HTC invited Fi to participate in the RFP process along with 15 other agencies with much larger footprints. Through continued attention to HTC’s objectives and a focus on the task at hand we employed our strategic, creative and technological knowhow to tell a meaningful story of how Fi would change the face and user experience of HTC.com.
Our process and approach carried us thousands of miles between Taipei, Stockholm, Seattle, London and NY. We had the chance to interface with the many teams and stakeholders throughout HTC’s global offices and we honed in on the business objectives and success indicators that became the tenets of our proposal.
We presented our findings and recommendations to a board of 20 key stakeholders. The next evening, we received the good news!
Through competitive analysis of HTC competitors as well as a best practices gap analysis of non-competing properties that were doing things successfully in the digital space, our team of UX Strategists outlined a framework that identified what worked and what didn’t.
From our learning it was clear that users needed to interact with the HTC products as a first step in the sales funnel. Our approach leveraged the immersive nature of the digital space; enabling product engagement and discovery through the browser window. Interactions were planned for and designed to provide a simple, yet sophisticated user experience comprised of modern colors, typography, interactive features and social elements.
Understanding the target audience(s) is paramount to any website. HTC.com was no different. We identified seven user archetypes for HTC that became the basis for our recommended approach. From these user groups we were able to hone in on specific needs and behaviors to ensure that HTC.com was meeting expectations.
Additionally, we analyzed quantitative and qualitative historical data to ensure we were improving on areas of opportunity while bolstering features and functionality that had proven successful in the past.
The net result of this document was a highly-targeted roadmap that became the basis of comparison for each phase throughout the project. As we moved from phase to phase, the Research Summary document was referenced to ensure we were not deviating from the overall strategic approach.
You wouldn’t build a house without knowing how many bedrooms were needed. Similarly, for us to approach the design and development of HTC.com confidently a Features & Functionality matrix was established to ensure we weren’t overlooking anything. This let us define just how many bedrooms were needed.
Each feature was aligned to a business goal, a functional element, a creative guideline, a user experience mandatory, or in some cases all of the above.
Interactive maps, responsive touch screens, intuitive ringers that adjust the volume when tucked inside a backpack. Consumers choose phones that have features that mean the most to them. We designed the product sections to raise the awareness of these features and entice users to purchase HTC products through streaming video, on-hover tool tips and calls to action for more information. Of course, “Buy Now” is prominently displayed to entice users to purchase the product.
The home page sets the stage for an emotional connection between HTC and the user by presenting a narrative that aligns technology with every day life. It subtly lets the viewer understand that technology is not merely a means to an end, but a tool of life.
We put HTC’s biggest sellers in the spotlight and allowed users to compare top sellers—all within the same page. We also employed 3D models to put the devices in the users’ “hands” and leveraged streaming video of product demos and television ads that showcase the features of the product.
Leveraging the grid helped to visually distinguish between products as active-filters filled the page with product content.
We structured the product overview pages in an easy to digest format; utilizing tabs that provide specific information to the device. By structuring the information in this manner, users can hone in on what information means the most to them, from uber-technical device specifications to the widgets that come standard on the device.
More information. Less clutter. You’ll notice this design philosophy throughout the site and it’s no different with the product specs page. The consumption of information in an easy to digest layout empowers users to gain product insights without feeling bogged down by text.
Phones aren’t just phones anymore; they’re gateways to the world. Staying true to how we approached this entire project, we designed the Apps HTC Widgets page to let users feel part of a larger community and social experience.
Whether just starting out with an HTC device or more skewed tech savvy, product help is an important part of the user experience. From the phone selector tool to the easy to find contact information, we designed this section by focusing on getting the user to their destination quickly and efficiently.
Fostering loyalty was the purpose of this section. By bringing images, videos, and how-to’s to the forefront helped users become familiar with their new (or soon to be new) HTC product.
FAQ’s are considered a “cost of entry” feature on any product site. Users have come to expect this section for fast and easy answers to some of the top questions related to products or features. From our competitive analysis we were able to isolate what works and what doesn’t, which helped us design a page that was easy to use and informative.
By working with HTC Customer Service and Tech Support teams, we integrated call-scripts and decision trees that are used on the back-end to help isolate, identify and solve common trouble-shooting issues all in the browser experience. This helped cut down on call center volume and enabled users to quickly solve issues without ever picking up a phone.
As a public company, transparency and accountability were not only essential but mandatory. This section consolidates financial data, news, public documents and events in one place that’s easy to navigate and digest. Essentially, we created a virtual newsroom for HTC investors—or for those interested in learning more about the company.
Filling out forms is a known barrier on the Internet. We took a simple approach to the contact form that minimized the information required thus fostering the communication between HTC and its users.
Talented candidates want to join a culture, not just a company. It was important that we designed this section to highlight important career information as well as how employees are empowered to become involved in corporate events, volunteering programs and unconventional benefits offered to HTC employees.
By keeping true to the Research Summary Document, we designed a search results page that offered quick product calls to action as well as integrating an intuitive search filter to help users find products and information effortlessly.
Working with CBS Interactive, we created an elegant online news and entertainment experience for Chrome users.
We teamed up with Google to create a mobile web app that allows users to map their location to the hottest social gatherings, events and parties at Cannes.
Using colorful info graphics, Civil War 150 informs, educates and entertains users about the American Civil War.
