1. An Introduction to User
Experience Design
12 July 2009
Presented by Steve Haak

2. » Who We Are
Agenda How We Work
Our Organization
Our Capabilities
Client Case Studies
Why Clients Choose Us
Page 2
© 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.

3. We are over 100
dedicated internet
professionals
across seven offices
with an average
of 10+ years
of experience
Page 3
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4. TRADITIONAL TECHNOLOGY
AGENCIES CONSULTANTS
Create and build Design and
market awareness build IT systems
We maximize the value of
an integrated online
channel.
Page 4
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5. Overview
100 professionals with an average of 10+ years experience
100+ active clients across a wide range of industries
Recognized experts around a user-centered, insight-driven
approach to designing web experiences
Deep technology experience with content management, portals,
e-commerce, personalization and business intelligence
Ranked #1 largest interactive agency by Ad Age in 2006
Offices in 7 cities:
- NYC - Hyderabad
- Chicago - Bangalore
- London
- Pune
- Toronto
Page 5
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6. Business Organization
Microexcel is a global management consulting, technology services and outsourcing
company. Committed to delivering innovation, Microexcel collaborates with its clients,
transforming them into high-performers. With deep industry and business process
expertise, global resources and a proven track record, Microexcel can intersect the
right people, skills, and technologies to help clients realize aspirations.
With its team of staffing professionals, technology thought leaders, certified usability
analysts, interface designers, and system architects, Microexcel has developed a
strong reputation as an innovative industry leader.
ME-Interactive: Interactive Experience Design Divsion
• Experience Architecture, Creative and Technology Experts
• Search engine marketing strategies
• Website development and ad creative
• Marketing strategy, data analytics, and consulting
• Holistic approach to customer and user experience
• Not just another interactive agency, but a trusted partner
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7. We seek clients who seek partnership
Capital Markets Banking and Retail Insurance Specialty Finance
Financial Services
Page 7
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8. We get results for our clients – ROI is in the numbers
Increased online revenues by 500% Email campaign generated 43%
over two years while cost of products higher average order size, with
remained the same double the open rate and triple the
click-through rate of previous efforts
Decreased homepage abandonment Optimization of online campaign
by two-thirds and doubled conversion increased registration from 12% to
rates 28% and opt-in from 25% to 68%
Fall 2004 microsite drove pre-order New website experienced 400%
conversions of 11%, double the increase in site traffic
anticipated rate
Built postopia.com into the #3 most- Online ticket sales tripled and unique
visited branded kids website; monthly visitors have increased
redesign of gevalia.com drove 625% tenfold
increase in online revenues
Highest-rated automotive OEM Named one of 2003’s most
website by Forrester; increased successful product launches by
online leads by 38% in one year Advertising Age; doubled conversion
rates of previous campaign
Page 8
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9. Who We Are
Agenda » How We Work
Our Organization
Our Capabilities
Client Case Studies
Why Clients Choose Us
Page 9
© 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.

