Designing the Experience of Information Retrieval

Joe Lamantia Strategic Planner & Experience Architect 15 years: design, technology, business write & speak : user experience – ubicomp JoeLamantia.com @mojoe

Today’s Menu Situation Understanding Audiences Modes Patterns Lifecycles Structures (Really) Understanding Audiences

Situation

Understanding Audiences

Modes

Patterns

Lifecycles

Structures

(Really) Understanding Audiences

The Situation

Surveyor Project Profile Client: Leading Provider of Credit Ratings, Research and Risk Analysis for Fixed-Income Securities and Other Obligations Business Need: Evolve the website into a more compelling information delivery environment that is superior to competitor sites, promotes the company’s overall business objectives, and meets the needs of business users, shareholders, issuers and investors Strategic Goals Usability : Identify usability issues and recommend areas of improvement to ensure that customers and stakeholders will use it because they want to, not because they have to Scalability : Define a site architecture that is clearly capable of supporting future increases in user base and functional capability Flexibility : Define a site structure that allows for functional enhancements to made easily within a reasonable time-to-market Reliability : Verify that the right architectural components, monitoring tools and operational practices are being used to ensure that the site is stable and continues to run smoothly Manageability : Develop a build vs. buy strategy that makes the most efficient use of internal resources Partnership with Keane Information Collection and Business Process Transformation

Client: Leading Provider of Credit Ratings, Research and Risk Analysis for Fixed-Income Securities and Other Obligations

Business Need: Evolve the website into a more compelling information delivery environment that is superior to competitor sites, promotes the company’s overall business objectives, and meets the needs of business users, shareholders, issuers and investors

Strategic Goals

Usability : Identify usability issues and recommend areas of improvement to ensure that customers and stakeholders will use it because they want to, not because they have to

Scalability : Define a site architecture that is clearly capable of supporting future increases in user base and functional capability

Flexibility : Define a site structure that allows for functional enhancements to made easily within a reasonable time-to-market

Reliability : Verify that the right architectural components, monitoring tools and operational practices are being used to ensure that the site is stable and continues to run smoothly

Manageability : Develop a build vs. buy strategy that makes the most efficient use of internal resources

Current Limitations Barriers to Ratings and Research Expansion Clients can only realize the value of Client research if they can find it Business Impacts Detracts from the value of Client ratings and research Limits ability to attract and retain “non-captive” customers in new markets User Issues Ineffective Basic & Advanced Search No document cross-referencing Ability to browse content tedious at best Client.com “quick search” for “British Air”; no search results found ! “ Quick search” by “Ticker” for BAY.L; no search results found ! “ You have to know what you’re looking for” — Senior Credit Analyst, AIG Global Investment Group Example Scenario: Search for Relevant Research Senior Credit Analyst Advanced Search; non-intuitive interface ! Leaves Client.com and finds desired content on competitor’s website !

Clients can only realize the value of Client research if they can find it

Business Impacts

Detracts from the value of Client ratings and research

Limits ability to attract and retain “non-captive” customers in new markets

User Issues

Ineffective Basic & Advanced Search

No document cross-referencing

Ability to browse content tedious at best

Problem Example: Barriers to Value Perception “ I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…” — Director, Global Ratings Advisory Detail page contains assorted links and tabs; content not on one page ! Related Research tab shows a seemingly random list of assorted documents ! Research is split across a number of ill-defined doc types, published at different times ! Goes to competitor’s site first, because competitor’s site is easier to use ! A poor user experience lowered perceptions of Client Example Scenario: View Latest Research Ratings Advisory User Issues Research content is inconsistent Related research functions are ineffective Sites are difficult for users to understand and navigate Business Impacts Hampers deepening of relationships with established clients Detracts from the company’s reputation as an authoritative source of high quality info

User Issues

Research content is inconsistent

Related research functions are ineffective

Sites are difficult for users to understand and navigate

Business Impacts

Hampers deepening of relationships with established clients

Detracts from the company’s reputation as an authoritative source of high quality info

Information Retrieval Goals and Recommendations Recommendations Develop an information taxonomy and ontology Extend metadata collection Implement a robust search architecture Build user-centric search interfaces Goals Provide enhanced support for related research identification and retrieval Implement robust document and content categorization to enable more effective keyword searches Enable efficient topical searching of all documents and content Develop advanced search capabilities that align to industry best practices

Recommendations

Develop an information taxonomy and ontology

Extend metadata collection

Implement a robust search architecture

Build user-centric search interfaces

Goals

Provide enhanced support for related research identification and retrieval

Implement robust document and content categorization to enable more effective keyword searches

