20120618_UX_Case-graffle

FILE NAME
Carol Reznor
Anton De Belie
20120618_UX_Case.grafﬂe
Authors
Mon Jun 18 2012MODIFICATION DATE
Case: AB Inbev Marketing Sharing Center
DESCRIPTION This document describes a new concept for the AB Inbev search functionality
VERSION HISTORY Tue Jul 19 2016 - V1

The Story - yesterday
2 / 21
Anheuser-Busch InBev (AB Inbev) is the leading global brewer and has operations across 6 geographic zones.
They manage a portfolio of nearly 300 beer brands, enjoyed by consumers around the world.
In order to centralize and manage the world wide enterprise content, a webbased Enterprise Content
Management tool was set up in August 2009. The core functionalities for this online ECM tool were:
▪ Enablers: calendar and confidential documents
▪ Insights: data center
▪ Brands: all brand material
▪ Innovation: approval tool facilitating the innovation approval process, reporting suite
▪ WCCP Marketing: existing modules in PHP/Flash
These modules have been represented as pillars of the AB Inbev Marketing Sharing Center and Sidare will take care
of the Brand Pillar, the area that will hold all brand material. The tasks layed out for Sidare to achieve this consisted of:
▪ Centralising and managing all digital information
▪ Focussing on a user-centred approach to offer the required information based on different behaviours
▪ Providing a possibility to link material to the master calendar containing the global and local events
▪ Providing a way to use material in communications with the users
▪ Offering a bridge to the popular social media
▪ Efficient follow up of personal tasks (media approval, material access approval, …)
In order to set up this application we needed to provide an open and changeable platform with a navigation
structure that covered all items that could be presented/managed. The information around assets, products,
events, etc. needed to be implemented in a clear and logical classification and field structure.
The Marketing Sharing Center was meant for:
▪ ABInBev employees
▪ External agencies
▪ External Printing Companies
▪ Marketing en Sales departements uit 5 zones
2009

The Story - today
3 / 21
Now in 2012, two years after the platform was launched, it seemed an appropriate time to re-evaluate if our
company actually achieved those goals.
Client feedback:
▪ Material is hard to find
▪ The application looks outdated, the user interface should breath more
▪ Useful functionalities are hard to find or not user friendly
▪ When viewing detail pages, the user don't know were he is.
At the beginning the material only consisted out of material from one department within AB INBEV. Today other
departments also provide their material within the application.
At the moment the new material is hard to find, that is why the search functionality and the content structure
needs to be re-evaluated.
At this moment the internal ABInBev platform consists of approximately 7500 assests.
In the scope of this course we choose to limit ourselves to a specific type of materials being 'PACKAGING MATERIAL'.
This section contains around 1500 assets.
First we will present you a current sitemap of the application as to set the 'theatre'.
Then we will take a look at the existing situation of this specific Packaging section.
This will make it possible to analyze the content of the Packaging material section and to see its shortcomings.
Following we will do a survey on the current users - making personas, card sorting.
With those results we can rethink the concepts and flows, which will result in wireframes and storyboards.
Today
Scope of the case

Site Map
4 / 21
0.0 LOGIN PAGE 1.0 HOME PAGE
1.1 GALLERY
PAGE
filtered on brand
1.2 PREVIEW
1.0 BRANDS 2.0 MATERIAL 3.0 TOPICS
4.0 SALES
TOOLS
5.0 BEST
PRACTICE
2.1 GALLERY
PAGE
2.2 PREVIEW
3.1 LISTPAGE
3.2 GALLERY
PAGE
filtered by topic
3.3 PREVIEW
4.1 GALLERY
PAGE
filtered by Sales Tool
4.2 PREVIEW
6.0 INSIGHT OUT
7.0 My profile
7.2 Download
history
7.3 Profile details
8.0 Search
8.1 Search results
page
9.0 Advanced
search
9.1 Advanced
search page
10.0 My
downloads
10.1 My
downloads
10.2 Confirmation
10.3 Download
confirmation
Email Download
confirmation
11.0
Contact us
11.1 Contact page
6.1 GALLERY
PAGE
filtered by Magazine
6.2 PREVIEW
5.1 LISTPAGE
5.2 PREVIEW
7.1
My profile page
7.4
My material
brands

