“The print editorial team for Parents Canada had developed fun titles to identify the different sections of the magazine in our table of contents. Our magazine readers could easily figure out what they meant by seeing the articles listed under the section title in the table of contents. We decided, for brand consistency, that we would use these same titles in the main navigation of the website but we quickly realized that without the same context they did not make for a simple, intuitive navigation structure which is key to a successful online experience. With a different context, and the importance of keyword search we soon realized we needed a completely different strategy.”