10. Process Overview
Interactive Style
Creative & Experience Briefs Creative Direction & Visual Guide
Define vision. Translate user needs and Design/Mocks/Comps Document standards for
business/brand goals into user tasks and Research stock photography, develop relevant charts ongoing maintenance and
proposed features and diagrams, design overall site look and feel development
Inputs
User
Research
Business
Reqs
Success
Metrics
Information Schematics / Functional Spec
Feature Prioritization Content Strategy Architecture Wireframes Document site
Prioritize proposed features in Identify messaging, Map user intentions to Define blueprint for site at functionality for
terms of Value and Readiness taxonomy and metatag anticipated site usage page level implementation team
system
Page 10
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11. Requirements Gathering/Current State Analysis
Business Strategy and Objectives
Identify business goals and prioritize
possible objectives
Success Metrics
Clarify your definition of success
Identify specific performance metrics
and targets
Current State Analysis
Audit existing site architecture,
navigation, content, labeling, features
and structure
Brand Audit
Examine your current visual identity
system, to ensure accurate translation
to the digital space
Page 11
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12. User Research
Primary Research Market Research
Traditional techniques: interviews, Secondary data provided by research
surveys or focus groups firms
Ethnographic techniques: contextual Informs the business objectives and
inquiry, participatory design or beeper ensures that the product will be useful
studies and desirable to customers
Computer-mediated techniques: web
tracking and log analysis, which can be
tied to online surveys
User Research Usability Testing
(Generative) (Evaluative)
CONDUCT PROCESS REQUIREMENTS DEBRIEF
ANALYSIS FOR TEST
USER
PROTOTYPE RESULTS
RESEARCH
NEEDS Iterative
Interviews ASSESSMENT Development
Observation
Surveys SEGMENTATION CRITERIA FOR USABILITY
Card Sort & TESTING TESTING
PROFILES
Page 12
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13. Personas and Scenario Modeling
Scenario design provides a framework
to guide our design of user experiences
Persona Development
Personas distill a group of users with
similar attributes into a single,
archetypal representation
Personas provide insights that focus the
development effort
Scenario Modeling
Scenarios map the steps a user takes
toward completing a goal or task
Used to identify the primary needs,
frustrations, emotions and barriers that
arise during a user’s activities
Page 13
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14. Features Prioritization
Functional Requirements
Functional requirements are generated
through requirements gathering, user
research and competitive analysis
Prioritization
The list of functional requirements is
narrowed and prioritized through two
lenses:
• Value to both the customer and the
organization
• Readiness of the customer and the
organization to change
Functional Specification
specifies the product's intended
capabilities, appearance and features
Page 14
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15. Information Architecture
Taxonomy
Defines the universe of terms or
concepts covered within the experience
Sitemap
Documents the pages in the site and
shows links between pages
Navigation Model
Visual representation of the taxonomy
and site map to the user
Schematics
Serve as a blueprint for page structure
and layout
Page 15
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16. Creative Development
Identity System
All the aspects of visual language used
to uniquely identify a company
Includes typography, iconography,
image treatments and color palette
Moodboards
A working tool to elicit a response to the
visual language used to express the
brand identity
Design Directions
Identity system and moodboards are
synthesized with schematics into
alternative design directions
Page-level Designs/Mocks/Comps
Files that reflect all agreed-upon visual
elements and show how each page
template will look when built
Page 16
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17. Content Strategy
Content Audit
Audit and inventory of the content so
that we can integrate it effectively into
the new user experience
Content Strategy
Outline how content will be used and
what new content will need to be
developed
Content Development
Original content development includes
not just writing and editing copy, but
also the development of audio clips,
video clips, games and other site
features
Page 17
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18. Interface Development
Interaction Design Implementation
Developing the “look and feel” of the All activities required to translate
interface design directions into code
Technologies such as Flash and Graphics production, HTML coding,
DHTML communicate the structure of
scripting, and back-end integration
information using visual and motion
cues Quality Assurance
Review and test the developed pages
to ensure quality and accuracy
Page 18
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19. Prototyping
Proof of Concept
Illustrates the most important user
scenario and allows us to quickly
develop a snapshot of the user
experience in action
Paper Prototypes
test user experience and information
architecture concepts
Functional Prototype
illustrates most or all of the pages and
functions of the site
Page 19
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20. Usability Testing
Heuristic Evaluations
An objective expert review as part of an
iterative design process
Usability Testing
Goal is to observe potential users
attempting to complete tasks using the
proposed design
Page 20
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21. Training and Knowledge Transfer
Style Guide
Serves as the master document of the
identity system and the interface design
standards
Transitional Documentation
Documents specifying all aspects of the
site and its correct functioning for use in
maintaining and updating the site
Implementation Support
A lead developer works with and
troubleshoots for the client to ensure the
correct implementation of the new site
Page 21
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22. Measurement and Analytics
Infrastructure Metrics
Analytics Cycle Focus on the site’s operating
1.Tracking performance
Customer Data Include page views, unique visitors and
Process Collection
2.T
Action
page load times
ew
ra n
e vi
s fo
s fo
User Experience Metrics
6.R
rm
rm
Technology
Determine whether the site is
Information
Customer
People Creation
generating desired customer behavior
Motivation
Include average ticket, abandoned
shopping carts, returns and influenced
ze
5.D
ly sales
.