Enable efficient topical searching of all documents and content

Develop advanced search capabilities that align to industry best practices

Information Retrieval Build User-Centric Search Interfaces Integrated and full-featured search interfaces will increase the effectiveness of Client search Client.com N/A N/A Current State Future State Search Suggestions (i.e. Did you mean?) Matching Issuers (grouped by business line) Matching Research (Document Title) Matching Research (Full Text) Other Matches (i.e. site content, products, etc…) Search Results Did you mean? Refine Search Save Search Modify Alerts Matching Issuers Matching Research Other Results Suggest Alternate Searches Provides alternate search terms such as corrections of CRSspelled words Group Results Provides user with context to help interpret result sets Integrate Results Improves usability of the search interfaces Increases the probability of finding the desired result Provide Other Matches Includes non-research document content such as Rating Definitions eliminating need for users to know what content is and is not searched Support Derivative Actions Allows refinement of search criteria based on initial results Enables saving search criteria for future use Provides framework to modify alerts preferences based on search results (and/ or setup RSS feeds)

Integrate Results

Improves usability of the search interfaces

Increases the probability of finding the desired result

Provide Other Matches

Includes non-research document content such as Rating Definitions eliminating need for users to know what content is and is not searched

Support Derivative Actions

Allows refinement of search criteria based on initial results

Enables saving search criteria for future use

Provides framework to modify alerts preferences based on search results (and/ or setup RSS feeds)

36-Month Roadmap Phase 3: Integration & Flexibility Phase 2: Consolidation & Scalability Phase 1: Foundation & Usability Track 1: Information Retrieval Track 2: Unified Service Delivery Track 4: Governance Architecture, Design, & Vendor Selection Search Baseline POC Metadata Collection Baseline Taxonomy/Metadata Mgmt. Baseline Taxonomy/Metadata Mgmt. Automation Support Metadata Collection Automation Support Search Term Expansion Aggregated Market-Centric Pages Track 3: Global Site Support UE Diff. UE POC Site Architecture & Design Core Web Site Implementation Country/Lang Selector Affiliate Integration Support Improved Local Language Support Migration Planning Data Architecture Foundation Imp. Product Migration Migration Planning Global Site Migration Taxonomy/Metadata Mgmt. Social Tagging Search Key Identification Metadata Collection Social Tagging Ongoing Governance & Oversight Product Lifecycle Process Improvement UE Governance Arch Governance Tax./Ont. Governance Content/Publication Governance Governance Planning

What Were We Supposed to Do? The Surveyor resulted in a series of recommendations and a roadmap for implementation; the Client.com projects discussed in this case study focused on the highlighted objectives Track 1: Information Retrieval Projects focused on making it easier for Client’s customers to find information on Client.com Track 4: Governance Projects and ongoing oversight focused on establishing and maintaining quality, consistency, and integration across Client.com and the products Track 3: Global Site Support Projects focused on supporting international growth by extending Client.com features to regional sites Track 2: Unified Service Delivery Projects focused on improving the usability, scalability, and flexibility of Client.com Redesign the Client.com UI and structure Integrate research, data, and analytical tools Consolidate & standardize content presentation Integrate regional/localized sites with Client.com Implement a high quality search capability Implement a reusable services-based architecture Standardize the way data is published to Client.com Establish empowered site oversight groups Implement streamlined product lifecycle governance Objectives Roadmap

The Surveyor resulted in a series of recommendations and a roadmap for implementation; the Client.com projects discussed in this case study focused on the highlighted objectives

Redesign the Client.com UI and structure

Integrate research, data, and analytical tools

Consolidate & standardize content presentation

Integrate regional/localized sites with Client.com

Implement a high quality search capability

Implement a reusable services-based architecture

Standardize the way data is published to Client.com

Establish empowered site oversight groups

Implement streamlined product lifecycle governance

Understanding Audiences

Audience Scope Address the full spectrum of global finance Worldwide and real time All activities & topics 700,000 documents Refresh 1000 / day Diverse formats; pdf, doc, txt Millions of data points (ratings) Qualitative and quantitative 25 Services & products on-line Combining documents and data Business intelligence, analysis / synthesis capabilities Multiple delivery channels Web applications, desktop applications, data feeds, document repository, web repository Diverse customers 100,000 users All perspectives

Address the full spectrum of global finance

Worldwide and real time

All activities & topics

700,000 documents

Refresh 1000 / day

Diverse formats; pdf, doc, txt

Millions of data points (ratings)

Qualitative and quantitative

25 Services & products on-line

Combining documents and data

Business intelligence, analysis / synthesis capabilities

Multiple delivery channels

Web applications, desktop applications, data feeds, document repository, web repository

Diverse customers

100,000 users

All perspectives

Understanding Experiences Why are people here?

Why are people here?

Understanding Experiences “ To retrieve information”

“ To retrieve information”

Understanding Experiences What are people doing?

What are people doing?

Understanding Experiences “ Retrieving information”

“ Retrieving information”

Design Research

Understanding User Goals Read operating guidelines Review installation instructions Scan technical support requests Review technical specifications Raw Goals

Understanding User Goals Root Goal Review “ To examine in detail”

User Goals To Assess means to make a judgement or decision about, considering relevant factors To Compare means to review the similarities and differences of two or more examples of the same type of thing by looking at them in detail To Find means to learn the location and status of To Identify means to distinguish by the use of specific criteria To Locate means to become aware of where and how a thing may be found, and / or contacted.

