Microsoft Teams.com
Personalization Starts with Understanding
With AEM capabilities rolling out across Microsoft’s Global Demand Center, the potential to create personalized, adaptive, and intuitive experiences—across a customers’ journeys—is exponential.
Excited by the possibilities, I led a proactive strategic design exploration of Teams.com to illustrate the scalable personalization of the site experience across vastly different user personas, channels, etc.
At the core of highly personalized experiences is a mandate to understand who we’re building for, why, and how our approach will evolve.
We focused on two key personas to show the differences in user focus and interactions. An IT role for a financial enterprise, for example, wants a vastly different experience than a general consumer persona.
My team used an iterative process — focused on identifying the appropriate content to fulfill customer needs first. From there, we developed the appropriate components to deliver that content, and then assemble a page utilizing those building blocks. This is a scalable and repeatable process that can be used across channels, assets, and programs.
Strategic application of design principles moved us from wires and mid-fidelity prototypes to high-fidelity branded expressions.
Be the Beacon -
Teams is the most advanced all-in-one file storage, videoconferencing, and chat software available, so the Teams site should be second to none.
Inclusive -
Teams is an inclusive product, so the site that markets it should be easily usable and readable by all.
Focused -
Users don’t want to waste time lost in a complex site, so we created an experience that surfaces relevant content enabling smarter and more efficient decision making.
Reduced Cognitive Load -
Communicate with a visible language of organization, simplicity, clarity, and emphasis.
As a result of this effort, Microsoft realized the potential of this approach and asked for additional exploration fo how they might apply it to all marketing content served by the Global Demand Center. This work continues today.