Our Customer Insight Consultant Julie presents you with learnings from the behavioral customer insights we have gained for our clients in the past week.
On websites with large amounts of information, such as public institutional websites, navigation is key. Your customers need to know where they are and where they are going. In the video clip, a citizen tries to volunteer online for an event. On the first navigational level, he is presented with main categories and their most popular subpages.
After the citizen has selected a main category, he is suddenly presented with subcategories, and not the most popular subpages. Because of the lack of consistency and the citizen's expectation to see different options he gets confused.
What have we learned from this? We have learned that with large quantities of information it is essential to create a transparent and consistent navigational hierarchy.