This case study reviews the methods and insights that emerged from an 18-month effort to coordinate and enhance the scattered user experiences of a suite of information retrieval tools sold as services by an investment ratings agency. The session will share a method for understanding user needs in diverse information access contexts; review a collection of information retrieval patterns such as enterprise search and information access, service design, and product and platform management; and consider the impact of organizational and cultural factors on design decisions.

1. Designing the Experience of Information Retrieval

2. Joe Lamantia Strategic Planner & Experience Architect 15 years: design, technology, business write & speak : user experience – ubicomp JoeLamantia.com @mojoe

5. The Situation

11. 36-Month Roadmap Phase 3: Integration & Flexibility Phase 2: Consolidation & Scalability Phase 1: Foundation & Usability Track 1: Information Retrieval Track 2: Unified Service Delivery Track 4: Governance Architecture, Design, & Vendor Selection Search Baseline POC Metadata Collection Baseline Taxonomy/Metadata Mgmt. Baseline Taxonomy/Metadata Mgmt. Automation Support Metadata Collection Automation Support Search Term Expansion Aggregated Market-Centric Pages Track 3: Global Site Support UE Diff. UE POC Site Architecture & Design Core Web Site Implementation Country/Lang Selector Affiliate Integration Support Improved Local Language Support Migration Planning Data Architecture Foundation Imp. Product Migration Migration Planning Global Site Migration Taxonomy/Metadata Mgmt. Social Tagging Search Key Identification Metadata Collection Social Tagging Ongoing Governance & Oversight Product Lifecycle Process Improvement UE Governance Arch Governance Tax./Ont. Governance Content/Publication Governance Governance Planning

13. Understanding Audiences

19. Design Research

20. Understanding User Goals Read operating guidelines Review installation instructions Scan technical support requests Review technical specifications Raw Goals

21. Understanding User Goals Root Goal Review “ To examine in detail”

24. Concept Maps

25. Understanding User Goals Analyst report Issuer Rating Country Information Objects Security Insurer Rating Type

26. Understanding User Goals Concrete Goal “ Root goal + [information object]” Review ratings Review issuers Review securities Review reports Review rating types

27. User Goals

28. User Needs

29. “ Personas”

34. IR Requirements

36. Modes

43. Monitoring Monitoring

46. Monitoring Seeking Visiting Stable Destinations Delivery Fluidity Activity

47. Scenarios

49. Understanders and Decision Makers Scenario: Evaluate New Issue William C. | Credit Analyst Customer evaluates new issue quickly William, a Credit Analyst, sees in his Bloomberg console that a hospital he watches has offered a new issue. William turns to Client.com, and searches for information on the issue by entering the CUSIP. William is taken directly to the destination for the new issue. The destination lists initial ratings and research for the issue. William also finds the most recent publications on the issuer and the industry the issuer belongs to, and a link to the destination for the issuer. The issue destination also offers a list of peer issuers (similar hospitals, or in the same region), as well as their senior un-secured ratings. A summary and extract of Client most recent credit opinion on the issue and issuer appears as well. William reads the summaries, considers the ratings, and formulates an opinion about the new issue based on the collected information Client.com presented. F S F S F S F S F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

50. Research and Ratings Originators Scenario: Rate New Issuer Rebecca M. | Client Analyst Client Analyst understands new domain to rate a new issuer Rebecca is a Banking Analyst for Client, focused on Latin American banks. She needs to rate a new issuer - a Chilean bank whose parent company is domiciled in Japan. Rating this issuer requires Rebecca to understand subjects outside her expertise. Rebecca visits the Latin American banking group destination. She is offered links to destinations for new issuers, all analysts tracking Latin American banks, and recent rating actions taken on issues in Latin American banking. With an overview of the activity in her field by other analysts,Rebecca moves on to the linked new issuer page, which collects all recent publications concerning the issuer, shows the latest rating available for the Japanese parent company, and links to the destination for the parent company. Rebecca visits the destination for the Japanese parent. Here she reviews current ratings and the ratings history for the parent, as well as a summary of the most recent credit outlook and credit opinion Client has published about the parent. Rebecca has stronger context, but would like to speak with someone who knows more about Latin American regional economics, and Chilean fiscal policy. She visits the destination for Latin America, which identifies appropriate analysts from the Sovereign Group, and offers recently published research discussing major trends in econoimc development across the region. Rebecca contacts two of the analysts, to discuss specific questions on economic factors in Latin America, and trends in Chile’s fiscal policy. With her more complete understanding, Rebecca is confident she can rate the Chilean issuer properly. S S S S S F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

