MX 09 Web Strategy Transformation

Tales of a Transformation: Injecting Experience Design into the Corporation 2009

Landscape

Landscape
Transformational initiative
Top-down mandate to define Web strategy
External Web strategy expertise
Holistic approach to the Web

Goals/Practices

Goals/Practices
Keep members healthy (partner not utility)
Team for strategy, not just production
Online tools to support DIY consumerism
Selective focus, deliberate direction
Do everything quickly

Process Process

Process
More selectivity and sacrifice (saying NO)
Agile “chunking” releases
Embedded analytics and consumer/member assessment
Online strategists are integral

Team
Executive sponsor for accountability
Director-level position
Online strategists

Culture

Culture
Recognized Web ownership
Business unit cooperation
Selective focus and execution
Embedded UX principles

Implementation

Implementation
Governance (sustained authority)
Embed UX in people and process
Communicate change and wins
Aggressive but achievable goals
Small wins first

Thank You Kara Taff Blue Cross and Blue Shield of North Carolina [email_address] Steven Keith Capstrat [email_address]

MX 09 Web Strategy Transformation

by ANTIGENcy

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