Case Study: Watson Health - IBM
Lead UX architect for Watson Health Products and solutions. Requirement involved a re-evaluation of the Watson health online marketing initiative within the IBM.com framework.
IBM
Project Requirements
- Evaluate current state of Watson Health Marketing
- Conceive of a more intuitive and better performing way to present the marketing materials online.
- Streamline current content to improve overall performance and user/visitor retention.
Project Overview
Watson Health had some new initiatives they were bringing to market. However the current iteration of their web presence within IBM was severely underperforming. My UX team was engaged to solve this issue and come up with a fresh approach to the material and a more streamlined, easy to comprehend presentation of the content.
The Challenge
The biggest challenge we faced was reformatting material and content that was not easy for the average consumer to easily understand. It consisted of many complex aspects and was not readily accessible to the casual visitor. We needed to work with all the necessary parties involved to get their buy in on what we could alter in the content, and what was mandatory. It was not easy to navigate and find a balance that made everyone happy. There were also limitations we were dealing with since the Watson Health site was built on the Drupal Platform, so there were inherent limitations in copy count and band variations. We had a limited palette that we were forced to adhere to.
The Approach & Solution
Using a reduction approach, where we prioritized the important points, while at the same time truncating unnecessary and repetitive verbiage, we were able to create a new streamlined presentation that everyone was willing to sign off on, and that when tested for client feedback scored high on heatmap evaluators like Hotjar. Everyone was pleased with the results.
This project took over 3 months to complete, and represented an entire overhaul of the existing website, requiring a full re-launch. Some additional work included accessibility testing and also globalization. This required all images to be free of any text, since that would impede translation in other territories. The site continues to outperform other IBM sectors and is often cited as a benchmark for efficiency within the company.
The Results
Client Testimonial
Steve's greatest attribute is his no nonsense approach and collaborative nature. His energy motivates others, and his tireless work ethic keeps everything on track. There was never anytime during the process where we felt bottlenecked or blocked by miscommunication or missed deadlines. Steve under promised and over delivered. I couldn't be happier with the results, and insist on retaining him as our UX lead anytime we have a new project initiative. If you have a critical deadline, but can't sacrifice quality, Steve is your guy.
Want me to help with your project?
Feel free to reach out to me with your requirements, I provide a full evaluation and estimate free of charge.