HTC.com THE USER EXPERIENCE AWARDS SUBMISSION

Transcription

1 HTC.com Project Submission Title: HTC.com Organization and Client Name: Fantasy Interactive and HTC Contact Person: Johnny Michaelsen - johnny.michaelsen@f-i.com Project URL: Case Study URL: Link to this Document: THE USER EXPERIENCE AWARDS SUBMISSION

2 Project Description HTC invited Fi to participate in the RFP process along with 15 other agencies with much larger footprints. Through continued attention to HTC s objectives and a focus on the task at hand we employed our strategic, creative and technological knowhow to tell a meaningful story of how Fi would change the face and user experience of HTC.com. Our process and approach carried us thousands of miles between Taipei, Stockholm, Seattle, London and NY. We had the chance to interface with the many teams and stakeholders throughout HTC s global offices and we honed in on the business objectives and success indicators that became the tenets of our proposal which covered over 40 regional versions of the site that brought a good challenge the project on many levels. We presented our findings and recommendations to a board of 20 key stakeholders. The next evening, we received the good news! Project Purpose Fi designed and developed HTC.com to surpass the traditional marketing site ethos and empower users to interact with a website that serves-up important information intuitively and beautifully. Through on-screen product demos that highlight features and functionality to the innovations and inspirations behind the products, HTC.com is simply put, Quietly Brilliant. Target audience(s) Understanding the target audience(s) is paramount to any website. HTC.com was no different. We identified seven user archetypes for HTC that became the basis for our recommended approach. From these user groups we were able to hone in on specific needs and behaviors to ensure that HTC.com was meeting expectations. Additionally, we analyzed quantitative and qualitative historical data to ensure we were improving on areas of opportunity while bolstering features and functionality that had proven successful in the past. The net result of this document was a highly-targeted roadmap that became the basis of comparison for each phase throughout the project. As we moved from phase to phase, the Research Summary document was referenced to ensure we were not deviating from the overall strategic approach. Business or organizational goals and challenges, and how these were addressed (If relevant to the project) A company with offices all over the world, technical headquarters in Taiwan, and literally hundreds of stakeholders proved to be one of the most difficult components of the project to master. We combated this by having our Director of UX personally calling all heads of all the regions and explaining the vision for the redesign. The more facetime our Director of UX had with all the stakeholders, the easier it was to move through all the gates and milestones. The site itself was to be served in over 40 countries in 35+ different languages, including Cyrillic, Japanese, Chinese and Arabic. Some phones were available in some regions, not available in others, or named differently and positioned differently. We kept track of all the considerations in an ever changing features and functionality matrix, which we internally called the Spec Matrix. THE USER EXPERIENCE AWARDS SUBMISSION

3 User goals and challenges, and how these were addressed Finding the HTC product that matches the users needs. In order to humanize the brand and tailor the website to each individual, we implemented simple but visually intuitive interactions such as letting the user drag and drop icons representing the phone features they used most onto a blank phone screen; the website would dynamically update to recommend the best phone for that user based on his/her input. Equally intuitive touches were sprinkled throughout the site to keep the experience personal and fun. User experience process, methodology and approaches, including usability methods and any user input that was obtained and incorporated. Through competitive analysis of HTC competitors as well as a best practices gap analysis of non-competing properties that were doing things successfully in the digital space, our team of UX Strategists outlined a framework that identified what worked and what didn t. From our learning it was clear that users needed to interact with the HTC products as a first step in the sales funnel. Our approach leveraged the immersive nature of the digital space; enabling product engagement and discovery through the browser window. Interactions were planned for and designed to provide a simple, yet sophisticated user experience comprised of modern colors, typography, interactive features and social elements. Because of HTC s global corporate structure it was vital that we work with the key stakeholders from Seattle to Taipei. We met with nearly 25 senior managers across the globe to ensure we had an understanding of both the common and individual needs of the regions. We met face to face and held large strategic meetings with marketing managers to product developers. When finished, we had an exhaustive list of requirements that we refined and standardized. This became the foundation for HTC.com s features and functionality. You wouldn t build a house without knowing how many bedrooms were needed. Similarly, for us to approach the design and development of HTC.com confidently a Features & Functionality matrix was established to ensure we weren t overlooking anything. This let us define just how many bedrooms were needed. Each feature was aligned to a business goal, a functional element, a creative guideline, a user experience mandatory, or in some cases all of the above. Any project metrics that show the extent of user adoption or project success, if applicable (note sources and dates) The project is submitted for this year s Webby Awards, won an FWA and is nominated for a variety of other awards we cannot disclose at this time until the official announcement is made. Notable, unusual or innovative user experience components We put HTC s biggest sellers in the spotlight and allowed users to compare top sellers all within the same page. We also employed 3D models to put the devices in the users hands and leveraged streaming video of product demos and television ads that showcase the features of the product. More information. Less clutter. You ll notice this design philosophy throughout the site. The consumption of information in an easy to digest layout empowers users to gain product insights without feeling bogged down by text. Whether just starting out with an HTC device, or being a more tech savvy consumer, product Help is an important part of the user experience. From the Phone Selector Tool to the easy-to-find Contact information, we designed the supporting sections of the site by focusing on getting the user to their destination quickly and THE USER EXPERIENCE AWARDS SUBMISSION

4 efficiently Why this project delivers an exceptional user experience and merits an award It s easy to use, it s beautiful, the information you need is never more than 3 clicks away, and it helps people really understand what phone is right for them. Compared to all other phone manufacturers, it s head and shoulders above the rest. Project Screenshots THE USER EXPERIENCE AWARDS SUBMISSION

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