Re-Platforming the whole online presence - a change management tale

The summary including the video that goes with the presentation can be found here: https://www.linkedin.com/feed/update/urn:li:activity:6480691002234408960/

What was the motivation of the talk? Here is the too-long-to-read as follow.
On Acquia Engage 2018 in London, Mohammed discussed the change from a rather static and product oriented way of interacting with the core audience all the way to a customer-first, experience first online presence.

Pay me a visit @ https://www.linkedin.com/in/mbrueckner - and if you want, read up on my take on what constitutes value in a world dominated by platforms and APIs:
https://www.linkedin.com/pulse/defining-value-age-platforms-apis-mohammed-brueckner/

Transcript

1. We’re all in this. And the heat is on. GO PREMIUM OR GO HOME London, June 2018
2. Making moments magical is our WHY
3. 12 seconds in 2000 8 seconds in 2000 9 seconds goldfish The average human attention span is shrinking
4. 95% of purchasing decisions are based on emotional impulses
5. „Emotional Commerce“ Powering ‘Emotional commerce’
6. YOU MASS-MARKET WHOLESALER WHO CARES ABOUT VOLUME
7. No consumer experience platform Too many vendors and suppliers vs one company Way too much undifferentiated heavy lifting!
10. We knew we weren’t there. That was the easy bit. The challenge lies with where to go.
11. It was time for round tables and ideation – find the best things to do, with the biggest impact!
12. Personalization + experimentation Rock-solid, secure PAAS Reliable + durable 60-85% sales online! One company, one platform! We‘ll need a business case… do some research 6 different CMS Who you gonna call? Many afterthoughts after pragmatic choices… Poor marketing support
13. …
14. Of course there would be Résistance
15. Stage partners with Inviqa
16. 50% reduction in page loading time 27% more time spent on site 200% conversion rate
18. Providing digital consultancy & delivery
19. The challenge Build and implement a ‘site builder’ for regional offices that provides centralised core functionality, while offering design flexibility to create localised experiences.
20. Roadmap Feature Map Vision Insight Tech 5. TECHNICAL APPROACH 1. BUSINESS CONTEXT & GOALS EXPLORATION 6. MVP DEFINITION & ESTIMATION 4. ESTABLISH ANALYTICS 3. CONFIRM FEATURES CREATIVE & UX The Inviqa Discovery Audience 2. ESTABLISH KEY STAKEHOLDERS, RISKS, CONSTRAINTS
21. Content Architecture
25. Location data Social data Patterns of visits – E.g. productions by the same director Visits to certain types of production Acquia Lift collects data from anonymous and authenticated users for every engagement. Acquia Lift
26. F “Fiona” “I’m looking for a gift for my granddaughter. It’s her birthday in a few weeks. I don’t know what children like nowadays, but I’d like it to be relevant. I would like to see the size of it if I can?“ 4 Age: 65 High Level focus: Level of Importance (1 - 5 highest) 5 2 Engagement Style z z Engage z z Decide z z Buy Profile - Secondary goal Present discovery Primary goal Priorities Quality Price Style Service Interaction Browsing Grazing Searching Discovery New Customer type Peebles, Scotland Location Granddaughter (5) Recipient Relevant toy. Product interest Browsing Searching Discovery Birthday in a week or 2 Purchase reason £45- £50 Expenditure Product Desktop Device preference Site & store visit Touchpoints High Likelihood of purchase Customer info User-profiling Giftin g Either Buyin g Why are they visiting? Psychographic Aware Neutral Not aware Awareness of The Entertainer/product? Awareness Considered Time-poor Style of engagement? Behavioural Mobile Static Device type? Contextual _ Referral Grandparent
27. Anastasia Animated show site launched in 6 weeks
28. Questions
29. @MoeBrueC @Inviqa Get in touch @richardjones