To Assess means to make a judgement or decision about, considering relevant factors

To Compare means to review the similarities and differences of two or more examples of the same type of thing by looking at them in detail

To Find means to learn the location and status of

To Identify means to distinguish by the use of specific criteria

To Locate means to become aware of where and how a thing may be found, and / or contacted.

User Goals To Monitor means to track the status and location of To Obtain means to acquire and retain for other purposes To Review means to examine in detail To Save means to store and keep To See means to be presented with in a manner that makes assumed relationships or characteristics apparent To Understand means to consider all available points of view or sources of information on a topic / item / situation, and formulate an opinion and frame of reference for one’s own purposes.

To Monitor means to track the status and location of

To Obtain means to acquire and retain for other purposes

To Review means to examine in detail

To Save means to store and keep

To See means to be presented with in a manner that makes assumed relationships or characteristics apparent

To Understand means to consider all available points of view or sources of information on a topic / item / situation, and formulate an opinion and frame of reference for one’s own purposes.

Concept Maps

Understanding User Goals Analyst report Issuer Rating Country Information Objects Security Insurer Rating Type

Understanding User Goals Concrete Goal “ Root goal + [information object]” Review ratings Review issuers Review securities Review reports Review rating types

User Goals

User Needs

“ Personas”

Audiences Group 1 Client Customers Group 1 Needs/Goals: Personalized content offered before search Balanced portfolio of finding tools Stable destinations for common IR scenarios Monitoring and syndication capabilities to support internal workflows, processes Group 1 Key Opportunities: Reduce reliance on search behavior and functionality for all IR needs Present commonly needed items on homepage and throughout site Create destinations supporting IR scenarios for related items, common focuses Information needs range from constant monitoring of activity to semi-annual gathering of slow cycle publications

Group 1 Needs/Goals:

Personalized content offered before search

Balanced portfolio of finding tools

Stable destinations for common IR scenarios

Monitoring and syndication capabilities to support internal workflows, processes

Group 1 Key Opportunities:

Reduce reliance on search behavior and functionality for all IR needs

Present commonly needed items on homepage and throughout site

Create destinations supporting IR scenarios for related items, common focuses

Audiences Group 2 Client Users (non-paying) Group 2 Needs/Goals: Satisfy diverse IR needs that do not support credit buy/ sell decisions Understand range and value of Client.com capabilities and offerings to support future purchase decisions Monitor Client responses to events and outside activities Group 2 Key Opportunities Introduce componentized offerings to increase conversion Cross-reference content and offerings Tailored account types and access levels to increase user experience quality for specialist imperatives (regulatory) Access to limited types of information is needed on regular basis

Group 2 Needs/Goals:

Satisfy diverse IR needs that do not support credit buy/ sell decisions

Understand range and value of Client.com capabilities and offerings to support future purchase decisions

Monitor Client responses to events and outside activities

Group 2 Key Opportunities

Introduce componentized offerings to increase conversion

Cross-reference content and offerings

Tailored account types and access levels to increase user experience quality for specialist imperatives (regulatory)

Client Services Group 3 Client Services Needs/Goals Rapid and effective IR capability spanning all Client offerings Call management integrated with publishing, other metadata Case management capability Client Services Key Opportunities Integrate customer service and Client.com account management processes (update user profiles while talking) Focused tools for specialized IR needs Access to all types of information is needed at every moment of every day

Client Services Needs/Goals

Rapid and effective IR capability spanning all Client offerings

Call management integrated with publishing, other metadata

Case management capability

Client Services Key Opportunities

Integrate customer service and Client.com account management processes (update user profiles while talking)

Focused tools for specialized IR needs

Client Analysts Group 4 Analysts Needs/Goals Easy access to research written by other Client analysts Views of underlying data to support analysis when talking with customers Ability to monitor publications on topics and industries related to their expertise Analysts Key Opportunities Change perceptions of IR effectiveness by creating focused tools for specialized IR needs Create focused tools for other job needs, such as document management Provide cross-reference capabilities Access to all types of information is needed at every moment of every day

Analysts Needs/Goals

Easy access to research written by other Client analysts

Views of underlying data to support analysis when talking with customers

Ability to monitor publications on topics and industries related to their expertise

Analysts Key Opportunities

Change perceptions of IR effectiveness by creating focused tools for specialized IR needs

Create focused tools for other job needs, such as document management

Provide cross-reference capabilities

IR Requirements

Understanding Experiences How are they doing __?

How are they doing __?

Modes

Modes “… a broad but identifiable literary method, mood, or manner that is not tied exclusively to a particular form or genre.” http://en.wikipedia.org/wiki/Mode_(literature)

“… a broad but identifiable literary method, mood, or manner that is not tied exclusively to a particular form or genre.”

