Designing a New Benchmark in Personalized Website Experience for India’s #2 Brand, Infosys

A recent Brand Finance India 100 2022 annual report of India’s most valuable brands ranks Infosys as India’s #2 brand as it overtook insurance giant, LIC. The story of developing a new benchmark in personalization and user experience is a critical and integral component to sustain the momentum of brand leadership. At its core, this involves increasing brand value through several distinct initiatives, solutions, and offerings. One such initiative was creating distinct branding through thought leadership.

Infosys Knowledge Institute, research and thought leadership arm of the company, rebranded our website to make it easier to explore personalized insights and dive into digital storytelling formats: research, articles, podcasts, videos, books, events, and interactives based on your industry and function.

This first-of-its-kind website will set a new benchmark in personalization across the Infosys.com ecosystem.

Before highlighting the new features, I wanted to speak about WHY we decided to redesign our website a year after launching the Knowledge Institute site within Infosys.com.

We needed to raise our game in personalized digital experience and move from digital publishing to storytelling to effectively increase engagement and stickiness for clients and prospects

3 clear objectives emerged from our website audit:

1. Elevate thought leadership within the Infosys.com navigational structure

Increasing visibility of thought leadership from a brand goes beyond discovering insights from a Google search to creating a single navigational element to discover thought leadership insights

2. Build clear and consistent thought leadership purpose for differentiated branding

It was key to establish consistent branding (and nomenclature) for thought leadership across channels and formats so that users understand the purpose — and more importantly — build effective pathways from thought leadership notice to commercial value trigger.

3. Pivot from digital publishing to digital storytelling

We wanted to focus on more interactive formats of thought leadership content to drive engagement around thematic content hubs. This would help the user visualize content in themes and give a deeper dive into topical heroes and villains of a story to explore that tension in its entirety.

The key was to build effective connected, personalized pathways to enable those with moments of revelation to act

From the Infosys Knowledge Institute, we worked with corporate marketing leaders like Sanjay Sahay who helped guide us and the other teams for this project. We did a competitor benchmarking analysis on user experience journeys in line with objectives and features that fit into the overall mission.

We launched in mid-May 2022 with a new, personalized experience for insights on business and tech trends.

Here are the key features of our new site:

• Personalized home page. Discover top thought leadership themes and stories tailored to your unique interests

• Profile-based content suggestions. Explore related stories across industry, function, and tech topics using your personalized profile

• Digital storytelling formats. Dive deeper into a variety of thought leadership formats and media: from reports and articles to videos and podcasts

• Intuitive user-driven search. Quickly find what you seek with intelligent search to help navigate through relevant topics

• Insight journey mapping. Enrich those moments of revelation with related content recommendations based on user interest

Check out our new video of the Infosys Knowledge Institute website launch below.

Haven’t explored this new, personalized thought leadership experience already?

Dive in and make this thought leadership destination your home to learn and share insights on business and tech trends.

I would like to thank the Infosys digital marketing team under Sanjay Sahay for their commitment and dedication: Manish Kumar, Abhishek Chouhan, Dikshita Karopady, Vikram Balaji (previously part of Infosys), who collaborated with many other teams such as CDG (Ajay Raghav and team), IS, among others to see this through!

Finally, in keeping with our Knowledge Institute brand tagline:

Keep learning, keep sharing!