case study: schroders.com
problem
Schroders client facing website grew ‘organically’ and as such became unwieldily. The task was to re-design Schroders web presence, rationalising seventeen user types and nine entry points into three distinct groups and serving each group the appropriate content on entry.
ROLE
Lead UX Designer - Coordinate all personas and user types into useful groupings in order to create an accurate IA framework. Develop the user groupings to define each groups main purpose, the correct journeys and content type each needs. Consolidate the site into four or five atomically designed templates that can completely serve all user grouping while using tagging to make all journeys more specific and granular as they continue.
The templates will be used for both the development of the web site and development of the pattern library.
Multiple personas broken down into three manageable groups
Seventeen personas and eleven site entry points were distilled into three manageable clients groups. Each group acts as a collective persona with content and journeys for a single site displayed in three states.
User groups purpose defined
The needs, motivations and roles of all personas in a group broken down into a single purpose to guide content and user journeys.
All pages must act like a homepage
Analytics, content audit and user testing - Most entries to the site come via search engine to either Insights (News) or Funds section, duplication is huge and less than three percent of traffic is through a home or audience page. Each template developed must provide access to the site content as if it were a homepage.
TAGGED CONTENT ALLOWS THE SAME CANVASES TO SERVES THREE USER GROUPS
Tag based content elements based on user groups and a new IA, stopping duplication and allowing for granular targeting of content based on the specific user group and journey. The same templates can be used for each user group.
Atomised design: Four canvases
Atomised design principle used to create four canvases that cover the entire site structure. All audience, listing, content and supporting pages can be pulled from a single suite of elements.
Targeted interaction and content
Different journeys for different user groups with different component behaviour linked to persona definition. All interactions and content supports the user group story and purpose.
Solution
Server side tag based components rendered in four canvases server as the structure for the site and stop duplication. User groups developed around three key audience types with content focused on their specific needs.
The build and development of both the site and pattern library is currently ongoing and roll out is phased and prioritised by section.
