Website Planning and strategy for Eig.Com v6.0

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Planning and strategy for the Brand Union website (formally Enterprise IG)

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  • Website Planning and strategy for Eig.Com v6.0

    1. 1. .com Planning and strategy v6.0
    2. 2. What we have done <ul><li>Audited competitors Interbrand, Landor, Future Brand, Wolff Ollins </li></ul><ul><li>Reviewed ‘out of industry’ leaders Capgemini, Critical Mass, Fitch </li></ul><ul><li>Reviewed ‘Developing our global website’ by Neil Hudspeth </li></ul>
    3. 3. What we have done <ul><li>Desk research (Forrester) </li></ul><ul><ul><li>Web Design Agencies Q3 2005 </li></ul></ul><ul><ul><li>Beating The Three Web Design Challenges 2006 </li></ul></ul><ul><ul><li>How Brands Succeed Online 2005 </li></ul></ul><ul><ul><li>The ROI Of Web Redesigns Made Simple 2006 </li></ul></ul><ul><ul><li>How Portalization Simplifies Site Design 2006 </li></ul></ul><ul><ul><li>What Do Consumers Expect - Corporate Homepages 2006 </li></ul></ul><ul><ul><li>Site Design Personas 2005 </li></ul></ul><ul><ul><li>Creating Global Web Site Standards That Work </li></ul></ul><ul><ul><li>Interactive Marketing Channels to Watch in 2006 </li></ul></ul><ul><ul><li>Hunt For Web Innovation </li></ul></ul>
    4. 4. Conclusions from audit <ul><li>Interbrand has by far the best site, but all have flaws. </li></ul><ul><li>Capgemini has a great site, but nobody in our sector gets close. </li></ul><ul><li>Providing a useful and useable experience will be enough to differentiate. </li></ul><ul><li>“ In today's world of highly flawed sites, just providing a useful usable site will differentiate your company” </li></ul><ul><li>Forrester “Beating The Three Web Design Challenges 2006” </li></ul>
    5. 5. Get the basics right first
    6. 6. What are the mandatory basics? <ul><li>Communicating our brand </li></ul><ul><li>Put our work at the front </li></ul><ul><li>Describe our services clearly and in detail </li></ul><ul><li>Make the presentation of work visual rich </li></ul><ul><li>Let users easily browse work by industry, client and service </li></ul><ul><li>Make it easy to get in touch </li></ul><ul><li>List all the offices by type (if they are different) </li></ul><ul><li>Include details about partnerships </li></ul><ul><li>Make site search work well </li></ul><ul><li>Have a careers section </li></ul>
    7. 7. What factors affect time and cost? Complex projects take longer <ul><li>1. New infrastructure </li></ul><ul><li>2. Backend integration </li></ul><ul><li>3. Number of stakeholders / approval stages </li></ul><ul><li>4. Number of target customer segments (potential clients / recruitment / employees) </li></ul><ul><li>5. Number of creative concepts </li></ul><ul><li>6. Extent of unique functionality and tools </li></ul><ul><li>7. Number and complexity of templates </li></ul><ul><li>8. Quality and depth of content </li></ul><ul><li>9. Production values </li></ul><ul><li>10. Translation and localisation </li></ul><ul><li>11. Reporting and metrics </li></ul>
    8. 8. Which need strategic management decisions? <ul><li>1. New infrastructure </li></ul><ul><li>2. Backend integration </li></ul><ul><li>3. Number of stakeholders / approval stages </li></ul><ul><li>4. Number of target customer segments (potential clients / recruitment / employees) </li></ul><ul><li>5. Number of creative concepts </li></ul><ul><li>6. Extent of unique functionality and tools </li></ul><ul><li>7. Number and complexity of templates </li></ul><ul><li>8. Quality and depth of content </li></ul><ul><li>9. Production values </li></ul><ul><li>10. Translation and localisation </li></ul><ul><li>11. Reporting and metrics </li></ul>… the rest will be clarified through the Strategy and Planning phase.
    9. 9. Language and localisation
    10. 10. Depth of content: What will it take to adapt all case studies? <ul><ul><li>Possible work load estimate: </li></ul></ul><ul><ul><li>200 (words) x 140 (case studies) x 8 (languages) </li></ul></ul><ul><ul><li>= 24 times more content than now </li></ul></ul>
    11. 11. Can we afford localised or multilingual content? <ul><li>Adding languages significantly increases development and maintenance cost (Typically 50% per language*) </li></ul><ul><li>A local homepage needs local content </li></ul><ul><li>No competitors offer regional sub-sites </li></ul><ul><li>Only Interbrand has a multi-lingual site </li></ul><ul><li>- English, Spanish, French, Japanese, Chinese </li></ul><ul><li>Is this a strategic necessity to achieve leadership? </li></ul><ul><li>* “Multiply design costs by at least an additional 0.5 for every country that requires customized templates to support the variable character lengths of equivalent words, translated content, and extra QA for cultural issues. “ Forrester 2006 The ROI Of Web Redesigns Made Simple </li></ul>
    12. 12. Developing the site
    13. 13. Developing the user experience
    14. 14. Requirements clarification <ul><ul><li>Client extranet already in progress </li></ul></ul><ul><ul><li>Dialogue clarify what we mean? </li></ul></ul><ul><ul><li>e.g. brand channel? email? blogs? </li></ul></ul><ul><ul><li>Newsletters how much do we want to invest? </li></ul></ul><ul><ul><li>e.g. frequency, segmentation, personalisation </li></ul></ul>
    15. 15. Technical Issues <ul><ul><li>Target 1024 x 768 screen resolution </li></ul></ul><ul><ul><li>we need a very visual site </li></ul></ul><ul><ul><li>73% of average internet users have a larger screen </li></ul></ul><ul><ul><li>our audience will have a greater level, probably 85%* </li></ul></ul><ul><ul><li>Focus on rich media, use flash where appropriate </li></ul></ul><ul><ul><li>totally lacking in our competitors </li></ul></ul><ul><ul><li>a very significant differentiator if done well </li></ul></ul>
    16. 16. Timeline
    17. 17. Forrester research Time, Cost, And Payback Periods For Site Design Projects In 2005
    18. 18. Rollout proposal – the basics
    19. 19. Thanks
    20. 20. English speaking offices
    21. 21. Region sizes

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