Leveraging the Web to Extend Global Reach: SHRM India Case Study

Leveraging the Web to Extend Global Reach: SHRMINDIA.ORG Case Study Architects of the User Experience Webcast 01.27.10

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Presentation Team • Lisa Diener Director, Membership Marketing Society for Human Resource Management (SHRM) • Patricia Reyna-Wright Senior Consultant NavigationArts NavigationArts, LLC 2

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY About SHRM The Society for Human Resource Management (SHRM) is the world’s largest association devoted to human resource management. www.shrm.org NavigationArts NavigationArts is a user experience consultancy that provides Internet strategy, usability, information architecture, interface design, content management, and development services. www.navigationarts.com NavigationArts, LLC 3

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Launched: June 12, 2009 NavigationArts, LLC 4

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 NavigationArts, LLC 5

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Touch Points • Business Goals • Marketing Strategy • Local and Global Considerations • Project Highlights • Lessons Learned • Closing & Remarks NavigationArts, LLC 6

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Business Goal: Extend Global Reach NavigationArts, LLC 7

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Why India? • 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 English is the major language of trade and politics in India, but there are 22 official languages. NavigationArts, LLC 8

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Marketing Strategy Inputs • 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 India has 50 million internet users but only 4.5 million do transactions online. NavigationArts, LLC 9

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Local, Global Considerations NavigationArts, LLC 10

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Local, Global Considerations 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 The word "no" has harsh implications in India. Evasive refusals are more common, and are NavigationArts, LLC considered more polite. 11

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Local, Global Considerations 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 The color red represents anger/danger in the US; in India it represents life/creativity. NavigationArts, LLC 12

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Project Highlights NavigationArts, LLC 13

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Information Architecture Flexible Site with Modular Content Elements • 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 NavigationArts, LLC 14

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY User Research 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 NavigationArts, LLC 15

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Visual Design Relationship to Corporate Site Brand • Design explorations helped ascertain the relative visual distance of the brands NavigationArts, LLC 16

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY High alignment to main site NavigationArts, LLC 17

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Infused with local elements NavigationArts, LLC 18

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Distinct visual representation NavigationArts, LLC 19

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Visual Design 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 NavigationArts, LLC 20

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Local elements Icon suitability Imagery, Photographs NavigationArts, LLC 21

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Local elements Icon suitability Imagery, Photographs NavigationArts, LLC 22

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Lessons Learned NavigationArts, LLC 23

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Lessons Learned 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 NavigationArts, LLC 24

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Closing & Questions NavigationArts, LLC 25

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Results and Plans 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 NavigationArts, LLC 26

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Results and Plans 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 NavigationArts, LLC 27

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY Contact Information • Lisa Diener Director, Membership Marketing Society for Human Resource Management (SHRM) ldiener@shrm.org • Patricia Reyna-Wright Senior Consultant NavigationArts pwright@navigationarts.com NavigationArts, LLC 28

http://blog.navigationarts.com	805
http://www.slideshare.net	18
http://dev.blog.navigationarts.com	6

Leveraging the Web to Extend Global Reach: SHRM India Case Study

by NavigationArts on Jan 28, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 829

Statistics

Leveraging the Web to Extend Global Reach: SHRM India Case Study — Presentation Transcript