|
|
Trend Micro
Trend Micro, Inc. is a global leader in network antivirus and Internet content security software and services. The company led the migration of virus protection from the desktop to the network server and the Internet gateway, gaining a reputation for vision and technological innovation. Today, Trend Micro focuses on providing customers with comprehensive security strategies to manage the impacts of known and unknown threats to information, through such initiatives as Trend Micro Enterprise Protection Strategy. Headquartered in Tokyo, Japan, Trend Micro has grown to over 1,800 employees in 25 countries, with stock traded on the Tokyo Stock Exchange and NASDAQ.
Client Opportunity
Trend Micro recently embarked on a corporate branding and positioning initiative, and decided the efforts should include a new design and architecture to their web site, www.trendmicro.com. The site needed to showcase Trend Micro's brand personality, company and product information in a globally consistent manner to both internal and external audiences. The site design also needed to be mindful of Trend Micro's global presence and allow enough flexibility for regional offices to customize their own content.Moreover, the new site needed to be visually stimulating, with straightforward navigation. Trend Micro also was in the process of implementing a content management system in which all of this information would be contained. Therefore, the design and information architecture needed to consider the implications of new and old content in the content management environment with multiple publishers.In a competitive bid, Niteo was chosen to manage the design and architecture based on a combination of past project experience, cost factors and design talent that included associates from Niteo's partner, frog design. In addition, Niteo's outstanding track record in accomplishing quality work within abbreviated timeframes was taken into consideration. Niteo was able to assemble a global team, including their NEC Japanese counterparts.
Niteo's Solution
Niteo worked very closely with the core team members based in the U.S. and Japan and employed a team of experienced visual designers and cognitive engineers to develop a design that appealed to the entire global Trend Micro team. To accomplish this, Niteo:
- Developed an analysis of Trend Micro's current situation, as well as a detailed review of Trend Micro's current web installation.
- Conducted a heuristic and functional effectual evaluation of competitor's web sites through more than 50 stakeholder interviews (both internal and external) around the world.
- Gained a deep understanding of Trend Micro's international user base though initial exploratory research (utilizing contextual enquiry technique).
- Conducted a content inventory, information architecture and usability evaluation.
- Created visual design concepts based on branding direction, and analyzed and interpreted the information to develop a robust web design.
- Held user testing with top segments (consumer, enterprise, channel) in major regions in the U.S., Japan and Europe to ensure the new design will address their specific needs.
Client Result
Niteo met the challenge of enabling Trend Micro to begin implementation of a globally consistent web presence as part of their global positioning. At the conclusion of the engagement, which was within budget and on time at just 10 weeks, Niteo provided Trend Micro the design blueprints to begin the process. All major regions embraced the design. The final deliverable was an information architecture and functionality blueprint (designed to evolve over time), a visual design description and a detailed style guide (following the corporate brand guidelines) to enable Trend Micro to roll out the design and implement the work globally. Trend Micro received a tremendously positive response from its customers. With the new design, the company could focus on segmenting their users - effectively targeting customers and promoting appropriate products based on their interest. Close ratios increased by nearly 50 percent over a one-year time frame.
The deliverable also met the requirements of Trend Micro's international audience, and would be supported by the chosen content management technology platform.
Go to Top
|
|
