domain-analysis

User & Domain Analysis IGT.com Careers Re-design

Author(s)

Ryan Keller

This document and the information contained therein are disclosed or duplicated in whole or in part outside of IGT

Document NoteFormatted for landscape printing on letter paper

2Page©2007 International Game Technology Proprietary and Confidential

Contents Part 1: Introduction 3Methodology & Timeline 4Some background 5

Part 2: Key insights 6Applicant lifecycle 7Deconstructing the experience 8

Part 3: Persona 9Meet Patek Anwar 10Meet Molly Walker 11Meet Charlie Mesa 12Meet Ron Parker 13Opportunities at-a-glance 14

Plan 4: Site map 15Document Key 16Site map 17Opportunities 18Why Choose IGT 19Locations 20Connect 21

Plan 5: Persona scenarios 22Persona scenarios 23

Thank you 24


part1:introducution


Methodology & Timeline

Recent hire interviews and focus groups yield numerous data points and narratives about the existing IGT career’s experience.

g Peer to peer focus groups

g Phone interviews

g Leverage existing knowledge from select subject matter experts

We dissect these narratives in order to group and organize all the activities and interactions that are part of the experience for applicants.

g Field Notes

g Analysis of sessions

Patterns across applicants develop into a holistic representative model of the experience and user persona.

g Experience model

g Applicant lifecycle

g Persona

These organizing structures are used as tools to define the future-state vision, generate concepts, and prioritize features and functions.

g Opportunity Map

g Site Map

g Persona scenarios

Leading ideas are shared and beta-tested with internal stakeholders

g Validate Sessions

step 1 step 2 step 3 step 4 step 5


What is an experience model?g An experience model is composed of a series of

organizing structures that together help define the core of the IGT applicant experience. These structures are derived from narratives and native language gathered during the initial focus groups. First-hand narratives help us understand how customers make sense of their experience from psychic, emotive, and behavioral perspectives. As patterns emerge we identify core activity areas, use scenarios, and process flows, as well as catalog existing pain points and unmet needs, these underlying structures are then used to inform the development of persona as well as the identification of opportunities.

What is an opportunity map? g A user-driven opportunity map provides a visual

depiction of core solution areas for improvement to an existing experience. The structure of an opportunity map can vary, however typically it involves evaluating key persona against core activity areas and process flows. Solutions may range from fixing current pain points to enhancing existing solutions or adding new functionality.

g Opportunity maps are typically prioritized from the user’s perspective. That is they reflect the ideal set of future solutions for each persona. However this prioritization should be combined with other key inputs such as business objectives and technological realties as an input to decisions about future experience vision.

What are persona?g A persona is an iconic representation that “gives a

face” to an archetypal site user or a group of users. Formulated from user research and corporate knowledge, each persona profile is centered on key characteristics such as goals, behaviors, and motivations rather than demographics.

g Personas are tools used throughout the design process. We utilize each persona by running them through scenarios of use and testing proposed features, functionality, and content both for appropriateness and for utility. Would this persona do this task? Could this persona do this task as it is designed?

g Persona can also be used to set priorities, however they should be considered one of several inputs when making key business decisions. For example, a persona that represents a large user base may not be the one the organization values the most; other persona might provide more revenue, or use more online features.

Some background


part2:key insights


Our applicant experience consists of five core activity areasg Apply: the core of the applicant experience. All other ac-

tivities are pathways to this function. In some capacities applicants have found confusion in what specific roles best fit their skill set.

g Learn: IGT’s prospective applicants have a range of needs — company stability, work/life balance, casual work environment — that are all met with varying degrees of success, however the applicant is still left with a less than desirable experience online.

g Live: applicants are looking for a range of content from

aspects of work to personal life; their desire: work to live and not live to work. Although a robust amount of information is provided in the way of benefits, retirement plans etc., IGT provides limited content in the way of both domestic and international locations.

g Grow: is an important aspect of any career path and namely the reason for many job transitions. In that respect, many applicants need the reassurance that this is the right choice. Though this activity is critical to many applicant lifecycles IGT does little in the way of providing any information on career growth or thourough explanations of job roles.

g Connect: an ancillary task offers a means of communication between IGT and the prospective applicant.

