XILINX.COM HOME PAGE REDESIGNSEPTEMBER 2007

Victor Solanoy

Leading provider of programmable logic solutions used in consumer, military, automotive, communications, storage and

medical applications.

XILINX

REDESIGN METHODOLOGY

REDESIGN METHODOLOGY Established design objectives

Including integration of corporate identity and branding tone

Identify cross functional design team Performed current state usability Interviewed sales engineers and customers Analyzed web metrics across a 1 year period Identified primary persona Designed rapid cycles of design and usability

BEFORE THE REDESIGN

BEFOREThe homepage was an interface to a vast amount of information contained on the site. Organizing content by tree structures was believed to make page interaction intuitive.

Existing users found this layout easy to use, unfortunately new users found the interface overwhelming.

BEFORE – DESIGN OBJECTIVES Design Personas – Existing

customers and visitors familiar with Xilinx product offerings

Corporate Objective – Allow quick access to deep content like support and documentation

Provide interface based on Tufte principals, providing a rich interface allowing users to decide for themselves

BEFOREAdvantages Sales engineers and

existing customers liked quick access to commonly requested information

Increased visibility to deep content by deep linking in tree structures

Disadvantages New visitors unfamiliar with

Xilinx offerings were overwhelmed by number of options

Overwhelming amount of options

Limited ability to support effective campaign messaging

No support for high visibility, high demand content

REDESIGNED HOMEPAGE

REDESIGNED HOMEPAGE

Streamlined interface containing high-level / high-scent link text to bring users to the correct areas of the Xilinx.com website.

Streamlined interface with a larger banner and additional sub-banners allowing better alignment with corporate marketing objectives.

AFTER – DESIGN OBJECTIVES Streamlining improves “time to

information” Instant identification of Xilinx and its

products Design aligns with corporate

marketing’s need to provide improved campaign messaging on the home page

Improve corporate visual identity Better experience through the

aesthetic effect Improve design scalability “Compatibility” with localization

strategies Simplified interaction design

AFTERAdvantages Increased “scent” to specific

types of content by using terms with strong scent

Users with limited knowledge of Xilinx products were able to locate specific types of information

Improved capabilities to support improved campaign messaging

Visibility to “revenue ramping” activities

Disadvantages Page not wide

enough – forced to adopt legacy dimensions