The Objective

A bloated mega menu with over 100 navigation items, a confusing UX, and an outdated design plagued the PPAI website. With so much information and text, users struggled to identify the value proposition of the brand and frequently failed to convert. Simply trimming content was not the solution. We needed to discover what was at the core of the PPAI brand and craft content to educate and engage users through a sleek user experience.

services

  • Information Architecture
  • Content Strategy
  • User Testing
  • UI/UX Design
  • Development

The Solution

The discovery process of this project revealed that not only was there a lot extraneous content, there was also a stakeholder attached to every business unit the content represented. Our solution to dynamically craft a user experience that would represent every business unit while engaging users with relevant content and calls to action. With content and information architecture in place, the design phase moved quickly. The results were profound, going from over 100 navigation items to 8, with clearer CTAs and consistent messaging throughout.

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