Il percorso di digitalizzazione aziendale passa anche dagli strumenti a disposizione dei dipendenti e da una comunicazione interna che supporti l’evoluzione nel rapporto con i clienti e con i colleghi. Racconteremo il case study della nuova Group Intranet di UniCredit: come è stato creato un concept scalabile con un design partecipativo, come la soluzione è stata testata con oltre 4.000 dipendenti, quali risultati ha portato l’applicazione dello User- Centered Design nell’adozione dello strumento, nella soddisfazione dei colleghi, nel processo di buy-in del progetto e nell’efficacia della comunicazione interna. Head of Social & Digital Internal Communications in UniCredit. Ha coordinato il progetto della nuova Intranet, con cui UniCredit è la prima azienda italiana a vincere l’Intranet Design Annual di Nielsen Norman, riconosciuto per l’applicazione estensiva dello User-Centered Design. Prima di lavorare nell’area Internal Communications, Fabio è stato responsabile Internet & Remote Banking di UniCredit e con il suo team lavora ogni giorno per contaminare i canali digitali interni con approcci, metodologie e user experience proprie del Web per facilitare la diffusione dei contenuti rilevanti per l’azienda e il supportare il lavoro quotidiano dei colleghi. Social media link: Su Twitter condivide la conoscenza #digitalworkplace, #internalcomms, #intranet, #UX, #ESN, #socialmedia, #advocacy @fabiodelton

1. UniCredit Group Intranet: UX matters
IA Summit
Fabio Delton
Head of Social & Digital Internal Communications
Bologna – October 24, 2015

2. “The design of UniCredit's intranet is the result of an exhaustive
development process and amazing collaborative work. UniCredit has
created a flexible framework, full of personalised content that makes
employees happier as well as more productive” (Jakob Nielsen)
UX IS THE NEW BLACK

3. INTERNAL NEEDS AT STARTING POINT
Redundancy & duplication of content
No homogeneous style and messages
No homogeneous user experience
No intranet common communication governance
Many different platforms:
− belonging to different companies;
− belonging to different professional families in one company;
− aimed at satisfying different needs;
− growing IT costs.

4. GOAL: “A single entry point”
“Towards a Digital Workplace”
TIME TO GET A FRESH START
HOW TO: “Co-design with main stakeholders“
“Get the internal buy-in”

5. The Concept
INITIAL PHASE
INTERMEDIATE
FINAL
LOCAL
PORTALS
GROUP
INTRANET
INTRANET OF THE
ENTITY
LOCAL
PORTALS
GROUP
INTRANET
INTRANET OF THE
ENTITY
LOCAL CONTENT
Intranet as a single
entry point
Main Changes:
• New features & templates
• Information architecture
OLD
INTERNATIONAL
INTRANET
INTRANET OF THE
ENTITY
The Group Intranet represents the first important step towards being able to gradually replace the Group's local
intranets. It provides a scalable framework to meet the future needs of the countries and entities that will join it.

6. METHODOLOGY
Starting from the end user needs

7. “IT TAKES A VILLAGE”

8. LIFELONG COOKING PROCESS

9. SEVERAL METHODS APPLIED…

10. …WITH ITERATIVE PROCESS ON DIFFERENT ASPECTS
User
Interaction
Information
Architecture
Look
& Feel
Content
Management
System
Concept

11. CONCEPT OUTLINED BY THE PROJECT TEAM
AND TESTED BY THE USERS (COLLEAGUES / EDITORS)

12. The EIGHT PILLARS
Practical Applications
12

13. #1 Home page as entry point
Research Line
13
Mock-upPaper Prototyping Online testing

14. #1 Home page as entry point
Design line
142010 2013
About Doubled
the Daily Visits.
X
2014

15. UniCredit Digital Internal Channels Framework
Group Intranet OneNet Scrivania Commerciale Search
Entry Point
Institutional + HR
Content
Access to other
digital internal
objects (support,
dashboards,
tools…)
Enterprise
Social Network
eCollaboration
Access to
«social add-
ons»
Operative Intranet
Business Content
Cross Site Search

16. #2 Information Architecture
16
Research Line
Treejack
waves
Card Sorting Expert ReviewContent mapping

17. Wave 2
Direct Success 21%
Indirect Success 20%
Failures 59 %
Direct Success 31%
Indirect Success 25%
Failures 40 %
Wave 1
#2 Information Architecture
Design line
17
More than doubled the
User Satisfaction rate.
X

18. Script: Where would you expect to find information about professional growth for managers and internal
talents in UniCredit?
Success was much-improved over Wave 1 results (increased from 10% to 50%).
The majority (80%) of first clicks were in the correct category (Employee Services), so users
were headed in the right direction initially, but they still had trouble at Tier 2 deciding between
Career and Learning & Development.
Only 55% selected the right second node.
18
Wave 1 Wave 2
Success 10% 50%
Directness 49% 58%
Time Taken 32 secs 30 secs
Wave 2
#2 Information Architecture:
THE REAL CASE
A good example of what we learn in the IA studies is a sever naming issue our users were facing
in Employee Services section.

19. #4 Enhanced Editorial Formats (front end+CMS)
Research Line
19
Co-designOngoing Workshops Contextual Feedback Web Analytics

20. Design line
20
2010 2014
About tripledthe
News publication Speed.
X
#4 Enhanced Editorial Formats (front end+CMS)

21. #5 Multilanguage
Research Line
21
User test Editor centered

22. #5 Multilanguage
Design line
22
From 2013
Language Versions
available for colleagues.

23. #7 Personalization
Research Line
23
One2One User Test Remote User Test

24. #7 Personalization
Design line
24
2011 2012 2013
More than fourfoldthe
Personalization Rate.
X

25. #8 Search Features
Research Line
25
Eye Tracking Expert Review

26. #8 Search Features

27. #8 Search Features
Design line
27
Before After
More than two third faster
Content Retrieving.+ %

28. Top bar lets the user switch from one channel to
another and change the language
Highlights from the News & Events section
Content and people search
Intuitive information architecture
UniCredit stock trends
Short cuts to users' most used tools – selected by
editors - and users' favourite tools that can be
selected by users from a catalogue
Top stories carousel
Direct access to OneNet (UniCredit professional
social network), its communities and workspaces
Highlights from the other sections
Widgets personalised by the user
PILLARS: TRANSLATION INTO FEATURES

29. RESULTS
NEW vs FORMER INTRANET
Daily visitors percentage increase
+ %
Time to retrieve a content
%
Overall user satisfaction
from 38to79%
Bounce rate
%
Average publishing time
%

30. 1. Invest in User-Centered Design: worth it
2. Use a variety of research methods and combine them with statistics
3. Steal from the Web
4. Develop internal skills on UCD
5. Design is not a democratic process
6. Content is still king
7. User tests can be great for fostering internal marketing efforts
8. Think big, start small, and measure it
LIFE IS TOO SHORT FOR BAD UX

31. THANK YOU!
Fabio Delton
it.linkedin.com/in/fabiodelton
fabio.delton@unicredit.eu
@fabiodelton