na
riiv
3.A
e
e
Optimization Insight
Execution Development Business Metrics
Evaluate how well the site is achieving
4.Translate
the strategic business objectives
Include overall sales, gross margin
profits, brand affinity and customer
share across shopping channels
Page 22
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23. Who We Are
Agenda How We Work
» Our Organization
Our Capabilities
Client Case Studies
Why Clients Choose Us
Page 23
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24. Discipline: Client Management
The purpose of the Client Management discipline is to manage delivery of the
overall solution, exceed client expectations and mediate any difficulties.
Client Management roles include:
VP, Client Service, who coordinates all
relationships within an office or region
Client Director, who handles multiple or
large-scale client relationships
Client Manager, who handle smaller-scale
client relationships or elements of larger
relationships
Page 25
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25. Discipline: User Experience
The purpose of the User Experience discipline is to advocate for the user in
the development of the digital strategy.
User Experience roles include:
VP, User Experience, who advocates for
user-centric strategy across an office or
region
Experience Director, who defines high-
level concepts for the strategy and user
experience
Experience Lead, who defines more
specific concepts for the user experience
Information Architect, who defines the
information and navigation model
Content Strategist, who defines the type
and structure of content
User Researcher, who conducts deep
research into user need and desire
Page 26
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26. Discipline: Strategy
The purpose of the Strategy discipline is to develop the digital strategy in
alignment with business needs and user analytics.
Strategy roles include:
VP, Strategy, who supports strategic
development across an office or region
Strategy Director, who provides high-level
strategic direction to a number of accounts
Senior Strategist, who provides individual
direction on a smaller number of accounts
Business Analyst, who provides research
and analysis to support strategy
development
Page 27
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27. Discipline: Project Delivery
The purpose of the Project Delivery discipline is to coordinate the project
team, manage the project schedule and ensure client deliverables are made.
Project Delivery roles include:
VP, Project Delivery, who supports all
delivery within an office or region
Program Manager, who oversees multiple
projects on large accounts
Project Manager, who oversees
schedules, deliverables and resourcing on
individual projects
Functional Analyst, who translates
business requirements into a set of
features
Page 28
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28. Discipline: Creative
The purpose of the Creative discipline is to develop the creative vision and
strategy and execute the creative solution.
Creative roles include:
VP, Creative, who fosters best-in-class
creative within an office or region
Creative Director, who defines the
creative vision for a project and leads
execution
Art Director, who executes the creative
vision
Designer, who supports the execution of
the creative vision
Flash Designer, who executes the
creative vision within the Macromedia
Flash rich-interface application
Copywriter, who communicates key
messages in a branded voice
Page 29
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29. Discipline: Technology
The purpose of the Technology discipline is to develop the technology strategy
and execute the technology which supports the user experience.
Technology roles include:
VP, Technology, who provides technology
leadership across an office or region
Technical Architect, who develops the
overall role of technology in a client
solution
Presentation Layer Developer, who
develops the customer-facing elements of
a solution
Back-End Technologist, who integrates
the solution with the technology
infrastructure
Page 30
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30. Who We Are
Agenda How We Work
Our Organization
» Our Capabilities
Client Case Studies
Why Clients Choose Us
Page 31
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31. Complex Interaction Design
SITE
Marketing design concentrates on
communication of a brand or product
position. The communication is often one
way.
SITE
Complex interaction design enables the
user to accomplish a task.
Page 32
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32. What Does Complex Interaction Design Look Like?
Marketing design uses visual Complex interaction design uses
design to communicate brand. visual design to guide
interactions.