Pages Overview
5 / 21
1.0 Login 2.0 Contentpage 3.0 Gallery
2.2 Listview
2.1 Homepage
4.0 Preview
2.0 Preview
“Still image”
2.1 Preview
“Zoom image”
2.2 Preview
“Video”
2.3 Preview
“Document (single
page)”
2.4 Preview
“Page flip (double
page)”
2.5 Preview
“Audio”
2.6 Preview
“Flash”
catalog, cart, stock administration, order administration and invoice print feature
5.0 Search
5.1 Advanced
search
6.0 Mail templates
7.0 Error handling
Download
panel
9.0
Contact page
10.0
My profile page
5.0
Download page
“Overview”
5.2
Download page
“Confirm”
5.3
Download page
“Confirmation”
10.0
My profile page
6.1 Mail -
Download
confirmation
6.1 Mail - Login
confirmation
6.1 Mail - Form
sent confirmation?

Packaging material - current situation
6 / 21

Packaging material - current classiﬁcations
7 / 21
CLICK 1 CLICK 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6
Material type: Packaging material > Nbr of containers 1
10
12
15
16
18
1x10
1x12
1x15
1x18
1x20
1x24
1x4
1x6
2
20
24
2x10
2x12
3
36
3x10
4
4x6
6
6x4
8
> Packaging type Gift pack
Primary packaging ALU foil
Can
Cap
Label Back label
Front label
Keg label
Neck label
Sticker
Secondary packaging Carton American basket
Closed basket
Open basket
Wrap around
Crate
Crate cover
Hi-cone
Plastic film
Sleeve
Tray
Special packaging
Tertiary packaging Pallet
Tray
> Primary container content (ml) 1000
1500
2000
250
275
284
30 000
300
330
355
440
50 000
500
5000
568
6000
660
750
Packaging
material
Nbr of
contain
ers
Packaging
type
Primary
containe
r content
(ml)
1
10
12
15
16
18 1x1
0
1x1
2
1x1
5
1x1
8
1x2
0
1x2
4
1x4
1x6
2
20
24
2x1
0
2x1
2
3363x1
0
4
4x6
6
6x4
8
Gift pack
Primary
packaging
Secondar
y
packaging
Special
packaging
Tertiary
packaging
100
0
150
0
200
0
250
275
284300
00
300
330
355
440
500
00
500
500
0 568
600
0
660
750
ALU
foil
Can
Cap
Label
Stick
er
Back
label
Front
label
Keg
labelNeck
label
Carto
n
Crate
Crate
cover
Hi-
cone
Plasti
c ﬁlm
Slee
ve
Tray
Amer
ican
bask
et
Clos
ed
bask
et
Open
bask
et
Wrap
arou
nd
Pallet
Tray

Persona - Off trade
8 / 21
Tracy Irving Off trade - age 23
Works with :
Context:
Frequency:
Tasks:
Goals:
Background:
Pain points:
⁃ Matric, Marketing Qualification
⁃ Analytical experience
⁃ Industry / trade experience
⁃ Project Management experience -
knows how to get best out from
agencies and multiple stakeholders
Experience:
Motivation:
Specific content:
⁃ Decides channel activation and promotional plans
⁃ Delivers full promotional campaign
⁃ Cut-off dates for lead times for execution,
executional agency decisions for promotional
activity, priority insights for customer activation
⁃ Budget responsibilites
is part of sales team which currently
consist of 10 sales representatives
who drive sales in the field through
various activations and customer
contact
Implement promotional plans, volume, distribution,
visibility, persuasion, price and promotion targets in the
off-trade outlets - having the app as a platform to
manage, share all this
⁃ Hands on, analytical and driven
⁃ enjoys the diverse client contacts
⁃ specific off trade material (fe. shelf wobbler) has
no clear outlined section
⁃ material belonging to one full promotional
campaign is not linked
⁃ brand guidelines per brand not easily traceable
⁃ corporate guidelines not easily accessable
⁃ specific off trade material
⁃ campaign overview: price promotions, limited
editions
⁃ corporate and brand guidelines
⁃ briefings for Sales and Marketing
department: budget reports, timings,
analyses
on daily basis: as a reference while
working on strategies and plans
started off with helping to organize events
followed by doing basic PR activities
PC laptop
smartphone
twitters

