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Client: State Street Global Advisors, Boston, MA   The Challenge: Strategic Consulting for State Street Global Advisors - Rapidly Envision an Online Customer Experience Strategy for Internet and Extranet Sites Define a web strategy that blends customer and business goals, and determine metrics for success Rapidly communicate the "big vision" of a web strategy before it’s built, highlighting how the user experience enables a "win" for the customer and for the firm Use rapid prototyping techniques to articulate site functionality and communicate business benefits in an easy-to-demonstrate Web-based mockup which invites valuable feedback from customers Develop a singular "blueprint" for team members responsible for technology, content and compliance to plan development requirements and scheduling The HumanLogic Solution As the sixth largest money manager in the world, State Street Global Advisors (SSgA) provides investment strategies and integrated solutions to clients from 28 offices around the globe. Since early 1999, HumanLogic has performed ongoing strategic consulting on user experience for SSgA's public internet site and two major client extranets. The public site serves as a marketing channel for SSgA, providing site visitors with access to investment strategies, investment research and corporate information. The private (password-protected) sites enable SSgA to evolve and deepen its relationship with its clients: The Client's Corner is for institutional asset management clients and the Consultant's Corner is for asset management consultants. Each site provides a unique user experience featuring access to accounts and plans, research and direct communication from SSgA relationship officers. In planning the launch versions of the three sites during the early spring of 1999, HumanLogic worked with Global Marketing executives to develop a strategy for creating two password-protected sites targeted at institutional investor clients and consultants. This included developing a process to quickly gather input from the internal SSgA teams, develop benchmarks and metrics for success and perform competitive analysis. Based on the information gathered in strategy sessions, an information architecture was produced that was leveraged for the public site and across both extranets, and then created rapid prototypes of the user experiences for each of the three sites. These prototypes gave the internal development team and the external execution vendor a blueprint for planning each site’s development. The entire process of envisioning the three sites was done in under a month. In ongoing strategic work, HumanLogic assists in envisioning business goals and customer goals through working user experience prototypes for all three sites, employing rapid prototyping techniques to quickly capture, articulate and refine the customer experience in a demonstrable system. HumanLogic works closely with SSgA's internet marketing, design, technology and content/compliance teams. Results Launched over the course of the spring and summer of 2000, all three sites have been rolled out to receptive audiences. The public site at http://www.ssga.com has attracted visitors from around the globe and serves as a marketing channel for establishing and qualifying leads for SSgA's sales force. The private sites are being rolled out to clients and consultants throughout the summer and fall of 2000. HumanLogic consults on an ongoing basis on the user experience strategy of the updated public web site, assuring that the site delivers timely, business relevant corporate information that leverages the latest web technology in the service of enhancing the customer experience. Currently, the project team is developing site architectures and user experience prototypes for phase II of the public and two private sites. Enhancements to the user experience include: more effective and easy-to-use navigation, a new interface to investment strategies, a new information architecture to support global offices, and the use of streaming media as a novel means for enhancing the user experience for both local and global offices.