Clearly the company’s members-only website – mySLH.com – was struggling. Traffic was low and things had to change.
What do you do if your audience isn’t engaged, opportunities are being missed and a key online channel is being ignored?
In addition, only a monthly PDF of performance data was driving traffic. The website just wasn’t working hard enough to engage with its audience.
The team at SLH instinctively understood the value of a design approach that was user-centric. We worked together to generate audience personas that would drive the content planning and design process. To reinforce this approach, we conducted ‘real world’ user testing on our proposed site architecture. This made sure the project team wasn’t caught up in its own bubble.
This pushed our thinking in the direction of applications – and a strong emphasis on user interface design. It also highlighted the fundamental importance of performance. After all, no one makes daily use of a service that makes you wait as it loads.
Then we set a ‘performance budget’, with initial load duration as a specific metric. This informed our infrastructure recommendations and identified specific challenges early, such as streaming video in China.