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3 simple steps to changing
your digital DNA
Oct 2015
Lead User Experience Consultant
− Why is a Digital Roadmap
important?
− Constructing a simple roadmap
of activity.
Developing a
Digital Roadmap
Mapping
Au...
+ 2hour workshop
• Helps plan and prioritise your investment in
digital over the short, medium and long term.
• Identifies critical interde...
your internal digital
capability and expertise
your internal processes
and governance
your digital infrastructure
and tool...
Prior to running a roadmap session arm yourself with
some intelligence.
We use a pre session questionnaire - 20 questions ...
Develop an understanding of the brand and wider influencing factors. In each quarter gather
insights against the digital p...
Strengths Weaknesses Threats Opportunities
People
• Editors have CMS experience
• Global risk department
generate lots of ...
Use insight to construct your Digital Roadmap. On large A1 sheets detail short, medium and
long terms goals and activity f...
1 Short term goals Medium term goals Long term goals
People
• SEO training for editors
• Digital operations support &
main...
+ 2hour workshop
Increase the value of your customers
Customers are
increasingly digitally
mature. They expect a
PERSONALISED
experience by...
MoreProducts Projects
You looked at
You might like
Air Conditioners
Sanitary Enclosures
Cooling
Busbar
Food & Beverage
Cas...
SME
Sole trader
SME owner
Landlord
Nursing home owner
Public sector
Housing manager
NHS Authorizer
GP / CCG
Residential
Ho...
Personal details Motivations Content needs
Name: Pauline Price
Age: 44
Job: Head Teacher
Protect & Safeguard 450
children....
Plan, develop and deploy content and functionality that will engage your personas
• Develop relevant content
• Use CMS to ...
+ 2hour workshop
1. Determines success criteria, how to track goals and using what tools
2. Defines impact of digital and overall success o...
- Start the process of defining some high level
success criteria from a business and customer
perspective.
- Split into gr...
- Establish a hierarchy for success criteria so we
can start to add more detail.
- Each group presents back their ideas.
-...
- During or after the session, consolidate the most
popular criteria for Business and Customer onto
separate sheets.
- Eli...
Track metrics on a monthly basis
Success Criteria Increase core conversion
KPIs
(how will this be measured )
• Number of d...
Quantitative methods
Data-led approaches - provides a measure of what people think from a statistical and numerical point ...
Click and Move maps Scroll heat maps User video recordings
Example Task:
You are seeking information on alarm
systems. You are a medium sized
business so would like to see options
t...
Start to change digital DNA but focussing on three simple things.
Other ideas, inspiration and workstreams will stem from ...
Gavin Holland
Lead User Experience Architect
building-blocks.com
Digital Foundations: 3 Simple Steps to Changing your Digital DNA
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Digital Foundations: 3 Simple Steps to Changing your Digital DNA

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Step-by-step guide to three practical workshops that can be implemented by your organisation to help kick-start your digital transformation.

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Digital Foundations: 3 Simple Steps to Changing your Digital DNA

  1. 1. 3 simple steps to changing your digital DNA Oct 2015
  2. 2. Lead User Experience Consultant
  3. 3. − Why is a Digital Roadmap important? − Constructing a simple roadmap of activity. Developing a Digital Roadmap Mapping Audience Needs Measuring Digital Performance − Audience Types, Personas and Experience Map. − How this is used to increase the value of customers. − How to develop a Digital Measurement Framework. − Great tools and tracking methods.
  4. 4. + 2hour workshop
  5. 5. • Helps plan and prioritise your investment in digital over the short, medium and long term. • Identifies critical interdependencies and relationships between elements of your digital strategy, to maximise efficiency. • Model the kind of digital skills and resources (internal staff/new hires) you need, to help drive digital forward.
  6. 6. your internal digital capability and expertise your internal processes and governance your digital infrastructure and tools your success measurements
  7. 7. Prior to running a roadmap session arm yourself with some intelligence. We use a pre session questionnaire - 20 questions taking no more than 10 minutes to complete. This provides vital intelligence which helps us structure the Roadmap sessions. - About you - About your business - Technology - Your digital team - Marketing / Digital focus - Your Audience - Current Success Measures - User experience (mobile etc.)
