recommendation with market feedback through client and prospective client focus group
interviews.
The first phase encompassed an overall program review, analysis of all current ADP and
industry Internet market research, a web traffic audit, and internal interviews with senior
management. In familiarizing ourselves with current industry practices, we also reviewed ten
competitors and twelve business-to-business leaders' websites. These 22 sites were
carefully evaluated for their relative strengths and weaknesses in the areas of navigation,
content, degree of user-centricity, and organization. The second phase included a design
exploration. Working together with a web design firm, we developed five different design
options. In phase three, we gathered market feedback through focus group interviews
conducted with both clients and prospects based on the current web site and on the new
design options. The final phase involved feedback-based revisions to the designs, which will
be presented to ADP's Executive Committee in April and launched in May 2000.
The project was a success. Our recommendation was received with exceedingly positive
feedback by both the business units and the Executive Vice President of Marketing. In
addition, I have been awarded with the honor of presenting the project to the Executive
Committee in April. Our long-term goal is to develop an entire adp.com team dedicated to
servicing clients and marketing on the Internet.
The management skills I have gained from this project have been invaluable to my career
growth. I have learned the value of qualitative and quantitative research, experience in fiscal
management and project management, and the importance of matching corporate strategy
to Internet strategy. More importantly, the experience has taught me the value of gathering
senior management "buy in" through the progression of a project. I was able to successfully
gain the support of senior management by maintaining open communication and making
them part of the process. Ultimately, this support was critical to the success of the project,
which has brought my department and me increased visibility within the company -- a
development that, in turn, has led to more important projects. Through the success of
adp.com, I am now regarded as an effective and respected manager who has the ability to
analyze and lead complex projects from concept to completion while gaining the support of
senior management.
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