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The Challenge: Application User Experience
Re-Design
Trellix’s flagship software is a leading
Web authoring tool originally targeted
at corporate users. When Trellix expanded its business strategy
to make web site building easy for the consumer market, the application’s
user experience needed to be enhanced so that Web novices could create
a personal site as easily as Web-proficient
users.
A slew of new Trellix partnerships
with Web hosting companies and popular e-commerce destinations
such as Amazon.com and Be Free, Inc., meant that the user experience needed
to encompass not just a desktop environment but a "cross-environmental"
user experience with the Web. This put a time crunch on Trellix
Web™ re-design and placed the onus on the new interface design in terms
of the wide range of potential new users and requirements for ease-of-use.
In addition, a new means for encouraging users to make their sites eCommerce-enabled
was needed through the new Web
Gems™ feature.
The HumanLogic
Solution
HumanLogic focused on creating a user experience
that would be valued by Trellix's customers and would answer to Trellix's
business goals. Of prime importance to Trellix was increasing market share
and encouraging users to enhance their sites with affiliate links, site
promotion, maps, and animation.
HumanLogic helped Trellix define its new target customer and design a
branded user experience that achieves
the company’s business goals in the consumer
market. This included redesigning the "first use" component
of the user experience, to encourage novices to begin creating Web sites
by developing a "step-by-step" wizard-like interface to prevent
users from becoming lost on the path to publishing their sites. HumanLogic
then re-architected the user interface so that new users were able to
begin building Web sites with a few points and clicks as soon as they
opened Trellix Web. HumanLogic provided storyboards and rapid protoypes
for usability testing with Trellix staff, which were then developed into
the final user interfaces.
Branding was absolutely imperative as distribution channels expanded,
so HumanLogic also helped define strategies to build synergy between the
Trellix Web client application and the Trellix Web site, and to create
a seamless customer experience with the new Web
Gems™ feature which enables e-commerce functionality and enhanced
elements - such as affiliate links - to be added to TrellixWeb sites with
only a few clicks.
The Results
Working with Trellix product development management, usability and user
interface team members, HumanLogic employed rapid prototyping techniques
to help develop a new, expanded user experience for consumers and small
business users launched in early 2000. Trellix Web is now available as
part of the small business and consumer offerings of a growing number
of web services and products including PC manufacturers Hewlett-Packard
and Dell, PeoplePC membership services, Kodak digital cameras, and leading
web hosting services. In April 2000, Trellix announced that it raised
US$35M in mezzanine financing.
Trellix™ and Trellix Web™
are registered trademarks. Web Gems™
is a registered tradermark of Trellix Corporation.
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