  8. 8. Develop an understanding of the brand and wider influencing factors. In each quarter gather insights against the digital pillars. Strengths Weaknesses Opportunities Threats your internal digital capability and expertise your internal processes and governance your digital infrastructureand tools your success measurements
  9. 9. Strengths Weaknesses Threats Opportunities People • Editors have CMS experience • Global risk department generate lots of content • Regional Analysts with global reach • Editors need more SEO guidance • Over reliance on IT resource to make changes • Visibility of end-to-end customer experience • Weak UX skill sets • Lack of on-site dev support • Lack of skills consistencyin regions • Regional marketers have varying digital skill levels • Internal dev support • SEO copy expertise • Customer experience mapping • Analytics and insight management • Internal education in digital Process • Strong history and reputation • Global leader in security and response • Competitive offering and great combined services • UK language only • Data needs optimising before we can use it • Competitive landscape • Single service competitors are more agile online • Define customer content strategy • Data links between systems • Turn analytics into actions Platform • Strong Internal knowledge of CMS platform • Acceptance .com is main focus • Marketing and IT have a good relationship • Not currently mobile friendly • Out of box CMS not delivering • Limited dynamic content • No integration with CRM • No current DMS, page editor or content preview • Poor functioning CMS • Differentiatethrough platform sophistication • Mobile optimisation • Multi language / region capability • Personalisation • Social media integration Performance • Good social media engagement • Topical content / fleet of foot • Outdated architecture • No clear user journeys • No consistent approach to writing SEO-friendly copy • Limited focus on CRO • Publishing process very frustrating • Loss of leads due to lack of systems integration • Non-optimised content affecting SEO • Users expecting a personalised experience • Improve Information Architecture • Optimise content for SEO • Gather more information on audience types to map experience • Integrate systems with CRM
  10. 10. Use insight to construct your Digital Roadmap. On large A1 sheets detail short, medium and long terms goals and activity from left to right for the pillars. your internal digital capability and expertise your internal processes and governance your digital infrastructureand tools your success measurements Short Medium Long
  11. 11. 1 Short term goals Medium term goals Long term goals People • SEO training for editors • Digital operations support & maintenance • Establish UX capability • More digital editorial resource • Internal development support • Optimisation support (AB tester) • Analytics insight manager Process • Establish global digital steering group (governance) • Optimise data capture format • Digital content strategy • Establish market differentiation around customer experience • Award wins Platform • Migrate to new CMS • Get core CMS functionality working (DMS, Page editor, Content preview) • Mobile optimisation • Deploy first personalised content • Establish multi language / region presence • Fully integrated CRM / CRO / CMS • Federate content from CMS to all platforms including social • Advanced personalisation • App Development Performance • Develop Measurement Framework • Establish monthly digital report • Develop experience maps for audience personas • Optimise navigation and Information Architecture • Connect CRM with CMS • Refine / track all conversion funnels • Advanced AB testing strategy
  12. 12. + 2hour workshop
  13. 13. Increase the value of your customers Customers are increasingly digitally mature. They expect a PERSONALISED experience by default Identify opportunities to develop and deploy compelling content at key points in a customer journey to encourage ENGAGEMENT Browsing is distracted, multi-device and mobile. We have customers for less and less time therefore RELEVANCY is critical
  14. 14. MoreProducts Projects You looked at You might like Air Conditioners Sanitary Enclosures Cooling Busbar Food & Beverage Case Studies Your Local distributors MoreProducts Account Air Conditioners v2.0 New Product 2 Conditioners New Product 3 Welcomeback Call your regional rep New Innovation Article Upgrade today Amazing new product Engaged Customer (multi-visit) Converted Customer Generic nav Focus on self service Hero promotional carousel: Specific to sector Hero promotional carousel: Offer or new innovation / Upgrade Reactive signposts relevant to previous browsing Re-engage with customer Encourage Loyalty Links based on previous browsing + conversion focus Reactive signposts Upgrade and cross sell − High Value customer/Personal/ Change structure. − Account features / Account rep. − Opportunities to cross-sell related consumables or upgrade. − Relevance and conversion focused. − Content teasers relative to previous visits and interests. − Sector specific social proof, case studies and testimonials. Personalise based on:
  15. 15. SME Sole trader SME owner Landlord Nursing home owner Public sector Housing manager NHS Authorizer GP / CCG Residential Homeowner Son / Daughter / Family Facilities Management FMs / PMs (Property Manager) National accounts Office manager Caretaker Procurement manager Head of security Regional multiples Multi-site offerings
  16. 16. Personal details Motivations Content needs Name: Pauline Price Age: 44 Job: Head Teacher Protect & Safeguard 450 children. Budget Constraints. Comply with local authority. Avoid prosecution / Personal obligation. Access to Framework pricing/price promise. Directory of approved suppliers. Visibility of solutions from one supplier. Confidence in make/buy decision. Testimonials from other schools/colleges. Risks. Push legislation changes. Knowledgebase for other school related issues.
