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User Experience design, User research

Consultancy, training, education

Case study: Economist Intelligence Unit

Our challenge: 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.

Contextual view of finished product

This is how the EIU looks now. Originally, the EIU's Industry content was shown as below and they wanted it changed 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.

Screenshot of the original site

A screenshot of the original site that we were to replace

Content inventory

Content inventory – a display of all the content and how it all links

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

A 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 picture of the proposed information architecture model

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

Hand-drawn sketched 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). Hand-drawn sketches were useful for rapid prototyping because they could quickly elicit feedback.

High fidelty annotated wireframes

High fidelity annotated 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

A screenshot of the final website

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