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NOTES AND INSIGHTS OF A LARGE,
INTENSE AND STRATEGIC PROJECT:
HSBC BRAZIL INTRANET
JULIANA MARQUES
PAULO FLORIANO
BRAZIL
FOUR MAIN CHALLENGES




     How to sell a major project like this to a large organization like HSBC which has a lot
 1
 ...
SOME NUMBERS OF THE PROJECT




2 year project

    25 templates were developed

     35 departments were involved

      ...
WHAT WE ACCOMPLISHED



  Brazilian intranet is the 5th more acessed intranet of HSBC there are 106 others
  90 consider...
HOWEVER, WE WOULDN’T LIKE TO
TALK ABOUT WHAT WE
ACCOMPLISHED. WE WANT TO TALK
ABOUT HOW WE GOT THE WORK DONE.
WE WOULD LIKE TO SHARE WITH YOU
HOW WE FACED THE FOLLOWING
CHALLENGES


                Not just about IA
1   HOW TO SELL A MAJOR PROJECT LIKE
    THIS TO A LARGE ORGANIZATION LIKE
    HSBC, WHICH HAS A LOT OF OTHERS
    CONCERN...
PROJECT OBJECTIVES VERSUS
COMPANY OBJECTIVES
PROJECT OBJECTIVES EQUALS
COMPANY OBJECTIVES
PROJECT VISION


Project Objectives                                  Company Objectives



                               ...
BEFORE START THE PROJECT, PUT IN
PLACE A MINIMUM GOVERNANCE
STRUCTURE
MINIMUM GOVERNANCE




           Business Sponsor                IT Sponsor




                          Project Leader
...
LISTEN AND TALK BUSINESS LANGUAGE
TELL STORIES BEFORE SHOW THE NUMBERS
We want a
THINK BIG, BUT PRIORITIZE AND SHOW
RESULTS QUICKLY
IMPLEMENTATION ROADMAP


                                                                                                 ...
BEFORE WE HAD DIFFERENT VERSIONS:
HEADQUARTER VS. BRANCHES
Home
Intranet
Agências






                             95% EMPLOYEES
                            ACCESSING DAILY

     ...
7K USERS, 93%
EMPLOYEES ACCESSING
    DAILY, 74% OF
   SATISFACTION
WITH A SIMPLE HOMEPAGE REDESIGN, USER’S
SATISFACTION CAME UP TO 94%
IN A HIGHLY COMPETITIVE MARKET, SHOWING
WHAT OTHERS ARE DOING COULD BE A GOOD
STRATEGY
EXTERNAL BENCHMARKING
2   HOW TO ENGAGE THE ORGANIZATION
    INTO THE PROJECT?
FACE EVERY EVENT AS AN OPPORTUNITY TO
SELL THE PROJECT AND ENGAGE PEOPLE
Number of people

      20 - Usability tests
    1,500 - Quantitative research
    1,200 – Talking sessions to show the pr...
MAKE THE PROJECT AS MUCH COLLABORATIVE
AS POSSIBLE
RECOGNIZE PEOPLE’S PARTICIPATION
31

3
    HOW TO ENSURE THAT YOU’RE
    DELIVERING A PROJECT THAT YOU ARE
    PROUD OF?
WATCH AND LISTEN TO A LOT TO PEOPLE.
DON’T ASUME THINGS JUST BECAUSE YOU’RE
IN THE SAME COMPANY. IN THIS CASE YOUR
ARE THE...
WE’VE GOT ALL 5 COUNTRY’S REGIONS COVERED
WE RAN USABILITY TESTS IN EARLIER AND FINAL VERSIONS
WE RAN CARD SORTING SESSIONS