4 Modes of Information Retrieval Seeking & Finding Visiting Stable Destinations Monitoring Taking Delivery

4 Modes of Information Retrieval

Seeking & Finding

Visiting Stable Destinations

Monitoring

Taking Delivery

Seeking & Finding Seeking & Finding The seeking mode focuses on traditional searching, but includes other activities such as narrowing sets using cumulative parameters, finding with/in faceted systems. The key characteristic of seeking mode is that, users bring the situations and contexts (like search results) they encounter into existence by seeking them out. When seeking, users encounter fluid destinations within the larger information environment based on what they are looking for, and how they are looking for it. A classic example of seeking mode is a user who poses an ad-hoc query via a search interface, and sorts through the list of search results returned in response. Seeking & Finding

Seeking & Finding

The seeking mode focuses on traditional searching, but includes other activities such as narrowing sets using cumulative parameters, finding with/in faceted systems.

The key characteristic of seeking mode is that, users bring the situations and contexts (like search results) they encounter into existence by seeking them out.

When seeking, users encounter fluid destinations within the larger information environment based on what they are looking for, and how they are looking for it.

A classic example of seeking mode is a user who poses an ad-hoc query via a search interface, and sorts through the list of search results returned in response.

Seeking & Finding Seeking & Finding Finding could take the form of active searching by posing queries to a search-style input experience. Finding could also take the form of refining a list of potentially useful items based on facets of the content. Users may not know in advance what finding activities will yield. Users may receive a set of search results that includes many different types of items, from many different authors or content sources that conceptually relate to what they began looking for based on mappings of terms and concepts. Seeking & Finding

Seeking & Finding

Finding could take the form of active searching by posing queries to a search-style input experience.

Finding could also take the form of refining a list of potentially useful items based on facets of the content.

Users may not know in advance what finding activities will yield.

Users may receive a set of search results that includes many different types of items, from many different authors or content sources that conceptually relate to what they began looking for based on mappings of terms and concepts.

Destinations Visiting Stable Destinations When visiting stable destinations, users encounter stable places within the information environment that exist regardless of the user's activities. Destinations will offer users a set of things they know in advance and expect to encounter. Persistence could be conceptual only, reflected in navigation elements, or made part of the user experience via any number of mechanisms. All destinations have a focus of some kind, such as a topic, or product, or event, and may be defined by the intersection of several focuses, such as products or documents created by one person that are related to a topic or event. Visiting Stable Destinations

Visiting Stable Destinations

When visiting stable destinations, users encounter stable places within the information environment that exist regardless of the user's activities.

Destinations will offer users a set of things they know in advance and expect to encounter. Persistence could be conceptual only, reflected in navigation elements, or made part of the user experience via any number of mechanisms.

All destinations have a focus of some kind, such as a topic, or product, or event, and may be defined by the intersection of several focuses, such as products or documents created by one person that are related to a topic or event.

Destinations Visiting Stable Destinations Destinations could take the form of pages that assemble content, research, ratings, and functionality either dynamically based on business rules and profile information or manually selected by Client.com staff or the users. Destinations will likely change based on business rules and user context, as well as changes in the items available within the environment. A good example of a stable destination is the Arts page of the New York Time online; the articles and the art they concern change constantly, yet users know what to expect when they visit. The page is a visible part of the environment conceptually (as a category) and in terms of navigation, and is easily accessible directly from outside the environment. Visiting Stable Destinations

Visiting Stable Destinations

Destinations could take the form of pages that assemble content, research, ratings, and functionality either dynamically based on business rules and profile information or manually selected by Client.com staff or the users.

Destinations will likely change based on business rules and user context, as well as changes in the items available within the environment.

A good example of a stable destination is the Arts page of the New York Time online; the articles and the art they concern change constantly, yet users know what to expect when they visit. The page is a visible part of the environment conceptually (as a category) and in terms of navigation, and is easily accessible directly from outside the environment.

Monitoring Monitoring

Monitoring Monitoring Monitoring effectively extends the user experience and information retrieval capabilities beyond the boundaries of the originating environment, and allows users to know in advance what they will find or encounter when they enter the environment. For example, a user may wish to monitor the publications concerning an issue in their portfolio; while the contents of new publications would vary, every notification they receive would concern a known issue. Monitoring requires messages or communication tokens, commonly email, RSS, or SMS, but could take many other forms as well. Monitoring

Monitoring

Monitoring effectively extends the user experience and information retrieval capabilities beyond the boundaries of the originating environment, and allows users to know in advance what they will find or encounter when they enter the environment.

For example, a user may wish to monitor the publications concerning an issue in their portfolio; while the contents of new publications would vary, every notification they receive would concern a known issue.

Monitoring requires messages or communication tokens, commonly email, RSS, or SMS, but could take many other forms as well.

