IAS 2009 TCS Redesign Case Study


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Imagine observing a user in Denmark explore your prototype from a conference room in the Midwest as your clients observe the live session online from Mumbai and Chicago. This case study will demonstrate how remote user research shaped the redesign of the global marketing website for TCS, a top tier IT services company based in India. Two rounds of remote user research enabled a multidisciplinary design team to create personas and transform the site to better address the needs of worldwide prospects, current customers, analysts, and career seekers. The solution was an improved information architecture, navigation, page templates, a new look and feel, value added features like an interactive map, and a new content management platform (Microsoft Office SharePoint Server 2007). Before and after pictures, as well as interim wireframes and designs, illustrate how we moved from point A to point B. The presentation will conclude with a quick look at post-launch site analytics that provide feedback about the site’s performance.

This presentation will especially focus on:
• how to reach an audience that was very select and widely distributed
• remote testing methods for card sorting
• medium-fidelity prototyping
• workarounds for international remote testing

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  • IAS 2009 TCS Redesign Case Study

    1. Redesigning TCS.com with Remote Research Chris Farnum | Senior Information Architect | Enlighten Information Architecture Summit March 22, 2009
    2. Meta – About This Presentation <ul><li>NOT about redefining IA or the future of IA </li></ul><ul><li>NOT groundbreaking emergent theories </li></ul><ul><li>Instead I want to tell you a case study about… </li></ul><ul><ul><li>Finding a process to fit the project </li></ul></ul><ul><ul><li>Remote user research </li></ul></ul><ul><ul><li>IA issues for a global site </li></ul></ul><ul><ul><li>A few tips and tricks </li></ul></ul>
    3. About the Client - TCS <ul><li>IT Services, Business Solutions and Outsourcing </li></ul><ul><li>HQ – Mumbai, India </li></ul><ul><li>Part of Tata Group, one of India’s largest industrial conglomerates and most respected brands </li></ul><ul><li>TCS has over 130,000 IT consultants in 42 countries </li></ul><ul><li>TCS Annual Sales: $5.7 billion (fiscal year ending March 31, 2008) </li></ul><ul><li>Known for quality results – CMMI Maturity Level 5 </li></ul>
    4. Project Goal – Redesign TCS.com <ul><li>Global Message: Position TCS as a global company and highlight the message of the Global Network Delivery Model ™ </li></ul><ul><li>Brand building: Firmly establish TCS positioning and support the “Experience Certainty” campaign now and into the future </li></ul><ul><li>Demand generation: Create an environment to support Demand Generation using the new website (i.e., improve calls-to-action) </li></ul><ul><li>User-centric Design: Design and Develop site based on key user needs and tasks (i.e., ‘outside in’ vs. ‘inside out’) </li></ul><ul><li>Technical Infrastructure: Develop the new site on a scaleable Content Management System to facilitate content development & maintenance - Microsoft SharePoint 2007 </li></ul>
    5. Project Overview Engagement Plan Facilitated Work Sessions Analysis of Key Internal and External Factors Conduct User Research Project Requirements Strategic Assessment Project Requirements Information Architecture User Interface Functional Specifications Technical Specifications Art Comps Test Plan / User Acceptance Testing Launch Specifications Site Specification Art Production Programming Integration Quality Assurance User Acceptance Testing Staging Deployment Final Site Update Monitor Measure Report Improve On-Going Improvements DEFINE DESIGN BUILD Feature / Scope Definition Technical & Implementation Recommendations Preliminary UI Art Comps Strategy Requirements Design Build Maintenance
    6. Research Step One – Stakeholder Interviews <ul><li>Enlighten and TCS staff conducted 28 group interview sessions on site in Chennai and Mumbai and by conference call with: </li></ul><ul><li>Practice Leads </li></ul><ul><li>Delivery Heads </li></ul><ul><li>Business Unit Managers </li></ul><ul><li>Sales Leaders </li></ul><ul><li>Human Resource Leaders </li></ul><ul><li>Global Representatives </li></ul><ul><li>Executive Leadership </li></ul><ul><li>Estimate: 60-70 participants </li></ul>Photo courtesy of Scott Mills
    7. TCS.com Site March 2007 – Home <ul><li>Long, crowded, and overwhelming </li></ul><ul><li>High abandonment rate </li></ul><ul><li>Overlapping and confusing left nav choices </li></ul>