Page 33
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33. Best Practices for Online Complex Interaction Interface
1. Customer expectations for the web are high –the system must not only work,
but work well to satisfy
2. Useful, usable, and desirable sites can only be built by integrated teams
3. Catch low-hanging fruit with experience reviews
4. User research provides the insights required to meet customer needs
5. Personas and scenarios focus the design team on the needs of the most
important users
6. Iterative usability testing gets more bang for the buck
7. Quantitative site evaluation can support business decisions
8. All channels, online and offline, must work in harmony
Page 34
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34. Who We Are
Agenda How We Work
Our Organization
Our Capabilities
» Client Case Studies
Why Clients Choose Us
Page 35
© 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.

35. Citibank Concierge Teller Desktop
Challenge
• Migrate 86 teller and back office applications to
a single, Peoplesoft based user interface.
• Design the user interface in an 8 phase
process
• Train Citibank resources on the basics of user
interface design
Solution
• Review existing business requirements
documents and understand the business
• Create user process models to identify the high
level functional needs
• Work with the technology team to understand
the constraints of the Peoplesoft interface
• Identify a limited number of page templates to
aid the technology effort
• Prototype the site
• Usability test the prototype and incorporate the
feedback
• Document the user interface and communicate
the requirements to the technology team
Page 36
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36. Citigroup Fixed Income Portal
Challenge
Redesign Citigroup’s global Fixed Income Direct portal to
more effectively accommodate increased content and
functionality
Define a new portal infrastructure to lessen dependence on
outdated legacy systems, to bring the portal in compliance
with Citigroup technology standards, and to ease content
publishing and administration
Solution
Conducted a three-track project within an aggressive time
frame: technology strategy; user experience design; and
necessary modifications to Citigroup’s fixed income
intranet
Structured project to identify “quick hit” fixes that could be
implemented ahead of long-term strategic changes
New user interface categorizes and displays rich content in
a pleasing format that complies with Citigroup brand
guidelines and is easier to navigate, understand, and act
on
Validated information architecture and design with usability Citigroup’s Fixed Income Direct portal gives external
testing and internal users access to research reports, intra-day
Evaluated and recommended both content management axes and trade ideas, market commentary, and
and portal packages that meet Citigroup’s requirements financing levels related to its institutional business. The
and infrastructure exigencies portal has recently expanded to encompass
Defined and assessed four alternative implementation information on global loans, prime brokerage, foreign
approaches with respect to requirements, timeline, and exchange, and futures operations.
cost
Provided a comprehensive portal solution that offers
Citigroup’s fixed income clients best-of-breed online
capabilities
Page 37
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37. CitiFX Interactive
Challenge
• Have resources more focused on relationships
rather than execution
• Implement technologies that were faster to
deploy and less expensive to purchase and
maintain than existing ones
• Provide quality tools to support decision
making
Solution
• Integrated key functions from legacy systems,
added real-time information transfer to
customer systems
• Developed numerous decision support tools
which aggregated inputs from multiple sources
• Provided real-time market data, quotes, alerts,
and research – e-mail notifications of data and
trade events
• Built specialized on-line transaction capabilities
Result
• Judged as highly successful by the client
• Rapid adoption – traders began spending more
time on high-return activities
• Rapid replacement of more costly systems
Page 38
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38. UBS Research Portal
Challenge
Integrate 8 distinct equities websites
accessed through the main client portal,
ensuring cross-selling of the bank’s services
Identify, design and incorporate site-wide
tools that worked with content from multiple
equities areas
Upgrade the site’s visual design to a more
professional presentation
Solution
Benchmarked UBS Warburg against a
comprehensive survey of competitors
Designed new information architecture and a
content-rich site concept
Conducted iterative design and prototyping
sessions with user groups to identify and
prioritize content, draw out and categorize
tools, and agree upon page design and
cross-site linkages
Confirmed design direction with usability
testing
Expanded content areas from 3 to 8
sections
Bank prominently recognized by Euromoney
for new design, cited as “neat, clear,
pleasant and well thought out” and as “an
important differentiating factor that clients
value”
Page 39
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39. TIAA-CREF
Challenge
Redefine the role of the web within the
organization and help re-launch the TIAA-
CREF brand to a new generation
Develop online strategies for two primary
segments, participants and plan
administrators
Develop a 3-year implementation plan and
justify the initiatives
Solution
Conducted a current state and competitive
audit to assess existing offerings relative to
peers
Audited the existing technical architecture to
identify issues and risks
Developed interface concepts that capture
the essence of the proposed participant and
plan sponsor experiences
Developed a business case for all high-
priority initiatives
Page 40
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40. XTF
Challenge
Change the way people invest by positioning
exchange-traded funds as vehicles for
building long-term, diversified portfolios.
