Solution

The crucial part of this project’s ultimate success was the intense collaborative immersion session undertaken by our team and the key Proskauer stakeholders. We spent three days in the Proskauer head office in New York co-creating the specification and project goals. This detailed immersion process defined the scope of the project and gave us invaluable insight into the firm’s business and their unique and specific needs.

As part of this process, we coached the client to conduct user interviews and we used this information to create user personas which, in turn, informed the development of the site structure using affinity mapping techniques.

As a professional services firm, the way Proskauer categorise their service offering is central to their marketing strategy. We worked with the client to ensure clear communication of the firm’s offering, which includes 80+ practice areas, industries and market-specific solutions. Every variable needed to be taken into account so that they could effectively market and communicate each particular element to a very wide range of potential clients.

For obvious reasons it was essential that visitors be able to find precisely relevant content within moments of landing on the website. The old Proskauer site failed on this score, which caused predictable headaches for the marketing department. A central aim in our UX process on this project was to ensure that knowledge content is displayed throughout the site. To this end we created customisable content blocks that can be configured and assigned across the site to ensure that any of the firm’s 18,000 insights can displayed clearly and are incredibly easy to find.

At the core of this project was the personalisation engine that delivers content relevant to the user, based on their browsing behaviour or location. Localised (translated) content can also be offered to the user depending on their geographical whereabouts. This cutting edge technology at the heart of the website means the site is an indispensable marketing and business development tool as well as being the firm’s virtual shop front and housing their vast catalogue of valuable content in easily navigable form.

All this is supported by the custom search solution we built to help users to find the content they are looking for with the minimum number of clicks. Under our system search results are categorised by content type, and as the user types a search query suggested links are dynamically displayed in a drop-down menu in the search bar.

A seamless transition from old site to new site was imperative. We migrated 20,000+ pages from the old site prior to launch using a custom-built migration tool.