Taking a Step Back to Help a Fortune 500 Company Move Forward

What was the situation?


A Fortune 500 company approached us about updating its central brand standards website. The site houses more than 10,000 individual assets; it’s the go-to spot for internal teams and external partners who need to learn about the brand, find assets, and get work approved. We designed and developed the original site nearly 10 years ago, and it had served their team well. But now it was time to completely reimagine what this site could be and what role it could serve.


How did Oden help?


Our first move in redoing the site was to take a step back and take a holistic view of how users were interacting with it. “From the start, we knew we’d update the technology platform, but we had a sense that we could add even more value,” says Tina Niclosi, EVP at Oden. “We kept one central question in mind throughout the process: How can we improve and optimize the experience?”


A site this integral to operations required both quantitative and qualitative analysis. So we looked at a combination of usability statistics and analytical data and conducted numerous user interviews.


“We assembled a vast amount of data,” notes Niclosi. “This wasn’t just a gut feel. We wanted to make sure all our decisions were backed by solid data and information.”


After collecting the data, we began developing customer profiles that broke the users down into different buckets—agency partners, internal users, etc.—based on what we knew about them from the data we assembled.


Then we used those customer profiles to create personas that our creative and marketing teams referenced to keep users top-of-mind as we developed content and UI designs. In addition to gathering data about these users, we benchmarked similar sites to identify opportunities for improving the overall user experience.


“All this front-end work was crucial to driving the output,” says Niclosi. “If you put in the foundational work at the start, you get a purpose-made product in the end.”


What were the results?


We’re already seeing improvements as we get user input and move toward the final product. Using the profiles and personas to highlight pain points and needs, we made key adjustments to improve functionality.


For instance, during our UX research we learned that users were confronted with questions that weren’t necessarily applicable to them. That extra step was both confusing and time consuming. So we used UX best practices and branching logic to craft relevant questions that direct users to the information they need. In some cases, a simple change like adding a tooltip or rewording a field label eliminated confusion and improved the overall user experience.


“We are actively moving beyond the theoretical,” says Niclosi. “All so we can develop a site that will work for them now and in the future.”