National Geographic

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The Why

Given that all National Geographic site upgrades/updates occur ‘live’ – and are only augmentations to the existing wireframe – ‘bumps’ can be experienced in the user journey.

Skopos London were charged with identifying which, if any, of these interruptions drive users to other sites, as well as to highlight optimal resolutions.

The How

Skopos London employed our unique diagnostic UX toolkit to identify aspects of the current National Geographic site generating user pain/pleasure, whilst deploying incrementally rolling iterations of a beta site to establish the extent to which each revised version was driving an improved user experience (or not).

This was further augmented by an online ‘pop-up’ community (with circa 60 ‘active’ National Geographic audience members) – to provide detailed user feeding back on different facets of the site.

The What Now

New ‘windows’ were designed and integrated – across the site. This helped generate greater visitor numbers as well as increase dwell time – driving considerable additional eyeballing and therefore ad revenues.

Furthermore, National Geographic were able to provide both advertisers and content providers with a larger, more engaged, audience.

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