How Parkland’s user-centered portal redesign streamlined operations across 600+ retail locations
Parkland Retail Portal
For Parkland's retail portals a major challenge was the fragmented digital ecosystem of various brands, each with its own distinct hub or website. The goal was to consolidate these into a unified portal that would simplify navigation for different users, such as retailers and IT administrators. The IA aimed to address several key pain points:
Simplifying Access: The various brand portals were integrated into a singular, centralized platform. This consolidation reduced cognitive load and made it easier for users to find relevant information.
Mobile Accessibility: Ensuring mobile responsiveness was a key priority, given the increased need for mobile portal usage. This meant the IA had to accommodate a wide range of devices, making sure the structure allowed for seamless navigation on smaller screens.
User Roles and Permissions: The portal had to account for various user roles (e.g., retailers, administrators), each requiring different levels of access. The IA was designed to be flexible, allowing for role-based permissions that aligned with user needs and organizational goals.
Result
Operational Efficiency: By streamlining the structure, the architecture reduced inefficiencies that had emerged from a disjointed, multi-portal system. A key factor was ensuring that the IA supported dynamic updates, enabling iterative improvements based on user feedback.
Clear Content Organization: The IA was built around the need to clearly categorize and label content, ensuring that users could easily find what they needed. This was done through careful planning of taxonomies and navigation flows.
User-Centered Design: The IA was mapped based on user behaviors and feedback, gathered through interviews and workshops. This user-driven approach ensured that the architecture was not only functional but also intuitive, supporting both end-users and administrators.