Target users included: individual investors,
financial advisors, and 401(k) plan sponsors
Solution
Avenue A | Razorfish’s role included brand
development, marketing strategy, user
research and segmentation, information and
content architecture, content development
and technical development
The site architecture, navigation and content
addresses each audience’s concerns related
to ETFs and is task-focused and user-
centered
Marketing and messaging strategy
describes tactics for reaching and
influencing each audience through multiple
channels
Technology infrastructure brings together
leading vendors of planning tools and
trading technology to speed time to market
Page 41
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41. FundQuest
Challenge
Improve Retirement Investment Advisor (RIA)
awareness and brand perception
Increase assets under management and reduce
servicing costs
Solution
Created a robust retirement illustration tool using
Macromedia Flash and Flex that helps RIAs
explore retirement scenarios with their clients
Breaks a sequential process into a series of
modules that can be approached in any order
The user is provided with instantaneous
feedback – reinforcing actions, maintaining
context and building confidence
Real-time data integration and interaction design
help RIAs and client explore “what-if” scenarios
and tune input parameters
Illustrations can be saved, downloaded, printed
and emailed to clients for collaboration
Page 42
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42. Union Bank of California
Challenge
Improve the usability of the online business
center
Deliver more relevant and targeted content and
tools to customers
Ensure that site design reflects customer
intentions
Solution
Conducted user & competitive research on the
small business owner’s needs
Instituted a flexible, modular & prioritized
information architecture
Implemented single-sign-on (SSO) to streamline
site experience
Incorporated multiple tools and third-party
technologies into a coherent site framework
Re-designed site visuals to be consistent with
existing online brand
Result
Provides small business customers with a more
focused set of applications organized to meet
their needs
Page 43
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43. Who We Are
Agenda How We Work
Our Organization
Our Capabilities
Client Case Studies
» Why Clients Choose Us
Page 44
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44. Our Process Works: Industry Endorsements
Microexcel stands out in designing both transaction-led and image-led consumer-facing
websites, based on exceptional user-centered design and strong creativity. Their user
personas earn top scores.
FORRESTER RESEARCH
The collaborative effort between Ford and Microexcel is a model of a full-service interactive
consultancy… the agency is viewed within the Ford organization as a repository of ford.com
standards and best practices.
GARTNER RESEARCH
Since most firms lack the necessary skills in underlying ethnographic research techniques to
create useful personas, companies will increasingly turn to design agencies like Microexcel.
FORRESTER RESEARCH
Microexcel is serious about how users interact with solutions -- no one else comes close.
MICROSOFT (client)
Working with Microexcel has encouraged us to push the boundaries. Their strategic thinking
always makes me think that no matter what the problem, we can find a solution.
VISA (client)
Page 45
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45. Why Do Clients Choose Microexcel?
We’re thought-leaders around the digital channel
• Pioneers and recognized experts around a user-centered, insight-driven
approach to designing web experiences
• Customer insights ranging from teens to newlyweds to Hispanics
• Creative design concepts delight and surprise customers with fresh and
engaging online experiences
We have a proven track record helping major brands improve
performance
• Translation of offline brands to the online space
• Creation of brand-deepening customer interactions
• Management of customer experiences
across channels and touchpoints
Page 46
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46. Why Do Clients Choose Microexcel?
