Improving Navigation to Nurture Innovation

Client :South Carolina Department of Commerce

South Carolina’s Innovation Hub, Scribble, wanted to increase website traffic and podcast interactions. They asked us to conduct User Experience (UX) research to better understand how their website was performing.


Our specialists conducted qualitative UX testing on an audience representative of our target, evenly split across mobile and desktop devices. Cross-referencing their feedback with quantitative click and scroll mapping data revealed the following insights. Respondents had a difficult time finding specific videos and content, navigating and creating profiles, and locating the platforms they can listen to Scribble podcasts on. The top five desktop links were: Attend, Co-Working Spaces, Videos, Podcasts, and Email.


We built compelling, condensed content to deliver entrepreneur stories and resources quickly and encourage engagement. To improve searchability within the site, we added search tools to the user interface (UI) and descriptive items to the main navigation allowing users to easily locate and click on platforms to access the podcast, and connect to other content of interest. To encourage returning users, we optimized the profile settings, cross-linking the “Log In” and “Create Profile” pages. We created downloadable, updated content available on the organized, efficient new site.

Significantly improved the website bounce rate
Improved homepage readership
Increased average time spent on Video & Podcast Pages
heat mapping on laptop
The people who made it happen.
  • Joseph Nother
    Chief Creative Officer, Co-CEO
  • Mary Blair
    Senior Director of Client Growth & Services