A Year in the Life of a Global Build Project

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

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

+ online survey to over90 key NMHG people

InternalStakeholders

Customersfrom acrossthe world

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:

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

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