                               36

AND PAPER PROTOTPING TESTS
WE USED PERSONAS TO KEEP CONTENT AND INFORMATION
ARCHITECTURE IN LINE WITH USERS’ NEEDS

       Klaus Smith Regional Manag...
TEST, TEST. AND THEN TEST AGAIN
Phase 2
                                                                                           Implementation         ...
BUT WHAT COULD HAVE CHANGED
FROM THE FIRST TO THE SECOND
VERSION?
WE LEARNED A LOT AND IMPLEMENT
INCREMENTAL THINGS, BUT WITH MAJOR
IMPACT ON THE FINAL RESULTS
                     Labeli...
4
    HOW TO ENSURE INTRANET
    UTILIZATION AND ITS SUSTAINABILITY
    THROUGH TIME?
DEFINE A BROAD GOVERNANCE STRUCTURE
WITH KPIs AND CLEAR RESPONSABILITIES
Steering Committee




                       Marketing               HR            Businesses           COO         Opera...
DEFINE POLICIES, PROCEDURES AND GUIDES
AND ENFORCE THEIR USE
Editorial Policy

                                     what
                                 Scope
                      ...
BE CREATIVE. TRY TO MAKE YOUR BORING
CONTENT A LITTLE MORE ‘SEXY’
INFOGRAPHICS
ILLUSTRATIONS
COMMEMORATIVE HEADERS



Regular header




World Cup special header
FINALLY, KEEP BUILDING (AND LISTENING)
AND THEY WILL COME
                      Updating content
                      I...
QUESTIONS?
THANK YOU



JULIANA MARQUES
JULIANA.V.MARQUES@HSBC.COM.BR

PAULO FLORIANO
PFLORIANO@GMAIL.COM
@PRFLORIANO
Notes and Insights of a Large, Intense and Strategic Intranet Project: HSBC Brazil Case Study
Notes and Insights of a Large, Intense and Strategic Intranet Project: HSBC Brazil Case Study
Notes and Insights of a Large, Intense and Strategic Intranet Project: HSBC Brazil Case Study
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Notes and Insights of a Large, Intense and Strategic Intranet Project: HSBC Brazil Case Study

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This presentation is focused on the process of designing an intranet, from the beginning, to the “end”. This is because the presenter was the project manager and was directly involved in this major two-year project. The objective is to cover all the basis on user research, strategy, information architecture, content strategy and the project conduction itself – since it involved a team of more than 25 members. The case is related to the HSBC Brazil intranet, an award winning project (Nielsen Group’s Intranet Design Annual).

Published in: Technology

Transcript of "Notes and Insights of a Large, Intense and Strategic Intranet Project: HSBC Brazil Case Study "

