Digital Approach

Digital is committed to providing an engaging, consistent experience to our users across all our online properties. With this in mind, we describe our approach and considerations below.

User-Centered

We want to create a consistently engaging and ever-evolving SailPoint digital experience. Primary goals include:

Provide timely, concise, and easy-to-digest content / tools that are updated frequently.
Increase the time spent on our digital properties by intelligently personalizing their experience.
Delight users and create interest through engaging interactions and visuals.
Expand the reach of our content by creating opportunities for users to share and distribute it.
Improve user satisfaction by minimizing effort and maximizing reward.

Whether it be a link or an entire web site, ask yourself the following questions.

Who are the users? What are their goals and pain points?
In the context of the SailPoint digital experience, our users and customers are not always the same thing, though obviously there is a heavy overlap between the two. At a general level, our users also include prospects, investors, the media, partners, developers, and our own employees.

Though sometimes we have to begin with assumptions and educated guesses, it's important to collect and analyze data about our users. We use a variety of methods and tools to accomplish this – the most common being our implementations of Google Analytics and Lytics. We're currently expanding to include more quantitative and qualitative analysis, as well as user interviews.

It's imperative that any addition or modification to the SailPoint digital experience begin with a conversation about the specific audience, their goals and barriers, and how to streamline the connection between users and the information/activity they seek.

How do those overlap with SailPoint's business goals and pain points?
It's very easy and natural to focus on what we want to tell our users – particularly if we're trying to address changing strategic priorities or operational practices. The challenge we face is that there's often a disconnect between what we want to say and what our users are actually are seeking out. This is why it's important to understand the similarities and differences between both, and where they overlap.

What content, feature or functionality is available now?
Take an inventory of what already exists and consider if it's appropriate to address that area of overlap discussed above. While you can certainly segment and repurpose what currently exists, it's important not to duplicate something unless there's a compelling reason. Example: link to something rather than put it on more than one page.

How successful is that existing content and functionality? How to we measure that success?
Once we've taken inventory of what exists now, we'll want to audit it to determine if it's successful. It's important to determine what the measures of success are, and where data can be found. Common sources for analytics information will be dashboards for tools such as Google Analytics, Lytics, VidYard, YouTube, and Sprout Social. Suggested starting points for measurement include: unique visits, time on page, watch time (for videos), click tracking, scroll tracking, and social shares.

What are our content and functionality gaps?
Now is the time to take a holistic look at the overlap between user objectives, business objectives, and your analysis of what exists. Find the missing pieces, and you have a starting point for formulating new content and functionality.

What is the best way to organize and label it?
You have 8 seconds to catch and keep the attention of your users. With that in mind, it's important to keep in mind the following:

Seduce and delight. Engaging visuals and interactions are essential in attracting and keeping attention.
Be constantly aware of your audience. Consider dividing content into different section or even pages to address different audiences.
Communicate only the essentials. Avoid providing too much information at once.
Break content into bite-sized pieces. Keep sentences and paragraphs on the short side. Use bullets and call outs to draw the eye to essential information.
L.A.T.C.H. Location, Alphabet, Time, Category, or Hierarchy. It's important to prioritize, organize, and label your content in one or more of these five ways.

Mobile-First

We want to meet our users where they are, prepared for both existing and new ways in which they might engage with us.

With that in mind -- we take a responsive, mobile-first approach to design for digital experiences. While users still primarily digest our content on desktop screens, we are committed to creating a future-proof mindset of maximum flexibility. More practically, mobile-first design practices force us to ruthlessly prioritize and edit the information we present, removing non-essential information.

We currently design around four basic screen sizes:

Mobile: 320px
Tablet: 768px
Desktop: 1024px
Desktop HD: 1440px