The London UndergroundYour 100 year old guide to website navigation

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LocationAlphabetTimeCategoryHierarchy

- Saul Wurman, Information Anxiety (1976)

There are five ways to organise information:

Wayfinding

“Better wayfinding means improving the ease with which people can navigate themselves to, from and within an interchange facility or zone.”

Transport for London

Wayfinding

“Core principle(s) of effective wayfinding include adopting principles of progressive disclosure…

- Selective supply of information when and where passengers need it.”

Transport for London

Quote

Marketing

Research

Check Policy

Change

Renew

Claim

Contact Details

Cancel

Complain

Proof of NCD

Payment

30%

5%

1%

22%

12%

7%

6%

2%

2%

1%

1%

1%

New Customers

Current Customers

New Customers

Current Customers

Lost / Missing / Confused slide

The myth of discoverability

“Things that most people do, most often, should be prioritized first. Things that some people do, somewhat often, should come second. Things that few people do, infrequently, should come last.”

Scott Berkun

What can we group, sort, hide & displace to a more appropriate stage of the journey?

How do we design this to suit both customer types?

Underground

Line(s)

Victoria

Direction(s)

North

Station(s) & connections

Finsbury Park[Piccadilly]

Transport type

Progressive Disclosure

“Progressive disclosure defers advanced or rarely used features to a secondary screen, making applications easier to learn and less error-prone.”

Jakob Nielsen

Progressive Disclosure

“Initially, show users only a few of the most important options. Offer a larger set of specialised options upon request.

Disclose these secondary features only if a user asks for them, meaning that most users can proceed with their tasks without worrying about this added complexity.”

Jakob Nielsen

Products

Product Hub

Get a quote Learn More Manage Policy Claim Current Cust. Promos

View, amend, cancel, renew etc FNOL journey Amended QuotePartner pages, News etc.Quote & buy journey

Results so far

Sales conversionPet X% uplift VTS

Home X% uplift VTSMotor X% uplift VTS

Online adoption for claimsPet X% uplift

Home X% uplift

Online account log inMotor X% uplift

“Things that most people do, most often, should be prioritized first. Things that some people do, somewhat often, should come second. Things that few people do, infrequently, should come last.”

“Selective supply of information when and where passengers need it.”

“There are five ways to organise information”

Conclusion

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