About the project.
Energy Explorer lets people find out more about topics relating to energy, from how to read your power bill to articles about wind turbines and climate change. Before our involvement, this content was arranged into categories – a navigational structure that was making browsing difficult. So we found a way to make it easy.
Content as navigation
We created an array of article snippets and summaries for the home page that lets people navigate by clicking content that interests them.
No dead ends
We made sure customers could easily pursue a line of enquiry by providing links to related content at the end of each article.
People tend to consume content organically, rather than by topic. So we rearranged the architecture to allow that.
When it comes to news or magazine style content, people like to see a range of article snippets they can flick through until something catches their eye. So we flipped the architecture of the site, pulling all the content to the front and pushing the menu system to the back. We created an array of tiles for the home page, each with an engaging image and short summary of the article it linked to. That way people could scan the page and click any article they found interesting. At the bottom of each article we placed three tiles linking to related content.
This meant there were no dead ends, and they could continue browsing the content organically. While it often makes sense to create an ordered structure for content, sometimes that doesn’t reflect how people want to consume it. By restructuring Energy Explorer to reflect the way people read online, we were able to create an environment they could truly explore.