Clorox asked us to organize their Dr. Laundry Content. We had 3 goals: Make it easier to navigate and use. Increase page views per visit and surface contextually relevant content.
Although Dr. Laundry is the best source for organic traffic to clorox.com, the client noticed that people weren't exploring additional content or learning about their products. They wanted us to help them change that. First, I did a quick heuristic to document usability problems. First, I uncovered a lack of section navigation ultimately preventing people from getting to other questions Dr. laundry answered. The second was that the articles were not tagged, so find-ability through site search was nearly impossible. Third, there weren't any crosslinks to related articles or other contextual pieces of content. Fourth, there was no clear way to ask Dr. Laundry a question.
What this uncovered was that there was a need to understand what articles existed and try to create some organization of the content to provide ways for people to navigate through it all. There were 1,000's of articles going back to 2006. We started with 10% of the articles to audit. We wanted to see if there were major categories bubbling up to the top. Along, the way we tagged each article by topic and product highlighted within it.
Beginning of Organization
After going through about 10% of the content we were noticing many patterns. I got my team together with tride and true sticky notes to begin making some sense out of what we audited. What we found was that mental models were appearing based on the questions submitted to Dr. Laundry. We were also noticing category & subcategory patterns emerging.
Audit completion and Content Organization recommendations
Once we completed the entire audit we had a clear idea of categories, sub-categories, tertiary categories and in some instances fourth level categories. We also crafted a tagging system for the articles. All of this informed a section navigation structure for find-ability of content as well as tagging to inform search results. Below is the final recommendation.
On average before the re-architecture of Dr. Laundry on Clorox.com, Clorox would maybe receive 4 Dr. Laundry submissions every 3 months. In the 3 weeks or so since the Dr. Laundry updates went live, they have gotten over 125 Dr. Laundry submissions. Clorox is both excited and overwhelmed by the positive response (Dr. Laundry has been working overtime to answer people’s questions)!