Dunn & Bradstreet

Dunn & Bradstreet Website

August-September 2015 @ HUGE, inc. Atlanta, GA

My Role at HUGE

UX Research & Strategy : Synthesize research findings into visuals that convey key insights.

UX Design : Create visual models that communicate content strategy.

UI Design : Generate low fidelity wireframes to show modular content delivery.

Objective

Create a website based on a user-centric design strategy that addresses four primary goals.

Goals

1. Facilitate conversions.

2. Personas not products.

3. Target tier 1, 2 and emerging customers.

4. Modernize the user experience.

Research

For this phase, we started with a representative sample. To get a sense of which content is succeeding and which is falling short, Huge took a close look at 250 HTML pages & 85 PDF files. This exercise turned up a number of insights-

There is a large gap around marquee, top-of-funnel content.

Most current Dun & Bradstreet content belongs at the middle or bottom of the conversion funnel.

There’s almost no content to greet the user & effectively kick off a conversation.

Insights & Opportunities

Current users are not highly engaged with the site. Most users only engage with product, solutions, or transactional content.

Few find the thought leadership content.

Opportunities : Present a clearer path to engaging content.

Users who find thought leadership content are more likely to engage, return, and convert.

Opportunities : Surface engaging content earlier in the process.

Generating leads still requires solutions-oriented content.

Opportunities : Close prospective leads by serving solutions and product information after they’ve discovered that D&B is a thought leader.

UX Challenge

Create value by connecting data, context, and relationships.

UX Vision

A modernized user-centric platform that leverages data, content, and relationships to drive growth for you and your customers.

Persona Segments

Persona Mapping

Using relational models we can start to visualize where persona interests overlap. We can start to identify areas that are underserved in terms of content that actually have a high demand.

With insights from these visual maps we can start to gain an idea on how to cater the right content to the interested users. This will help drive the conversation forward and engage users. For instance in the visual below the CCO and CFO personas are clearly not as interested in Results Driven data.

Putting insights into Action

Content strategy models start to take shape from what we learned in the mapping phase. What do these data driven relationships look like? How does this translate into content delivery and user flow?