The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
INTEL & RAZORFISH
RE-IMAGINE
Best Computer: Hardware Website
The Audience
Our target audience was visitors to Intel.com, one of the most popular sites in the world. The problem we needed to solve for this audience was that, when visiting Intel.com, they frequently had difficulty finding the content they needed and discovering content relevant to them.
The Goal
So we set out to rebuild this massive, global site from the ground up centered around a new and better user experience for all visitors to Intel.com. And do it all in less than six months.
To begin, we did a broad audit of the 2011 Internet, creating a library of the latest and smartest uses of technology that made digital experiences more enjoyable and more productive. Then we culled the best of these (including ideas like progressive personalization and surfacing content in context) and brainstormed whether and how each of them could be employed or modified for our Intel.com effort. The outcome? A beautiful, intuitive, and innovative Intel.com search experience that's as fast and productive as the Intel processors it represents.
The Results
Searches from the home page at Intel.com more than doubled in the months following the launch of the re-designed site.
Contributors:
| Executive Creative Director: | Christopher Follett |
| Creative Director: | Christine Fernandez |
| Creative Director: | Michael Camara |
| Designer: | Brynn Dirksen |
| Senior Art Director: | Sean Kellley |
| Experience Director: | Sarah Murgel |
| Senior Information Architect: | Wibke Goden |
| User Experience Lead: | Christine Bauer |
| Content Strategist: | Tosca Fasso |
| Program Manager: | Jeffrey Bond |
RAZORFISH
Location: USA