  1. 1. NOTES AND INSIGHTS OF A LARGE, INTENSE AND STRATEGIC PROJECT: HSBC BRAZIL INTRANET JULIANA MARQUES PAULO FLORIANO BRAZIL
  2. 2. FOUR MAIN CHALLENGES How to sell a major project like this to a large organization like HSBC which has a lot 1 of others concerns 2 How to engage the organization into the project 3 How to ensure that you are delivering a project that you are proud of 4 How to ensure intranet utilization and its sustainability through time
  3. 3. SOME NUMBERS OF THE PROJECT 2 year project 25 templates were developed 35 departments were involved 50 people worked directly in the project 3 500 people were involved in the project in some way 5 700 forms were organized 23 000 content sheets were analyzed and re written 60 000 was the number of sheets before the re writing
  4. 4. WHAT WE ACCOMPLISHED   Brazilian intranet is the 5th more acessed intranet of HSBC there are 106 others   90 considered the intranet the best vehicle for getting information about the company   96 of employees access the intranet daily   94 in user satisfaction   The intranet s redesign project was awarded with an internal prize Ouro da Casa   Best 10 Intranets NN Group Intranet Design Annual
  5. 5. HOWEVER, WE WOULDN’T LIKE TO TALK ABOUT WHAT WE ACCOMPLISHED. WE WANT TO TALK ABOUT HOW WE GOT THE WORK DONE.
  6. 6. WE WOULD LIKE TO SHARE WITH YOU HOW WE FACED THE FOLLOWING CHALLENGES Not just about IA
  7. 7. 1 HOW TO SELL A MAJOR PROJECT LIKE THIS TO A LARGE ORGANIZATION LIKE HSBC, WHICH HAS A LOT OF OTHERS CONCERNS?
  8. 8. PROJECT OBJECTIVES VERSUS COMPANY OBJECTIVES
  9. 9. PROJECT OBJECTIVES EQUALS COMPANY OBJECTIVES
  10. 10. PROJECT VISION Project Objectives Company Objectives  Increase employee satisfaction with Turn our intranet in to the best tool for our HSBC employees  Reduce costs and increase productivity Facilitate remote access to intranet mobiles palm notebook etc   Provide conditions to improve the Promote Knowledge Management and Corporate quality of our service to the final Intelligence customer Improve internal communication  Increase revenues
  11. 11. BEFORE START THE PROJECT, PUT IN PLACE A MINIMUM GOVERNANCE STRUCTURE
  12. 12. MINIMUM GOVERNANCE Business Sponsor IT Sponsor Project Leader Information Architect Content Specialist
  13. 13. LISTEN AND TALK BUSINESS LANGUAGE
  14. 14. TELL STORIES BEFORE SHOW THE NUMBERS
  15. 15. We want a
  16. 16. THINK BIG, BUT PRIORITIZE AND SHOW RESULTS QUICKLY
  17. 17. IMPLEMENTATION ROADMAP 1 Housekeeping PHASE 1 PHASE 2 12 2 Services 100 Intensity of change management and process 13 3 Product subhomes 11 high 5 PHASE 4 People Directory 4 PHASE 2 PHASE 2 10 4 5 Collaboration Communities 9 6 Intranet integration 8 7 7 Remote Access 3 PHASE 3 2 PHASE 3 8 Acessibility low 6 9 Corporative Intelligence 1 10 Innovation PHASE 2 PHASE 1 11 Customization PHASE 4 low high 12 Personalization relevance IT implementation complexity 13 Portal as development platform
  18. 18. BEFORE WE HAD DIFFERENT VERSIONS: HEADQUARTER VS. BRANCHES
  19. 19. Home
Intranet
Agências

 95% EMPLOYEES ACCESSING DAILY 81% OF SATISFACTION
  20. 20. 7K USERS, 93% EMPLOYEES ACCESSING DAILY, 74% OF SATISFACTION
  21. 21. WITH A SIMPLE HOMEPAGE REDESIGN, USER’S SATISFACTION CAME UP TO 94%
  22. 22. IN A HIGHLY COMPETITIVE MARKET, SHOWING WHAT OTHERS ARE DOING COULD BE A GOOD STRATEGY
  23. 23. EXTERNAL BENCHMARKING
  24. 24. 2 HOW TO ENGAGE THE ORGANIZATION INTO THE PROJECT?
  25. 25. FACE EVERY EVENT AS AN OPPORTUNITY TO SELL THE PROJECT AND ENGAGE PEOPLE
  26. 26. Number of people 20 - Usability tests 1,500 - Quantitative research 1,200 – Talking sessions to show the project and collect feedback + 250 - Focus Groups 200 - Interviews with the top executives 100 – Content Validation _______________________ 200 - Card sorting 3,570 people involved (15% of the company)
  27. 27. MAKE THE PROJECT AS MUCH COLLABORATIVE AS POSSIBLE
  28. 28. RECOGNIZE PEOPLE’S PARTICIPATION
  29. 29. 31

  30. 30. 3 HOW TO ENSURE THAT YOU’RE DELIVERING A PROJECT THAT YOU ARE PROUD OF?
  31. 31. WATCH AND LISTEN TO A LOT TO PEOPLE. DON’T ASUME THINGS JUST BECAUSE YOU’RE IN THE SAME COMPANY. IN THIS CASE YOUR ARE THE RESEARCHER, NOT THE USER.
  32. 32. WE’VE GOT ALL 5 COUNTRY’S REGIONS COVERED
  33. 33. WE RAN USABILITY TESTS IN EARLIER AND FINAL VERSIONS
  34. 34. WE RAN CARD SORTING SESSIONS 36