    8. Interim Site – Launched Spring 2007 Channel navigation within a closed page element.
    9. User Research Part One - Overview <ul><li>Research goals – to gain a better understanding of… </li></ul><ul><li>Buying cycle and research process </li></ul><ul><li>Site content and features </li></ul><ul><li>Brand attributes and positioning </li></ul><ul><li>How users see the relationships and grouping between different types of content </li></ul><ul><li>19 Participants </li></ul><ul><li>Customers representing North America, South America, Europe and UK (15) </li></ul><ul><li>Analysts (2) </li></ul><ul><li>Career Seekers (2) </li></ul><ul><li>User Segments </li></ul><ul><li>Customer: C-Level </li></ul><ul><li>Customer: Business Unit Manager </li></ul><ul><li>Industry Influencers </li></ul><ul><li>Career Seeker (Mid-career) </li></ul>
    10. User Research Part One - Methods <ul><li>Remote user research allowed us to connect with users in their own offices while we remained in ours. </li></ul><ul><li>Sessions consisted of: </li></ul><ul><li>Interview questions </li></ul><ul><ul><li>Priorities for features and content </li></ul></ul><ul><ul><li>Discussion questions about buying cycle and brand perception </li></ul></ul><ul><li>Online card sorting observed in real time to inform organization of content </li></ul><ul><ul><li>Remote user testing tool: UserVue </li></ul></ul><ul><ul><li>Online card sorting tool: WebSort </li></ul></ul><ul><ul><li>Analysis with EZ-Calc </li></ul></ul>
    11. Remote Research with UserVue Moderator (Enlighten, Ann Arbor) Participant (US, S. America, Europe…) TCS Observer (Chicago) TCS Observer (Mumbai) Desktop sharing via UserVue Voice via conference call line
    12. UserVue Kung Fu <ul><li>Normally UserVue places a call directly to the participant – domestic calls ONLY </li></ul><ul><li>For international calling , have UserVue dial an international conference call bridge line </li></ul><ul><li>Send detailed instructions with invitations for accessing the prototype and the conference call </li></ul><ul><li>Watch out for spam filters ! </li></ul><ul><li>Be flexible in case of poor connections </li></ul><ul><li>Leave plenty of time between sessions if you want to capture video </li></ul><ul><li>Practice! </li></ul>
    13. Card Sorting Online with WebSort
    14. User Research Part One - Findings <ul><li>Top 5 Features Ranked by Average “Importance” Score (1 – 10) </li></ul><ul><li>Case studies (7.8) </li></ul><ul><li>International locations/language (6.9) </li></ul><ul><li>White papers (6.4) </li></ul><ul><li>Articles about Innovation/R&D (6.4) </li></ul><ul><li>Press Releases (6.3) </li></ul><ul><li>Recommendation: Provide easy access to these basic types of content and make certain that they are well structured and well written. Also, take care to NOT overplay the marketing message. </li></ul>
    15. User Research Part One – Findings cont. <ul><li>Key Observations: </li></ul><ul><li>Strong groupings by Industries and Services/Solutions </li></ul><ul><li>Products, enterprise software, development environments - difficult to place </li></ul><ul><li>Case studies - often grouped together on the basis of document type. </li></ul><ul><li>Certain individual topics like eLearning and enterprise software were more problematic </li></ul><ul><li>Recommendations: </li></ul><ul><li>Support browsing either by horizontal services or vertical industries </li></ul><ul><li>Provide alternate ways to find content by type (case study, white paper, etc.) </li></ul><ul><li>TCS Products are relevant both within their industry context and also aggregated as a type of offering </li></ul><ul><li>Special categories as needed to accommodate topics like Enterprise Software (e.g. SAP) </li></ul>
    16. User Research Part One – Cultural Considerations <ul><li>Need to overcome Western assumptions about India-based businesses </li></ul><ul><li>NAMED Case studies – industry and location both important </li></ul><ul><li>Location, location, location… Need to demonstrate local presence </li></ul><ul><li>Language translation – important, but English acceptable depending on location…. </li></ul><ul><li>Special cases – Europe, Latin America, Eastern Asia </li></ul>
    17. User Research Part One – Card Sort Diagram
    18. User Research Part One - Outcomes <ul><li>Key Outcomes </li></ul><ul><li>Strategic recommendations and prioritized feature set </li></ul><ul><li>Report to client stakeholder governance board </li></ul><ul><li>Personas for high-priority user segments </li></ul><ul><ul><li>CIO </li></ul></ul><ul><ul><li>Business Unit Manager </li></ul></ul><ul><ul><li>Career Seeker </li></ul></ul><ul><ul><li>Industry Analyst </li></ul></ul><ul><li>High level information architecture recommendations </li></ul>
    19. User Research Part Two - Overview <ul><li>Goal - get feedback on initial idea for 5 key pages and features: </li></ul><ul><li>Participants - 9 participants (volunteers from part one) </li></ul><ul><li>6 customers </li></ul><ul><li>1 analyst </li></ul><ul><li>1 career seeker </li></ul><ul><li>1 TCS stakeholder </li></ul><ul><li>After five interviews, we updated the prototype to incorporate the feedback we had received so far. </li></ul>
    20. User Research Part Two – Prototyping Methods <ul><li>Remote user testing with a clickable prototype </li></ul><ul><li>IA + Design collaboration = Medium Fidelity </li></ul><ul><li>Prototype created </li></ul><ul><li>with Visio + SWIPR </li></ul><ul><li>Task based user testing sessions </li></ul><ul><li>Measure feedback via Likert Scale Questions </li></ul><ul><ul><li>Ease of Use: 1-10 </li></ul></ul><ul><ul><li>Usefulness: 1-10 </li></ul></ul><ul><li>Clients and internal team members observe live remotely and watch video captured from sessions </li></ul>
    21. Prototype Version A - Home Industries not expected here Useful feature but not noticed Too much duplication
    22. Prototype Version B - Home Industries and Offerings split, “Solutions” gone New layout with Flash promo area better shown, No main navigation bar on Home Content filter tool now more prominent Thought Leadership instead of Best Practices
