FRED SOSA
Copywriter | Ux Writer | Content Designer | Content Strategist
Information-Architecture-_1_-_1_.jpg

Information Architecture, UX & Content Design

 

Project: Optimizing Navigation and Category Groupings for Optum Now

Project Introduction

For this project, I took the lead in creating the initial navigation labels, category names, and groupings for Optum Now’s site navigation. These initial structures served as the foundation for the navigation experience, which was then iteratively refined based on extensive user research, including competitor analysis, card sorting, tree testing, and usability testing.

The goal was to create a navigation system that was intuitive, user-friendly, and aligned with both user needs and business objectives. My work focused on ensuring the language and structure reflected how users naturally searched for information while maintaining consistency with Optum Now’s brand voice.

    1. Unclear Navigation Hierarchy:

      • The original navigation structure lacked clarity, making it difficult for users to understand how categories and subcategories were related.

    2. Misaligned Language:

      • Terminology in navigation and category labels didn’t align with user expectations or how they naturally searched for content.

    3. Overlapping and Confusing Categories:

      • Some categories were too broad or redundant, leading to inefficiencies and user frustration.

    4. Low Discoverability:

      • Important content, products, and services were not easily accessible due to unclear or buried navigation paths.

    1. Initial Navigation and Category Design:

      • Developed the first iteration of navigation labels, category names, and groupings, focusing on simplicity and clarity.

      • Ensured all initial content reflected logical groupings and user-centered language.

    2. Research-Driven Refinement:

      • Refined and iterated on the navigation structure and labels through insights gathered from:

        • Card Sorting: Captured how users intuitively grouped content.

        • Tree Testing: Validated the effectiveness of the hierarchy and label clarity by testing navigation flow.

        • Usability Testing: Addressed pain points uncovered during testing to ensure users could easily navigate and find what they needed.

      • Adjusted the structure and language to better align with user expectations while maintaining business priorities.

    3. Content Design and UX Writing:

      • Refined labels to be concise, consistent, and reflective of user needs and mental models.

      • Balanced clarity for users with business objectives, ensuring key services and content were prioritized.

    4. Information Architecture Strategy:

      • Collaborated with UX researchers and designers to refine the hierarchy and ensure logical grouping of categories.

      • Ensured the navigation was scalable and could accommodate future additions without creating confusion.

    5. Competitor Analysis:

      • Benchmarked against competitor navigation strategies to identify best practices and areas for differentiation, ensuring Optum Now’s navigation stood out while meeting industry standards.

    1. Improved Usability:

      • Users now find it easier to navigate the site, locate key services, and understand the purpose of each category.

      • Streamlined groupings and consistent language reduce friction and cognitive load.

    2. Enhanced Discoverability:

      • Key content and services are now easier to find, driving user engagement and retention.

      • The revised structure ensures that related content is logically grouped, encouraging users to explore more.

    3. Increased Confidence and Trust:

      • Clearer and more intuitive navigation reinforces a positive perception of Optum Now as a user-focused platform.

      • Users feel supported in their journey, whether searching for products, care options, or health topics.

    4. Higher Task Completion Rates:

      • With improved navigation and category clarity, users are more likely to complete tasks such as booking appointments, purchasing products, or accessing health information.