Quadspire
Quadspire
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Manufacturing Retail

The case for Unified Branding Experience

Insights & Takeaways

  • Mergers and aquisitions can create inconsistant user experience and confusing interactions across different locales for the same functionality.
  • Excess of cost of ownership in maintaining customer facing applications
  • Human Centered Design as the driver to rationalization leads to a collaborative framework across various teams, understanding what users want and insights for functional and non functional requirements.
  • Simplicity, Recognition. Consistency whether in navigation, colors, fonts, art direction, and tone all lend to a more visible brand, especially if all these elements are implemented across multiple platforms and across public or customer facing various sites and subsites.
  • Studies reports that operational improvements and behavioral-psychology initiatives raised customer-experience scores by atleast 10 points. Such initiatives allow a faster growth, brand awareness and profitability.

Overview

  • Multiple customer and partner facing applications, membership portals and internet sites that have inconsistant look and feel.
  • Mergers and aquisitions resulting in excess of costs and time to maintain customer and user facing applications.

“Using design as a driver for a Uniform Brand Enablement reduces cost of ownership and delivers a whole new approach for a unified and consistant external experience with and internal facing products portfolio.”

Challenge

Multiple applications, membership portals internet and extranet sites with inconsistent look and feel and little to no impact of branding and customer experience initiatives.Disconnected departments and sub divisions, design and technology teams resulting in multiple development efforts making it challenging and expensive to enforce consistent brand and deliver a unified experience. Excess of costs in maintaining customer facing applications across multiple devices, websites, membership portals etc. yet a lack of unified experience throughout a single organization. These challenges are even more relevant and costs higher in organizations with multiple acquisitions, mergers etc leading to confusing often completely inconsistent experiences for customers in different locales & languages for the same functionality.

Outcome

Multiple applications, membership portals internet and extranet sites with inconsistent look and feel and little to no impact of branding and customer experience initiatives.Disconnected departments and sub divisions, design and technology teams resulting in multiple development efforts making it challenging and expensive to enforce consistent brand and deliver a unified experience. Excess of costs in maintaining customer facing applications across multiple devices, websites, membership portals etc. yet a lack of unified experience throughout a single organization. These challenges are even more relevant and costs higher in organizations with multiple acquisitions, mergers etc leading to confusing often completely inconsistent experiences for customers in different locales & languages for the same functionality.

Days 1-30

Initiation, Stakeholder Interviews & Viability

Given the complex ecosystem, millions of site visitors and environment, a detailed plan was put in place to build a secure and scalable solution. Our experts worked with the solution enablement team, digital marketing, architects and platform managers to understand requirements and align on vision. A study was conducted to create a unified experience, single point of control for the overall brand enablement and delivering content as a service using a cross platform framework.

Days 31-60

Evaluation, Benchmarking & Feasbility

A current state assessment was performed on the overall user experience to identify pain points and areas for improvements. As the overall external facing sites and applications was 24, benchmarking was performed and usability scores obtained on key customer and government facing sites and applications. The design team worked with the marketing and platform team to clearly define corporate branding. The user experience layer was seperated for a single point of control from content.

Days 61-90

Design System, Prototypes and Proof of Concept

The unified user experience would be delivered through componentization and atomic design concepts creating consistancy and scalability. Interactive prototypes and components were created with a single point of control and the ability to preview the overall brand and user experience layer iteratively with feedback.

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