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A responsive digital hub for a global data intelligence provider
Informa Intelligence
UX Management, Leadership, Project discovery and vision, Strategy, Information Architecture, Interaction design, Component-based design, User testing, Multidisciplinary collaboration, Client workshop facilitation.
Tasks:
Role:
Brief:
To develop a strong digital presence that resolved low discoverability, low conversion rate and lack of consistency across their five business divisions in Agri-business, Finance, Transportation Pharmaceutical and Telecommunications.
UX Manager, 8 months duration
Summary
Overview
The solution was a responsive marketing hub to showcase a joined-up offering, promote and cross-sell Business Intelligence: Specialist Data and Insights to prospective and existing customers. It adopted a customer-centric approach that leverages the latest technologies so learns from customer interactions and improves performance over time.
View some templates
Approach
A three step iterative agile design process was adopted.
This iterative agile design process really helped to break down and slice through the work in a short length of time. It is a meticulous process and that is what is required to deliver Exceptional Engaging Experiences (EEE).
User testing
The Discovery Phase
The key steps in this phase are outlined here.
User research
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We gathered the data insights from customer and stakeholder interviews and extracted a common framework that we could use for
all verticals.
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Goals; Behaviors; Needs; Frustrations were mapped as main themes.
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The main opportunity areas were identified and transformed into action points.
Outputs of this research enabled us to design the customer experience map and customer journeys.
Data Analysis
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Personas
The commonalities between each persona type were used to create actionable personas - these enabled the definition of everything from that point onwards.
Audit of multi-tiered sites
Existing customers and prospects have a very task-based itinerary approach. Their behavior is that they interact in a linear fashion – they want to get in, complete a task and leave.
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This does not allow for additional discovery relevant to their need and expand the opportunity in a way that is complementary to their enquiry using a mix of marketing, serendipitous discovery and recommendation.
Structure and Ecosystem
Options to improve UX of journeys between sites
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Proposed solution
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To integrate Tier 1 product sites into the marketing hubs, providing a seemless ‘one-stop shop’ for customers to access their existing subscriptions and explore other related products.
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Hypothesis
A logical hypothesis hat the most effective and efficient way forward is a component toolkit based approach that will allow a flexible approach, to satisfy the needs of all individual vertical stakeholders.
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In order to validate our hypothesis of what customers want, we need to demonstrate an experience journey and model of the type of interface they are likely to use. We will produce solutions that test the notion of what customers want and test the most effective delivery mechanism.
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Strategy from Discover phase
The Define Phase
The key steps in this phase are outlined here.
Customer Experience Map
The Customer Experience (CX) Map demonstrates the shop window and product experience for both existing customers and prospects. It visualises the route from discovery to post-purchase.
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Stakeholder workshops
Held workshops with each Stakeholder group from each vertical to personalise the CX map with their needs and desires for insight and intelligence products sites
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Customer Journeys
Mapping all the prospect and customer journeys​ ensured that everything was carefully considered to ensure the optimum customer experience.
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Information Architecture
Experience planning the Information
Architecture in the master solution ensured
efficient navigational structures and one of the
main objectives improved discoverability.
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Responsive wireframes
Strategy from Define phase
The Create Phase
The key steps in this phase are outlined here.
Interaction design
Prototypes used to test interaction and for user testing, both Guerilla and Formal user testing.
Navigation
View it in action
Global, Primary & Secondary
Patterns and behaviours
To ensure consistency these were defined early on. Prototyping and testing key transitions proved necessary - especially when we scaled down to mobile.
Elements of delight
Creating elements of delight to ensure a............
Exceptional Engaging Experience (EEE)
UX/UI Specification
The UX/UI Specification also contained the template and module library.
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Template and Module Library
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Vertical Alignment workshops
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We held workshops with each vertical to
adapt the solution to their needs.
Over 7 days for each vertical we used
existing modules templates to create:
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Sitemap
Navigation
Templates
Modules
Products, brand, and filters
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Final Solution
It proved to be an empirical hypothesis
The component-based toolkit and modular design approach worked and we created an Exceptional Engaging Experience (EEE) for all 5 verticals
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A streamlined connected experience between marketing and insights and intelligence products sites that satisfied the following criteria.
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Discoverable
Enables customers (by persona and problem) to find relevant content and solutions - Discoverability
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Personalised, not product-led
Creates an environment that reflects a person’s role and needs, presents collected content and solutions for multiple complementary products, not just one product - Cross-sell - Convert
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Timely and relevant
Provides relevant content and offerings
- Personalise - Convert
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Trusted and joined up
Provides a robust and reliable branded experience that connects the dots to answer customers issues - Branded CX
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Pharmaceutical
Agribusiness
Finance
Transportation
Telecommunications
Impact
The hubs for the five business divisions are live and provide powerful, faced-based search which allows exploration and opportunities for cross sell and upsell.
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The solution tested well with users and all sites have proven to perform well and achieve the original objectives set out.
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Data research sale volumes and conversion rates have increased:
For existing customers, this is primarily due to the logged-in experience which presents relevant recommended research to customers.
For prospect customers, this is due to a richer more engaging experience as they can now self serve, read sample content of research products and quickly make a purchase decision rather than waiting to talk to a specialised sales assistant.
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Barclays, Lead UX Designer, 9 months
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