Download - Leveraging the Web to Extend Global Reach: SHRM India Case Study

Architects of the User Experience

Webcast01.27.10

Leveraging the Web to Extend Global Reach: SHRMINDIA.ORG Case Study

2NavigationArts, LLC

01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY

• Lisa DienerDirector, Membership MarketingSociety for Human Resource Management (SHRM)

• Patricia Reyna-WrightSenior ConsultantNavigationArts

Presentation Team



SHRMThe Society for Human Resource Management (SHRM) is the world’s largest association devoted to human resource management. www.shrm.org

NavigationArtsNavigationArts is a user experience consultancy that provides Internet strategy, usability, information architecture, interface design, content management, and development services. www.navigationarts.com

About

http://www.shrm.org/�

http://www.navigationarts.com/�



Launched: June 12, 2009



Services Provided by NavigationArts for shrmindia.org:

• Web Strategy

• Project Planning

• Information Architecture

• In-Country User Testing

• User Interface Design

• Template Development

• CMS Development

• Launch Support



Touch Points

• Business Goals

• Marketing Strategy

• Local and Global Considerations

• Project Highlights

• Lessons Learned

• Closing & Remarks



Business Goal: Extend Global Reach



Why India?

English is the major language of trade and politics in India, but there are 22 official languages.

• Research and survey results pointed to India

• “Follow the customer”

• Accessibility and proficiency of technology in the workplace

• At the time of evaluation, India’s economy was growing 6-7% annually

• Increased moves to business globalization and US-India bilateral trade and investment

• India’s business growth means growth in HR professionals

• English language used for business

• Cultural commitment to relationship building

• Cultural bias toward education and qualifications / certifications

• Profession was largely underserved



Marketing Strategy

India has 50 million internet users but only 4.5 million do transactions online.

• Reviewing historical trends and member surveys

• Incorporating SHRM Web site as a key component

• Creating evaluation criteria/analytics

Site Goals

• Using Web site as beach head to establish virtual presence, with global reach

• Providing locally relevant news and reference content

• Recruiting members

• Testing trial membership options

• Providing an online community for members residing or doing business in India

• Selling local and international events and educational product

• Determining how to “sell” local and global membership benefits simultaneously

• Accepting payment in local currency

Inputs



Local, GlobalConsiderations



Communication• Consistent team

• Access to materials

• Select the right CMS for your requirements, skills, and budget

Cultural Nuances

• Different tone expected in communication

• Adjusting to consensus building work culture

• Time and turnaround for materials

Logistics

• Impact of time difference for team meetings

• Allow for technical differences

• On-boarding process for web project

Local, Global Considerations

The word "no" has harsh implications in India. Evasive refusals are more common, and are considered more polite.



Brand Strategy• Relationship between main and sub-brand

• Context for joining locally with access to global benefits

• Devising a blueprint for future country rollouts

Design

• Colors have different meanings in different cultures

• Symbols and meanings in context

Content

• Language nuances and spellings ( center vs centre, color vs colour, etc.)

• Units of measurement

• Display of date

• Labeling and number of fields for a form

Local, Global Considerations

The color red represents anger/danger in the US; in India it represents life/creativity.



Project Highlights



Flexible Site with Modular Content Elements

Information Architecture

• Keep in line with the larger corporate strategy

• Relationship of content organization, prioritization to corporate site

• Start with fundamentals

• Adapt to local needs and requirements

• Technical feasibility

• Plan for the future in phases, enhancements



HR Professionals in India• Focus: User experience design alignment with cultural expectations

• Participants included current, prospective and inactive SHRM members

• Design alternatives tested including choosing adjective descriptors

• Content outcomes:

• Most important reasons for users to visit the SHRM India site:

• India HR News covering contemporary HR issues

• HR case studies and best HR practices in India

• Global HR news and global case studies

• More users were willing to pay for content than not

• Best source for HR information currently: websites

User Research



Relationship to Corporate Site Brand• Design explorations helped ascertain the relative visual distance of the brands

Visual Design



High alignment to main site



Infused with local elements



Distinct visual representation



Sensitivity to Local Preferences• Design was tested with in-country audience to ensure sensitivity to local elements

• Consistent use of elements to serve as icons

• Attention to imagery and photography suitability

Visual Design



Local elementsIcon suitabilityImagery, Photographs



Lessons Learned



Content is KING!

• Early strategy for content migration and development

• Resources in place for content creation

• Ensuring content remains current and relevant

Cultural Considerations

• Structured U.S. environment vs. India’s entrepreneurial spirit

• Research around attitudes and usage of customer

Resource Allocation / Accountability

• In-country ownership

• Level-set expectations for resource allocation

• Role of marketing in-country

Lessons Learned



Closing & Questions



Results

• Since launch, the shrmindia.org site has averaged 14,500 page views per month

• 30% of traffic coming from the parent website shrm.org

• Using heat map technology to determine where individuals are going on various pages.

• Continued positive response locally:

“I am very impressed with the look and feel of the SHRMIndia Web site.”

– head of an HR Consulting firm in India

Results and Plans



Plans

• Enhancements are planned in 2010 as the site continues to evolve to meet user needs

• Evaluate use shrmindia.org site as template for launching future country-specific sites vs. global site with country-specific sections

Results and Plans



• Lisa DienerDirector, Membership MarketingSociety for Human Resource Management (SHRM)[email protected]

• Patricia Reyna-WrightSenior [email protected]

Contact Information

mailto:[email protected]�

mailto:[email protected]�

Download - Leveraging the Web to Extend Global Reach: SHRM India Case Study

Top Related