American Health Information Management Association (AHIMA)

UX Design | Information Architecture

As the lead UX Designer, I combined and reorganized site sections on the homepage while also introducing new pages. I analyzed user paths, gathered hard data, outlined proposed enhancements to the layout and components, and made concrete recommendations for improvements.

Duration

In progress for 3 months~
Tools

Figma, Microsoft Clarity, Optimal Workshop
My Role

Lead UX Designer

Discovery Research

Data Insights & Discovery

Data

**Heat mapping** and recordings from Microsoft Clarity tells us users struggle to find what they need because the navigation lacks **hierarchy**, and the **labels are unclear** and overly **formal**

Metrics

Data from **Microsoft Clarity** tells us about 47% of users are **lost in the nav** and the rest of the **homepage is abandoned**

Hypothesis

By simplifying information on the homepage and promoting AHIMA Member benefits, we can empower users to join, enhancing overall sentiment with AHIMA.

Discovery Research

User Research Insights

User Data

Our Card Sorting activity with AHIMA Steakholders and our users tells us there’s a disconnect between steakholders and users:
the labels on the left lack logical grouping for users

Steakholder Results
Red

User Results
Green

Customer Problem

How might we help audiences find what they need?

Define

How might we help audiences explore which membership is right for them?

Opportunity for Solutions

Improve the clarity and comprehension of nav by:

Renaming titles to be more action-oriented
Use common knowledge language to be more inclusive and clear for our users
Assess the effectiveness of the breadcrumb navigation by:
Tree testing
Optimize placement and visibility of important features like ‘become a member’, learn about the benefits of Membership, and purchase a Certificate to drive conversions