Creating website after analyzing the entire costumer life cycle for the decision to purchase waste management power plants< Back to Projects | Next project >
B&W Vølund is one of the world’s leading suppliers of equipment and technologies designed to convert household waste and biomass into heat and power. As part of restructuring the company to sharpen their international profile, I was on the team that lead the process that included an entire overhaul of marketing and communication media. The Babcock & Willcox Company, Vølund. American owned waste-to-energy company in Denmark Workshops Based on B&W's newly written value proposition and their new sales strategy, we conducted a series of workshops to define the scope of the projects, concluding that rebuilding the website as the central touch point between the company and customer stakeholders and introducing service design to improve interactions was the key to success. Market Research, Personas Substantial market and customer research was conducted by our team, interviewing previous and potential customers, stakeholders, and potential customers for many hours apiece. Based on the interviews, statistics and conversations with executive and mid-level people at the company, we produced a set of personas to represent the customers and stakeholders. Customer Experience Journey Along with Søren Bechmann from the Service Design Institute in Århus, I developed the Service Experience Scope specifically for this project. It later became the "Experience Scope" tool in the process I refined as the "Experience Journey". It identifies the touchpoints leading a customer from a point of contact to a point of conversion in a series of events. From this process we defined the entire scope of touchpoints intended for future work as part of brand strategy and marketing. Website Redesign What was originally intended as a rework of existing material became a whole new website, new content, copy and pictures. Using personas, use cases, strategy and sales procedures, we created an information architecture to support all customer and user scenarios in relation to the company. We created new copy, and from the brand essence, I created the visual design concept. I lead a team of visual designers in both Denmark and Croatia, and assisted the on-site project manager for the developers in Hungary in implementing interaction and functionality and create the optimal cross-platform user experience. OUTCOME: By tracking the Experience Journey we were able to identify the triggers and actual points of decision on the customers path to conversion. The decision to build a $200,000.00 waste-to-energy plant is not made by one single person, but by a number of individuals over a course of time. The Experience Track showed us who, when and how, so we could focus our efforts on specific events that would lead to success. SKILLS IN ACTION:
www.volund.com Reference: Ole Hedegaard Madsen, Director of Technology and Marketing at Babcock & Wilcox Vølund, Copenhagen, Denmark. E-mail: [email protected] |