IAS 2009 TCS Redesign Case Study
-
date post
19-Sep-2014 -
Category
Technology
-
view
15 -
download
1
description
Transcript of IAS 2009 TCS Redesign Case Study
Redesigning TCS.com with Remote Research
Chris Farnum | Senior Information Architect | EnlightenInformation Architecture SummitMarch 22, 2009
2
Meta – About This Presentation
NOT about redefining IA or the future of IANOT groundbreaking emergent theories
Instead I want to tell you a case study about…Finding a process to fit the projectRemote user researchIA issues for a global siteA few tips and tricks
3
About the Client - TCS
IT Services, Business Solutions and Outsourcing HQ – Mumbai, India Part of Tata Group, one of India’s largest industrial
conglomerates and most respected brands TCS has over 130,000 IT consultants in 42 countries TCS Annual Sales: $5.7 billion (fiscal year ending March 31, 2008)
Known for quality results – CMMI Maturity Level 5
4
Project Goal – Redesign TCS.com
Global Message: Position TCS as a global company and highlight the message of the Global Network Delivery Model™
Brand building: Firmly establish TCS positioning and support the “Experience Certainty” campaign now and into the future
Demand generation: Create an environment to support Demand Generation using the new website (i.e., improve calls-to-action)
User-centric Design: Design and Develop site based on key user needs and tasks (i.e., ‘outside in’ vs. ‘inside out’)
Technical Infrastructure: Develop the new site on a scaleable Content Management System to facilitate content development & maintenance - Microsoft SharePoint 2007
5
Project Overview
Engagement Plan
Facilitated Work Sessions
Analysis of Key Internal and External Factors
Conduct User Research
Project Requirements
Strategic Assessment Project Requirements
Information Architecture
User Interface Functional Specifications
Technical Specifications
Art Comps
Test Plan / User Acceptance Testing
Launch Specifications
Site Specification
Art Production
Programming
Integration
Quality Assurance
User Acceptance Testing
Staging
Deployment
Final Site
Update
Monitor
Measure
Report
Improve
On-Going Improvements
DEFINE DESIGN BUILD
Feature / Scope Definition
Technical & Implementation
Recommendations
Preliminary UI
Art Comps
Strategy Requirements Design Build Maintenance
6
Research Step One – Stakeholder Interviews
Enlighten and TCS staff conducted 28 group interview sessions on site in Chennai and Mumbai and by conference call with:Practice LeadsDelivery HeadsBusiness Unit ManagersSales LeadersHuman Resource LeadersGlobal RepresentativesExecutive Leadership
Estimate: 60-70 participants
Photo courtesy of Scott Mills
7
TCS.com Site March 2007 – Home
Long, crowded, and overwhelmingHigh abandonment rate
Overlapping and confusing left nav choices
8
Interim Site – Launched Spring 2007
Channel navigation within a closed page element.
9
User Research Part One - Overview
Research goals – to gain a better understanding of… Buying cycle and research process Site content and features Brand attributes and positioning How users see the relationships and grouping between different types of content19 Participants Customers representing North America, South America, Europe and UK (15) Analysts (2) Career Seekers (2)User Segments Customer: C-Level Customer: Business Unit Manager Industry Influencers Career Seeker (Mid-career)
10
User Research Part One - Methods
Remote user research allowed us to connect with users in their own offices while we remained in ours.
Sessions consisted of: Interview questions
Priorities for features and content Discussion questions about buying
cycle and brand perception
Online card sorting observed in real time to inform organization of content Remote user testing tool: UserVue Online card sorting tool: WebSort Analysis with EZ-Calc
11
Remote Research with UserVue
Moderator(Enlighten, Ann Arbor)
Participant(US, S. America,
Europe…)
TCS Observer(Chicago)
TCS Observer(Mumbai)
Desktop sharing via UserVue
Voice via conference call line
12
UserVue Kung Fu
Normally UserVue places a call directly to the participant – domestic calls ONLY
For international calling, have UserVue dial an international conference call bridge line
Send detailed instructions with invitations for accessing the prototype and the conference call
Watch out for spam filters! Be flexible in case of poor connections Leave plenty of time between
sessions if you want to capture video Practice!
13
Card Sorting Online with WebSort
14
User Research Part One - Findings
Top 5 Features Ranked by Average “Importance” Score (1 – 10) Case studies (7.8) International locations/language (6.9) White papers (6.4) Articles about Innovation/R&D (6.4) Press Releases (6.3)
Recommendation: Provide easy access to these basic types of content and make certain that they are well structured and well written. Also, take care to NOT overplay the marketing message.
15
User Research Part One – Findings cont.
