We conducted fourteen (14) stakeholder group sessions across four continents.

Over forty (40) people in total from Unisys took part in these sessions.

There is a set of base questions for all audiences.

There is a set of questions tailored to each stakeholder group.

These conversations inform project deliverables such as information architecture, design, digital marketing, and also technical development and integrations.

What drives the individuals in their daily routine? What allows them to do their job to the best of their ability?

Motivators: Identifying specific problems that users are experiencing. Determining frustrations within the experience and how it affects their day to day.

Pain Points: How can we translate these into user experience suggestions on the new site? Examples of specific modules to serve the user in their day to day best.

Recommended Solves: The following audience segments were created and specified in collaboration with the Unisys team. Together, we identified motivators, pain points, and actionable content for each audience segment in order to create the best possible experience for every specified user

People come to Unisys because there is a challenge to overcome. They need to digitally transform their businesses to survive. Unisys has the innovative solutions and experience to be their trusted partner.

At the business unit and solution level, show them how they can leverage digital tech to transform how they create goods and services, empower their workforce, and securely run their IT infrastructure. How can we portray this in our branding and our storytelling throughout the website?

Design must be purposeful –delighting the user and satisfying business requirements. While intricate animations may be captivating, we want to ensure that all types of users are being considered in our design process and animation selection.

There is opportunity here for Unisys to find a balance between what is sophisticated and what is purposeful. Thoughtfully weaving in use cases, client stories, and testimonials (from client andUnisys experts) will demonstrate Unisys has done it before, in every country, in every system.

In the digital world, you only have three seconds to make a first impression. Unisys needs to present itself as a leader in the space.

The first impression should be modern and up to speed amongst competitors. Upon entering the site, users need to know what Unisys does, how they do it, and who they do it for. We want to inform and educate quickly, and then encourage users to dive deeper into the experience for more information, to earn their trust as an experienced partner.

This experience should be clean and simple, require a limited number of clicks. Content and calls-to action must be straight forward.

There is opportunity for Unisys within the competitive space to present the necessary information in a prioritized, simplified, and elegant format, dramatically improving ease of use. Self-service and guided self-discovery of content and thought leadership are paramount.

A changemaker for almost 150 years, Unisys has been able to respond and innovate as the times have changed. This mindset of agility has not only meant survival but success while half of the Fortune 500 has folded since 2000.

Pride of legacy is an important component of the Unisys brand essence –you have grown, changed, and innovated over time and engendered unparalleled trust with your customers along the way.

This will be an ideal brand projection to weave throughout your digital touch points.

Innovation helps organizations differentiate themselves in a competitive space. Fostering a global culture of innovation and supporting the identification, generation, incubation, and release of innovative products and services is at the very core of what Unisys stands for.

It is important to be authentic in how innovation is presented and woven into the entire experience, and there is opportunity for Unisys to present itself to users as an innovative and relevant company at every point of the customer journey.

The order of the primary navigation structure is placed in a strategic format. The far left navigation item is suggested to be “Insights” with the far rightnavigation item to be ”About Unisys”.

This content anchors the user on both sides allows the user to consistently have the spotlight information around ‘Who Unisys Is’ as a company and their key messaging communicated on either end.Subsequently, ”Industries” and ”Solutions” are placed in the middle, side by side, so that the user has a direct path to the content they are more than likely searching for.

A user may know the exact Industry or Solution they are looking for and can find that directly centered. The browsing experiences is left for the outside pieces.

Partnerships, being a new navigation item, follows the “Industries” and “Services” items allowing it to spotlight the specific partners and relationships involved after learning more about the spaces they touch on and work Unisys does.

Best practice is to create an internal linking structure whereby the site can be crawled by search engines through the content subfolders that exist on a website from the top-level page through lower-level pages.

Since they sit at the “top” of a content silo, those top-level pages should also contain links and a useful overview of the content in the pages “under” them in the subfolder, as the pages closer to the root will generally be crawled first.

For this reason, we have created landing pages that can be linked to at various points of the site (the footer, for example) while retaining the experience that excludes those pages from the top navigation. This is critical, as we must ensure every URL path leads to a valid page, helping users find the information they need as well as optimizing for search engines.

We recommend that the approach for the ”Insights” information architecture changes based off our research and within the competitive space for what is working best for the user.

Rather than noting, for example ”Unisys Research,” it would be helpful for the user to visualize buckets of content and categories that they are looking to learn more about. Pulling from the blog categories that are currently listed, we have created example categories that can be displayed in the mega menu for the user to drive deeper into the experience.

Once a user chooses a specific category, they are presented with content for that specific category such as, research, case studies, thought leaders, links to blog content, etc.

Grouping this important information into categories allow the users to have more direction in their experience rather than having to only utilize search to find what they are looking for.

The ”Business Drivers” navigation has been moved from the primary nav into the secondary mega menu structure. Based on the content’s relevance to customers in the context of business problems Unisys can help them solve, it is featured at the top of the “Solutions” menu.

As we took a look at competitors, the term “Business Drivers” was not used across any of the sites within a primary structure.

In addition, given its prominent placement in the navigation, the pages did not receive as much traffic as those in other menus. This suggests that this term could be confusing for users, as its usage is ambiguous without further context.

The “Business Drivers” content is closely tied to the services and expertise Unisys provides to its customers, which is why the move to the ”Services” menu makes sense as it eliminates that ambiguity.

We recommend placing the content here in a more recognizable space for the user and terming it “Business Transformation” to be more direct and recognizable

The term “Offerings” is not being used across the competitor space. The term ”Solutions” is a part of the shift in strategic thinking for the Unisys organization and representing that in the primary navigation is important for users to find what they are looking for easily.

Solutions represent a means for solving problems and that is what Unisys does for their clients. They are working together to solution and create meaningful change where needed.

Throughout our discovery, there was an emphasis on spotlighting the global partners that Unisys has today.

These partners are something that Unisys is proud of and should spotlight from a primary navigation standpoint for all types of audiences to see and learn more about clearly.

Partnerships result in extending Unisys’s capabilities and brings added value and protection to the customer network.