Information Architecture & Taxonomy at Skillshare
New User Acquisition & Retention with Information Architecture and Taxonomy
From securing executive buy-in to mobilizing product teams, this is the story of how we unblocked organic growth, maximized content impact, and ultimately attracted and retained more users.
22%
increase in conversion rate (CVR)
14%
increase in total conversions from organic search
20%
increase in return visits
10%
increase in time on site
13%
decrease in bounce rate
👀
If you can’t find it, you can’t use it.
If you can’t use it, you won’t buy it.
What did I actually do?
Leading the Initiative
Proposed initiative to executive team for buy-in
Built a core leadership team for the initiative
Created vision and guiding principles in order to complete product discovery and roadmap development
Established governance frameworks for maintaining and updating the IA and taxonomy
Facilitated product team adoption of new IA strategy and governance processes
Designing the Solutions
Led and conducted all user research
Content structuring and navigation design
Conducted a full product experience audit
Defined the scope of work and built a prioritization framework to manage tradeoff decisions
Mobilized design team across priority surface areas
Ensured cohesion across the Skillshare experience and product offerings