1Google Confidential and Proprietary

AOL UX Analysis

November 12, 2009

Google Confidential and Proprietary 2

Framework analysis

No common frameworkUsers have to figure out how to navigate through the site every time they go to a new section

Mail Navigation AdvertisingSearch

Google Confidential and Proprietary 3

Framework

No common frameworkUsers have to figure out how to navigate through the site every time they go to a new section

Mail Navigation AdvertisingSearch

Google Confidential and Proprietary 4

Navigation | Current Examples

AOL.com

Entertainment

Video

Shopping

No common navigationNo reinforcement of the AOL brand. When you change sections, it is difficult to navigate back to previous section.

Google Confidential and Proprietary 5

Branding on Subpages

Am I still on AOL?

ProNew color schemes reinforce to the viewer that they are in a different section

Con Lack of AOL branding or consistent page structure can make the viewer think they’ve left AOL

SuggestionRetain specialized color schemes while implementing a consistent navigation framework to reinforce the idea of sections as separate entities within AOL

Google Confidential and Proprietary 6

Navigation | Suggestions

Implement consistent 2-tier navigation

Top tier is consistent to reinforce AOL brandSecond tier is customized for each section

7Google Confidential and Proprietary

Q&A

Thank you.