RITE Study
Better Navigation Improves Customer Loyalty
A leading financial information site wanted to improve its site navigation and layout of key stock information pages in order maintain and increase customer loyalty. With only two weeks for development and testing, the client needed a solution that would enable them to incorporate user feedback during the development process.
AnswerLab recommended a RITE (Rapid Iterative Testing and Evaluation) study that would present key financial information pages to users over the course of 3 sessions. Improvements based on the previous sessions’ feedback were incorporated the second and third iterations.
The redesign used a top navigation bar and a fly-out menu for the full list of options. Half of users could not determine how to complete key tasks, even after the fly-out menu was made more prominent. The final iteration showed that a left sidebar menu better met user needs and encouraged further site interaction by clearly displaying all the available options. The research also showed that users were unclear on how to access and personalize their own portfolios with the new top navigation bar. By adding a "my portfolios" button on the top navigation and integrating personalization options on all the information pages, the site was able to maintain and potentially increase user loyalty by making navigation and personalization easier than before.