51. Reference Users Scenario: Researching Complex Topic Peter N. | Corporate Librarian Non-expert assembles research on complex topic Peter, a Corporate Librarian, must respond to a request from an Analyst for the research that Client has published on the after effects of the Asian currency collapse. Peter logs on to Client.com. This is a new topic he has not researched before, so he chooses to directly enter a query for “asian currency collapse effects” covering all types of research. The returned results suggest that Peter would be interested in a special topic, “The Asian Financial Crisis”. The results also provide Peter suggestions for related special topics, such as “Korean Financial Market”, and links to destinations for all suggested special topics. The results list items for Peter’s query, and the special topic Asian Financial Crisis. He saves links to both topics. Peter can search again, automatically using the special topics as a basis for the new query, applying additional parameters to the combined query as needed. Peter refines the query, using terms related to the request such as corporate governance, and setting the scope to specific countries the analyst is interested in, such as Korea and Singapore. Peter sorts the returned results by date, and filters out several types of publications he does not need to satisfy the request, and chooses five pieces of research to download at once, in the format the analyst prefers. Peter includes the saved links to the special topic destinations in his response to the analyst’s request. Peter dispatches the downloaded files to the analyst. F F S F S F F F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

52. Understanders and Decision Makers Scenario: Monitor Portfolio (Activity / Research) Anike W. | Portfolio Manager Track research published across portfolio of issuers Anike manages a portfolio of credit issues from a large number of issuers. She has created several groups of issuers on Client.com to help her monitor the changes in Client view of the issues and issuers in her portfolios. Anike regularly visits the destinations for her groups to see what new research of interest to her is available. Anike’s group destinations provide a list of recent rating actions for her issuers, gather links to all new research of chosen types on the issues, list industries covered by the group, indicate new research published on the issuers, and offer destinations for the regions where issues are domiciled. Anike needs to know immediately of any changes in the outlook for one issuer in the news for potential difficulties. She creates an alert that will send her notice of an rating action or new research mentioning this issuer or issue. Anike may need to change the mix in her portfolio. Her groups destination includes a cross-reference link to information on three issuers in her group offered by the Market Implied Ratings product. Anike’s firm may purchase MIR, so she follows the link. S M S M S M S M S M F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

53. Reference Users Scenario: Customer Support Margaret T. | Client Service Desk Service desk assists customer A frustrated customer calls the Client Service Desk to retrieve the Annual Default Study, without checking Client.com. After many failed attempts in the past, the customer refuses to try finding things on Client.com… Margaret locates the Annual Default Report in the list of “Most Requested Items” Margaret asks what file format the customer prefers. She emails the Annual Default Study to the customer. She offers to explain three easy ways to obtain the study that are faster than calling. Margaret recommends using the “Most Requested Items” list which gathers the most needed publications across all business lines and document types. She explains where the list appears at key locations throughout Client.com, such as the home page. She tells the customer how to directly download the latest version of the ADR and other commonly needed publications in a variety of file formats. Margaret also tells the customer how to bookmark the destination page for the Annual Default Study, where the latest version is always available. She explains how the customer can set an alert to be notified when the Annual Default study is updated. She describes different delivery channels for the alerts, email, RSS, etc. The customer does not want to receive any additional alerts. Margaret explains how the customer can have the latest version of the Annual Default Study automatically sent out. The customer asks how to set this up. Margaret guides the customer through setting up a subscription to the Annual Default Report by activating this feature (from the bookmarked destination page, or other locations). The customer thanks Margaret for making things easier to find without mistakes, wasted time, or making many phone calls. F Finding Stable Destination Monitoring Delivery S M D S D D S M M S S IR Modes Referenced