    23. More Prototype Pages – Channel Landing Global Navigation bar Interactive channel landing pages
    24. More Prototype Pages – Topic Node Channel navigation Calls to action Channel content
    25. More Prototype Pages – Interactive Map Details available on roll-over.
    26. User Research Part Two - Outcomes <ul><li>Overall Acceptance of the prototype was good. </li></ul><ul><ul><li>Scores improved from version A to version B </li></ul></ul><ul><ul><li>Some concerns about usefulness of article content </li></ul></ul><ul><li>Revised site architecture – Solutions  Offerings and Solutions </li></ul><ul><li>Adjusted labels – e.g. Best Practices  Thought Leadership </li></ul><ul><li>Repositioned tool for finding Case Studies and other resources </li></ul><ul><li>Adjusted site navigation and approach to main channels on Home </li></ul><ul><li>Worldwide map concept proved very popular </li></ul><ul><li>Contact Us scores improved dramatically in version B </li></ul>
    27. Next Step - Designing the Solution <ul><li>Next steps: </li></ul><ul><li>Revised wireframes and created a Functional Specification </li></ul><ul><li>Content types and descriptive metadata attributes </li></ul><ul><li>9 Core Page Types for the content management system </li></ul>
    28. Designing the Solution – Functional Requirements Global Page Components Wireframes & Page Requirements
    29. Designing the Solution – Moving from Design to Build <ul><li>Design Comps </li></ul><ul><li>Production Art </li></ul><ul><li>Site Inventory </li></ul><ul><li>Site Copy and Content </li></ul><ul><li>Creation of HTML page templates </li></ul><ul><li>Content Management System implementation </li></ul><ul><li>Flash development </li></ul><ul><li>QA Testing </li></ul><ul><li>UAT </li></ul><ul><li>Hosting… </li></ul>
    30. The Big Moment Arrives! <ul><li>TCS.COM Relaunch – February 2008 </li></ul>
    31. TCS.com Relaunch - Home
    32. TCS.com Relaunch – Channel Landing
    33. TCS.com Relaunch – Topic Node <ul><li>Screenshot – with callouts? </li></ul>
    34. TCS.com Relaunch – Content Article
    35. TCS.com Relaunch – Worldwide Locations
    36. TCS.com Relaunch – Worldwide: Google Map
    37. TCS.com Relaunch – Contact Us
    38. Web Analytics & Measurement <ul><li>Our Post-Launch Scorecard </li></ul><ul><li>Home page abandonment rate down </li></ul><ul><li>Offerings - the most popular channel </li></ul><ul><li>Industries Channel funnels traffic to Offerings </li></ul><ul><li>About isn’t often the first section visited, but gets the second highest amount of traffic </li></ul><ul><li>Worldwide pages – 8% of site traffic </li></ul><ul><li>Thought Leadership gets the fewest visits of any of the main sections, but includes all main visitor groups: investors, careers, client content. </li></ul><ul><ul><li>Often followed by white papers and case studies in the same visit </li></ul></ul><ul><ul><li>Visits occurs late in sessions, not right away </li></ul></ul>3 mins 2:35 mins Visit Length 4.5 pages 3.43 pages Ave Pages Per Visit After – Feb 2008 Before – Jan 2007
    39. Web Analytics – Home Page “Heat Map”
    40. Final Thoughts <ul><li>Prioritizing features can be challenging - user research helps in making tough decisions </li></ul><ul><li>Follow up projects added localized and translated areas of the site </li></ul><ul><li>Try remote user testing: </li></ul><ul><ul><li>When local users are hard to recruit </li></ul></ul><ul><ul><li>Geographic diversity needed </li></ul></ul><ul><li>Prototyping - make your mistakes earlier and get your internal team and the client engaged </li></ul><ul><li>Go to India if you get the chance! </li></ul>Photo courtesy of Scott Mills
    41. In Closing <ul><li>Questions and Comments? </li></ul><ul><li>Download: </li></ul><ul><li>This presentation is available online via SlideShare: </li></ul><ul><li>http://www.slideshare.net/ChrisFarnum </li></ul><ul><li>Contact: </li></ul><ul><li>Chris Farnum, Senior Information Architect [email_address] </li></ul><ul><ul><ul><li>Enlighten Interactive Marketing | Web Development | Strategic Consulting </li></ul></ul></ul><ul><ul><ul><li>Ann Arbor, Michigan | www.enlighten.com </li></ul></ul></ul>