Using a UX methodology with a consistent Design Thinking approach helped us achieve two quality products, redesign of the public and private areas of Informa and eInforma.
During the research phase, special emphasis was placed on the data provided by the portals that were to be redesigned, as well as on the defining and understanding of the target, which were primarily profiles of managing directors, senior directors, financial directors, sales directors, risk managers, credit managers, risk analysts or departmental managers, men, of an average age of around 45, who primarily used the information for professional purposes but also for personal matters. Their level of education was intermediate, and they had extensive technical knowledge of the terminology inherent to financial issues.
All this combined with a large number of workshops with stakeholders within Informa and focus groups with call centre and key account sales managers showed us, on a qualitative level, a series of friction points to improve on, some of which might jar with the business goals. Quantitative techniques (online surveys with more than 600 Informa/einforma customers) also showed that our expert analyses had already revealed with regard to purchase flows and their ease of use.
Once all the information had been confirmed with data, we began restructuring the information architecture where it was tested and distilled using cardsorting and plotting techniques, alongside which new purchase flows were devised and recorded using guerrilla testing.