RR Donnelley
Problem
RRD was struggling with low engagement rates due to vague navigation labels and a confusing Home page layout.
Solution
Create logical navigation labels and redesign the Home page, positioning the most critical content higher up on the page
Impact & Results
43%
Increase in Conversions
Key Takeaways
14%
Increase in Session Duration
10.4%
Increase in Engagement
Approach
1. Usability Testing
We conducted usability tests with 15 procurement decision-makers to evaluate the effectiveness of the main navigation and Home page design.
12 out of 15 participants were confused by the vague navigation labels “Results” and “Thoughts.”
All participants failed to recognize “Find solutions tailored to your goals” as the link to the RRD Products page.
11 out of 15 participants felt the Home page hierarchy should better prioritize RRD’s Services and Products.
Clearer navigation directly impacts conversions. Users need intuitive pathways to find what they need quickly.
Testing before implementation saves time. Card Sorting and Tree testing helped refine navigation before launch.
Small changes = Big impact. A well-structured information architecture can drastically improve engagement.
Outcome
The Home page redesign and navigation improvements led to significant increases in user engagement and conversions:
2. Tree Testing & Card Sorting
Next we conducted tree testing to determine if users can easily find what they're looking for based on the existing labels and categories.
Established a Usability Advocacy Council composed of company volunteers to benchmark the current information architecture.
Conducted card sorting exercises to understand how users naturally group content.
Introduced clearer category labels: Solutions and Resources.
3. Wireframing & Iterative Prototyping
We developed mid-fidelity wireframes based on our findings and tested them for usability.
Prototyped and tested navigation flows
Used Click testing to confirm the redesign was intuitive