IBM

Site Architecture, Design and User Experience

When IBM first called Grove, the Big Data Hub—literally, Big Data’s home on the Web—needed help. The content was great, to be sure. But it didn't look great. And the user experience? Also not great. After assessing basic functionality, user personas and common tasks, we set out to do what few others might have: we set out to find every opportunity—be it big, small or otherwise—to improve the experience. This meant finding (or creating) more efficient paths to help users get the content they wanted faster and more easily than ever before. Visual brevity became our guiding design principle. Grove information architects mapped quicker, more functional systems throughout the site—infusing them with an entirely new visual language inspired by the more unique brand expressions found on the periphery of IBM’s global brand. Today, the Big Data Hub is sought out by tens of thousands of users globally. Content is added daily, often hourly, and with so much of it, Grove’s utterly intuitive re-design and re-structuring of the site has proven a critical component of its' ongoing success and growth. Ultimately, Grove made the Big Data Hub helpful instead of merely illustrative. Which, in turn, delighted virtually all its’ users. And guess who all those happy users, in turn, made happy? (Hint: a three-letter acronym starting with the letter "I".) View the site