Applicant lifecycle

LiveApplyConnect

Learn

Grow


Decontructing the experience

Activity Core Experience Component(s)

Applicant Benefits IGT Benefits Key Features & Functionality

Apply

g Departmentsg Gateway entrance

points to Brass Ring

Make application tasks more clear and seamless

Time efficientcy; allow recruiter to become trusted advisor as opposed to problem solver — predispose of simple questions

Navigation: Clearly placed modules that drive applicants to apply process Content: Clear, consistant content related to job description that allows applicant to successfully apply for open positions

Learn

g IGT Historyg Investor Relationsg Corporate Governanceg FAQg Benefitsg Corporate Social

Responsibility

Help applicants to feel reassured that IGT is the right choice

Gain interested, excited, prospective employees

Content: Information about IGT on why we are the industry leader and the value of being part of IGT

Live

g People like youg Great Locationsg Diversity

Assure applicants that IGT is just as diverse as the areas that surround them

Humanized IGT; provide visibility of our corporate values and offerings

Navigation: Improved functionality to allow applicants to better access location specific content Content: Inform applicants about corporate life through employee testimonials

Grow

g Opportunitiesg Departments

Reassurance that employees have the opportunity for a prosperous and rewarding career

Retention of employee and vested resource

Navigation: Tabular elements for improved filtering of content Content: Specific to how applicant may grow within certain departments

Connect

g Contactg FAQ

Facilitate a relationship with prospective applicants

Ability to provide up-to-date, key information to interested parties

Content: In-page form fields, in addition to interview and job related questions and answers


Activity Core Experience Component(s)

Applicant Benefits IGT Benefits Key Features & Functionality

Apply

g Departmentsg Gateway entrance

points to Brass Ring

Make application tasks more clear and seamless

Time efficientcy; allow recruiter to become trusted advisor as opposed to problem solver — predispose of simple questions

Navigation: Clearly placed modules that drive applicants to apply process Content: Clear, consistant content related to job description that allows applicant to successfully apply for open positions

Learn

g IGT Historyg Investor Relationsg Corporate Governanceg FAQg Benefitsg Corporate Social

Responsibility

Help applicants to feel reassured that IGT is the right choice

Gain interested, excited, prospective employees

Content: Information about IGT on why we are the industry leader and the value of being part of IGT

Live

g People like youg Great Locationsg Diversity

Assure applicants that IGT is just as diverse as the areas that surround them

Humanized IGT; provide visibility of our corporate values and offerings

Navigation: Improved functionality to allow applicants to better access location specific content Content: Inform applicants about corporate life through employee testimonials

Grow

g Opportunitiesg Departments

Reassurance that employees have the opportunity for a prosperous and rewarding career

Retention of employee and vested resource

Navigation: Tabular elements for improved filtering of content Content: Specific to how applicant may grow within certain departments

Connect

g Contactg FAQ

Facilitate a relationship with prospective applicants

Ability to provide up-to-date, key information to interested parties

Content: In-page form fields, in addition to interview and job related questions and answers

part3:personas


Patek is a highly skilled software engineer needing support in maintaining his work visa.He was born in India and received his undergraduate degree in engineering from New Delhi University. He came to the US ten years ago and received his Masters Degree from Cal Poly, and currently resides in Baldwin Park, CA. He is in the process of becoming a US citizen, but still needs support in maintaining his work visa. He returned to India five years ago to marry He and his wife have one child. Patek has worked for three companies since graduate school. The first was a start-up with two of his friends. The company failed after 18 months. His second job was with a company looking to reach the next level of growth with an infusion of venture capital. The venture capitalists ended up taking control of the com-pany, reorganizin it and Patek was downsized out of a job. His current job is with a game company. He likes the company and the products, but feels he is too compartmentalized and is seeking a job that will allow him to follow a project from start to finish.

For his next move, Patek is looking for a company that is financially stable (he and his wife are planning a second child) and a company that will allow him to expand his abilites and grow his career. He is not really into sports, but does enjoy cultural activities. It is also important to him that his children get to know their Indian heritage, so he would like to know that whatever area he may relocate to has an Indian community.

Patek Anwar’s Goalsg Build a stable future for his family. Based upon

Patek's track record he wants to ensure he will be able to build a stable future for himself and his family.

g Learn about the company. Not only does he want to ensure that his future will be stable, but that he may also have future opportunities within the company.

g Practice his values. Patek’s heiritage is important. He wants to find our about diversity in the Greater Reno/Tahoe Area

Meet Patek Anwar

Patek Anwar Software Engineer, Age 32Primary Persona

“I want to work somewhere that will showcase my talents and is a financially stable company.

LiveApplyConnect

Learn

Grow


Molly is a single mother looking an employer with excellent benefits.Molly is a single mom. Her son Andy, who is four, was born with a mild heart ailment. Molly took a leave from her job after Andy was born to take care of him. He is now fine and Molly has been back to work for nearly one year. She is a hard worker often taking work home and working late into the night after Andy is asleep. But, because she is a single mom, she cannot work late at the office. It is important to her that her next employer has excellent benefits and a culture that understands her home situation. It is also important to Molly that where she lives has excellent medical services and lots of activities for children.

