A Year in the Life of a Global Build Project

A year in the life of a Global Build Project

© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

A year in the life of a Global Build Project

Synergy 2012



NACCO Materials Handling Group

• Background

• Snapshots in time - Research

- Design

- Programming

- Loading

• Q&A


Agenda


The position in 2011


Objectives

• Internationalised site

• Brand / messaging consistency

• Marketing agility

• Better conversion

• Improved SEO

• Easier maintenance

• Lower TCO


A global project

London

Sydney

Sao Paulo

China

Ohio

North Carolina


Where to start?


Research

GLOBAL ONLINE SURVEY15,151 invitations sent (via email)(more than 1/3 of which were outside North America)

+ translated into 10 languages

373 responses (2.46%RR)

QUALITATIVEINTERVIEWS

phone-based

Dealersfrom acrossthe world

(10)

+ online survey to over90 key NMHG people

InternalStakeholders

(14)

Customersfrom acrossthe world

(24)


Cross-sector:1. to find out details of a specific product

2. to get an overview of the trucks they produce

3. to find the right product

4. to find information on parts

5. to find a dealer

6. to find what products they have to meet my need

7. to access maintenance information

8. to find what solutions they have to meet my need

9. to find information on service

10. to find how to fix a problem with my fork-lift truck


User journeys


Surprise


What we thought the competition was


The actual competition


Important point

Relevant whatever industry you are in:

Expectations of customer experience raise continually,

for everyone. Including B2B. Whatever you are selling

or promoting you are competing for attention

and consideration against the best online. !


Ektron


Partner Search Criteria

• Ektron Elite or Platinum

• US- or UK-based

•Digital marketing

• Branding

• B2B

•Global project management

•Good web design

• Language translation experience

• Value

•Chemistry


Synergy 2011



Edinburgh London10+ Growing50+ Digital

Introducing Realise



Realise Digital

• 100% Digital

• 11 certified Ektron developers

• 1 MVP

• 60+ UX, Creative, Web Development & Support

• 5+ years experience with Ektron

right brain left brain harmony


Lloyds Bank Wholesale


APEX Hotels


The price negotiations were quite ferocious



Timeline

Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

2011 2012

User research

Website Specifications

Brand Consensus

Creating Sitemaps

Wireframes

Design

Program & Test

Organise & write content

Finalise site

Lift truck customers

Requirements& RFP

Branding & Creative

Information Architecture

Initial structure

Graphic Design

Technical Build

Content Catalogue

Roll outwebsites

Current Sites


Brands


Getting the rightweb frameworksfor the brands


What does a typical Ektron user look like?

A B C D


Word: Bold Word: Agile


Happy New Year


2011 2012

User research


Brand Consensus

Creating Sitemaps

Wireframes

Design

Program & Test


Finalise site


Requirements& RFP

Branding & Creative


Initial structure

Graphic Design

Technical Build

Content Catalogue

Roll outwebsites

Current Sites



Global Hierarchy


Wireframes


Benefits of wire framing at this stage:

Quick

Interactive

Can be tested


The Big RevealThe Big Reveal



Hyster Home Page - Global


Hyster Home Page - Regional


Yale Home Page - Global


Yale Home Page - Regional


Things Heat Up


2011 2012

User research


Brand Consensus

Creating Sitemaps

Wireframes

Design

Finalise site


Requirements& RFP

Branding & Creative


Initial structure

Graphic Design

Technical Build

Content Catalogue

Roll outwebsites

Current Sites

Program & Test



Get technical

•8.5, upgraded to 8.6 mid-build

•Functional, infrastructure requirement & specification

•Multi-site Vs separate domains

•Load balanced, US-hosting & CDN


Pagebuilder


Mega-menu


Product Finder


Product Finder / Taxonomy


Dealer Finder


Regional and language switching


Mobile


Integration points


Agile/ Waterfall



Content

• Re-written to reflect brand positioning

•Multiple languages

- Navigation labels

- Product data

- Marketing copy

- Image captions

•Global review

- Marketing management

- Legal

- Trademark

- Risk management

- Investor relations


The Home Stretch


2011 2012

User research


Brand Consensus

Creating Sitemaps

Wireframes

Design

Program & Test


Finalise site


Requirements& RFP

Branding & Creative


Initial structure

Graphic Design

Technical Build

Content Catalogue

Roll outwebsites

Current Sites


Testing, testing, testing


Launch planning


The big day

• Current goal: Countdown to site launch

• Just over a year from last year’s Synergy Conference

• New global brand manuals

• Now the real work starts


What have we learned?


The highs

• Building a global team

• Brand transformation

• Attention to details

• Great partners – importance of trust and chemistry


The lows?

• Global design consensus

• Server configuration needs

• Loading sites down the stretch

• Later launch than we would like

• “Perfect is the enemy of the good”


What's next?

• Go live promotions

• Regional site evolution

• Authoring and approval processes

• Tweaking and improving copy

• Marketing optimization suite

• Social module

• Converting leads/relationships into sales


Questions?

Thank you


A Year in the Life of a Global Build Project

Documents

Transcript of A Year in the Life of a Global Build Project