Team
Strategist, 3 developers, SEO, Product owner, designer
Product
Customer facing marketing website
Context
No way for customers to manage or access content engagements
Constraints
Limited budget to achieve full visioning scope
My role
Lead information architect + testing
Outcome
Increased return engagement and registrations
A multitude of offerings
Legacy and net-new customers were transacting across multiple touchpoints with no way to access previously browsed content. This presented challenges for stakeholders to tactfully re-engage customers for new campaigns. To gain context, I performed market analyses to comprehend how personalization was leveraged with direct competitors.
Analyses
Internal biases
During the project lifespan, the team received negative conjecture around the ROI of the workload. I presented my analysis findings as well as previous Qualtrics surveys to multiple stakeholders to communicate impact. Working directly with the strategist and developers, we brainstormed areas of opportunity (feasible and higher LOE) to appeal to the business.
Selling the narrative
Because personalization was (still is) recognized as a top priority, our team visioning piqued general interest with business stakeholders. Next, I created process flows and wireframes for non-authenticated and authenticated audiences. The intent was to not gate content access but to generate interest to further compel new registrations.
What customers care about
We spotlighted the existing engagement models (handraisers) across SAP.com and positioned them so that customers and prospects can stay in the know and curate their interests. Concurrently, we ran qualitative studies and surveys to validate our assumptions and resell the value back to stakeholders.
