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4) Placing a digital platform at the heart of organisational change with Oxfam - Emerging Digital Trends & Opportunities for Charities’

Louis shares his experiences in helping Oxfam implement a significant business-changing platform over the course of 18 months, touching on everything from managing stakeholder relationships, optimising donation funnels through complex commerce and CRM integrations.

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4) Placing a digital platform at the heart of organisational change with Oxfam - Emerging Digital Trends & Opportunities for Charities’

  1. 1. Bottom Up Change Placing a digital platform at the heart of organisational change within Oxfam
  2. 2. People Process Technology
  3. 3. Appointed as Oxfam’s digital partner in 2010 1. Complete User Experience overhaul  Information architecture and content re-structure  Complete re-design  Fully validated with end user testing 2. Implementation of new Sitecore CMS Platform  Integration with existing and new service providers  Replacing all existing Oxfam GB platforms and websites Code & Oxfam GB
  4. 4. What drove the need for change? What challenges were Oxfam facing?
  5. 5. Oxfam’s challenge  Diversity of audiences  Size and fragmentation of existing web-presence  Scale of organisation  Technology integration  Development process & operational change
  6. 6. Digital vision We will be the leaders in using digital to amplify poor people’s voices, to create change and to enable our supporters to play a role in that change. Cash • Shop revenues • Increased donations Connection • Increased customer engagement • New and deeper ways of interacting Capability • Tools & technology • Efficiency and consistency • Agile mindset
  7. 7. Hand built HTML pages (approx. 20,000!) Content spread across 80 microsites  No central integration  No sharing or re-use  Knowledge, ownership and management spread across organisation silos Replacing…
  8. 8. What did we build? Multiple audiences & needs. One brand experience
  9. 9. How change? 10 ways we initiated ‘bottom up’ change
  10. 10. 1. Agile Principles
  11. 11. Business Process Technology
  12. 12. Business impact  Speed to market and value driven  Reaction to change  Business involvement  Team dynamics
  13. 13. Process implications  New ‘iterative’ methodologies  Leaner documentation process  Continuous planning  Radically different management, tools and reporting  Improvement ‘baked’ into the process
  14. 14. Technology innovations  ‘Quality’ focus, lower cost of ownership  Continuous testing  Automation throughout  Iterative, frequent releases
  15. 15. 2. Design Thinking
  16. 16. Business Audience Technology
  17. 17. Collaboration COD E Digital Brand Supporter Marketing Volunteering Campaignin g Festivals Policy & Practice Education Trading
  18. 18. 3 days of ideation BRIEF GOALOPEN EXPLORE CLOSE Set the stage Information Ideas Examine Explore Experiment Conclusions Decisions Actions
  19. 19. 3. User Centred Design
  20. 20. User-centred design approach  Identify audience segments and understand their behaviours  Map their interaction with the organisation and their ‘customer journey’  Validate thinking with real users …to achieve your business goals
  21. 21. How we started 600+ Business requirements 16 weeks Customer journeys & wireframes 24 hrs Stakeholder interviews 1800 hours Design & prototyping 3 days Idea generation 79 Prototype pages tested 91 users In user testing 15 stakeholders In user testing Stakeholder and end user engagement throughout
  22. 22. User personas
  23. 23. User Journeys & Persuasion
  24. 24. Card sorting & tree testing
  25. 25. User testing each iteration
  26. 26. 4. Leveraging Technology
  27. 27. Content Management & Content Delivery Social Media eCRM eCommerce Analytics Document Management CRM Advocacy Recruitment Community Integrated
  28. 28. 5. Empowered Editors
  29. 29. Control in the hands of editors Harnessing the power of Sitecore’s editorial tools to empower the content team.  Create once, publish to all platforms  Control and flexibility when needed  Autonomy and rules for ease
  30. 30. ? ? ? Fixed Templates Component Built Speed of editing Flexibility and control
  31. 31. Page editor
  32. 32. Components
  33. 33. Personalisation – rules engine
  34. 34. 6. Ways of Working New collaborative methods
  35. 35. Wikifordocumentation
  36. 36. Requirements,stories planningandmanagement
  37. 37. Assetsharingandcommunications
  38. 38. 7. Team Autonomy
  39. 39. Ownable Spaces
  40. 40. 2 week cycles
  41. 41. Autonomy over planning
  42. 42. Daily stand-up
  43. 43. Retrospectives
  44. 44. 8. Iterative Delivery
  45. 45. Product Backlog Sprint Backlog Release Daily Scrum Sprint (2-4 weeks) Sprint review & Retrospective The sprint process
  46. 46. Backlog Requirement Requirement Requirement Vision Prioritisation Business Value Effort/Cost Sprint
  47. 47. 9. Test & Learn
  48. 48. Learn about your audience through testing Cycles of continual learning from the consumer, throughout the lifespan of the product or service. Move from a user-centred design process to making conversion- centred design decisions.
  49. 49. Winner 20% higher click through rate
  50. 50. Winner 2.5x higher CTR
  51. 51. 10. Future Proofing
  52. 52. A platform to grow with you  Digital channels are competitive.  Audiences expect more.  Use all the available tools to sophisticate your efforts and gain competitive advantage.
  53. 53. xDB for Customer Experience data CRM Social Media Customer Support Website POS AppsxDB
  54. 54. Single Customer View
  55. 55. Analytics
  56. 56. PathAnalyser Value Visits Value Per Visit
  57. 57. Segmentation
  58. 58. ContentTesting
  59. 59. Federated Experience Manager
  60. 60. Questions? louis.georgiou@codecomputerlove.com @louisgeorgiou

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Louis shares his experiences in helping Oxfam implement a significant business-changing platform over the course of 18 months, touching on everything from managing stakeholder relationships, optimising donation funnels through complex commerce and CRM integrations.

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