Delivery Delivery In this mode, users do not have to enter the environment at all to retrieve information, enabling them to further goals without increasing acquisition costs or effort. Delivery could take the form of packages of documents or other content dispatched to users via numerous channels, such as RSS, email, SMS, etc. Receiving delivered items is the least active mode we defined for users, allowing them to retrieve information without actively seeking, visiting a destination, or monitoring the environment. Good examples of delivered information are the iconic stock ticker, RSS feeds for blog postings, and email publications. Delivery

Delivery

In this mode, users do not have to enter the environment at all to retrieve information, enabling them to further goals without increasing acquisition costs or effort.

Delivery could take the form of packages of documents or other content dispatched to users via numerous channels, such as RSS, email, SMS, etc.

Receiving delivered items is the least active mode we defined for users, allowing them to retrieve information without actively seeking, visiting a destination, or monitoring the environment.

Good examples of delivered information are the iconic stock ticker, RSS feeds for blog postings, and email publications.

Monitoring Seeking Visiting Stable Destinations Delivery Fluidity Activity

Scenarios

Scenarios Forward looking Narrative Communicate Vision Speaks local language Persona > Goal = Experience

Forward looking

Narrative

Communicate Vision

Speaks local language

Persona > Goal = Experience

Understanders and Decision Makers Scenario: Evaluate New Issue William C. | Credit Analyst Customer evaluates new issue quickly William, a Credit Analyst, sees in his Bloomberg console that a hospital he watches has offered a new issue. William turns to Client.com, and searches for information on the issue by entering the CUSIP. William is taken directly to the destination for the new issue. The destination lists initial ratings and research for the issue. William also finds the most recent publications on the issuer and the industry the issuer belongs to, and a link to the destination for the issuer. The issue destination also offers a list of peer issuers (similar hospitals, or in the same region), as well as their senior un-secured ratings. A summary and extract of Client most recent credit opinion on the issue and issuer appears as well. William reads the summaries, considers the ratings, and formulates an opinion about the new issue based on the collected information Client.com presented. F S F S F S F S F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

Research and Ratings Originators Scenario: Rate New Issuer Rebecca M. | Client Analyst Client Analyst understands new domain to rate a new issuer Rebecca is a Banking Analyst for Client, focused on Latin American banks. She needs to rate a new issuer - a Chilean bank whose parent company is domiciled in Japan. Rating this issuer requires Rebecca to understand subjects outside her expertise. Rebecca visits the Latin American banking group destination. She is offered links to destinations for new issuers, all analysts tracking Latin American banks, and recent rating actions taken on issues in Latin American banking. With an overview of the activity in her field by other analysts,Rebecca moves on to the linked new issuer page, which collects all recent publications concerning the issuer, shows the latest rating available for the Japanese parent company, and links to the destination for the parent company. Rebecca visits the destination for the Japanese parent. Here she reviews current ratings and the ratings history for the parent, as well as a summary of the most recent credit outlook and credit opinion Client has published about the parent. Rebecca has stronger context, but would like to speak with someone who knows more about Latin American regional economics, and Chilean fiscal policy. She visits the destination for Latin America, which identifies appropriate analysts from the Sovereign Group, and offers recently published research discussing major trends in econoimc development across the region. Rebecca contacts two of the analysts, to discuss specific questions on economic factors in Latin America, and trends in Chile’s fiscal policy. With her more complete understanding, Rebecca is confident she can rate the Chilean issuer properly. S S S S S F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

Reference Users Scenario: Researching Complex Topic Peter N. | Corporate Librarian Non-expert assembles research on complex topic Peter, a Corporate Librarian, must respond to a request from an Analyst for the research that Client has published on the after effects of the Asian currency collapse. Peter logs on to Client.com. This is a new topic he has not researched before, so he chooses to directly enter a query for “asian currency collapse effects” covering all types of research. The returned results suggest that Peter would be interested in a special topic, “The Asian Financial Crisis”. The results also provide Peter suggestions for related special topics, such as “Korean Financial Market”, and links to destinations for all suggested special topics. The results list items for Peter’s query, and the special topic Asian Financial Crisis. He saves links to both topics. Peter can search again, automatically using the special topics as a basis for the new query, applying additional parameters to the combined query as needed. Peter refines the query, using terms related to the request such as corporate governance, and setting the scope to specific countries the analyst is interested in, such as Korea and Singapore. Peter sorts the returned results by date, and filters out several types of publications he does not need to satisfy the request, and chooses five pieces of research to download at once, in the format the analyst prefers. Peter includes the saved links to the special topic destinations in his response to the analyst’s request. Peter dispatches the downloaded files to the analyst. F F S F S F F F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

