Creating a Global Digital Experience Strategy

Learn how to envision, plan, execute and manage a Digital Experience (UX) Strategy for large, multinational B2B & B2C companies.

Transcript

1. Creating a Global Digital Experience Strategy May 2020 Carlo van den Berg carlovdberg@gmail.com www.carlovandenberg.nl
2. About me UX Strategist specialized in creating and managing scalable design strategies for digital platforms. www.carlovandenberg.nl www.linkedin.com/in/carlovdberg/
4. Disconnected touchpoints inconsistent user experien From Disconnected touchpoints w inconsistent user experienc
5. Disconnected touchpoints inconsistent user experien From Disconnected touchpoints w inconsistent user experienc
6. Company Strategy Digital Strategy Digital Roadmaps & plans
7. Company Strategy Digital Strategy Digital Roadmaps & plans
8. Company Strategy Digital Strategy Digital Experience Strategy Digital Roadmaps & plans
9. The plan Zoom-in on the different topics within the digital experience landscape Create a ‘Digital Experience Vision’ connected to the Digital Strategy Start executing the strategy Digital Experience Guidelines & Principles 2. PLAN & EXECUTE 1. ENVISION 3. MANAGE
10. Creating a Global Digital Experience Strategy 1. ENVISION
11. 1. ENVISION We match our brand promises by delivering high-quality digital experiences. We use our guiding principles to design memorable and meaningful digital experiences. We support the multichannel user journeys by seamlessly connecting touchpoints in the digital ecosystem. Create a ‘Digital Experience Vision’ connected to the Digital Strategy
12. 1. ENVISION PRODUCT CATALOG B2B WEB EXPERIENCE B2C WEB EXPERIENCE INCL. HUE DIGITAL CUSTOMER SERVICE LEAD MANAGEMENT ONLINE PORTALS DIGITAL CAMPAIGNS E-COMMERCE DIGITAL EXPERIENCE VISION DEEPDIVES EUROPE GREATER CHINA AMERICAS GROWTH MARKETS PRODUCT MANAGEMENT ACCOUNT MANAGEMENT BG HOME BRAND & MARKETING BG LED/PROF BG LED/PROF CUSTOMER SUPPORT CONSUMER & PROF SALES Zoom-in on the different topics within the digital experience landscape
13. DIGITAL TOUCHPOINTS RELATED TOPICS DIGITAL EXPERIENCE TOPICS 1. ENVISION 1. Product Catalog How can we deliver personal, relevant, convenient catalog experiences for the different customers of Philips Lighting? 5. Lead Management How can we use our digital touchpoints to connect with potential new customers? 4. Digital Customer Service How can we assist our customers and partners 24/7 via digital touchpoints? 2. B2B website experience How can we improve the search and browse experience on the B2B website? 3. B2C website experience incl. Hue How can we create a seamless, high quality online experience on all B2C and Hue digital marketing touchpoints? 8. E-Commerce How can we increase sales on owned and 3rd party digital touchpoints? 7. Digital Campaigns How can digital support in having effective, engaging campaigns for our B2B and B2C customers? 6. Online portals How can we create personalized experiences which help our existing partners and customers to manage their tasks? PLANNING One view of the customer Global vs local Mobile Content Strategy SEO Social 2-day sessions per topic DAY 1 Understand/Research Interviews Scope DAY 2 Ideation Design Vision Deepdives of 2 weeks per topic (starting with eCat for B2B website) FIRST 2 MONTHS NEXT 6 MONTHS E-mail Websites Social Apps 3rd Party channels Portals
14. 1. ENVISION
15. 1. ENVISION B2B WEBSITE EXPERIENCE How can we improve the search and browse experience on the B2B website?
16. 1. ENVISION PRODUCT CATALOG DEEPDIVE How can we deliver personal, relevant, convenient catalog experiences for the different customers of Philips Lighting?
17. Creating a Global Digital Experience Strategy 2. PLAN & EXECUTE
18. 2. PLAN & EXECUTE Start here Overall vision Vision per topic Topic deepdives 2 Years from now Next year This year
19. Creating a Global Digital Experience Strategy 3. MANAGE
20. 3. MANAGE Digital Experience Guidelines & Principles • Playbook with principles and guidelines to create consistent, high-quality web experiences. • Used in trainings with Content Managers and local markets. • CMS templates and components adhere to these guidelines.
21. Creating a Global Digital Experience Strategy LEARNINGS & FINAL THOUGHTS
22. LEARNINGS & FINAL THOUGHTS DOING THE RIGHT THINGS DOING THE THINGS RIGHT Focus on what really hurts Don’t just fix it; delight! DISCOVER DEFINE DEVELOP DELIVER
23. LEARNINGS & FINAL THOUGHTS Beware of the silos, create ambassadors & work together Digital Design Europe Research BU Home
24. LEARNINGS & FINAL THOUGHTS Create the business case, manage expectations & start moving! Team 1 Team 3 Team 2 Team 4 Team 1 What is needed What is available Are we set-up for success? Budget Time Knowledge of the customer Tools & software quality Data & insights People potential & performance Processes quality 20% 1 year 10% 40% 5% 80% 60% 1. It will take (x) more time 2. It will bring down the scope to (x%) 3. It will lower the level of quality to (x)
25. Thanks! Carlo van den Berg carlovdberg@gmail.com www.carlovandenberg.nl