CASE STUDY 1:
Seamlessly Designing and Connecting Deloitte’s HR Marketing Platform for global customers.
Introduction
The integration of the Bersin HR research platform into Deloitte’s digital ecosystem aimed to create a unified experience that aligned with Deloitte's brand and design standards. This project focused on transforming static HR content into an interactive, accessible, and user-friendly platform. By enhancing information architecture, refining the creative direction, and leveraging a responsive design system, the team successfully connected the marketing site, partner advertising funnel, and subscription experience for enterprise users. The result was a seamless, scalable solution that elevated user engagement and customer satisfaction.
Client: Deloitte. Berson By Deloitte.
Position: Lead UX Design and Research
Creative Direction and Strategic Focus:
Aligning with the Deloitte Ecosystem: The creative direction focused on aligning the Bersin marketing site with Deloitte’s Human Capital division. This involved defining product tone, visual style, and customer goals, ensuring the platform was approachable and engaging for potential customers and partners.
Key Responsibilities Included:
UX/UI vision and design system alignment
Qualitative data collection, wireframing, and prototyping
Creative direction for marketing, partner engagement, and content distribution
Integrated Information Architecture (IA)
A significant overhaul of the existing site architecture streamlined user engagement. A clear boundary was set between the marketing site, partner advertising funnel, and the subscription experience for 300+ enterprise users. This integration improved content linking the external marketing site and internal SaaS applications, keeping customers engaged with relevant research.
Engagement-Driven Features:
The site introduced a multi-category educational calendar, allowing users to access rich media content like HR-related podcasts, webinars, and events. This dynamic system integrated with Josh Bersin's social media presence, pulling new readers into the Deloitte ecosystem through seamless media aggregation.
Key Engagement Features:
A modern, oversized search system for better content discoverability
Dynamic educational content delivery with video and audio components
CMS-driven flexibility for authors, events, and customer engagement experiences
Streamlined Information Architecture:
A comprehensive IA audit resulted in a streamlined structure, replacing outdated elements with a modern direct messaging system. Clear boundaries were established, enhancing the user experience across the Marketing Website, Partner Advertising Funnel, and Subscription Experience for 300+ enterprise subscribers. This focused approach improved navigation and engagement, creating a cohesive user journey.
Responsive Design and Customer Experience
With over 36,000 reports available, the platform adopted a mobile-first, responsive design. Enhanced cognitive readability, improved grid spacing, and scalable design ensured longer on-site engagement, with an average of 3.5 hours per session. Customer insights drove this transition, optimizing for usability across various devices.
Modern search design patterns with oversized font styling allowed tired eyes to engage relevant content quickly over the 32 different categories of HR research.
With over 36,000 reports available, the platform adopted a mobile-first, responsive design. Enhanced cognitive readability, improved grid spacing, and scalable design ensured longer on-site engagement, with an average of 3.5 hours per session. Customer insights drove this transition, optimizing for usability across various devices.
Josh Bersin, a Thought leader in the Human Resources industry, produced many podcasts focused on scheduled areas of Interest throughout the year. Twitter was the beginning of the funnel for engagement.
This correlation with his feed and scheduled relevant HR events and content created the foundation of new readers that became Bersin by Deloitte customers.
Conclusion:
The integration of the Bersin HR platform into Deloitte’s broader ecosystem was a success, offering a cohesive experience that balanced modern UX with enterprise-level functionality. Through creative direction, responsive design, and strategic content delivery, the platform became a benchmark for Deloitte’s digital transformation efforts.
“Usability is about people and how they understand and use things, not about technology.”
- Steve Krug