Business School Admissions Essay: Leadership Questions - Continued

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With a limited budget, limited resources, and limited supervision, I designed a four-phase strategy to re-evaluate the current website and replace it with an active, path-driven site. The strategy included a review of the company's current navigation and content, a strategic assessment mapping navigation and functionality against corporate and divisional objectives, and the design and architecture of the site. Furthermore, we developed a plan to validate our 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.