tripwire, inc site redesign discovery.
Aligning Tripwire’s business goals with user goals and setting up all involved stakeholders and teams for success.
the lowdown
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UX strategy
As a designer covering the discovery portion of the wireframing process, my responsibilities included coming up with questionnaires for stakeholders and their teams to hone in on their KPIs, visions of success, among any other general goals. Once collected, the objective became refining these asks, relating it back to our users (feedback, problem areas), and finally effectively communicating these requirements to our team’s interaction design consultant.
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In order to redesign the site, myself and my team would need to formulate wireframes according to stakeholder goals. The first step in this process was to engage the stakeholders and their teams to better understand their KPIs, goals, and long-term intentions. We must align on these goals, understand how these will relate back to the business and impact our users.
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Collaborating with stakeholders will help myself and my team to discover and align on what each stakeholders’ / teams’ priorities, goals, vision looks like. Without alignment on each team’s vision, I would end up prioritizing interactions for users that are not relevant to the users’ goals, company’s goals, or do not help each team succeed in the eyes of the business.
the process definition
Defining the goal collection process and engaging with page stakeholders consisted of
Evaluating at the existing functionality of the current pages on the company site
Pondering where certain user journeys could be expanded or more clearly communicated
Brainstorming questions to better understand what the stakeholders will need or want from the redesigned page section
Discussing with stakeholders to better understand what exactly will empower their team to be successful and how we can leverage our resources to help assist them in achieving their short-term and long-term goals and wishes
Refining goals and making decisions around task flows to prioritize what the users’ needs are around each section of the site and how respective interactions will align with each team’s definition of success in the long-term
Finalizing goals, flows, and journeys then communicating content + interaction requirements to the interaction design consultant
the goals
collecting
Screenshot of an example of the questions documented to get a goals conversation rolling with page stakeholders and their teams to better collect and define requirements
Discussions with page owners and their teams about their goals and visions for the page(s) they own which looks like
Discussing what the primary objective of the page is and how it is helpful for users
Getting an idea of the top goals for each page in order to get an idea of which calls to action or content will be prioritized
Common complaints that they usually receive and how they would like to see these problems resolved on the company site
Drawing inspiration from competitive designs the the stakeholders feel are doing a good job of what they’re looking for as a result of the redesign
From a more general, less official perspective, getting an idea of some wants or goals that would benefit the team or their work
General requests that they would like help with for the long or short term, or anything they would like to confer with our team
defining + refining
Screenshot of an example of the spreadsheet to articulate refined Solutions pages goals with the interaction design consultant
I took this opportunity to condense stakeholder requirements and requests into meaningful goals that can be directly translated into user interactions or design components by our interaction design consultant
This looked like internal discussions with our team on what these goals could look like in action, which I documented to articulate the ideal state of these user interactions
final decisions + tradeoffs
1. Sleek, witty, or fun animations were traded for an accessible site for all variations of screen readers, but also for a site that is perfectly intuitive for all users, not just users who are high tech empaths.
Product feature component
Solutions pages are where the user's journey begins in their search for a cybersecurity resolve. A link to the related products allows users to see and learn about the technology behind these cybersecurity solutions.
Case study component
Users should be enabled to access information about the products they are considering to purchase. Case studies build trust with users who wish to see proof of success.
Related resources component
As users go through their cybersecurity education journey, related resources connect users to educative marketing assets which discuss relevant products, tools, techniques, and solutions.
video component
2. The stakeholder for the Solutions pages wants video on each Solution page but it’s not content that the marketing team has ready yet. As the creation of these assets is in the works, the component will be created in the meantime but will not get built into the published pages until the marketing and product videos are completely ready to go live.
Video will engage users who learn better from a video as opposed to a written format, and allows folks to learn about the cybersecurity solutions more passively if they desire.
3. After finalizing requirements from stakeholders, we discovered that some page requirements were beyond what had originally been scoped for the project. We then split the site redesign into multiple phases: discussing and finalizing what is MVP and what is not MVP for each phase; defining a backlog of items that will eventually need to be addressed as part of the company site redesign.
learnings
In retrospect, here are a couple of major takeaways that I recognized as I moved on from this portion of the broader project:
The importance of clear and precise communication with interaction design consultant because as the only internal designer on the project, I will need to articulate the weight of these requirements and how we can best balance stakeholder and user needs
The need to be as organized as possible and clear in goal setting for all short-term, long-term, and refined goals because these will set the tone for stakeholder intentions of certain subsections of the site for many interactions to come.
As the teammate with the most experience with stakeholder interviews on this team, I felt I could have better prepared and set my team up for success through the stakeholder interviewing process. I feel as though I allowed my team to take control of certain parts of this discovery process when I could have fully owned the entirety of the process and stepped in to be more helpful when teammates were stepping into new territory with the stakeholder interviews and did not understand how it may pertain or translate to larger goals and user interactions.