UniCredit Group Intranet: UX matters IA Summit Fabio Delton Head of Social & Digital Internal Communications Bologna – October 24, 2015
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UniCredit Group Intranet: UX mattersIA Summit
Fabio DeltonHead of Social & Digital Internal CommunicationsBologna – October 24, 2015
“The design of UniCredit's intranet is the result of an exhaustivedevelopment process and amazing collaborative work. UniCredit hascreated a flexible framework, full of personalised content that makesemployees happier as well as more productive” (Jakob Nielsen)
UX IS THE NEW BLACK
INTERNAL NEEDS AT STARTING POINT
Redundancy & duplication of content
No homogeneous style and messages
No homogeneous user experience
No intranet common communication governance
Many different platforms:− belonging to different companies;− belonging to different professional families in one company;− aimed at satisfying different needs;− growing IT costs.
GOAL: “A single entry point”“Towards a Digital Workplace”
TIME TO GET A FRESH START
HOW TO: “Co-design with main stakeholders““Get the internal buy-in”
The Concept
INITIAL PHASE
INTERMEDIATE
FINAL
LOCALPORTALS
GROUPINTRANET
INTRANET OF THEENTITY
LOCALPORTALS
GROUPINTRANET
INTRANET OF THEENTITY
LOCAL CONTENT
Intranet as a singleentry point
Main Changes:
• New features & templates
• Information architecture
OLDINTERNATIONAL
INTRANET
INTRANET OF THEENTITY
The Group Intranet represents the first important step towards being able to gradually replace the Group's local
intranets. It provides a scalable framework to meet the future needs of the countries and entities that will join it.
METHODOLOGYStarting from the end user needs
“ IT TAKES A VILLAGE”
LIFELONG COOKING PROCESS
SEVERAL METHODS APPLIED…
…WITH ITERATIVE PROCESS ON DIFFERENT ASPECTS
UserInteraction
InformationArchitecture
Look& Feel
ContentManagement
SystemConcept
CONCEPT OUTLINED BY THE PROJECT TEAMAND TESTED BY THE USERS (COLLEAGUES / EDITORS)
The EIGHT PILLARS
Practical Applications
12
#1 Home page as entry point
Research Line
13
Mock-upPaper Prototyping Online testing
#1 Home page as entry point
Design line
142010 2013
About Doubledthe Daily Visits .X
2014
UniCredit Digital Internal Channels Framework
Group Intranet OneNet Scrivania Commerciale Search
Entry Point
Institutional + HRContent
Access to otherdigital internalobjects (support,dashboards,tools…)
EnterpriseSocial Network
eCollaboration
Access to«social add-ons»
Operative Intranet
Business Content
Cross Site Search
#2 Information Architecture
16
Research Line
Treejackwaves
Card Sorting Expert ReviewContent mapping
Wave 2
Direct Success 21%Indirect Success 20%
Failures 59 %
Direct Success 31%Indirect Success 25%
Failures 40 %
Wave 1
#2 Information Architecture
Design line
17
More than doubled the
User Satisfaction rate.X
Script: Where would you expect to find information about professional growth for managers and internaltalents in UniCredit?
Success was much-improved over Wave 1 results (increased from 10% to 50%).The majority (80%) of first clicks were in the correct category (Employee Services), so userswere headed in the right direction initially, but they still had trouble at Tier 2 deciding betweenCareer and Learning & Development.Only 55% selected the right second node.
18
Wave 1 Wave 2Success 10% 50%
Directness 49% 58%
Time Taken 32 secs 30 secs
Wave 2
#2 Information Architecture:
THE REAL CASE
A good example of what we learn in the IA studies is a sever naming issue our users were facingin Employee Services section.
#4 Enhanced Editorial Formats (front end+CMS)
Research Line
19
Co-designOngoing Workshops Contextual Feedback Web Analytics
Design line
20
2010 2014
About tripled the
News publication Speed .X
#4 Enhanced Editorial Formats (front end+CMS)
#5 Multilanguage
Research Line
21
User test Editor centered
#5 Multilanguage
Design line
22
From 2013
Language Versionsavailable for colleagues.
#7 Personalization
Research Line
23
One2One User Test Remote User Test
#7 Personalization
Design line
24
2011 2012 2013
More than fourfold the
Personalization Rate.X
#8 Search Features
Research Line
25
Eye Tracking Expert Review
#8 Search Features
#8 Search Features
Design line
27
Before After
More than two third faster
Content Retrieving.+ %
Top bar lets the user switch from one channel toanother and change the language
Highlights from the News & Events section
Content and people search
Intuitive information architecture
UniCredit stock trends
Short cuts to users' most used tools – selected byeditors - and users' favourite tools that can beselected by users from a catalogue
Top stories carousel
Direct access to OneNet (UniCredit professionalsocial network), its communities and workspaces
Highlights from the other sections
Widgets personalised by the user
PILLARS: TRANSLATION INTO FEATURES
RESULTSNEW vs FORMER INTRANET
Daily visitors percentage increase
+ %
Time to retrieve a content
%
Overall user satisfaction
from 38 to79%
Bounce rate
%
Average publishing time
%
1. Invest in User-Centered Design: worth it
2. Use a variety of research methods and combine them with statistics
3. Steal from the Web
4. Develop internal skills on UCD
5. Design is not a democratic process
6. Content is still king
7. User tests can be great for fostering internal marketing efforts
8. Think big, start small, and measure it
LIFE IS TOO SHORT FOR BAD UX
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