4. ➤ Xerox had been through 3
web agencies and 4
redesigns in two years
➤ They wanted a good,
flexible design with minor
in-house updates possible
XEROX
SITUATION
5. ➤ 6 months to deliver an
excellent redesign,
together with a
➤ Solution to allow the client
to make changes in-house
XEROX
TASK
6. ➤ Full User-Experience
➤Extensive User and Task
Research
➤ Interviews with end-users
➤ User testing
➤Study, analyze, define content
➤ Develop and codify full taxonomy
➤Define, fill, and integrate
product databases
➤Create & test user task-flows
➤Document elements, patterns,
methods for client use
XEROX
APPROACH
7. ➤ Existing site entirely tech based
➤Multiple databases involved
➤Contradictory definitions of product line
in different divisions of client
➤Xerox’s visual brand in flux
➤Coordinate Xerox and Digitas Groups
➤ Xerox
➤ 4 Engineering groups
➤ 3 Marketing related groups
➤ 2 Visual design groups
➤ Digitas
➤ 2 Information Architects
➤ 2 Copywriters
➤ 2 Visual Designers
➤ 4 Developers
XEROX
CHALLENG
ES
8. ➤ Xerox pleased with results;
signed a contract with
Digitas for $1MM for the
rest of their site
➤ Xerox on-line sales in
SOHO sector went up by
200%
➤ Support costs dropped
XEROX
RESULTS
12. ➤ Business Strategy and UX
➤ A startup with a failed
revenue model (entirely
content based, but no users
were interested in the
content)
➤ Investors had given them 6
weeks to re-build the
company with a new and
demonstrably improved
plan for revenue
HANDSHAKE
SITUATION
13. ➤ Redefine company for
revenue
➤ Define new target market
➤ Build website to
accommodate new model
➤ Promote site to targeted
users
HANDSHAKE
TASK
14. ➤ Worked with C-level staff
➤ Defined company in 3
pieces (providers,
middleware and front-end)
with revenue deriving from
the first two
➤ Designed UX aware and
intersecting sites for each
➤ Worked with CEM to
promote new offerings
➤ Most of existing staff was
writers; re-used those for
other tasks, fired others
HANDSHAKE
APPROACH
15. ➤ Required massive changes
to database structure
➤ Needed business
development emphasis
➤ Current function was
largely phone-based; that
had to be eliminated and
those functions moved on-
line
➤ Coded functions increased,
had to be specified and
integrated
HANDSHAKE
CHALLENG
ES
16. ➤ Met with each area head
for 10 minutes daily to
review and align status
➤ Brought in freelance staff
in visual design, coding,
and business development
➤ Met with all area heads
weekly for cross-
communication
➤ Tested site with end users
approximately daily and
defined tweaks as
necessary
HANDSHAKE
RESPONSE
S
17. ➤ Two companies were
revenue positive within a
month
➤ Investors delivered further
$1M for next stage
➤ Handshake remained
revenue positive and in
business
HANDSHAKE
RESULTS
22. ➤ Career Company was an
established career
coaching organization
➤ Its website was out of date
and wasn’t bringing in
customers
CAREER COMPANY
SITUATION
23. ➤ User-Experience Strategy
➤ Examine site use information
with end-users
➤ Determine defined market and
products per CEO
➤Tie desired and productive
user activities to one another
and the site
➤Re-define product offerings
➤Create & test user task-flows
➤Document elements, patterns,
methods for client use
CAREER
COMPANYTASKS
24. CAREER
COMPANY
➤ Full taxonomy
➤ Develop information
architecture and navigation
➤ Eliminate irrelevant pieces
of the site
➤ Tie task flows to user
needs
➤ Incremental tests of site
changes
ACTIVITIES
25. CAREER
COMPANY
➤ Improved ease of use
➤ Raised rate of use by
100%
➤ Increased user reference
of site for defined purposes
➤ Increased clientele
RESULTS
30. HITACHI DATA
SYSTEM
➤ International technology
company had out of date
websites and no defined
site responsibility
➤ “Rest of World” websites
were inconsistent except
that none generated sales
and many drove customers
away
SITUATION
31. HITACHI DATA
SYSTEM
➤ 3 week proof of concept
redesign of US website
➤ Pending satisfactory
completion of first: Travel
globally to interview
employees and potential
clients to identify reasons
for massive sales issues
➤Sales men usually lost the sale
if the client had been on the
site
➤Extremely high rate of return of
purchased items
TASKS
32. HITACHI DATA
SYSTEM
➤ 3 week proof of concept
➤New information architecture
➤ Categorize information
➤ Develop consistent terminology
➤ Redefine task flows
➤Accomodate on-line sales
➤Change visual design to be
clear, consistent, and
appealing
➤ Global inquiry of senior
management, failed
clients, sales, staff
APPROACH
33. HITACHI DATA
SYSTEM
➤ Broad suspicion of
consultants
➤ Internal fear of
management
➤ Many instances of
information exits
CHALLENG
ES
34. HITACHI DATA
SYSTEM
➤ Made a point of mentioning
how much we liked
traveling and working on
different things
➤ Arranged most interviews
for after work and over
food
➤ Documented everything we
found out and everything
we did for future reference
RESPONSE
S
35. HITACHI DATA
SYSTEM ➤ Drastic changes to release
system for greater
commonality throughout the
enterprise
➤ Changes to KPIs solved
returned goods problem
➤ Defined website
responsibilities
➤ Raised sales on site 300%
➤ Raised international sales
reliance 250%
➤ c2o got 3 multi-million
dollar contracts from HDS
RESULTS
