Bit Group delivers a strategic user experience roadmap to increase the quality of sales leads through IronMountain.com
Iron Mountain Inc., a trusted partner to corporate clients worldwide, helps organizations around the world reduce the costs and risks associated with information protection and storage. With over $2.5 billion in global sales, the Iron Mountain website has become a critical business channel for lead generation and customer communications for over 90,000 corporate clients.
Iron Mountain partnered with Bit Group in order to better understand how well its website was fulfilling its goal of increasing lead generation, and what areas of the complex site would benefit the most from targeted, incremental updates. Bit Group conducted a user experience and usability assessment that led to the creation of an implementation roadmap of specific, actionable initiatives.
The Results
- Clear, and actionable site heuristics evaluation document
- Recommendations based on core usability principles tied to company and web goals
- Prioritized roadmap with options by stage
- "Quick Wins" list of improvements, prioritized based on user feedback
The Challenge
Identifying & prioritizing focused improvements to the user experience
With an aggressive international growth plan, a complex array of service offerings, and stringent compliance requirements, Iron Mountain has always faced difficult challenges in website development and maintenance. Over time, IronMountain.com has developed in an interative fashion to accommodate these ever expanding needs.
Iron Mountain recognized that the site was becoming more difficult to navigate, with inconsistent navigation, layout, and conventions. Additionally, site maintenance had begun to suffer. Making site–wide updates had become increasingly complicated and plans were underway to implement dozens of new international sites, with inadequate safeguards for consistency in place.
The Solution
A comprehensive heuristic evaluation, site assessment and implementation roadmap
Iron Mountain called on the experience of Bit Group’s user experience and design team to perform a usability study of the website and to provide concrete recommendations for next steps based on industry standards. Bit Group conducted a thorough review of the available brand, marketing, and competitive documentation in order to select twenty core site features for review. The team then performed an evaluation that mapped and weighted each site feature to a set of 10 widely accepted interactive design principles or "heuristics", with each team member independently scoring the Iron Mountain website features against best practices. The final deliverable was a clear point–based snapshot of the state of the IronMountain.com website.
In parallel, Bit Group planned and executed a Focus Group of a cross section of the Iron Mountain sales personnel in order to determine how well they perceived different areas of the site contributed to lead generation and new sales.
Finally, the Bit Group team prepared an Assessment Findings Report which placed the scores from the Heuristic Evaluation with the context of several Iron Mountain priorities, including that of the sales force. This prioritized list of usability findings and "quick win" initiatives, rated by effort and priority, allowed Iron Mountain to make decisions about site updates based on company and site goals as well as industry best practices.
About Iron Mountain
Founded in 1951, Iron Mountain is the "world's trusted partner for information protection and storage services." With corporate clients throughout North America, Europe, Latin America and the Pacific Rim, Iron Mountain offers comprehensive records management, data protection, and information destruction solutions along with the expertise and experience to address complex information challenges such as rising storage costs, litigation, regulatory compliance and disaster recovery.
