user-centered site redesign
One of the products I managed online for Texas Instruments was RFID (radio frequency identification). Initially this was a very product-centric page, aimed at the standard TI engineer, but research revealed that RFID's audience was less engineering-oriented: business executives, farmers, bankers. A technically demanding, product-driven navigation wasn't working.
The goal: increase applications and visits overall without hurting product usage, while also updating look and feel to better match ti.com branding. A redesign of the RFID home portal, along with the microsite's navigation, accomplished this. Scroll down for before/after screen shots and design notes. Results:
- 122% increase in click-through rate
- 175% overall applications page increase
- 29% overall products increase
- SEO work moved “RFID Systems” from #3 to #1 placement in organic search results
Old version
The version of the RFID portal I inherited, with a few of the problems spiked out. 
Redesign
Strategy and development, from goal to wire frames to actual implementation, was all mine; I project managed additional work, including graphics, global nav changes, and updates to other site areas. Received cash recognition for online development of RFID applications in Jan. 2008, particularly the Secure ID microsite.
Note the following key improvements:
- The most frequently-sought applications are the primary focus of the page, in three readily obvious content boxes with obvious links to more data.
- While product-based navigation remains, it's been moved to a constant left-hand menu, readily accessible for those seeking it and more in keeping with standard TI.com design.
- Navigation hidden at the bottom has been moved up into the left- and right-hand columns to keep it more above the fold.
- From the breadcrumb links through the content and navigation terms, user search terms and keyword analysis improved SEO.
- The anchor links at the top have been recategorized and shortened.
Sample wireframes
Transforming the RFID site required much more than a user-friendly taxonomy refresh. There were a broad variety of content areas and types which required attention:
- Navigation was inconsistent and unnecessarily lengthy; I shortened user paths and integrated inconsistent menus.
- Cleaner, branded style, clearer calls to action, and improved usability were required throughout.
- SEO accessibility needed revision through copy, semantic coding, accessibly navigation, and metadata.
- A user-centered content strategy had to be developed for each area of the site, including targeting content serving to specific audience personas.
RFID: user-centered home portal wireframe
RFID: multimedia wireframe
RFID: Document center wireframe
what, where, & when
Web Content Manager
Texas Instruments (TI.com)
Dallas, Texas
2006-2008
keywords
UX, content strategy, IA (information architecture), usability, SEO (search engine optimization), user-centered design, branding, copy writing, global virtual teams, project management, taxonomy, usability, B2B, B2C, HBX (with ReportBuilder), Google Analytics, parametric search, web analytics, Microsoft Office (especially PowerPoint, Excel), Visio, WebIQ, Adobe Dreamweaver, PhotoShop, competitive research.
