Redesigning a website

for 75% increase in traffic

info@thegutenberg.com | +1-212 239 8740 | www.thegutenberg.com

ADOBE EXPERIENCE MANAGER CASE STUDYWebsite design and development

OVER VIEWIntegrating design, content and technology to create a website that puts the customer journey at its core

SOLUTION• Mphasis is a global technology enterprise that wanted to rebrand itself as a next-generation leader

• It needed an engaging digital front that supported its marketing programs and aligned with

its customers’ journey

• The brand needed a single digital channel that seamlessly integrated design, content and

technology to deliver an engaging experience

• Gutenberg designed and wrote the new Mphasis website, that is supported by a strong technology

framework of Adobe Experience Manager (AEM) —185 pages of web content, 125 case studies,

and 150 infographics

RESULTS

Improved communications to

REDUCE the sales cycle

Increased CONVERSION RATESwith optimized content

Increased lead generation &

impacting the YOY revenue

Increase in website traffic after

May 2018

Average time spend on website

increased from 1:47 mins to 7:10 mins

Profit Grew 37.0% YoY

200%

74%

AEM Case Study 2019

CUSTOMER

CHALLENGES•Develop a website with a greater focus on

customer experience

• Increase engagement and conversions

through personalization

• Improve understanding of customers,

considering decreasing in-person interactions

• Appeal to different customer needs by

marketing various aspects of services

with valid RTB’s

•Develop greater understanding of the

sales funnel and what content

encourages sales

• Consolidate multiple systems and microsites

to develop a seamless and standardized

brand experience and user journey

• Create the missing user journey and

brand story

OLD WEBSITE DESIGN

THE ASKBRINGING CONSISTENCY TO A WELL-KNOWN BRAND

REINVENTING MPHASIS.COM

The Mphasis brand is represented by 22,239 professionals providing services to clients spanning multiple industries. With a globally connected network of

member firms in more than 18 countries, Mphasis brings world-class capabilities and high-quality service to clients, delivering the insights they need to address

their most complex business challenges.

One of Mphasis’s most significant brand touch points is its website, www.mphasis.com, which serves a variety of audiences, from new business prospects to

clients, current and prospective talent, and other key external stakeholders. Although global breadth and depth of services and locally specialized expertise are

among Mphasis’s greatest strengths, geographical diversity and varied skill sets, over time, led to multiple unplanned webpages that delivered fragmented,

inconsistent experiences to site visitors.

To standardize its global brand online and to cater to audiences more effectively, Mphasis wanted to revamp its primary website and consolidate diverse sites into a

single presence. The Mphasis Global Brand and Communications team and Gutenberg’s team worked to develop a new strategic vision for Mphasis.com.

Mphasis had ambitious goals for transforming www.mphasis.com. The website needed a fundamental change to its messaging approach, turning it from a set of

service descriptions to a place where visitors could find answers to their business problems. The site was also in need of a modern look and feel that was optimized

for mobile. Streamlined site maintenance was an additional priority. The organization wanted to present precisely the right information for those investigating

member firm services, searching for job opportunities, or researching the latest technology, industry, consulting or advisory. Tailoring experiences would require

better intelligence and insights about users, including both their onsite preferences and search behaviors and correlations to offline activities. Essentially,

leveraging the knowledge of the context of the visitor would enable Mphasis to provide rich, relevant, and timely content.

THE INTEGRATEDGUTENBERG SOLUTIONENGAGING CONTENT

WEBSITE CONTENT

One important goal for the digital marketing team at Mphasis was to increase the number

of customers who visited www.mphasis.com and place them in the sales funnel. We

analyzed the customer journey and found winning patterns and actions to reflect that

knowledge in marketing content. Gutenberg successfully developed a content program for

Mphasis that included:

Web content:

The website was redesigned led by a content storytelling approach to reflect the key themes

of Mphasis rebranding.

Marketing collateral:

Case studies, infographics, and brochures were developed to tell the Mphasis brand story.

