Seagate Website redesign:
personas, flows, objective-setting, experience mapping
I was brought in the Seagate account with Blast Radius (a Vancouver-based WPP agency), as a lead strategist. As we began our intake and discovery for a global Website and support forums, we found gaps in our behavioral understanding of their customers. Seagate is one of two dominant hard drive storage manufacturers on the planet, offering backup devices for home computer users, replacement drives, and ingredient disks for enterprise-class storage manufacturers. This means that everyone from a product design engineer to your mom is a Seagate customer.
How do you design a Website for such a wide range of customers?
First start with the behaviors by interviewing real customers and visiting Seagate's call center in Oklahoma. The team and I began to more fully understand and cluster how people think about storage, how they evaluate products, what they do with it, and understand what gives them trouble during ownership.
Other, non-buying Web users impact the perception of worth for a company. My interviews ranged from a shipping and receiving clerk at an Apple warehouse to a marketing program manager at a technology distributor, to an elderly customer who bought an external drive from "a nice young man at Best Buy" to make sure her family photos never get lost.
After establishing key persona insights I developed a body of content and experience flows. Then I headed to Vancouver, where I holed up with the design and engineering team with stickies, whiteboards, and artifacts from all phases of the ownership process.
We designed something great...for a lot of different kinds of people.