This is an individual case study focused on the information architecture of Fishs Eddy's website. I researched the current website heuristic and information architecture and conducted different types of usability tests to understand user's mental model to create a new sitemap and user flow. And then, I redesigned the current website into a site with clear structured navigation and intriguing visuals that better represent Fishs Eddy's characters.

During the research phase, I analyzed Fishs Eddy's competitors and comparators, as well as conducted a detailed heuristic evaluation on three different pages of the current website by applying the Abby method. I found the major problem areas fell into the site's findability, communication, controllability, delightfulness. The current navigation is complicated for users to find products while the language in-use causes further confusion.

I sent out closed and open card sorting tests to understand how users categorized navigation items and where the language confusion was. The 20 user responses and comments informed a new navigation structure and user flow. The tree testing validated my revisions and led me moved forward to the design phase.

I analyzed the current site's information architecture, and revised based on card sorting results to create a final revised sitemap. I reorganized items into primary, secondary and tertiary navigation and edited on the wording choice. And then, the new site information architecture was sent to tree tested.

To better demonstrate how users could find New York City related products online, which are the main selling point of Fishs Eddy, I created a before and after users flow.