WEBSITE REDESIGN

The sting is still in the tail but the poison depends on the dose.

Situation

Business is increasingly global, competitive and fast. In this crowded space companies differentiate themselves through their brands, and much of this differentiation happens online. Customers come to experience brands on corporate websites. And they expect to find what they need fast. If that doesn't happen, they go elsewhere.

To a company like Algorithmics, whose business depends on attracting and retaining highly knowledgeable and selective international clients, positive customer experience is a must.

The first and foremost task of the website is to convey credibility and trust. The message Algo's customers should get from it is that they understand their needs and they have the solutions that meet these needs. Algo's clients are under a lot of pressure. Increasing shareholder and consumer demands, market volatility, regulatory pressures and political uncertainties are some of the issues they have to deal with. "We have to convey in a clear way that we understand their overall exposure to risk and we have the tools to identify, measure and manage it."

To realize this vision, Algorithmics needed to re-design its website to communicate its brand and product information online clearly and consistently.

Solution

Algorithmics and T4G approached the project in several steps. Their first priority was to research the key target user groups and understand how they use the website. In addition, they had to conduct a thorough competitive analysis and make sure Algorithmics' branding goals were met.

The second stage was usability testing. T4G recommended a cost effective approach that allowed for testing users of risk management services in multiple international regions via the Live Meeting system. Participants were asked to complete a number of predetermined tasks in a clickable prototype system, giving a "play by play" account of their actions. This "thinking aloud" exercise gave the usability team valuable insight into the thought processes and behaviour of Algorithmics' international customers.

Finally, the third stage in the process involved reorganizing website content, based on earlier research and usability testing. The design team made the following changes:

• Making structural and labeling alterations in the information architecture so that complex information was presented in a clear, user-friendly way
• Implementing risk-type and industry segment approaches to organizing solutions so users could quickly find information they need
• Designing a full content management solution so Algorithmics staff could update all content sections with speed and ease

RESULTS

"We achieved simplicity, consistency and integration that are key to a positive customer experience," said Mr. Fraser, "Clients are now able to navigate the website almost intuitively. It's a dynamic resource that essentially anticipates their behaviour and meets their information needs. And from the point of view of Algorithmics' staff, the new website is a lot easier to manage."

Algorithmics can now rely on its website to present its products and services to the international risk management community, manage its customer relationships for mutual benefit and project a clear and consistent brand image.

The redesigned website was launched on June 1, 2007 and received a lot of positive feedback from the customers.

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