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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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zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend.
Level 1
Level 2
Contextual InformationModule Header
Module Header
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hendrerit in vulputate velit esse
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eu feugiat nulla facilisis at vero eros
et accumsan et iusto odio dignissim
qui blandit praesent luptatum zzrildelenit augue duis dolore te feugait
facilisi. Duis autem vel eum iriure.
Link>>
Module Header
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Lorem ipsum dolor sit amet
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Quis nostrud exerci tation ullamcorperSuscipit lobortis nisl ut aliquip ex ea commodo consequat
Duis autem vel eum iriure dolor in hendreritIn vulputate velit esse molestie consequat, vel illum
Lorem ipsum dolor sit ametConsectetuer adipiscing elit, sed
diam nonummy nibh
Euismod tincidunt ut laoreetdoloreMagna aliquam erat volutpat ut
wisi enim ad minim
Quis nostrud exerci tationullamcorperSuscipit lobortis nisl ut aliquip ex
ea commodo consequat
Duis autem vel eum iriure dolor
in hendreritIn vulputate velit esse molestie
consequat, vel illum
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.
8/14/2019 Site Audit
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
8/14/2019 Site Audit
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.
Level 1: Global Navigation
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.
8/14/2019 Site Audit
4/23
8/14/2019 Site Audit
5/23
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 2: Rollover Navigation
Level 3: Inpage Links
Level 1: Global Navigation
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
8/14/2019 Site Audit
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.
8/14/2019 Site Audit
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.
8/14/2019 Site Audit
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.
8/14/2019 Site Audit
9/23
Razorfish
McKinsey A
April 23, 20
Page 9 of 2
Jupiter Architecture
Level 2: Rollover Navigation
Level 1: Left Navigation
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
8/14/2019 Site Audit
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.
Balloon callout. Select
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
8/14/2019 Site Audit
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
Industries Regions Skills/
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.
8/14/2019 Site Audit
12/23
Razorfish
McKinsey A
April 23, 20
Page 12 of
Forrester Level 2 Topic Page
Level 3: Inpage Links
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
Industries Regions Skills/
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
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
8/14/2019 Site Audit
13/23
Razorfish
McKinsey A
April 23, 20
Page 13 of
Forrester Level 3 Detail Page
Level 3: Inpage Links
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
Industries Regions Skills/
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
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.
Balloon callout. Select
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.
8/14/2019 Site Audit
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.
8/14/2019 Site Audit
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.
8/14/2019 Site Audit
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
8/14/2019 Site Audit
17/23
Razorfish
McKinsey A
April 23, 20
Page 17 of
Forrester Architecture
Level 2: Rollover Navigation
Level 1
Industries Regions Skills/
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
8/14/2019 Site Audit
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.
8/14/2019 Site Audit
19/23
Razorfish
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.
Level 1: Top Navigation
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 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.
Level 2: Left Navigation
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
8/14/2019 Site Audit
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Razorfish
McKinsey A
April 23, 20
Page 20 of
Dow Jones Level 2 Search
Level 1: Top Navigation
Business
Newsstand
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
Level 2: Left Navigation
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
8/14/2019 Site Audit
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Razorfish
McKinsey A
April 23, 20
Page 21 of
Dow Jones Search Results
Level 1: Top Navigation
Business
Newsstand
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
Level 2: Left Navigation
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
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