Professionally, Molly would like to move into a systems management role and is planning on entering an MBA program as soon as her home situation allows. She is very ambitious and one day wants to be in a leadership position where she can mentor other women engineers. Molly is looking for a company that will support her and help her reach her goals.

Molly Walker’s Goalsg Be there for her son. Learn about the company’s

benefits. Although Andy is now okay, she wants to know that she will have the ability to be there for him at any-time.

g Further her career. She's ambitious. She wants to know that there are possibilities with her next company

g Explore the area. Where are we located and what do those locations have to offer?

Meet Molly Walker

MollyWalker Systems Engineer, Age 37Seondary Persona

“I am a hard worker, but I also want my company to respect my need for a work/life balance.

LiveApplyConnect

Learn

Grow


Charlie is a soon-to-be college graduate looking for a fun job.Charlie knows he needs a good job because he has about $18,000 in student loans to repay. He is an avid gamer and has created a couple of games with friends and as school projects. He and his friends have gone to Las Vegas a number of times and he thinks some of the new video slot games are “really cool”, but has no idea who might have created them. Professionally he is looking for a job that is fun and allows him to display his creativity. If the job doesn’t meet his expectations he knows he can always find another one.

Charlie also loves the outdoors. Every winter he goes on the USC ski tour to Lake Tahoe. He has even gone to the south shore of Lake Tahoe in the summer for the beach and social scene. He is a regular visitor to the LA beaches for volleyball and boggy boarding. He also enjoys the social scene and going out with friends. He has never thought about living in Reno or Las Vegas. He doesn’t think anyone actually lives in Las Vegas and he perceives Reno as just a “back water” town.

Charlie Mesa’s Goalsg Live a little. Learn about recreation and entertainment

in Greater Reno/Tahoe Area.

g Make it on his own. Investigate the cost of living in the area. What's more he needs to pay off his loans.

g Fit in. He’s young and wants an adventure, and wants to know if the IGT culture fits him.

Meet Charlie Mesa

Charlie Mesa College Senior majoring in Interactive Media and Game Design, Age 22Tertiary Persona

“I want to make cool games, and still make time to have fun.

LiveApplyConnect

Learn

Grow


Ron is a long time casino worker looking for a change.Ron has worked in casinos his entire career. He worked his way through college as a dealer and then has held a number of different positions in three different casinos in Las Vegas. He is ready for a change. He likes the gaming industry, but is tired of day-to-day hassles of the casino floor and would like to have more weekends off to spend with his family. Ron knows IGT’s reputation as a successful, well managed company … an industry leader. He also knows the casino business, and understands that the future of casinos is in new technologies, but is not sure how his skills and experience could be used by IGT.

Ron Parker’s Goalsg See where he fits. Learn how the company is

structured and what jobs might be appropriate for him

g Benefits, Benefits, Benefits. Research the company benefits — assure his family and he are covered

g Find a location close to him. No relocation = Big plus; Having to move a family is a lot of work.

Meet Ron Parker

Ron Parker Casino Slot Manager, Age 39 Quaternary Persona

“I like the gaming industry, but it’s time to do something different and have my weekends off.

LiveApplyConnect

Learn

Grow


Opportunities at-a-glance

Activity Patek Anwar Molly Walker Charlie Mesa Ron Parker

Apply

Learn

Live

Grow

Connect

High Opportunity Medium Opportunity Low Opportunity

A high level overview for each personag Patek Anwar is best supported through enhancements to the layout of content and search tools.

g Molly Walker has a range of needs that will be best supported through enhancement to the benefits and opportunities sections.

g Charlie Mesa can benefit from detailed information about the different locations and extracurriculars.

g Ron Parker will gain knowledge from supplying information on benefits as well as the various locations IGT has to offer.


part4:site map


Indicates one page on the careers site.

Indicates a group of careers pages that occur on the same level and follow the same general structure/format.

Indicates a current page on the IGT site

This indicates a link to a group of pages that do not actually reside on IGT’s web site.

Indicates a group of downloadable documents or files accessed through a specific page. This generally takes the form of a .PDF but could also encompass other formats such as rich media. Generally when this symbol is used itindicates a library type function.

The annotation functionality is used to specifically indicate pages on the same level that follow the same general format/functionality.

This indicated an included object. That is an object that is not part of a page but envoked from another location

To conserve space in the document we have notated specific locations with a Parent Tag to further indicate the available functionality or content. See right.

