GoCanvas Application Store Redesign
DATE
November 2018 to present
MY ROLE
Lead UX Designer
OVERVIEW
CHALLENGE
User testing has shown that the existing Application Store is confusing, burdensome, and ineffective in driving users to forms that best fit their needs. This is due to poor information architecture, generalized content across multiple forms, lack of insights into what each form contains, and a search that is ineffective. Couple these issues with the fact that Marketing owned and was reluctant to change, it took many conversations and data analysis to validate the need for a redesign.
We also discovered during the research that our content was not resonating with our users. This was because our Marketing team had worked with a third-party SEO agency that solely focused on created content using AI-powered technology. The downside of this being content that sounded robotic and confusing because sometimes it had nothing to do with the forms.
SOLUTION
As part of the redesign, we first tackled the IA which included changing Categories to Industries and creating new Form Type pages. During the research we found that about 60% of users coming to the Application Store expected to find a form by the form type, not Category then form type. This led to us creating 65 new Form Type pages focused around providing details about form types like inspections, invoices, and waivers. We still kept the Industries as part of the navigation to allow for existing customer base to still access forms as they’d expect. These new Form Type pages also positively impacted our SEO rankings.
Working with the content strategist, we reworked the content to resonate more with our users. We then input this content into redesigned pages that we believed will please UX needs and Marketing’s SEO needs. After many back-and-forth conversations with Marketing, we were able to land on a design that pleased both teams.