54. Understanders and Decision Makers Scenario: Understand & Interpret Methodology Simon L. | Ratings Advisor Customer quickly locates methodology documents Simon, a ratings advisor at an investment bank, needs to understand Client method for rating asset backed securities.. Simon logs on to Client.com. Simon is presented with recent and frequently requested publications in the area of structured finance, based on his role, profile, and interests. Simon wants a longer term view of Client methodologies for structured finance. He navigates to the linked destination for all methodology publications, and focuses on the segment for structured finance. Simon quickly locates the methodology publications pertaining to asset backed securities. He selects several that meet his needs, indicates that he wants them added to a new packet of documents for later use. Simon chooses to download the methodology documents immediately, as well as save the packet for later. He reviews the packet, chooses the file format, and downloads the individual files all at the same time. On the methodologies page, Simon sees a reference to a recorded Client briefing on emerging markets methodologies. He reviews the summary of the briefing. It includes a list of the other topics addressed in the call, as well as the agenda and Client participants. Simon begins listening to the recorded, to see if he should listen to the entire briefing now, later, or at all. While listening, Simon recognizes the name of a Client analyst in the list of participants. He follows the link to the destination page for the analyst, to see if the analyst has written any interesting publications recently. Simon stops and bookmarks the recorded briefing for later, and begins to review the downloaded methodology documents. S M S M S S S S S F Finding Stable Destination Monitoring Delivery S M D IR Modes Referenced

55. Patterns

57. Information Retrieval Patterns Seeking Seeker Visiting Stable Destinations The Seeker is looking for something. Once found, the Seeker goes elsewhere to accomplish other goals.

58. Information Retrieval Patterns Delivery Regular Customer Visiting Stable Destinations The Regular Customer visits the same destination(s) consistently for the same reasons. Then the Regular Customer realizes they can save the time and effort of visiting, and switches modes to have the things they need delivered directly to them.

59. Information Retrieval Patterns Seeking Seeking Explorer Visiting Stable Destinations The Explorer is learning about a new (or changed) environment; exploring it's structure, contents, laws, etc. The Explorer may do this for their own purposes, or for others.

60. Information Retrieval Patterns Initial Subscriber Seeking Delivery Visiting Stable Destinations The Initial Subscriber seeks what is needed, finds the things needed, goes to their location(s), and then chooses to have these things delivered to allow them to seek other things.

61. Information Retrieval Patterns Vigilant Subscriber Monitoring Delivery Visiting Stable Destinations The Vigilant Subscriber makes effective use of monitoring and delivery, followed up with visitation of destinations, to ensure they do not miss out on anything that might be useful to them within the environment.

62. Information Retrieval Patterns Skydiver External Referrer The Skydiver makes a bold entrance from outside the environment, and lands precisely on target. Visiting Stable Destinations

63. Information Retrieval Patterns Watchdog Seeking Monitoring The Watchdog first finds things, and then places them under careful watch.

64. Information Retrieval Patterns Returned Expatriate Seeking Delivery Visiting Stable Destinations Monitoring The Returned Expatriate was away, and is back again. They begin by revisiting known places, then seek out what has changed, monitor changes for a while, and eventually begin to have valuable things delivered.

65. Information Retrieval Patterns Vigilant Customer Monitoring Delivery Visiting Stable Destinations The Vigilant Customer comes by often, but wants to be sure, and so monitors things from afar for a while before deciding delivery is more effective.

66. Information Retrieval Patterns Curious Subscriber Seeking Delivery Visiting Stable Destinations The Curious Subscriber has things delivered regularly, but visits all the same to see what else may be available. And just to be sure, they seek out the things they suspect are here, but cannot see immediately.

