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Sunday, 9:30am, Grand Salon A
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
Background: The client in this case is TCS (Tata Consultancy Services), headquartered in Mumbai. It is one of the leading worldwide information technology companies and has been growing at a phenomenal pace. Its global revenues for the fiscal year ending March 31, 2008 were $5.7 billion, and it now has over 120K employees in 42 countries worldwide. The TCS brand reputation at home in India is gold standard. For this initiative the company’s goal was to take a close look at how to better market itself online and connect with its audience around the world, particularly in North America. Work began on the project in 2007 and concluded with a re-launch in early 2008.
INSTRUCTOR
Chris Farnum
Chris is a Senior Information Architect at Enlighten, where he collaborates with multidisciplinary teams to create meaningful user experiences for Fortune 500 brand sites. His experience prior to joining Enlighten includes working at ProQuest Information and Learning, where he was instrumental in redesigning the ProQuest search interface. He has also worked for a wide array of clients as a consultant with Argus Associates and Compuware. Throughout his career Chris has worked to incorporate user centered techniques into the design process, including card sorting, prototyping, and contextual research.