Understanders and Decision Makers Scenario: Monitor Portfolio (Activity / Research) Anike W. | Portfolio Manager Track research published across portfolio of issuers Anike manages a portfolio of credit issues from a large number of issuers. She has created several groups of issuers on Client.com to help her monitor the changes in Client view of the issues and issuers in her portfolios. Anike regularly visits the destinations for her groups to see what new research of interest to her is available. Anike’s group destinations provide a list of recent rating actions for her issuers, gather links to all new research of chosen types on the issues, list industries covered by the group, indicate new research published on the issuers, and offer destinations for the regions where issues are domiciled. Anike needs to know immediately of any changes in the outlook for one issuer in the news for potential difficulties. She creates an alert that will send her notice of an rating action or new research mentioning this issuer or issue. Anike may need to change the mix in her portfolio. Her groups destination includes a cross-reference link to information on three issuers in her group offered by the Market Implied Ratings product. Anike’s firm may purchase MIR, so she follows the link. S M S M S M S M S M F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

Reference Users Scenario: Customer Support Margaret T. | Client Service Desk Service desk assists customer A frustrated customer calls the Client Service Desk to retrieve the Annual Default Study, without checking Client.com. After many failed attempts in the past, the customer refuses to try finding things on Client.com… Margaret locates the Annual Default Report in the list of “Most Requested Items” Margaret asks what file format the customer prefers. She emails the Annual Default Study to the customer. She offers to explain three easy ways to obtain the study that are faster than calling. Margaret recommends using the “Most Requested Items” list which gathers the most needed publications across all business lines and document types. She explains where the list appears at key locations throughout Client.com, such as the home page. She tells the customer how to directly download the latest version of the ADR and other commonly needed publications in a variety of file formats. Margaret also tells the customer how to bookmark the destination page for the Annual Default Study, where the latest version is always available. She explains how the customer can set an alert to be notified when the Annual Default study is updated. She describes different delivery channels for the alerts, email, RSS, etc. The customer does not want to receive any additional alerts. Margaret explains how the customer can have the latest version of the Annual Default Study automatically sent out. The customer asks how to set this up. Margaret guides the customer through setting up a subscription to the Annual Default Report by activating this feature (from the bookmarked destination page, or other locations). The customer thanks Margaret for making things easier to find without mistakes, wasted time, or making many phone calls. F Finding Stable Destination Monitoring Delivery S M D S D D S M M S S IR Modes Referenced

Understanders and Decision Makers Scenario: Understand & Interpret Methodology Simon L. | Ratings Advisor Customer quickly locates methodology documents Simon, a ratings advisor at an investment bank, needs to understand Client method for rating asset backed securities.. Simon logs on to Client.com. Simon is presented with recent and frequently requested publications in the area of structured finance, based on his role, profile, and interests. Simon wants a longer term view of Client methodologies for structured finance. He navigates to the linked destination for all methodology publications, and focuses on the segment for structured finance. Simon quickly locates the methodology publications pertaining to asset backed securities. He selects several that meet his needs, indicates that he wants them added to a new packet of documents for later use. Simon chooses to download the methodology documents immediately, as well as save the packet for later. He reviews the packet, chooses the file format, and downloads the individual files all at the same time. On the methodologies page, Simon sees a reference to a recorded Client briefing on emerging markets methodologies. He reviews the summary of the briefing. It includes a list of the other topics addressed in the call, as well as the agenda and Client participants. Simon begins listening to the recorded, to see if he should listen to the entire briefing now, later, or at all. While listening, Simon recognizes the name of a Client analyst in the list of participants. He follows the link to the destination page for the analyst, to see if the analyst has written any interesting publications recently. Simon stops and bookmarks the recorded briefing for later, and begins to review the downloaded methodology documents. S M S M S S S S S F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

Patterns

Patterns Repeated combinations of the modes Spans goals, roles, objects, products, channels Encourages long-term perspective

Repeated combinations of the modes

Spans goals, roles, objects, products, channels

Encourages long-term perspective

Information Retrieval Patterns Seeking Seeker Visiting Stable Destinations The Seeker is looking for something. Once found, the Seeker goes elsewhere to accomplish other goals.

Information Retrieval Patterns Delivery Regular Customer Visiting Stable Destinations The Regular Customer visits the same destination(s) consistently for the same reasons. Then the Regular Customer realizes they can save the time and effort of visiting, and switches modes to have the things they need delivered directly to them.

Information Retrieval Patterns Seeking Seeking Explorer Visiting Stable Destinations The Explorer is learning about a new (or changed) environment; exploring it's structure, contents, laws, etc. The Explorer may do this for their own purposes, or for others.

Information Retrieval Patterns Initial Subscriber Seeking Delivery Visiting Stable Destinations The Initial Subscriber seeks what is needed, finds the things needed, goes to their location(s), and then chooses to have these things delivered to allow them to seek other things.

Information Retrieval Patterns Vigilant Subscriber Monitoring Delivery Visiting Stable Destinations The Vigilant Subscriber makes effective use of monitoring and delivery, followed up with visitation of destinations, to ensure they do not miss out on anything that might be useful to them within the environment.