Persona - On trade
9 / 21
Jemma Stone On Trade - age 35
Works with :
Context:
Frequency:
Tasks:
Goals:
Background:
Pain points:
Experience:
Motivation:
Specific content:
3-5 years Sales & Marketing experience
including Key Accounts in On-trade Liquor
industry and Mainstream On-trade
⁃ Develop channel plans aligned to
Brand / Marketing Strategy with a
strong Mainstream focus
⁃ Develop and execute launch plans of
new products-Price / Promotion /
Advertising / Stock Cover
is set on understanding the principles of consumer &
customer insights as well as Marketing concepts
⁃ Proven ability of managing budgets
against targets
⁃ advanced MS Office skills, SAP and BW
⁃ the wide variety of On trade material
is badly categorized and not easy to
find
⁃ material related by a specific
campaign or promotion is not shown
works in cross functional groups within
the business unit ⁃ have a platform where launch plans
can be shared
⁃ be able to daily check up on the
Brand and marketing strategies and
guidelines
⁃ review previous campaign results
on a weekly basis about 4 to 5 sessions -
length depending on the stage of the launch
plans - in conceptual phase more intense
use
⁃ Brand and Marketing guidelines
⁃ Point of Consumption materials
⁃ Promotional materials
⁃ Advertising materials
PC laptop, smartphone, Android tablet

Persona - Marketing
10 / 21
Mark Olson Marketing Manager - age 56
Works with :
PC laptop, Ipad, Blackberry, iMac
Context:
Frequency:
Tasks:
Goals:
Background:
Pain points:
Experience:
Motivation:
Specific content:
plays chess, mountain biking, skiing
married and has 3 grandchildren
use to build the abroad sales network,
negotiation of longterm
contracts with retail chains, distributors
and supervision of their implementation
⁃ oversee the operation's strategic
direction and tactical execution
⁃ set rigorous targeted goals
⁃ maintain relationships with key
associations
enjoys the responsibility of leading a
team and getting them motivated
spends a lot of time travelling, meetings
⁃ have a platform where he can share his
documents with his team
⁃ follow up on the progress of his team
by using this platform
once or twice a week for a couple of hours
documents, guidelines, pdf's, templates
these documetns are hard to find and are not
linked to their specific product

Persona - Brand managemnet
11 / 21
Tim Olson Brand Manager - age 37
Works with :
PC laptop, tablet, Blackberry
Context:
Frequency:
Tasks:
Goals:
Background:
Pain points:
Experience:
Motivation:
Speciﬁc content:
⁃ is very much into outdoor
climbing
⁃ has a son of 2 years
more than 8 years of experience in
progressively responsible areas of brand
management, account management,
and business development
⁃ takes responsibility for developing
plans and executing projects and
initiatives that support the broader
short and long-term marketing strategy
⁃ collaborates with other departments to
ensure the brand remains relevant to
consumers and that all initiatives
support the brand promise
⁃ takes a lead in managing vendor
partners and communication agencies
team building, strategic planning,
leadership, professional development,
staff training
⁃ advanced Microsoft Excel and
PowerPoint skills
⁃ is a team player
⁃ participate on a cross-functional team
to develop new products following the
process, including analyzing
information to help set the sales
forecast and ﬁnancials
⁃ writing concept statements
⁃ analyzing new product launches
⁃ analyzing consumer trends and
information to help identify product
categories for future sources of growth.
daily follow up
general brand guidelines
would like a clear overview of own brands and
their materials

Persona - Procurement
12 / 21
Lisa Roberts Procurement - age 31
Works with :
Context:
Frequency:
Tasks:
Goals:
Background:
Pain points:
⁃ Establishing effective operating
policies, lean initiatives and
processes.
⁃ Comprehensive understanding &
experience of purchasing strategies
and also inventory management.
Experience:
Motivation:
Specific content:
Responsible for working closely with the selected supplier
and managing the companies procurement activities. Also
providing leadership for the purchasing department and
motivating staff to achieve maximum performance and
efficiency
manages a team of 10 professional buyers
significantly reducing costs and also improving the
companies processes and corporate purchasing
programs
⁃ communicating with other departments,
vendors, and executive management to
ensure procurement goals are met
⁃ negotiating contracts when it comes to procurement there is very little offered
on the existing platform
⁃ Order Placement Timing, Supply / Demand
Alignment, Material Replenishment and Supplier
Performance
on daily basis: checking/securing
the best quality, price and terms
from suppliers
comes from the purchasing department
MacBook, iPhone,
iPad

