Challenge EPS has been a successful publisher of
language arts educational materials for more than 50 years,
with a strong reputation for its quality learning differences
materials. Corporate strategy, clearly articulated by senior
management in early 2002, outlined a broad set of opportunities
designed to better tackle an increasingly competitive market,
better serve current customers, and improve the companies appeal
to new teachers. The corporate web site, currently enabled for
the purchase of books and other materials, had seen steady growth,
but had not been updated in several years and did not adequately
support current corporate goals and those of the internal department
responsible for IT and E-commerce initiatives. In addition,
though the brand had earned and sustained many positive attributes,
new visions and standards would be necessary to support these
new ambitions. The challenge to the e-commerce team was to advance
these opportunities by way of the companyÕs web site, while
protecting the business that had already grown slowly but steadily.
Solution
• Clear understanding of customer needs and goals and
consequent association to business goals
• Direct linking of business-to-customer relationship
to appropriate site features
• Content strategy that supported goals and drove the
structural design of the site
• Regular contact with customer segments to determine
satisfaction with design features and functionality
• Articulation of brand standards and application of
standards to site design activities
• Design strategy visualizations
• Design team briefing
Services:
Corporate Web Site and E-commerce Strategy
Brand Standards for Web Design Activities
Customer Research
Usability Testing
Strategic Design Brief Management Briefing
Internal and Internal Design Team integration
Design Output:
Principles for Web Design Corporate Web Site Visual Interface Strategy
Visualization
Team included:
Internal team of information architecture, marketing, and technology
professionals
