The City of London skyline from St Pauls Cathedral

User Experience design, User research

Consultancy, training, education

Case study: Economist Intelligence Unit

We were commissioned to bring “industry” content up-to-date with the “country” content and improve the design to increase the cross-sell of other products.

Industry content was displayed in a way that… Well, look for yourselves at what it used to look like.

Screenshot of the original site logo

The EIU wanted to change this to something better: It should be less confusing for readers, it should more clearly indicate the breadth of content available, and it should increase the cross-sell of other products the EIU was selling.

Content inventory

The first task was to understand what we were working with so we began with an audit of all the industry content. In addition, we looked at the new design of country content (which had already been migrated upward) to see the general principles that we had to design with.

Photo of the whiteboard from a stakeholder workshop

We worked closely with stakeholders to better understand their needs and to clarify our misconceptions of the EIU’s work. We initially thought it was like a newsroom that needed quick throughput of work but while there was a need to publicise some things quickly, there was a bigger emphasis upon quality. Stakeholders were interviewed and some interactive workshops planned so that we could also understand how they prioritised information.

Inset picture of an information architecture

A new information architecture was crafted to show the new structure of the site and a possible navigation pattern. The whole site’s navigation had to be changed to accommodate some requirements outside of this project.

Sketches of wireframes

Wireframes: Many iterations of wireframes were drawn first using pencil on paper sketches, then on Visio., feedback to stakeholders (subject matter experts, Marketing, management, project team).

High fidelty wireframes

This is a screenshot of the site when it was finally released. This was a proud day for our company to see all the thoughts put into design and made real by the wonderful developers at the EIU.

Screenshot of the released website

More from us

Consultancy

Need a consultant to do some UX work for you? Fancy being audited against ISO 9241-210?

Professional UX workshops

Want an official qualification in UX? We can teach the British Computing Society's foundation certificate in user experience.

Workshops

Fancy a few hours learning some new UX skills? We offer workshops on a range of subjects.

Further/higher education

HCI and UX courses for further and higher education sectors.

Online services for UX

Here are some cool tools to help get your UX job done. Whether card sorting without recruiting participants, or measuring people in detail, see what we have to offer.

Tweets from ThoughtN2Design