Date post: | 06-Apr-2017 |
Category: |
Design |
Upload: | peter-winchester |
View: | 419 times |
Download: | 0 times |
The London UndergroundYour 100 year old guide to website navigation
@hello_im_peter
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
@hello_im_peter