Microsoft Quantum
As a user looking to apply quantum technology to my business, it would be difficult to find the content I need, as the current website overindexes on cards & CTA's, less on direct messaging + communication.
We wanted the website to clearly communicate how and why Microsoft's approach for quantum was different to their competitors (i.e. Nvidia, IBM). By creating more opportunities for clear & direct storytelling that focused on business benefits, we could successfully increase conversion and engagement.
I collaborated closely with the data analyst and product strategist on my team to dig into the current state, the user groups, and the business goals.
Mindset-based personas
I mapped out the distinct behaviors and needs of each audience group (business decision makers, researchers, and learners) to understand what conversion meant for each group.
Requirements gathering
I co-conducted requirements gathering sessions with the Microsoft team to define our initial set of features based on business priorities.
Competitive Analysis
I led a competitive analysis exercise to understand industry standards and areas to stand out.
Understanding our personas
We dug into each audience group's goals and priorities to ensure that we were delivering the right content.
Grasp fundamentals as well as complex quantum concepts and gain a hands-on understanding of how quantum computing works.
Hands-on learning tools
Guides on how to potentially develop a career in quantum
Understand how Quantum can be integrated into current infrastructure, including key implementation challenges and considerations
Immediate use cases for business
Information on implementation
Find the latest news on Microsoft’s quantum ongoing projects, and find opportunities to collaborate with other researchers
Technical resources
Community
Prioritizing the business audience came from multiple sessions with our Microsoft stakeholders, after figuring out that the website would be of primary use to this group. Researchers already go to other websites within the Microsoft ecosystem to find their technical resources and community, and while this website could provide entry points to those sites, it didn't need to solve for those needs directly. Learners were a secondary audience as the website's interactive hands-on learning tools were of high value and use, so we wanted to enhance those pages.
Experience Goal
Focus on business applications
Microsoft's main solution, Quantum Elements was geared toward business users, so we needed to make sure that this page really dug into how it works and why it's beneficial.
The approach
The current Quantum Elements page was text-dense and didn't actually show people how it worked or what it was. The approach for this refreshed page was to break out the content into digestible chunks and incorporate more interactivity, like tutorials. By doing so, we ensured that the page was easier to follow and users could walk away with clear steps on how to get started.
Final Designs - Key Feature
Users could click through an interactive tutorial of the product to better understand the content and engage with its features in a hands-on way.
Experience Goal
Provide direct messaging
The website was over-indexing on cards and CTA's instead of direct messaging and content, which was leading to poor SEO and a poor on-site experience.
The approach
Instead of immediately driving to other pages and placing the onus on the user to learn about Microsoft's quantum initiatives, we wanted the homepage to actually tell the story.
Final Designs