67. Lifecycles

69. Lifecycles Seeker Seeking Visiting Stable Destinations Regular Customer Delivery Visiting Stable Destinations

70. Lifecycles Regular Customer Delivery Visiting Stable Destinations Vigilant Subscriber Monitoring Delivery Visiting Stable Destinations

71. Lifecycles Skydiver External Referrer Visiting Stable Destinations Regular Customer Delivery Visiting Stable Destinations

72. Structures

74. Environmental Context For IR Activities Focus Global Local Regional Global

75. Seeking Experience Focus-based Seeking Local Seeking Focus Delivery Focus Monitoring Regional Seeking Global Seeking

76. Seeking Experience Local Seeking Local Seeking Local Monitoring Regional Seeking Global Seeking

77. Seeking Experience Regional Seeking Regional Monitoring Regional Seeking Global Seeking

78. Seeking Experience Global Seeking Global Monitoring Global Seeking

79. Destination Experience Focused Destination Local Seeking Focus Delivery Focus Monitoring Regional Seeking Global Seeking

80. Destination Experience Local Destination Local Seeking Local Monitoring Regional Seeking Global Seeking Local Delivery

81. Destination Experience Regional Destination Regional Monitoring Regional Seeking Global Seeking Regional Delivery

82. Destination Experience Global Destination Global Monitoring Global Seeking Global Delivery

83. Design

84. User Experience Reconciliation Design Integration Track 1: Information Retrieval Surveyor Track 2: Unified Service Delivery Interviews & Findings User Roles + User Needs = Matrix Personas Scenarios Monitor credit risk over time Learn about Client Understand the rating agency Identify and compare entities Access ratings, research & opinion Perform customer service Perform credit risk analysis Search for Relevant Research Learn about Client View Latest Research Evaluate New Product Understand Methodology Monitor Portfolio Researching Complex Topic Respond to Customer Call Evaluate/Rate New Issue

86. Surveyor Example Concept Page Consistent Framework Page Title Ratings List Tile Highlighted Research Tile Research List Tile Interactive MIR Tile Interactive Reference Tile Research Research Research Analyze Learn Analyze Product Promotion Tile A page integrates a number of functional tiles within a consistent site framework

87. Wire Frame

88. Wire Frame

89. Wire Frame

90. Wire Frame

91. None of this was built.

92. Fortunately.

93. Understanding Audiences

94. User Feedback

95. User Feedback

99. Audiences: Overview of User Groups Client Analysts Client analysts create the valuable research and data delivered to customers via Client.com. Client Analysts specialize in a particular area of the market, and often have contact with customers needing additional clarification or insight into Client actions and viewpoints. Client.com Customers This group includes the range of Client.com customers, from Ratings Advisors to Credit Analysts and Portfolio Managers Client Services This group provides Client.com customers with service and support for the research and data or analytics offerings delivered via the web site. It includes customer facing roles, as well as IT staff, and Issuer Relations. Internal Association External association Client.com Users (non paying) This group utilizes Client.com to support diverse purposes inlcuding research and regulation, that are not connected to a credit issue or other buying or selling decision.

100. User Research Framework Client Customers Client Analysts Client.com Subscribers Issuer Relations Client Service Desk Research assessed IR needs of internal and external users. All Information Retrieval Needs

101. User Research Framework Client Customers Client Analysts Client.com Subscribers Issuer Relations Client Service Desk All users rely on Client.com user experience to meet IR needs… All Information Retrieval Needs

102. User Research Framework Product / Service Delivery (.com) Research Creation Ratings Generation Issuer Relations Customer Support Internal Information Retrieval Needs Internal users assessed spanned major Client processes…

103. User Research Analysis Product / Service Delivery Research Creation Ratings Generation Issuer Relations Customer Support IR IR IR IR IR Internal users rely on Client.com to support other processes. Internal Process Needs

110. Suggested Vision For IR Architecture Product / Service Delivery Research Creation Ratings Generation Issuer Relations Customer Support IR IR IR IR IR Common IR architecture and services supports all needs. Information Retrieval Architecture

111. Solution Implications Product / Service Delivery Research Creation Ratings Generation Issuer Relations Customer Support Publishing Document Mgmt Collaboration CRM IR IR IR IR IR Internal needs may be better met by dedicated user experiences.

112. Q & A @mojoe [email_address] Questions? Thank You!