Information Retrieval Patterns Skydiver External Referrer The Skydiver makes a bold entrance from outside the environment, and lands precisely on target. Visiting Stable Destinations

Information Retrieval Patterns Watchdog Seeking Monitoring The Watchdog first finds things, and then places them under careful watch.

Information Retrieval Patterns Returned Expatriate Seeking Delivery Visiting Stable Destinations Monitoring The Returned Expatriate was away, and is back again. They begin by revisiting known places, then seek out what has changed, monitor changes for a while, and eventually begin to have valuable things delivered.

Information Retrieval Patterns Vigilant Customer Monitoring Delivery Visiting Stable Destinations The Vigilant Customer comes by often, but wants to be sure, and so monitors things from afar for a while before deciding delivery is more effective.

Information Retrieval Patterns Curious Subscriber Seeking Delivery Visiting Stable Destinations The Curious Subscriber has things delivered regularly, but visits all the same to see what else may be available. And just to be sure, they seek out the things they suspect are here, but cannot see immediately.

Lifecycles

Lifecycles Link patterns Longer evolutionary arcs Support strategic planning Anticipate needs Product management Service design

Link patterns

Longer evolutionary arcs

Support strategic planning

Anticipate needs

Product management

Service design

Lifecycles Seeker Seeking Visiting Stable Destinations Regular Customer Delivery Visiting Stable Destinations

Lifecycles Regular Customer Delivery Visiting Stable Destinations Vigilant Subscriber Monitoring Delivery Visiting Stable Destinations

Lifecycles Skydiver External Referrer Visiting Stable Destinations Regular Customer Delivery Visiting Stable Destinations

Structures

Structures Conceptual design for experiences Addresses interaction, IA, content strategy Cross media

Conceptual design for experiences

Addresses interaction, IA, content strategy

Cross media

Environmental Context For IR Activities Focus Global Local Regional Global

Seeking Experience Focus-based Seeking Local Seeking Focus Delivery Focus Monitoring Regional Seeking Global Seeking

Seeking Experience Local Seeking Local Seeking Local Monitoring Regional Seeking Global Seeking

Seeking Experience Regional Seeking Regional Monitoring Regional Seeking Global Seeking

Seeking Experience Global Seeking Global Monitoring Global Seeking

Destination Experience Focused Destination Local Seeking Focus Delivery Focus Monitoring Regional Seeking Global Seeking

Destination Experience Local Destination Local Seeking Local Monitoring Regional Seeking Global Seeking Local Delivery

Destination Experience Regional Destination Regional Monitoring Regional Seeking Global Seeking Regional Delivery

Destination Experience Global Destination Global Monitoring Global Seeking Global Delivery

Design

User Experience Reconciliation Design Integration Track 1: Information Retrieval Surveyor Track 2: Unified Service Delivery Interviews & Findings User Roles + User Needs = Matrix Personas Scenarios Monitor credit risk over time Learn about Client Understand the rating agency Identify and compare entities Access ratings, research & opinion Perform customer service Perform credit risk analysis Search for Relevant Research Learn about Client View Latest Research Evaluate New Product Understand Methodology Monitor Portfolio Researching Complex Topic Respond to Customer Call Evaluate/Rate New Issue

Design Highlights The analysis work helps to drive the High-Level Design; to review the design we’ll be focusing in on three key design highlights and using a typical user scenario to illustrate the design Example Scenario: View Latest Research Starting at the Client Rating Service homepage Robert searches for an issuer The issuer page logically organizes all of the relevant content; Robert reads Client opinion The search results enable him to refine the results, he selects to view the desired issuer Robert Jensen Senior Credit Analyst Design Highlights » Two Site Experiences Differences between the “Corporate Users” and the other user groups are addressed by two separate and distinct site experiences Balanced Finding Tools Users can find content by dynamically searching and/or selecting browse categories that are meaningful to them At-A-Glance Pages All the information Client offers for a particular entity is presented in a structured and organized fashion 1 Home 2 Browse 3 Issuer

The analysis work helps to drive the High-Level Design; to review the design we’ll be focusing in on three key design highlights and using a typical user scenario to illustrate the design

Surveyor Example Concept Page Consistent Framework Page Title Ratings List Tile Highlighted Research Tile Research List Tile Interactive MIR Tile Interactive Reference Tile Research Research Research Analyze Learn Analyze Product Promotion Tile A page integrates a number of functional tiles within a consistent site framework

Wire Frame

Wire Frame

Wire Frame

Wire Frame

None of this was built.

Fortunately.

