The Economist Intelligence Unit (The EIU) are an economic and geopolitical insights think tank guiding the world’s organizations and governments.
They are the research and analysis division of The Economist Group and the sister company to The Economist newspaper.
The EIU help their clients navigate the increasingly complex global environment, to analyze political and economic developments, forecast economic trends, and understand country specific regulations and business practices.
Grow awareness of The EIU’s products and services. Improve the signposting of other EIU properties (ECN and EIU Store). Improve subscriber journey and messaging.
I led the user research portion of this project. I also provided support to aspects of the information architecture, and user testing for our prototype.
A design review showed a number of stylistic inconsistencies across the EIU’s website, some key takeaways were:
To resolve these issues, we learned:
Some of the assets included videography, podcasts, photography, illustrations, interactive and animated elements, maps and geo-visualizations, information graphics, data visualizations, and whitepaper documents.
“[The] app is simple—and content is very rich and relevant; [The] app allows for deep customization [of] your interests… Although McKinsey makes you register, they DO NOT bother you with endless requests and spam”
“I keep it on my home screen, so I can see the alerts for new material. Gives me useful up to the minute insights that I can easily share with my network.”
”This is a great app with good information; the only sort of bad thing about it is that its design is a bit outdated but overall the app is great.”
This user has buying power through their institution, but they are looking for the right product. They have never purchased from the EIU before — but they are brand aware. They perceive the EIU to be credible.
Needs to get updates on special reports. Would like to find out about EIU events/seminars, and discover webinars.
Can’t stand it when search and navigation are not intuitive. Making an inquiry should not be difficult or time-consuming either.
Not yet ready to buy. Often presents ideas to other people for a living. Doesn’t know much about other products and services. Perceives the EIU to be scholarly.
Wants to keep up with what’s going on. Needs to find something to tweet about. Is looking for a new podcast to listen to on the way to work.
Ambiguity around pricing or the business model. Dead ends, or “end of journey” points in digital products.
Is close to a buying decision and has buying power. Has a lapsed EIU subscription. Planning store rollouts in Chinese cities.
Needs to get information, insights, opinions, and analysis to inform decision making. Trying to find the right product.
“I don’t really like reading on a smartphone. I find it difficult to do research or get more in-depth information on a smartphone.”
This user is a horizon scanner. They are not responsible for purchasing but can influence the buyer in their organization. Often looking for one thing, but finds another. Knows all about the EIU and many of its products and services. Presents ideas to other people for a living. Perceives the EIU to be authoritative.
Needs to write or commission a feature analysis piece. Needs to borrow authority from EIU. Has to find something to tweet about. Find out about what the EIU is doing.
“I struggle to find the report I need.” “Missing information related to the category I need.” “Having to do my own calculations.”