UX website audit pilot - Canada Post

The campaign

Canada Post has an enormous website that has been worked on for many years. Many pages have not been updated in years and don’t conform to the company’s current UX writing, design, accessibility and search standards. I was engaged to conduct a content audit pilot of the top performing website pages to assess if they require UX content and design, and search enhancements. The goal was to see if an audit could help management determine what to enhance on the pages and test if they performed better post enhancement.

The challenge

I needed to find the right people within our large corporation to conduct quantitative research on the pages and organize it, and my qualitative findings, into an easy to digest report and presentation. The goal was to assess all the top pages and determine which ones were worth investing more time and resources in to enhance customer experience.

The solution

I engaged key stakeholders across the organization and did a lot of my own interviews to assess if the metrics I was seeking were the right ones, expanded my search as needed and organized my findings and recommendations into a detailed and easy to absorb spreadsheet. I then analyzed the findings to pinpoint key trends across the pages and created a presentation with key recommendations for the project stakeholders so that budgets could be allotted and team members could be engaged to enhance the pages. I presented my findings to several levels of management.

After all key players reviewed these findings and my presentation, we eventually received special funding to carry out our recommendations. This developed into nearly a year long project which I led that involved working with diverse teams to enhance and redeploy these top performing pages. After the pages were enhanced and redeployed we remeasured their metrics at key times to see how the design, coding and content changes we implemented impacted their performance. For the majority of the pages we worked on there was a clear uplift in page performance, reductions in bounce rates, and an uptick in CTRs for key CTAs etc. The project was a big success and they may expand it in the future.