Architects of the User Experience

Webcast01.27.10

Leveraging the Web to Extend Global Reach: SHRMINDIA.ORG Case Study

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01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY

• Lisa DienerDirector, Membership MarketingSociety for Human Resource Management (SHRM)

• Patricia Reyna-WrightSenior ConsultantNavigationArts

Presentation Team

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01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY

SHRMThe Society for Human Resource Management (SHRM) is the world’s largest association devoted to human resource management. www.shrm.org

NavigationArtsNavigationArts is a user experience consultancy that provides Internet strategy, usability, information architecture, interface design, content management, and development services. www.navigationarts.com

About

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01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY

Launched: June 12, 2009

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01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY

Services Provided by NavigationArts for shrmindia.org:

• Web Strategy

• Project Planning

• Information Architecture

• In-Country User Testing

• User Interface Design

• Template Development

• CMS Development

• Launch Support

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Touch Points

• Business Goals

• Marketing Strategy

• Local and Global Considerations

• Project Highlights

• Lessons Learned

• Closing & Remarks

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Business Goal: Extend Global Reach

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Why India?

English is the major language of trade and politics in India, but there are 22 official languages.

• Research and survey results pointed to India

• “Follow the customer”

• Accessibility and proficiency of technology in the workplace

• At the time of evaluation, India’s economy was growing 6-7% annually

• Increased moves to business globalization and US-India bilateral trade and investment

• India’s business growth means growth in HR professionals

• English language used for business

• Cultural commitment to relationship building

• Cultural bias toward education and qualifications / certifications

• Profession was largely underserved

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Marketing Strategy

India has 50 million internet users but only 4.5 million do transactions online.

• Reviewing historical trends and member surveys

• Incorporating SHRM Web site as a key component

• Creating evaluation criteria/analytics

Site Goals

• Using Web site as beach head to establish virtual presence, with global reach

• Providing locally relevant news and reference content

• Recruiting members

• Testing trial membership options

• Providing an online community for members residing or doing business in India

• Selling local and international events and educational product

• Determining how to “sell” local and global membership benefits simultaneously

• Accepting payment in local currency

Inputs

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Local, GlobalConsiderations

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Communication• Consistent team

• Access to materials

• Select the right CMS for your requirements, skills, and budget

Cultural Nuances

• Different tone expected in communication

• Adjusting to consensus building work culture

• Time and turnaround for materials

Logistics

• Impact of time difference for team meetings

• Allow for technical differences

• On-boarding process for web project

Local, Global Considerations

The word "no" has harsh implications in India. Evasive refusals are more common, and are considered more polite.

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Brand Strategy• Relationship between main and sub-brand

• Context for joining locally with access to global benefits

• Devising a blueprint for future country rollouts

Design

• Colors have different meanings in different cultures

• Symbols and meanings in context

Content

• Language nuances and spellings ( center vs centre, color vs colour, etc.)

• Units of measurement

• Display of date

• Labeling and number of fields for a form

Local, Global Considerations

The color red represents anger/danger in the US; in India it represents life/creativity.

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Project Highlights

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Flexible Site with Modular Content Elements

Information Architecture

• Keep in line with the larger corporate strategy

• Relationship of content organization, prioritization to corporate site

• Start with fundamentals

• Adapt to local needs and requirements

• Technical feasibility

• Plan for the future in phases, enhancements

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HR Professionals in India• Focus: User experience design alignment with cultural expectations

• Participants included current, prospective and inactive SHRM members

• Design alternatives tested including choosing adjective descriptors

• Content outcomes:

• Most important reasons for users to visit the SHRM India site:

• India HR News covering contemporary HR issues

• HR case studies and best HR practices in India

• Global HR news and global case studies

• More users were willing to pay for content than not

• Best source for HR information currently: websites

User Research

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Relationship to Corporate Site Brand• Design explorations helped ascertain the relative visual distance of the brands

Visual Design

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High alignment to main site

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Infused with local elements

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Distinct visual representation

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Sensitivity to Local Preferences• Design was tested with in-country audience to ensure sensitivity to local elements

• Consistent use of elements to serve as icons

• Attention to imagery and photography suitability

Visual Design

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Local elementsIcon suitabilityImagery, Photographs

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Local elementsIcon suitabilityImagery, Photographs

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Lessons Learned

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Content is KING!

• Early strategy for content migration and development

• Resources in place for content creation

• Ensuring content remains current and relevant

Cultural Considerations

• Structured U.S. environment vs. India’s entrepreneurial spirit

• Research around attitudes and usage of customer

Resource Allocation / Accountability

• In-country ownership

• Level-set expectations for resource allocation

• Role of marketing in-country

Lessons Learned

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Closing & Questions

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01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY

Results

• Since launch, the shrmindia.org site has averaged 14,500 page views per month

• 30% of traffic coming from the parent website shrm.org

• Using heat map technology to determine where individuals are going on various pages.

• Continued positive response locally:

“I am very impressed with the look and feel of the SHRMIndia Web site.”

– head of an HR Consulting firm in India

Results and Plans

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Plans

• Enhancements are planned in 2010 as the site continues to evolve to meet user needs

• Evaluate use shrmindia.org site as template for launching future country-specific sites vs. global site with country-specific sections

Results and Plans

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• Lisa DienerDirector, Membership MarketingSociety for Human Resource Management (SHRM)ldiener@shrm.org

• Patricia Reyna-WrightSenior ConsultantNavigationArtspwright@navigationarts.com

Contact Information