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USAXUser Experience Brief

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Table of Contents

Introduction

Project Phases

Business Drivers

Guiding Principles

User Personas

Content Types

Key Recommendations

Next Steps

Appendix A

3

4

5

6

7

8

9

14

15

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Introduction

USAX has engaged EPAM to design its social commerce website. The

Discovery Phase of the project assessed the functional requirements and

business goals necessary to design a fully functional and scalable website.

This document serves as the culmination of the Discovery Phase which

included stakeholder strategy sessions, requirements gathering and a

thorough review of artifacts. In it, we present our findings and provide

recommendations concerning information architecture and design while

balancing business needs, technology requirements and desired user

experience.

Once we have achieved consensus around the overall concepts

communicated in this document, EPAM will embark on the Design Phase of

this project.

During the Design Phase, we will create a site map, annotated wireframes

and design composites for the USAX website.

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Project Overview

High level schedule of project phases.

The Information Architecture Process

Information Architecture is the art and science of expressing a model or concept for information. It is used in web development, user interactions, and other

activities that require expressions of complex systems. The purpose of this process is to begin with conceptual representations of the application or Web site

being designed and progressively detail each component of the concept, all the while garnering consensus and approval.

Creating and socializing the Digital Strategy / Conceptual Organizational Model (COM) is the second step in this process.

Stakeholder Interviews,

User Research &

Competitive Review

1

Digital Strategy / COM

2

Site Map

3

Detailed

Wireframes

4

Visual

Design

5

Sept – ‘15 Oct – ‘15 Nov– ‘15 Dec– ‘16

Information Architecture

Visual Design

Jan – ‘16

Discovery & Planning

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Business Drivers: What business challenges are we trying to address?

Pre-filled basic LCCP profiles

Self promotion through a detailed profile

Increased visibility with minimal effort

Expanded access to potential partnerships

Patriotic appeal

Robust search including financial, regional, industrial and

demographic filters

Public display of avaialable opportunities

Restriction of communications to registered users

Job opportunity posts

Business event posts

Make USAX the “go to” place for deals.

Robust user support

Automatic filtering and manual content moderation

Automatic notifications of status updates

Promotion Growth

Community Oversight

A revolutionary social commerce approach for

promoting local communities' business

opportunities with potential global business

partners.

Expand the base community, transition to paid

memberships and capture market share.

Automatic LCCP-Business opportunities matching

Business collaboration workspace

Confidential business communications

Full social media and mobile interactivity

Creation and sharing of content

Paid and gamification award based advertising

Ensure site moderation, user engagement

and support.

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MaintainabilityValue Utility Achievability

Guiding Principles

As we proceed through the design process, the following principles will steer our decision making:

Will the solution pay real dividends

in terms of user satisfaction,

profitability and effectiveness?

Is the money spent on the solution

equal to its business impact?

Can it be done given potential

constraints around:

Budget

Technology

Security Needs

Resource Availability and Skill

Sets

Schedule

Are the content and functional

components truly useful to users?

Are they essential to the deal

making processes people do on a

daily basis?

Will the site provide better, more

efficient ways of doing things?

Will users be able to quickly learn

how to use the site and leverage

its content and functionality?

Has the solution been “right sized”

to the business goals?

Will the internal team be able to

manage the breadth of content

and functional components?

Will the solution be scaleable?

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Buyer

Seller Moderator

User Personas

As we proceed through the design process, the following principles will steer our decision making:

Providers of goods, services and labor from

anywhere around the world.

Buyers need to identify prospective business

partners and increase their revenue stream.

Financial

Product & Service Providers

Government & Organizations

Job Seekers

Veterans

Buyers will benefit from the automatic

matching processes on the USAX website.

They’ll also be able to locate opportunities by

industry, geographic and other criteria. The

website will allow Buyers to contact

prospective partners through secure internal

communications.

Website administrators who moderate or

manually curate content and communications

within the website.

Moderators are the forward facing

administrators of the website, ensuring timely

delivery of updated information, providing top

notch user support and also moderating and

filtering out inappropriate content posted by

users.