Videos:

A corporate video that articulated the new Mphasis brand story was released on the

Mphasis website.

FUTURSITIC AND INTUITIVE DESGIN

The website was re-designed keeping the customer journey at the core. It was supported by

building an easy navigation structure, based on in-depth studies of user journeys.

A new color palette:

The right colors and shades illustrates Mphasis as an applied tech, energetic, nimble, insurgent

and futuristic technology company

Engaging page layout and design:

By developing a fluid design and seamless navigation that showcased different content assets,

Gutenberg has been able to enhance the engagement on the new website. After an extensive

redesign and a thoughtful reconsideration of what Mphasis’s online visitors want, we moved away

from long-form, static files and toward shorter text documents, videos, and infographics that

make content on the site quickly and easily digested.

THE INTEGRATEDGUTENBERG SOLUTION

NEW WEBSITE DESIGN

ROBUST TECHNOLOGY BACKBONE

The legacy website was unfocused and difficult for customers to navigate because it was so large.

Gutenberg developed a more efficient and intuitive technology solution using Adobe Experience

Manager.

• Adobe Experience Manager Sites leverage reusable templates and components to make web

page creation fast and easy.

• By arranging the reusable templates and components in different combinations, the publishing

team has the flexibility to make pages for any type of content while still maintaining branding

and consistency across pages. The templates even support responsive design for optimized

display across all platforms, from desktops to mobile devices.

• AEM made it easier to present content dynamically and easier to integrate with social sites such

as Twitter and LinkedIn. These features provide a richer experience and help Mphasis interact

more effectively with audiences, such as potential new hires.

• Content can now be updated with ease, an important factor because Mphasis often publishes

time-sensitive information.

THE INTEGRATEDGUTENBERG SOLUTION

AEM

AEM WEBSITE DESIGN & DEVELOPMENT PROCESS

Marketing andCommunication

Communicate brand

requirement

Phase 1: Discovery Phase Phase 2: Planning and content development

Client

Design andContent

Development

Client meeting outline

needs and requirement

Statement

of work

( description

of work

and estimate)

Stakeholder

meeting:

Gather

requirements

and input

Compile

content

WriteContent

ReviewFindings

ConductCompetitiveAnalysis

Reviewcontent &informationarchitecture

EditContent

Segregate

Content

Analyses the

website design,

functionality,

API, third party

Develop

the report

ProvideImagery

AEM WEBSITE DESIGN & DEVELOPMENT PROCESS

Marketing andCommunication

Phase 3: Design Phase 4: Build

Client

Design andContent

Development

Developnavigationand IA:websitewireframe

Developnavigation, colour palette and image style

Approve wireframesand IA

Approve design

Developthe visualdesign Front end

DesignDevelopment

ProvideImagery

Sprint 0Setup of development site, Dev server, QA serverUAT and Dispatcher

Story Backlogdefine modulesEpic definationcheck access to VPNand repository

build out webpages and site components

Mphasis (BSE: 526299; NSE: MPHASIS) applies next-generation

technology to help enterprises transform businesses globally. Customer

centricity is foundational to Mphasis and is reflected in the Mphasis’

Front2Back™ Transformation approach. Front2Back™ uses the exponential

power of cloud and cognitive to provide hyper-personalized (C=X2C2

TM=1) digital experience to clients and their end customers. Mphasis’

Service Transformation approach helps ‘shrink the core’ through the

application of digital technologies across legacy environments within an

enterprise, enabling businesses to stay ahead in a changing world.

Mphasis’ core reference architectures and tools, speed and innovation

with domain expertise and specialization are key to building strong

relationships with marquee clients.

Gutenberg is an integrated digital marketing communications firm

headquartered in New York, with nine offices in the US, UK, India and

Singapore. Gutenberg’s team of 100+ storytellers includes digital

ninjas, writers, editors, playwrights, filmmakers, brand wizards, PR

mandarins, SEO buffs, programming geeks and sociologists. To learn

more about Gutenberg, visit us at www.thegutenberg.com.

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