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 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.

+ 2hour workshop

• 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.

your internal digital capability and expertise

your internal processes and governance

your digital infrastructure and tools

your success measurements

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.)

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 infrastructure and

tools

your success measurements

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 consistency in 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 • Differentiate through 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

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 infrastructure and

tools

your success measurements

Short Medium Long

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

+ 2hour workshop

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

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Case StudiesYour Local

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New Product 2

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Welcome back

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:

SME

Sole traderSME owner

LandlordNursing home owner

Public sectorHousing managerNHS Authorizer

GP / CCG

ResidentialHomeownerSon / Daughter / Family

Facilities Management FMs / PMs (Property Manager)

National accounts

Office managerCaretaker

Procurement managerHead of security

Regional multiples Multi-site offerings

Personal details Motivations Content needs

Name: Pauline PriceAge: 44Job: 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.

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

+ 2hour workshop

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

- 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.

- 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.

- 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.

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 3Increase donation page hits by 30% by Qtr 3

Reporting Monthly strategic performance report

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

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 that suit you. Where might you go to get this information?

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 rolesDon’t agonise about the structure and format

Write up results quickly

Gavin Holland

Lead User Experience Architect

building-blocks.com