Leveraging the Web to Extend Global Reach: SHRM India Case Study
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Transcript of Leveraging the Web to Extend Global Reach: SHRM India Case Study
Architects of the User Experience
Webcast01.27.10
Leveraging the Web to Extend Global Reach: SHRMINDIA.ORG Case Study
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01.27.10 Webcast – SHRMINDIA.ORG CASE STUDY
• Lisa DienerDirector, Membership MarketingSociety for Human Resource Management (SHRM)
• Patricia Reyna-WrightSenior ConsultantNavigationArts
Presentation Team
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SHRMThe Society for Human Resource Management (SHRM) is the world’s largest association devoted to human resource management. www.shrm.org
NavigationArtsNavigationArts is a user experience consultancy that provides Internet strategy, usability, information architecture, interface design, content management, and development services. www.navigationarts.com
About
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Launched: June 12, 2009
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Services Provided by NavigationArts for shrmindia.org:
• Web Strategy
• Project Planning
• Information Architecture
• In-Country User Testing
• User Interface Design
• Template Development
• CMS Development
• Launch Support
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Touch Points
• Business Goals
• Marketing Strategy
• Local and Global Considerations
• Project Highlights
• Lessons Learned
• Closing & Remarks
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Business Goal: Extend Global Reach
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Why India?
English is the major language of trade and politics in India, but there are 22 official languages.
• Research and survey results pointed to India
• “Follow the customer”
• Accessibility and proficiency of technology in the workplace
• At the time of evaluation, India’s economy was growing 6-7% annually
• Increased moves to business globalization and US-India bilateral trade and investment
• India’s business growth means growth in HR professionals
• English language used for business
• Cultural commitment to relationship building
• Cultural bias toward education and qualifications / certifications
• Profession was largely underserved
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Marketing Strategy
India has 50 million internet users but only 4.5 million do transactions online.
• Reviewing historical trends and member surveys
• Incorporating SHRM Web site as a key component
• Creating evaluation criteria/analytics
Site Goals
• Using Web site as beach head to establish virtual presence, with global reach
• Providing locally relevant news and reference content
• Recruiting members
• Testing trial membership options
• Providing an online community for members residing or doing business in India
• Selling local and international events and educational product
• Determining how to “sell” local and global membership benefits simultaneously
• Accepting payment in local currency
Inputs
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Local, GlobalConsiderations
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Communication• Consistent team
• Access to materials
• Select the right CMS for your requirements, skills, and budget
Cultural Nuances
• Different tone expected in communication
• Adjusting to consensus building work culture
• Time and turnaround for materials
Logistics
• Impact of time difference for team meetings
• Allow for technical differences
• On-boarding process for web project
Local, Global Considerations
The word "no" has harsh implications in India. Evasive refusals are more common, and are considered more polite.
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Brand Strategy• Relationship between main and sub-brand
• Context for joining locally with access to global benefits
• Devising a blueprint for future country rollouts
Design
• Colors have different meanings in different cultures
• Symbols and meanings in context
Content
• Language nuances and spellings ( center vs centre, color vs colour, etc.)
• Units of measurement
• Display of date
• Labeling and number of fields for a form
Local, Global Considerations
The color red represents anger/danger in the US; in India it represents life/creativity.
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Project Highlights
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Flexible Site with Modular Content Elements
Information Architecture
• Keep in line with the larger corporate strategy
• Relationship of content organization, prioritization to corporate site
• Start with fundamentals
• Adapt to local needs and requirements
• Technical feasibility
• Plan for the future in phases, enhancements
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HR Professionals in India• Focus: User experience design alignment with cultural expectations
• Participants included current, prospective and inactive SHRM members
• Design alternatives tested including choosing adjective descriptors
• Content outcomes:
• Most important reasons for users to visit the SHRM India site:
• India HR News covering contemporary HR issues
• HR case studies and best HR practices in India
• Global HR news and global case studies
• More users were willing to pay for content than not
• Best source for HR information currently: websites
User Research
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Relationship to Corporate Site Brand• Design explorations helped ascertain the relative visual distance of the brands
Visual Design
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High alignment to main site
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Infused with local elements
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Distinct visual representation
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Sensitivity to Local Preferences• Design was tested with in-country audience to ensure sensitivity to local elements
• Consistent use of elements to serve as icons
• Attention to imagery and photography suitability
Visual Design
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Local elementsIcon suitabilityImagery, Photographs
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Local elementsIcon suitabilityImagery, Photographs
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Lessons Learned
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Content is KING!
• Early strategy for content migration and development
• Resources in place for content creation
• Ensuring content remains current and relevant
Cultural Considerations
• Structured U.S. environment vs. India’s entrepreneurial spirit
• Research around attitudes and usage of customer
Resource Allocation / Accountability
• In-country ownership
• Level-set expectations for resource allocation
• Role of marketing in-country
Lessons Learned
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Closing & Questions
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Results
• Since launch, the shrmindia.org site has averaged 14,500 page views per month
• 30% of traffic coming from the parent website shrm.org
• Using heat map technology to determine where individuals are going on various pages.
• Continued positive response locally:
“I am very impressed with the look and feel of the SHRMIndia Web site.”
– head of an HR Consulting firm in India
Results and Plans
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Plans
• Enhancements are planned in 2010 as the site continues to evolve to meet user needs
• Evaluate use shrmindia.org site as template for launching future country-specific sites vs. global site with country-specific sections
Results and Plans
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• Lisa DienerDirector, Membership MarketingSociety for Human Resource Management (SHRM)[email protected]
• Patricia Reyna-WrightSenior [email protected]
Contact Information