xilinx home page redesign september 2007
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XILINX.COM HOME PAGE REDESIGNSEPTEMBER 2007
Victor Solanoy
Leading provider of programmable logic solutions used in consumer, military, automotive, communications, storage and
medical applications.
XILINX
REDESIGN METHODOLOGY
REDESIGN METHODOLOGY Established design objectives
Including integration of corporate identity and branding tone
Identify cross functional design team Performed current state usability Interviewed sales engineers and customers Analyzed web metrics across a 1 year period Identified primary persona Designed rapid cycles of design and usability
BEFORE THE REDESIGN
BEFOREThe homepage was an interface to a vast amount of information contained on the site. Organizing content by tree structures was believed to make page interaction intuitive.
Existing users found this layout easy to use, unfortunately new users found the interface overwhelming.
BEFORE – DESIGN OBJECTIVES Design Personas – Existing
customers and visitors familiar with Xilinx product offerings
Corporate Objective – Allow quick access to deep content like support and documentation
Provide interface based on Tufte principals, providing a rich interface allowing users to decide for themselves
BEFOREAdvantages Sales engineers and
existing customers liked quick access to commonly requested information
Increased visibility to deep content by deep linking in tree structures
Disadvantages New visitors unfamiliar with
Xilinx offerings were overwhelmed by number of options
Overwhelming amount of options
Limited ability to support effective campaign messaging
No support for high visibility, high demand content
REDESIGNED HOMEPAGE
REDESIGNED HOMEPAGE
Streamlined interface containing high-level / high-scent link text to bring users to the correct areas of the Xilinx.com website.
Streamlined interface with a larger banner and additional sub-banners allowing better alignment with corporate marketing objectives.
AFTER – DESIGN OBJECTIVES Streamlining improves “time to
information” Instant identification of Xilinx and its
products Design aligns with corporate
marketing’s need to provide improved campaign messaging on the home page
Improve corporate visual identity Better experience through the
aesthetic effect Improve design scalability “Compatibility” with localization
strategies Simplified interaction design
AFTERAdvantages Increased “scent” to specific
types of content by using terms with strong scent
Users with limited knowledge of Xilinx products were able to locate specific types of information
Improved capabilities to support improved campaign messaging
Visibility to “revenue ramping” activities
Disadvantages Page not wide
enough – forced to adopt legacy dimensions
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