USER RESEARCH
Customer Profiles
In order find out what each customer segment for Microsoft Online Advertising really needed I designed and conducted a research study in both US and European markets. Analysis of the research showed that each segment had different needs and provided the basis for a new site architecture.
INFORMATION ARCHITECTURE
Navigation Model
Problem: Microsoftís navigation model was not scalable because it was based on product offerings, which are always changing. Customers were frustrated because they did not know what products would be right for them.Recommendation: Build navigation based on the most important customer questions and tasks which will stay the same over time and always allow Microsoft to showcase the best products to each segment.
INFORMATION ARCHITECTURE
Site Map
The site map detailed where every existing and proposed piece of content would live. I did a complete catalogue of their existing site so that the team would understand how the site would change, what would stay the same, and what would need to be created.
WIREFRAMES
Annotated Wireframe for Navigation Interaction
Every interactive element in the wireframes showed all possible states along with detailed behavior and display notes for each state.
WIREFRAMES
Information Layout
For the project five different page template needs were identified. For each template I created a detailed example with as much realistic content as possible.
TASK ANALYSIS
Task Flow
Problem: The client had a prototype application that was functional, but very complicated and not user friendly. Recommendation: Condense a confusing unexplained process into a linear four step process by eliminating unnecessary data inputs, and implementing a system where desired information from the customer could be gathered after the core task was completed.
WIREFRAME
Navigation and Information Layout
To help users through a multi step process I recommended a checklist metaphor that outlines what the user will need to do, gives them success feedback when each step is completed, and lets them know where in the process they are at all times. Each form was laid out so that information did not seem overwhelming, giving the appearance of simplicity, and exposing form inputs as needed.