Understanding Audiences

User Feedback

User Feedback

User Assessment of IR Capabilities Overall, user needs are not supported by finding mechanisms and modes Searching emphasized over all other information seeking modes / behaviors Users must rely on search to meet needs better supported by other mechanisms Users must search to accomplish even simple IR goals Content not offered to users to attempt to meet their needs or goals

Overall, user needs are not supported by finding mechanisms and modes

Searching emphasized over all other information seeking modes / behaviors

Users must rely on search to meet needs better supported by other mechanisms

Users must search to accomplish even simple IR goals

Content not offered to users to attempt to meet their needs or goals

User Assessment of IR Capabilities User assessment of search is affected by diverse factors: User experience and design of Client.com Metadata on research documents Permissioning errors on research documents Customer support model Metadata management limitations Taxonomy / IA management difficulties Internal publishing processes Siloed products Lack of granularity / compenentization in offerings (products, services, research) Many driving factors lie outside current IR project scope…

User assessment of search is affected by diverse factors:

User experience and design of Client.com

Metadata on research documents

Permissioning errors on research documents

Customer support model

Metadata management limitations

Taxonomy / IA management difficulties

Internal publishing processes

Siloed products

Lack of granularity / compenentization in offerings (products, services, research)

Many driving factors lie outside current IR project scope…

Search experience is the focus of broader dissatisfaction with Client.com ability to meet needs Experience does not meet IR needs and usage patterns Quality and quantity of finding tools lags business model and offerings

Search experience is the focus of broader dissatisfaction with Client.com ability to meet needs

Experience does not meet IR needs and usage patterns

Quality and quantity of finding tools lags business model and offerings

Audiences: Overview of User Groups Client Analysts Client analysts create the valuable research and data delivered to customers via Client.com. Client Analysts specialize in a particular area of the market, and often have contact with customers needing additional clarification or insight into Client actions and viewpoints. Client.com Customers This group includes the range of Client.com customers, from Ratings Advisors to Credit Analysts and Portfolio Managers Client Services This group provides Client.com customers with service and support for the research and data or analytics offerings delivered via the web site. It includes customer facing roles, as well as IT staff, and Issuer Relations. Internal Association External association Client.com Users (non paying) This group utilizes Client.com to support diverse purposes inlcuding research and regulation, that are not connected to a credit issue or other buying or selling decision.

User Research Framework Client Customers Client Analysts Client.com Subscribers Issuer Relations Client Service Desk Research assessed IR needs of internal and external users. All Information Retrieval Needs

User Research Framework Client Customers Client Analysts Client.com Subscribers Issuer Relations Client Service Desk All users rely on Client.com user experience to meet IR needs… All Information Retrieval Needs

User Research Framework Product / Service Delivery (.com) Research Creation Ratings Generation Issuer Relations Customer Support Internal Information Retrieval Needs Internal users assessed spanned major Client processes…

User Research Analysis Product / Service Delivery Research Creation Ratings Generation Issuer Relations Customer Support IR IR IR IR IR Internal users rely on Client.com to support other processes. Internal Process Needs

User opinions of IR capabilities are driven by unsupported usage and expectations.

User opinions of IR capabilities are driven by unsupported usage and expectations.

Internal users have more intense needs and usage patterns Broader range of IR needs More specific IR needs More complex IR needs Greater frequency of use Time pressure Cumulative frustration Reduced forgiveness for error / failures User Assessment of IR Capabilities

Internal users have more intense needs and usage patterns

Broader range of IR needs

More specific IR needs

More complex IR needs

Greater frequency of use

Time pressure

Cumulative frustration

Reduced forgiveness for error / failures

Internal usage patterns expose IR problems more quickly & clearly Internal users represent Client to customers They are expected to know more and have greater capabilities than customers Many roles have customer contact / support aspects User Assessment of IR Capabilities

Internal usage patterns expose IR problems more quickly & clearly

Internal users represent Client to customers

They are expected to know more and have greater capabilities than customers

Many roles have customer contact / support aspects

User assessments of IR differ based on association with Client Users associated with Client have a negative view. Users not associated with Client have a neutral (or positive) view User Assessment of IR Capabilities

User assessments of IR differ based on association with Client

Users associated with Client have a negative view.

Users not associated with Client have a neutral (or positive) view

Solution Recommendations Revise roadmap to address all information needs Provide IR experiences for all levels of structure Modes Patterns Lifecycles Structures

Revise roadmap to address all information needs

Provide IR experiences for all levels of structure

Modes

Patterns

Lifecycles

Structures

Solution Recommendations Offer internal users focused IR solutions and experiences Meet other needs (not IR) with dedicated / integrated solutions Research and publishing Content management Document management Customer support Collaboration

Offer internal users focused IR solutions and experiences

Meet other needs (not IR) with dedicated / integrated solutions

Research and publishing

Content management

Document management

Customer support

Collaboration

Suggested Vision For IR Architecture Product / Service Delivery Research Creation Ratings Generation Issuer Relations Customer Support IR IR IR IR IR Common IR architecture and services supports all needs. Information Retrieval Architecture

Solution Implications Product / Service Delivery Research Creation Ratings Generation Issuer Relations Customer Support Publishing Document Mgmt Collaboration CRM IR IR IR IR IR Internal needs may be better met by dedicated user experiences.

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