Understanding User Requirements for the Enterprise Information Portal

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Understanding User Requirements for the
Enterprise Information Portal

• InfoToday 2002
• May 14, 2002
• Mary Lee KennedyMicrosoft Corporation

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Problem Statement

• What would it take to provide Microsoft employees
  with a sense of community in a web space targeted
  at the entire corporation?

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MSWebs Mission

• Engage employees with Microsofts organization
  and community by providing a primary online
  vehicle for communications, communities and
  enterprise information.

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Enterprise Information Portal Evolution
Microsoft Community Anywhere On any Device
Information Architecture
Industry Information Events LOB
Web-site Access
FY1996
FY1999
FY2000
FY2001
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Two Business Drivers in FY01

• Productivity contribute to the development of
  the high performance employee
• Retention contribute to employees intent to
  stay

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Success

• Increased customer engagement
• Editorial direction and features set to meet
  persona criteria for building community,
  communicating our culture and business direction.
• Compelling user experience

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Introducing Personas

• A concrete representation of a products target
  users
• An amalgam of real users based on detailed
  customer data

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Why Use Personas?

• Proven success
• Focuses end-result on the customer
• Improves communication within the product
  development team
• Narrows the target by aiming for the specific
  rather than the average
• Provides a solid basis for decisions regarding
  features, communication strategy and
  implementation

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Steps in Creating Personas
Step Deliverable
Data gathering Review of all information sources that will be used to inform the data analysis. Requires relevance rating.
Data analysis Clustering, gaps analysis, and mapping of key findings. Exposes anchors for segmentation.
Audience segmentation Definition of each audience and development of foundation documentation. Feature set is established and prioritized with persona review.
Validation Priorities are validated with representative sample of personas.
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Archetypes

• Foundation is anecdotes, values, beliefs, rules
• Represent the extreme forms (superhero, alter
  ego) of the values, beliefs, and rules
• Used in editorial strategy as content, and as
  guides in how content is delivered

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Archetype Example
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Ongoing Impact

• Influences editorial strategy
• Influences communications strategy
• Process to be applied at in other projects.
• Update as business drivers change

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Contact Information

• marylken_at_microsoft.com