Owners of, purveyors of, or marketers of

economic development or business

opportunities within U.S. states and territories.

Sellers need to market themselves and

promote their business opportunities to a

wider market.

Local Community Content Providers

Business Brokers

Commercial & Industrial Property Brokers

Business Owners

Franchises

Direct Marketers

Sellers will leverage USAXs advertising and

promotional tools by presenting and defining

business opportunities. Sellers can vet

prospective business partners through

detailed profile reviews, seller provided

feedback and confidential communications.

Buyer

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Content Types

Buyer Profiles

SummaryProvide potential buyers with an easily

accessible and findable marketing presence

within the website which can be regularly

updated and indexed based on user curated

content.

Buyer profiles are vital to the successful

operation of the website’s opportunity

matching and searching functionality.

Accurate profiles will give USAX users the

ability to vet potential partners prior to

committing additional time and resources.

Types Financial Service Providers

Product & Service Providers

Government & Organizations

Job Seekers

Veterans

Other

Seller Profiles

SummaryEnable Local Community Content Providers

to promote business partnership

opportunities on a global scale through a

socially interactive platform that will allow

LCCPs to leverage limited resources for

maximum exposure and results.

Seller profiles serve as the baseline for

opportunity matching throughout the online

business community.

Accurate profiles will give USAX users the

ability to vet potential partners prior to

committing additional time and resources.

Types Economic Development Organizations

Chambers of Commerce

Visitors Bureau

Business Brokers

Commercial & Industrial Property

Brokers

Business Owners

New Franchises

Direct Marketing

“Anonymous”

Service, Product, Project, Deal

SummaryProvide

Types Business for Sale

Commercial & Industrial Property

New Franchise

Direct Marketing Opportunities

Service

Product

Project

Deal

Confidential

Supporting Documentation

SummaryDocumentation uploaded and curated by

the various USAX users. Promotional

materials that support projects and deals,

or more general content that i llustrates

business history, success stories,

community information, financial or

demographic information which would be

useful to both Buyers and Sellers.

Types Legal Documentation

Photography & Video

Forms

Maps

Architectural Plans

Demographic Information

Community, Communication

SummaryEnable Buyers and Sellers to engage in

initial conversations which can then

develop into more robust interaction and

eventual collaboration.

Provide users the ability to interact with

each other using established social media

techniques and processes.

Ensure security and confidentiality through

strictly enforced protocols.

Types User to User Messaging

Secure E-mail

“Following” and Bookmarking

Collaborative Work Spaces

Gamification

Advertising and Promotional Content

Content Sharing

Content of the USAX website can be divided in to three major groups: User-related pages/documents, Business Opportunity-related pages/documents, and

pages/documents that facilitate USAX user collaboration. The following chart provides additional definitions.

Users Business OpportunitiesCollaboration

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Key Recommendations

Develop an integrated, access-defined, layered

system which provides public visibility and

private communication and collaboration

between potential business partners.

Establish exhaustive, individualized user

profiles which will drive the user experience

through automated content promotion via

taxonomy matching, combined with manually

selected preferences, settings and short cuts.

Design a secure environment for registered

users, allowing for communication, document

uploading and sharing as well as online

applications and other interactions

comparable to popular social media platforms.

Digital Ecosystem

User defined and controlled workspaces

Secure system for communicating sensitive or private information

Users and content that can be shared, followed and rated.

Integration with external social media platforms and independent

websites.

Highly relevant content “pushed” to individual users based on their

profile (e.g., industry, geography, etc.)

Customizable “quick links”

Displayed content from “followed” or bookmarked users

Fully editable user profiles

Intuitive navigation that provides direct access to website content

Fully federated search that combs all website content

Faceted taxonomy that improves users’ ability to narrow and sift

through results

Automated seller-buyer business opportunity matching

Opportunity

Highly detailed

user profile Customizable

components

A social commerce platform geared towards matching local community

opportunities with global business partners

Publicly shared content available to anonymous users

Private or confidential content available only to registered users

Integrated user-promoted advertising based on pay and performance

models

USAX

Navigation & Search

Personalized Experience & Engagement

Communication & Collaboration

Provide a well designed and maintained

navigation structure and search which

establishes connections between content

objects and users, thereby enabling more

effective discovery and communication.

