newspapers

Business

Magazines

News

Highlights

Search

Newsstand

Dow Jones defaults to

a Level 2 page. There

is no Level 1 page.

Tabs highlight thecurrent section to give

users a sense of

place.

Modules highlight recent

articles from several

large newspapers.

Related functionality is

presented contextually

Business

Newsstand


20/23

Razorfish

McKinsey A

April 23, 20

Page 20 of

Dow Jones Level 2 Search


Business

Newsstand


Industry

Center

Historical

Market Data

Center

Ask Dow

Jones

Home


Search by

words

Search by

company

Search by

industry

Search by

person

Dow Jones offers a variety of search options, each represented on a different page. Keyword search is shown here, while options to search by company, industry, or person, can be accessed through the l

navigation. Search is not mapped to a taxonomy of topics.

Search interface

enables user to filter

by company, industry,

or person. These

options are presented

on different pages.

Dow Jones' strength is

its library of

publications. Users

can choose to search

only a subset of

publications.

Search

Results

Publications

Library


21/23

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April 23, 20

Page 21 of

Dow Jones Search Results


Business

Newsstand


Industry

Center

Historical

Market Data

Center

Ask Dow

Jones

Home


Search by

words

Search by

company

Search by

industry

Search by

person

Search engine returns results sorted by date, although frequent users can set preferences for how results should appear. Search interface is repeated at the top, though it isn't clear whether this spawns a

search or searches within results.

Search

Results

Users select More

Headlinesto navigatebetween pages of

search results. This

link could be placed in

a more prominent

location.

Search results contain

title, publication, date,

word count, and brief

introduction.

Publications

Library


22/23

Razorfish

McKinsey A

April 23, 20

Page 22 of

Dow Jones Article Page

Home

Search by words

Search Results

Business

Newsstand

Via search, users can get to a particular article within two clicks. There is no compto find the same article via browse navigation, since no taxonomy of topics underlie

navigation system.

Articles from a wide variety of publications are reformatted to run within a Dow Jones article template. This maintains a consistent look-and-feel throughout the Dow Jones site.


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April 23, 20

Page 23 of

Dow Jones Architecture



Business

Newsstand

Publications

Library

Web Center CustomClips

Set up folders

Suggest a topic

Company &

Industry Center

Historical Market

Data Center

Ask Dow Jones WSJ.com

Top Newspapers

Business

Magazines

News Highlights

Search

Newsstand

Search by words

Search by

company

Search by

industry

Search by

person

Search websites

Directory of sites

Web site reviews

My profile

Company reports

Industry reports

Market research

reports

Country reports

Historical pricing

Exchange rates

Research Sources Utility Tools: Top Navigation

Help Pricing Email Tools

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