Persona - Packaging
13 / 21
Jim Blake Packaging - age 36
Works with :
Context:
Frequency:
Tasks:
Goals:
Background:
Pain points:
proactively identified and executed new
packaging trends & techniques in line with
business strategies
Experience:
Motivation:
Specific content:
develop and manage tools in conjunction with vendors to
track packaging design projects for the client, to include
artwork and renders
has a team of 4 designers
to design, develop and register new pack design
concepts for the consumer market
finds his inspiration in the ability to work well
with sales, manufacturing and customers
would like an overview of all different packaging produced
artwork and renders, related packaging materials
2x / week
6 years experience at packaging Johnson &
Johnson
Mac Pro Quad Core,
MacBookPro, iPhone,
iPad

packaging material - Card sorting
14 / 21
Selecting content
As has been stated before we choose to limit our case to a specific area of content namely the 'Packaging material'.
The existing situation shows that only 'Packaging type' is a section where it makes sense to do a card sorting.
Selecting participants
Due to company policy we were not able to establish contact with the end-user of our platform. We had to rely on the feedback our account got from
contacts with some key-users.
Preparing the cards
The idea of the card sorting was to have an open card sorting, cards showing all the existing classifications. Then to let participants sort, group and
add if necessary new classifications.This would give us a valuable insight on their jargon and their way of classifying their own materials.
Results
After analyzing the existing content all we could do was clean up irrelevant, not used facets. Put them in a logical order, make drop downs more user-
friendly.
To get a better insight on how the user thinks we requested the backend office to keep a log of the keyword search queries.
Also we did seem to convince our account of the importance of card sorting with the end-user if we want to make a platform that is user friendly.

packaging material - new classiﬁcations
15 / 21
CLICK 1 CLICK 2 LEVEL 3 LEVEL 4 LEVEL 5
Material type: Packaging material > Nbr of containers 1 x
2 x
2 x 10
2 x 12
3 x
3 x 10
4 x
4 x 6
6 x
6 x 4
8 x
10x
12x
15x
16x
18x
20x
24x
36x
> Packaging type Primary packaging Bottle - Back label
Bottle - Crown
Bottle - Foil
Bottle - Front label
Bottle - Neck label
Can
Keg - label
Keg - sticker
Secondary packaging Carton
Cones
Crate cover
Film
Sleeve
Tray
Tertiary packaging Tray
Special packaging Gift pack
Glasses
> Primary container content (ml) 250
284
300
330
355
440
500
568
660
750
6000
30000
50000
Packaging
material
Nbr of
containers
Packaging type
Primary
container
content (ml)
1x
2x
2x10
2x12
3x
3x10
4x
4x6
6x
6x4
8x
10x
12x
15x
16x
18x
20x
24x
36x
Glasses
Gift pack
Primary
packaging
Secondar
y
packaging
Special
packaging
Tertiary
packaging
1000
1500
2000
250
275284
30000
300
330
355
440
50000
500
5000
6000
660
750
Bottle -
Front
label
Bottle -
Back
label
Bottle -
Crown
Bottle -
Neck
label
Bottle -
Foil
Can
Keg -
Label
Keg -
Sticker
Carton
Crate
cover
Cones
Film
Sleeve
Tray
Tray

Packaging material - structure
16 / 21
Primary package
Current situation New situation
Primary
Pack shot
2D
Example: Stella Artois Cidre 500ml Can
Primary
Pack shot
3D
Primary
Artwork
All these assets are placed on the same level
- users don't see the relation between the items
- when the user views the pack shot he needs to go back to the gallery
to download the artwork
- Primary, secondary and tertiary packaging are not linked to each other
Pack shot
2D
Pack shot
3D
Artwork
Packaging types are placed on same level.
- Child assets will be presented (and can be previewed) in the package detail.
- Child assets can be downloaded seperatly or as a package
- Packaging types are linked to each other.
Secondary
Pack shot
2D
Secondary
Pack shot
3D
Secondary
Artwork
Secondary package
Pack shot
2D
Pack shot
3D
Artwork
Tertiary package
Pack shot
2D
Pack shot
3D
Artwork
Tertiary
Pack shot
2D
Tertiary
Pack shot
3D
Tertiary
Artwork

Search - Flow chart
17 / 21
Search results
(gallery page)
Search keyword input
field
(placed in header)
Browse by brand Browse by material Browse by topics Browse by sales tools Browse by insight out
Gallery and facets
filtered on keyword
Gallery and facets
filtered on brand
Gallery and facets
filtered on user
specific brands
Gallery and facets
filtered by general topics
Gallery and facets
filtered by sales tools Gallery and facets
filtered by isight out
Pages used for
browsing packaging material
Previously saved
search results (filter)

