2. EVOLVING THE USER EXPERIENCE DRAFT #1, INFORMATION ARCHITECTURE FEBRUARY 27, 2009 SHELLEY BJORNSTAD INTERACTIVE DIRECTOR [email_address] FITCH.COM

3. WHAT THIS DOCUMENT IS AND ISN’T This document outlines the key experiences on the Fitch.com, not specific navigation. All verbiage used in this document is TBD – we are currently working to get across the idea, and have not started work on tone and terminology. The order that elements appear does not necessarily designate priority within the design Items that would be persistent in the user interface are designated as such, but their location within the design have not been determined. As we evolve navigation to a simpler model, no content is lost; it is just represented with less supporting explanation. Before this IA goes in front of Scott and/or global leadership team, we recommend that wireframes are created to visually express the ideas here.

7. WHAT THIS IA SOLVES FOR Issue: Navigation structure is unclear and inconsistent Solution: Keeping user experiences simple on the site and navigation consistent throughout the site, this new structure is much more intuitive and allows users to find what they are looking for, while at the same time allowing Fitch to promote key messages, ideas and recent work/news. Issue: Site is unfocused and doesn’t properly reflect who Fitch is and what we do Solution: The emphasis of the new site structure is on two key ideas: Work and About Fitch. Other elements appear at a lower volume. Issue: The site is a default repository of Fitch case studies, which is impossible to navigate for internal and external users Solution: Only 30 case studies at time will be featured on the site; clients will be presented a well-rounded selection of work (process for work selection is under definition) and internal users will be pointed to newly updated and maintained internal resources. :

8. WHAT THIS IA SOLVES FOR Issue: Not intuitive to find work by any search parameter. Solution: Work is clearly called out and can be sorted by a variety of filters. Work attributed to specific offices can be linked from that office’s home page as well. Issue: Site feels very static and content feels out of date. Solution: Introduction of dynamic elements on the home page, including monthly rotation of work, latest news and blog postings with dated references will give people a reason to return to the site. Issue: No clear way to contact people at Fitch. Solution: Clearly defined leadership section and persistent “Contact Us” elements ensure communication with key Fitch team members is easy.