Xilinx Home Page Redesign September 2007

1. Victor Solanoy Xilinx.com Home Page RedesignSeptember 2007

2. Leading provider of programmable logic solutions used in consumer, military, automotive, communications, storage and medical applications. Xilinx

3. Redesign Methodology

4. Established design objectives • Including integration of corporate identity and branding tone • Identify cross functional design team • Performed current state usability • Interviewed sales engineers and customers • Analyzed web metrics across a 1 year period • Identified primary persona • Designed rapid cycles of design and usability Redesign Methodology

5. Before the redesign

6. Before • The homepage was an interface to a vast amount of information contained on the site. Organizing content by tree structures was believed to make page interaction intuitive. • Existing users found this layout easy to use, unfortunately new users found the interface overwhelming.

7. Before – Design Objectives • Design Personas – Existing customers and visitors familiar with Xilinx product offerings • Corporate Objective – Allow quick access to deep content like support and documentation • Provide interface based on Tufte principals, providing a rich interface allowing users to decide for themselves

8. Before Advantages • Sales engineers and existing customers liked quick access to commonly requested information • Increased visibility to deep content by deep linking in tree structures Disadvantages • New visitors unfamiliar with Xilinx offerings were overwhelmed by number of options • Overwhelming amount of options • Limited ability to support effective campaign messaging • No support for high visibility, high demand content

9. Redesigned Homepage

10. Redesigned homepage • Streamlined interface containing high-level / high-scent link text to bring users to the correct areas of the Xilinx.com website. • Streamlined interface with a larger banner and additional sub-banners allowing better alignment with corporate marketing objectives.

11. After – Design Objectives • Streamlining improves “time to information” • Instant identification of Xilinx and its products • Design aligns with corporate marketing’s need to provide improved campaign messaging on the home page • Improve corporate visual identity • Better experience through the aesthetic effect • Improve design scalability • “Compatibility” with localization strategies • Simplified interaction design

12. After Advantages • Increased “scent” to specific types of content by using terms with strong scent • Users with limited knowledge of Xilinx products were able to locate specific types of information • Improved capabilities to support improved campaign messaging • Visibility to “revenue ramping” activities Disadvantages • Page not wide enough – forced to adopt legacy dimensions