Wireframe - search results page
18 / 21
SEARCH RESULTS
SEARCH RESULTS
REFINE RESULTS
FOOTER SITEMAP
HEADER
PRIMARY NAVIGATION
ACTIVE FILTER
FILTER HEADER + PERSONALIZED FUNCTIONALITY

Wireframe - search results
19 / 21
HEADER
Brands All Material Topics Sales Tools Best Practice Isight Out Events
All Material
211 222 3 5 6 ...4 4824 72
items
per page:
DateNameSort items by: Add all to basket
Showing 1 - 14 of 1520 items
Add to basket
Productname 1
Brand: BUDWEISER
Primary container: CAN
Primary container content: 330ml
Add to basket
Productname 1
Brand: BUDWEISER
Add to basket
Productname 1
Brand: BUDWEISER
Add to basket
Productname 1
Brand: BUDWEISER
switch viewing
experience:
We have found 1520 items
Packaging material Clear all ﬁlters
Save these results
keywords Search
Content (ml) (522) Packaging type (614) Nbr of containers (278) Brand range (1519) year (1507)
Narrow your results:
Select previously saved results
Filters applied
Beer brand (1520)
1.0.0
1.1.1
1.1.21.1.3
1.1.0
1.2.0
1.3.0
1.2.11.2.2
1.3.1 1.3.2
2.0.0
2.1.1
2.1.2
2.1.3 2.1.4
2.1.5 2.1.6
2.1.7

Wireframe notes - search results page
20 / 21
1.0.0 Filter zone
This zone makes it possible for the user to narrow his search results. But it will also
inform the user how many results the system found and which filters are applied to his
search results.
1.1.0 Information zone + personalized functionality
1.1.1 Informs the user how many results the system has found
1.1.2 The user is able to save his results, so he can re-use it.
1.1.3 The user is able to browse his previously saved results to start from there. After
clicking this button a small popup will appear with a list of all previously saved results.
After the user has selected one the page will be refreshed with those parameters.
The user can also cancel the popup to continue with his current search.
1.2.0 Narrow down results functionality
1.2.1 The user is able to fill out certain keywords. After clicking the search button the
"keyword" will be added to the "filters applied" (1.3.1) zone and the dropdowns (1.2.2)
will be updated. The information zone (1.1.0) will also be updated.
1.2.2 The user can narrow his results by selecting one of the facet values in the dropdown
menu's. After selecting one of the dropdowns the selected item will be added to the
"filters applied" (1.3.1) zone and the dropdowns will be updated. The information zone
(1.1.0) will also be updated.
1.3.0 Applied filters zone
1.3.1 All filters or keywords that are applied to the search results will be shown here. The
user can remove one of these filters by clicking the remove (x) icon. After clicking the
remove item, the narrow down zone(1.2.0) and the information zone (1.1.0) will be
updated.
1.3.2 The user can remove all filters at once by clicking the "clear all filters" link. After
clicking the clear all link, the narrow down zone(1.2.0) and the information zone (1.1.0)
will be updated.
2.0.0 Search results zone
This zone provides the users with his search results and the functionality to browse,
sort, ... his results
2.1.1 Informs the user how many items of the current results are shown.
2.1.2 The user is able to browse between the different pages.
2.1.3 The user is also able to switch between different views. The thumbnail view shows the
thumbnail of the items + limited information. The list view shows more information +
which items are included in the asset.
2.1.4 The user can choose how many items needs to be shown per page.
2.1.5 The user can sort the result on "name" and "date". By default the result are already
sorted alphabetically on name.
2.1.6 The user can add all the items on the page to the download basket. All added items

Wireframe - narrow results
21 / 21
Save these results
keywords Search
Filters applied
Beer brand (1520)
Save these results
keywords Search
Filters applied
Stella artois (292)
Stella Artois
Save these results
keywords Search
Packaging type (614) Nbr of containers (278) year (1507)
Filters applied
Stella artois (292)
Stella Artois 500 ml

20120618_UX_Case-graffle

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (15)

Similar to 20120618_UX_Case-graffle

Similar to 20120618_UX_Case-graffle (20)

20120618_UX_Case-graffle