QUESTRADE
WEB CONTENT AUDIT & MAPPING
Content Audit ·. Content Mapping
Helping Canadians keep more of their money
Robo-investor solutions are shaking up traditional wealth management worldwide. Fed-up investors are turning to companies like Questrade to help them keep more of their money through the use of cutting edge technology and lower fees. We worked with Questrade to transform how they were connecting with their customers through the redesign of Questrade.com.
To comply with my confidentiality agreement I have omitted and appropriated confidential information. These designs are a reinterpretation of the original.
Digital Transformation in a Complicated Space
We were approached for two reasons - to transform Questrade's digital ecosystem into a customer-first experience and drive acquisition at every digital touchpoint.
This was a big ask that required collaboration across a large team that spanned over a year of researching, architecting, designing, and developing. Playing in an industry with investors of all levels and convoluted nomenclature meant that we needed to immerse ourselves in the investing world.
My Role
As a UX designer at No Fixed Address Inc, I led the content audit and content mapping exercises in the redesign of Questrade.com, which involved working closely with strategy, content, and design teams. I was then tasked with taking the client team through the document and also helped build the backlog prior to the initial sprint planning sessions.
The Approach
We wanted to make sure that we had a complete understanding of the business and challenge from every perspective before the design phase so we underwent a thorough discovery and strategy exercise over the span of eight months.
Through a robust discovery phase, we developed a strategy that was centred around empowering the user. With this in mind, our UX team reworked the information architecture around an audience segmentation strategy - we would identify the needs of those coming to the site and lead them down appropriate paths.
Content Auditing
My first task was to analyze Questrade’s old site, which included scanning and documenting content from over four hundred web pages - this was to ensure valuable information wasn't lost from the previous experience and to begin mapping content to the new design.
Content Mapping
Once the audit was complete, I then needed to map the content I had just recorded against the new information architecture in the form of a working page inventory document. Using the notes from the audit, I mapped the pages to the section(s) where the content would best fit within the IA.
Since the document would be used as the platform for creator and builder sprint teams to create and design content and also corroborate and share information, I needed to ensure it was clean and easily accessible. I used Excel and Google Sheets to create a robust content mapping process.
As the page inventory took shape, I began to mark cross-referenced pages - this was to discern where other content may need to be referenced. Also at this stage, I documented calls-to-action that might be required and flagged any gaps like if a specific section was lacking in content or if there was a discrepancy in information. I also assessed the approximate amount of web page templates and page structure (using Atomic Design Methodology) for time estimation purposes.
Wrapping It Up
At the end of the process, I worked with the head of UX to review the document and recommend any changes to the IA. We identified pages/sections that had become redundant, unnecessarily complex, and opportunities to optimize.
We took the client through the page inventory to:
Clarify any lingering questions regarding the document
Make sure we interpreted all of the content correctly
Suggest recommended changes to the IA
Onboard their teams on how to use the tool
Receive their blessing on the coalescing shape of Questrade.com.
The Results
The document was approved, successfully transitioned to the sprint teams and is being used as a tool by cross functional teams in the digital transformation of Questrade.com.