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Digital Ecosystem

Recommendations

Develop a two-tiered system whereby public information may be

viewed by any anonymous visitor, but private information is restricted

to registered users only.

Incentivize registration by restricting communication within the

website to registered users only.

Provide an easily accessible workspace where users may

communicate and collaborate on various projects or business

opportunities.

Enable a social media-like approach for users and content, where

connections, ratings and followings can be established and

maintained.

Provide standardized templates for specific types of users, deals and

other business entities/opportunities.

Develop internal advertising support, allowing for paid or

performance-based (gamification) promotion for both buyers and

sellers.

Promotion

Communication

Collaboration

EDO

Business &

Property

Brokers

Business

Owner

Veterans

Financial

Product &

Service

Providers

Government

&

Organizations

Job Seekers

Franchises

Projects

Deals

Deals

Projects

Visitors

Bureau

Chamber of

Commerce

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Navigation & Search

Navigation Recommendations

Establish a simple yet comprehensive navigational structure that does

not rely on industry expertise or institutional knowledge.

Develop a “spoke and hub” content approach where the user’s profile is

the focal point to which the vast majority of related content is

associated.

Determine basic labeling scheme for all website content.

Provide breadcrumbs to support cognitive mapping.

Make calls-to-action prominent.

Search Recommendations

Establish content-based and task-based taxonomy within a fixed

vocabulary.

Index all relevant content under one search engine.

Implement a keyword-driven, faceted search engine.

Leverage titles, metadata and taxonomy to help with all searches.

Identify specific tags for industrial, demographic, geographic, etc.

needs and definitions.

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Personalized Experience & Engagement

Personalization Recommendations

Create an experience that is personally relevant to each user. This

will be achieved by automatically promoting content based on user

profile and content tagging.

Employ features to produce an experience that is professionally

relevant to each user.

Design the architecture of the site so that user pathways are

presented in an appropriate way.

Develop a system that will track user behavior and provide more

relevant information as user interaction increases.

Engagement Recommendations

Allow users to create bookmarks/favorites.

Allow users to “favorite” or follow other users.

Promote constant user interaction through a gamification strategy.

The strategy may include a points based system with rewards such as

badges, levels or other promotional opportunities.

Design the system to track and learn from user behavior in order to

offer up users who might have potential business opportunities.

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Collaboration and Communication

Recommendations

Incorporate advanced community features such as opportunity

matching, threaded discussions/forums, user comments, groups and

user ratings of content.

Provide a secure platform for communication between registered

users.

Provide access to user maintained information related to projects,

deals and other business opportunities.

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NEXT STEPS...

1. Site Map

2. Wireframes

Determine pages that have a similar purpose and create templates

that reinforce that purpose.

Develop common components that help achieve page and content

purpose.

Design templates to maximize usability on tablets and other mobile

devices.

Provide dedicated spaces for related tasks.

3. Visual Design

Following the presentation of this User Experience Brief, the project team will begin work on the following Information Architecture and

Graphic Design deliverables:

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Appendix A: Brainstorming Results

LCCPs

Don’t be left out

Personal prestige

More leads last month

I was found

It was easy

I am special

De-hired web designer

Shift marketing budget

Reduced workload

Making America great

I can finally outsource

I am in the cloud

Changed the way do business

Leveled the LCCP playing field

I have been recognized

I stopped using Facebook

Buyers

More leads last month

It was easy

Reduced workload

Making America great again

Changed the way I do business

I stopped using Facebook

Reduced time to close

Increased revenue –qualified leads

Leverage

No consulting fees

Bypass broker

Unsought opportunity

Facilitate access

Vetted turnkey professionals

Anonymous

Matching for happy ending

During two stakeholder brainstorming sessions, a list of benefits the website will offer potential users was created: