Case Studies

Thomson CompuMark, a business of Thomson Reuters, provides the industry’s broadest range of trademark research and brand protection solutions.

Their website at trademarks.thomsonreuters.com - a primary lead source, access point for product information and marketing tool - was in need of an overhaul to better support the business. The content management system (CMS) the site was built upon was outdated and unsupported, making even small updates difficult and time consuming. Because information was difficult to find, users would resort to calling customer service for any and all questions. The business felt they were both losing revenue by deterring potential leads and unnecessarily taxing their own resources.

One of the biggest challenges the company faced was the massive effort of creating and publishing their pricing guide each year. A largely manual process, complicated by different regional product offerings, left them struggling for a more efficient and sustainable method.

Insights

• Customers felt that while the company and its products are premium quality, the website was outdated and the information unreliable. The new site would need to align with their public perception as a global leader.
• There was a great deal of confusion around Thomson CompuMark’s 160+ different products and how they fit together. The new site's information architecture and content would need to address this.
• Users wished they could answer more of their own questions online before calling, and wanted additional ways to reach the company. 
• Finally, if the information architecture was approached correctly, the site redesign could also support a significantly more efficient method for publishing the rate guide.

Solution

CTP conducted a deep discovery process with Thomson Reuters staff and their customers to understand what would make a meaningful, valuable site. Together CTP and Thomson Reuters re-organized their product offering and implemented an intuitive, flexible and globally accurate information architecture.

The new site supports seven languages, online customer chat, integration with their CRM system, a robust product finder and social media integration.

The site was developed on a powerful open-source CMS to allow for easy content publishing and updates.