Parent ConnectorsDocument key X.0.0.0

Page

1.3.4

Great Locations

1.3.4

Great Locations

X.0.0.0

Page Group

X.0.0.0

Existing Page

External Group

Downloadable File Group

Annotation Object

Include Object

Parent Connection

X

1

2

3

4

Opportunities (1.2)

Why Choose IGT (1.3)

Locations (1.3.4)

Connect (1.4)


1.1

Career Home

1.1.2

Opportunities

1.1.1

About IGT

1.1.3

Why Choose IGT

1.1.4

Connect

Careers (1)IGT Primary

1.3.2

Benefits

1.1.4.2

FAQ

1.3.3

Diversity

1.3.4

Great Locations

1.3.4

Great Locations

1.3.4

Locations

Brass RingLogin

No

Yes

Saved Jobs

Find Jobs

Site map

Includes: contact form

1.3.4

Great Locations

1.3.4

Great Locations

1.1.4.1

Events Calendar1.1.1.1

Investor Relations

1.3.4

Great Locations

1.3.4

Great Locations

1.1.2.1

Department Page

1.3.4

Great Locations

1.3.4

Great Locations

1.1.3.1.1

Profile page

1.1.3.1

People like you

1

3

2 4

Includes: 1. Investor Relations2. Corporate Governance 3. Corporate Social Responsiblity


Opportunities (1.2)Opportunities

Includes: 1. Finance2. Product Development3. Sales4. Information Systems5. Product Strategy6. Operating Systems7. Network Systems8. Interships

1.3.4

Great Locations

1.3.4

Great Locations

1.4.1

Deparment Page

1.4.2.1

What you will do

1.4.2.2

What you will bring

1.4.2.3

How you can grow

In-page NavigationBrass RingLogin

No

Yes

Saved Jobs

Find Jobs

1


Why Choose IGT (1.3)Why Choose IGT

Includes: 1. Medical2. Financial3. Paid Leave4. Family5. Education6. Personal

2

1.3.2

Benefits

1.3.3

Diversity

1.3.4

Great Locations

1.3.4

Great Locations

1.3.1.1

Profile page

1.3.1

People like you

1.3.3.1

Community

1.3.3.2

Customer

1.3.3.3

Workplace

In-page Navigation


Locations (1.3.4)Locations

1.4.1.1.1

Interactive Map

1.4.1.1.1.1

Get Directions

1.3.4

Great Locations

1.3.4

Great Locations

1.3.4.1.1.1

Location Details

Print/Save Results

Refine Results

Google (Maps)

Nevada

Greater North America

International

View on Interactive

Map

Includes:1. Major Locations: Reno, Las Vegas2. Other Locations: GTIC, Labs

Includes:1. Major Locations: Reno, Las Vegas2. Other Locations: Arizona, California, Delaware, Florida, .et al

Includes:1. Major Locations: Macau, Sydney, Canada2. Other Locations: Germany, .et al

1.3.4.1

Choose a Location

1.3.4.1.2

Results

1.3.4.1.1

Results

1.3.4.1.3

Results

Includes:1. cross-linking strategy to

location-centric sites2. Gateway entrance to

Brass Ring specific to jobs at selected location.

2


Connect (1.4)Connect

1.4.2

FAQ

1.4.1.1.1

Interactive Map

1.4.1.1.1.1

Get Directions

1.3.4

Great Locations

1.3.4

Great Locations

1.4.1

Events Calendar1.3.4

Great Locations

1.3.4

Great Locations

1.4.1.1

Results

Print/Save Results

Refine Results

Google (Maps)

1.4.2.1

The Basics

1.4.2.2

Applying

1.4.2.3

Related Info

In-page Navigation

Select a Region

Select a Audience

Select a Month

View on Interactive

Map

3Includes:In-page contact form


part5:persona scenarios


Apply

Patek Anwar

Charlie Mesa

Persona scenarios

Molly Walker

Ron Parker

Google search leads to

www.IGT.com

Searches for more information about jobs at IGT

Investigates the finacial state and progress of the

company

Learns about the history of the

company

Reads other’s testimonials of why

IGT was the right choice

Reads about the various locations

that IGT has to offer

Finds out what opportunities IGT offers intership or

otherwise

Desires to learn about insentives of

working at IGT

Investigates different benefits

Searches for jobs in different locations

Searches for events and locations to connect with a college recruiter

Finds out about different

opportunities for career growth

Login to Brass Ring

Patek Anwar

Molly Walker

Charlie Mesa

Ron Parker

Activity held by all

Document Key

Apply

Connect


thank you. Ryan Keller Design Email: [email protected] Phone: 775-448-3632

Karen Senger Project Management Email: [email protected] Phone: 775-448-3719

Dennis Wigent Project Management Email: [email protected] Phone: 775-448-3739

Katie Reil Copy Edit Email: [email protected] Phone: 775-448-7542

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