  35. 35. AND PAPER PROTOTPING TESTS
  36. 36. WE USED PERSONAS TO KEEP CONTENT AND INFORMATION ARCHITECTURE IN LINE WITH USERS’ NEEDS Klaus Smith Regional Manager Why does he read the news Topics related to products competitors and financial markets How does he read Concentrate on headlines Reads full text when directly related to targeted clients Most accessed TAB Products and Services Fernando Castro business analyst Why does he read the news Professional growth How does he read Prefers short texts It s attracted to topics related to benefits life style career opportunities Most accessed TAB For Employees Sean Miller Insurance salesman Why does he read the news Loans financing local news How does he read Prefers informal texts and access external links Most accessed TAB For Employees Alexa Dodge branch employee Why does she read the news Procedures best practices and official communications How does she read Texts in Bold only very short texts only one page Most accessed TAB Products and Services
  37. 37. TEST, TEST. AND THEN TEST AGAIN
  38. 38. Phase 2 Implementation 3rd Paper prototyping Phase 1 Implementation 3rd Card Sorting To validate some of the * changes we 2nd Usability To help made based Test evaluate what on what we 2nd Paper prototyping * To help evaluate what worked and what not at the organization watched * system worked and 1st Paper what not at To validate prototyping navigation deeper levels labeling and organization look and feel 2nd Card navigation and To validate Sorting labeling second level navigation and 1st Usability labeling and get test To help us choose one of insights to the global deeper levels 1st Card navigation Sorting To evaluate the first face options that we lifting of the developed Used to get intranet the insights about new homepage how people * understand and organize Executive content validation
  39. 39. BUT WHAT COULD HAVE CHANGED FROM THE FIRST TO THE SECOND VERSION?
  40. 40. WE LEARNED A LOT AND IMPLEMENT INCREMENTAL THINGS, BUT WITH MAJOR IMPACT ON THE FINAL RESULTS   Labeling changes   Level changes to get important content more visible   Look and feel and navigation changes to highlight the most important areas of wich template   Approach and strategy
  41. 41. 4 HOW TO ENSURE INTRANET UTILIZATION AND ITS SUSTAINABILITY THROUGH TIME?
  42. 42. DEFINE A BROAD GOVERNANCE STRUCTURE WITH KPIs AND CLEAR RESPONSABILITIES
  43. 43. Steering Committee Marketing HR Businesses COO Operations IT Strategic Manager Tactical Committee Invited HR Operations Businesses BSC IT Heads Operational Manager Operational areas Information architecture Content Search Metrics CMS IT and Corporate Identity
  44. 44. DEFINE POLICIES, PROCEDURES AND GUIDES AND ENFORCE THEIR USE
  45. 45. Editorial Policy what  Scope  Publication rules  Confidentiality and security issues Governance Intranet Writing Manuals who  Actors how  Style guidelines  Competencies  Writing strategy  Responsabilities  Writing patterns  Workflows
  46. 46. BE CREATIVE. TRY TO MAKE YOUR BORING CONTENT A LITTLE MORE ‘SEXY’
  47. 47. INFOGRAPHICS
  48. 48. ILLUSTRATIONS
  49. 49. COMMEMORATIVE HEADERS Regular header World Cup special header
  50. 50. FINALLY, KEEP BUILDING (AND LISTENING) AND THEY WILL COME   Updating content   Implementing incremental changes cycles with communication strategy   Analysing logs access and search   Reviewing the intranet strategy as the organization change or define new drivers
  51. 51. QUESTIONS?
  52. 52. THANK YOU JULIANA MARQUES JULIANA.V.MARQUES@HSBC.COM.BR PAULO FLORIANO PFLORIANO@GMAIL.COM @PRFLORIANO
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