We have deep technology experience
• Experienced builder of websites and web applications,
including content management systems, portals, e-
commerce, and personalization
• Partnerships with market leaders
We believe in data-driven business
optimization to continually improve
effectiveness
• Set metrics and use analytics to refine
our approach and results
• It’s not just a website build, it’s building
an online business over time
Page 47
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47. Where Our Work is Headed
Customers want transactional sites to
be both efficient and compelling. And
enterprises want marketing sites to
drive business value. We’re doing both.
We’re creating great experiences
across the entire customer lifecycle,
not just great websites.
We’re gathering more relevant data
through better analytics tools, and
using those metrics to improve site
performance and personalize the
customer experience.
Page 48
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48. Steve Haak
President, ME-Interactive
office XXX-XXX-XXXX
mobile 646 342 7556
SteveHaak@Microexcel.com
Microexcel, Inc.
1 Harmon Plaza, 10th Fl
Secaucus, NJ 07094
www.Microexcel.com
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49. Agenda
» Our Capabilities
Technology
Implementation
Page 50
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50. Portals, Intranets, & Extranets
Research Materials and White Papers Shared Development/Test Environments
• CeBIT Conference Technology Presentation • Microsoft Sharepoint • ATG Portal
• Web Services for Remote Portals White Paper • BEA Portal • Sun Java System Portal
• McKinsey Portal Study • Websphere Portal • Gridsphere
• Managing the Organization Challenges of • Oracle Portal
Enterprise Portals
• Employee Portals Best Practices
Dedicated Resources Across Disciplines
Practice Leads
Project Managers and Business Analysts
System and Technical Architects
Data Architects and Database Administrators
Information Architects
Page 52
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51. Single Sign-On
What is Single Sign-On?
Single Sign-On is the integration of security, identity management and authentication. SSO grew out of
corporations needs to bridge applications to support the web and cross-divisional communication. It
encompasses the following:
• Policy and authentication management including password management
• Integration with existing systems through API’s and custom integration
• Management of a user’s identity across business units and systems
Extensive Knowledge Base Policy Policy Policy
Client Case Studies Credentials Authentication
Attribute Authority Policy Decision Point
Collector Authority
Technical Specifications
Authorization
Authentication Attribute
Product/Vendor High Availability Best Practice Documents
Decision
Assertion Assertion Assertion
Provider Implementation
Sarbanes-Oxley/Compliance White Papers
Application Policy Enforcement
System Entity
Vendor Comparison Matrices
Request Point
Page 54
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52. Social Media: Building an Online Community
Embrace a core audience. Unearth rare and valuable information.
You can't be all things to all people, and you'll Today's Internet is a roiling sea of trivial
drive your social network to chaos if you try. All driftwood - facts, opinions, statistics and
successful social groups coalesce around conversation, all of varying relevance and often
common passions, common dreams and uncertain quality. In real life, we generally use
common goals - a singular core audience that our interpersonal relationships to sift valuable
will visit, stay and make themselves at home. information and shape it into useful form. Your
Embrace a specialized audience and focus your social network should serve the same function.
engineering, marketing and administrative efforts Focus on a particular area of knowledge and
on making them happy. make your site the "go to" spot for those
searching for rare, valuable and accurate insights.
Be honest.
As the architect of a new social networking Be open and collaborating.
application, your job is essentially to build a In the online social networking world, knowledge
digital town hall: a place to meet, to invite is the primary currency. Do everything you can
others, to enjoy good company in a safe and to encourage and empower your users to freely
honest atmosphere. Don't attempt to collaborate, create, and share their knowledge
manipulate, trick or force your user base to with their fellow users. Build a digital venue for
behave according to what best serves your own free and creative partnerships, and include a
marketing or advertising strategy - focus instead broad feature set that allows your members to
on creating a safe place for them to be shape - and share - their experiences as they see
collaboratively creative, and they'll do most of fit.
the work for you. And often, they'll come up
with better solutions than any you would have
proposed on your own.
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