  17. 17. Plan, develop and deploy content and functionality that will engage your personas • Develop relevant content • Use CMS to deploy relevant content at key points in user journey • Improve/enhance functionality on website, in line with persona needs
  18. 18. + 2hour workshop
  19. 19. 1. Determines success criteria, how to track goals and using what tools 2. Defines impact of digital and overall success of digital strategy 3. Helps justify investment in more innovative and sophisticated digital infrastructure 1. Success Criteria Develop high level success criteria 5. Reporting Decide how to update stakeholders on results 4. Targets Attach targets to your KPIs 3. Methods Define how you will track using what tools 2. KPIs Nominate your Key Performance Indicators
  20. 20. - Start the process of defining some high level success criteria from a business and customer perspective. - Split into groups and spend 15mins detailing 4 statements, which define success of digital from a business and customer perspective. - Position yourself in 6 months after website launch and think of headlines that define success. - Each group to present back.
  21. 21. - Establish a hierarchy for success criteria so we can start to add more detail. - Each group presents back their ideas. - After each group has presented, use a quick dot task exercise to prioritise the ideas that the group feel are most important. - Add three dots in each half to indicate which items you think are most important.
  22. 22. - During or after the session, consolidate the most popular criteria for Business and Customer onto separate sheets. - Eliminate duplication and create high level themes, if needed. - You should now have your high level success criteria that you can add detail to.
  23. 23. Track metrics on a monthly basis Success Criteria Increase core conversion KPIs (how will this be measured ) • Number of donations • Donation page hits • Number of people sponsored • Number of people profiles viewed • Number of gifts purchased • Number of letters written • Number of transactions in eCommerce store Methods (methods we will use to track) • Google Analytics • CMS Admin metrics • Hotjar on key conversion focused pages – e.g. Home, Donation, Sponsor a person Targets Increase donations by 30% by Qtr 3 Increase donation page hits by 30% by Qtr 3 Reporting Monthly strategic performance report
  24. 24. Quantitative methods Data-led approaches - provides a measure of what people think from a statistical and numerical point of view Tree testing AB Testing • Core metrics • Audience • Engagement • Behaviour flow • Content • Events • Goals • On-page behaviour • Mouse movement • Page scroll depth • Click heatmap • User recordings • Polls • Surveys • Test navigation structure • Refine based on findability of content • Optimise conversion and ROI on new content • Test differences between variants of layout and content • Test wording of headlines, titles and calls to action • Refine conversion funnels
  25. 25. Click and Move maps Scroll heat maps User video recordings
  26. 26. Example Task: You are seeking information on alarm systems. You are a medium sized business so would like to see options that suit you. Where might you go to get this information?
  27. 27. Start to change digital DNA but focussing on three simple things. Other ideas, inspiration and workstreams will stem from this activity… Develop a Digital Roadmap Map Audience Needs Measure Digital Performance Three more tips… Involve a mix of team members with different roles Don’t agonise about the structure and format Write up results quickly
  28. 28. Gavin Holland Lead User Experience Architect building-blocks.com

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