Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Picture yourself working for a company having offices all over the globe and being able, by using an online application, to put together in a jiffy the best possible global team to work on a project based on their current experience and know-how.
Such application is used by the Grey Group, belonging to the world’s biggest communication services group present in 99 countries and employing 8,000 people. Their New York-based office has recently hired the croatian Bruketa&Žinić&Grey Agency, operating as one of their digital hubs specialized in performance marketing, to redesign and enhance user experience in their application called Grey People Finder. It is an online database incorporating all Grey Group employees globally.
“The purpose of this application is to do away with the distance between the agency offices and to search not only for people but also for their know-how and skills. This is just the first phase of the project the aim of which is to build the future of in-house cooperation among the agencies within the Group,” explains Ivan Zebić, UXI/UI Art Director at the Bruketa&Žinić&Grey Agency, adding: “This application is not new, but it was underused, so our task was to make an in-depth analysis of the current state of play, to enhance user experience and to create a visual language setting the standard for any future project phase.”
The Agency’s team carried out an in-house survey within the whole Group to see how users, their fellows around the world, use the existing application and to make their needs assessment. The findings were used to evaluate the current ideas, set the future course of action and make key changes to reactivate users.
The Grey People Finder has now been simplified to include two basic functionalities – a search engine and seven different segmentation filters allowing narrowing down of employees according to their locations, specializations, industries they worked in, clients they were engaged with, their agencies, functions and skills.
“Our objective was to maximally simplify the search and the number of clicks, so we created a custom component for filtering users in the form of automatic drop down menu”, claims Ivan Zebić who cooperated with Krešimir Lončar on the UX/UI design to boot. Furthermore, a special avatar was included as well signalling user activities according to several processes – feeding, browsing, loading and saving of results.
“The effectiveness of the application will depend on how often and for which purpose the fellows within the Group will use it,” carries on Ivan Kovačević, Digital Director at Bruketa&Žinić&Grey. “In the post-survey phase, we set up advanced analytics too and specified user stories to be tracked, so that accordingly the application could be optimized using additional iterations.”
“Contrary to what may sound popular, but the analytics was approached from the perspective of e-commerce, observing people inside the application similarly to products in a web-shop,” clarifies Robert Petković, Lead Analytics at the Bruketa&Žinić&Grey Agency, stating how in so doing they used common tools such as Google Tag Manager and Google Analytics module Enhanced E-Commerce for analytics and measuring.
Robert Petković considers the GDPR i.e. the regulation on the use of personal data as one of the challenges for a project of this kind. “In this respect, it is important to underline that only codes are used for analytics without any personal names, which Google is very rigorous about, and thus neither we nor Google can have any insight into personal data of users.”
The implementation of the new user experience in this application is expected in the forthcoming days, and then, says the team of authors, the real job of optimization begins.