Key Observations: Strong groupings by Industries and Services/Solutions Products, enterprise software, development environments - difficult to
place Case studies - often grouped together on the basis of document type. Certain individual topics like eLearning and enterprise software were more
problematic
Recommendations: Support browsing either by horizontal services or vertical industries Provide alternate ways to find content by type (case study, white paper, etc.) TCS Products are relevant both within their industry context and also
aggregated as a type of offering Special categories as needed to accommodate topics like Enterprise
Software (e.g. SAP)
16
User Research Part One – Cultural Considerations
Need to overcome Western assumptions about India-based businesses
NAMED Case studies – industry and location both important
Location, location, location… Need to demonstrate local presence
Language translation – important, but English acceptable depending on location….
Special cases – Europe, Latin America, Eastern Asia
17
User Research Part One – Card Sort Diagram
18
User Research Part One - Outcomes
Key Outcomes Strategic recommendations and
prioritized feature set Report to client stakeholder
governance board Personas for high-priority user
segments CIO Business Unit Manager Career Seeker Industry Analyst
High level information architecture recommendations
19
User Research Part Two - Overview
Goal - get feedback on initial idea for 5 key pages and features:
Participants - 9 participants (volunteers from part one)6 customers1 analyst1 career seeker1 TCS stakeholder
After five interviews, we updated the prototype to incorporate the feedback we had received so far.
20
User Research Part Two – Prototyping Methods
Remote user testing with a clickable prototype IA + Design collaboration = Medium Fidelity Prototype created with Visio + SWIPR Task based user testing sessions Measure feedback via Likert Scale Questions
Ease of Use: 1-10 Usefulness: 1-10
Clients and internal team members observe live remotely and watch video captured from sessions
21
Prototype Version A - Home
Industries not expected here
Useful feature but not noticed
Too much duplication
22
Prototype Version B - Home
Industries and Offerings split, “Solutions” gone
New layout with Flash promo area better shown, No main navigation bar on Home
Content filter tool now more prominent
Thought Leadership instead of Best Practices
23
More Prototype Pages – Channel Landing
Global Navigation bar
Interactive channel landing pages
24
More Prototype Pages – Topic Node
Channel navigation
Calls to action
Channel content
25
More Prototype Pages – Interactive Map
Details available on roll-over.
26
User Research Part Two - Outcomes
Overall Acceptance of the prototype was good. Scores improved from version A to version B Some concerns about usefulness of article content
Revised site architecture – Solutions Offerings and Solutions Adjusted labels – e.g. Best Practices Thought Leadership Repositioned tool for finding Case Studies and other resources Adjusted site navigation and approach to main channels on Home Worldwide map concept proved very popular Contact Us scores improved dramatically in version B
27
Next Step - Designing the Solution
Next steps: Revised wireframes and created a Functional Specification Content types and descriptive metadata attributes 9 Core Page Types for the content management system
28
Designing the Solution – Functional Requirements
Global Page Components Wireframes & Page Requirements
29
Designing the Solution – Moving from Design to Build
Design Comps Production Art Site Inventory Site Copy and Content Creation of HTML page templates Content Management System implementation Flash development QA Testing UAT Hosting…
30
The Big Moment Arrives!
TCS.COM Relaunch – February 2008
31
TCS.com Relaunch - Home
32
TCS.com Relaunch – Channel Landing
33
TCS.com Relaunch – Topic Node
Screenshot – with callouts?
34
TCS.com Relaunch – Content Article
35
TCS.com Relaunch – Worldwide Locations
36
TCS.com Relaunch – Worldwide: Google Map
37
TCS.com Relaunch – Contact Us
38
Web Analytics & Measurement
Our Post-Launch Scorecard
Home page abandonment rate down Offerings - the most popular channel Industries Channel funnels traffic to Offerings About isn’t often the first section visited, but gets the second highest
amount of traffic Worldwide pages – 8% of site traffic Thought Leadership gets the fewest visits of any of the main sections, but
includes all main visitor groups: investors, careers, client content. Often followed by white papers and case studies in the same visit Visits occurs late in sessions, not right away
Before – Jan 2007 After – Feb 2008
Ave Pages Per Visit 3.43 pages 4.5 pages
Visit Length 2:35 mins 3 mins
39
Web Analytics – Home Page “Heat Map”
40
Final Thoughts
Prioritizing features can be challenging - user research helps in making tough decisions
Follow up projects added localized and translated areas of the site
Try remote user testing: When local users are hard to recruit Geographic diversity needed
Prototyping - make your mistakes earlier and get your internal team and the client engaged
Go to India if you get the chance!
Photo courtesy of Scott Mills
41
In Closing
Questions and Comments?
Download:
This presentation is available online via SlideShare:http://www.slideshare.net/ChrisFarnum
Contact:
Chris Farnum, Senior Information [email protected]
EnlightenInteractive Marketing | Web Development | Strategic Consulting
Ann Arbor, Michigan | www.enlighten.com