1. 3 simple steps to changing
your digital DNA
Oct 2015

2. Lead User Experience Consultant

3. − Why is a Digital Roadmap
important?
− Constructing a simple roadmap
of activity.
Developing a
Digital Roadmap
Mapping
Audience Needs
Measuring
Digital Performance
− Audience Types, Personas
and Experience Map.
− How this is used to increase
the value of customers.
− How to develop a Digital
Measurement Framework.
− Great tools and tracking
methods.

4. + 2hour workshop

5. • Helps plan and prioritise your investment in
digital over the short, medium and long term.
• Identifies critical interdependencies and
relationships between elements of your
digital strategy, to maximise efficiency.
• Model the kind of digital skills and resources
(internal staff/new hires) you need, to help
drive digital forward.

6. your internal digital
capability and expertise
your internal processes
and governance
your digital infrastructure
and tools
your success
measurements

7. Prior to running a roadmap session arm yourself with
some intelligence.
We use a pre session questionnaire - 20 questions taking
no more than 10 minutes to complete. This provides vital
intelligence which helps us structure the Roadmap
sessions.
- About you
- About your business
- Technology
- Your digital team
- Marketing / Digital focus
- Your Audience
- Current Success Measures
- User experience (mobile etc.)

8. Develop an understanding of the brand and wider influencing factors. In each quarter gather
insights against the digital pillars.
Strengths Weaknesses
Opportunities Threats
your internal digital
capability and
expertise
your internal
processes and
governance
your digital
infrastructureand
tools
your success
measurements

9. Strengths Weaknesses Threats Opportunities
People
• Editors have CMS experience
• Global risk department
generate lots of content
• Regional Analysts with global
reach
• Editors need more SEO guidance
• Over reliance on IT resource to
make changes
• Visibility of end-to-end customer
experience
• Weak UX skill sets
• Lack of on-site dev support
• Lack of skills consistencyin regions
• Regional marketers have varying
digital skill levels
• Internal dev support
• SEO copy expertise
• Customer experience mapping
• Analytics and insight management
• Internal education in digital
Process
• Strong history and reputation
• Global leader in security and
response
• Competitive offering and
great combined services
• UK language only
• Data needs optimising before we
can use it
• Competitive landscape
• Single service competitors are more
agile online
• Define customer content strategy
• Data links between systems
• Turn analytics into actions
Platform
• Strong Internal knowledge of
CMS platform
• Acceptance .com is main
focus
• Marketing and IT have a good
relationship
• Not currently mobile friendly
• Out of box CMS not delivering
• Limited dynamic content
• No integration with CRM
• No current DMS, page editor or
content preview
• Poor functioning CMS • Differentiatethrough platform
sophistication
• Mobile optimisation
• Multi language / region capability
• Personalisation
• Social media integration
Performance
• Good social media
engagement
• Topical content / fleet of foot
• Outdated architecture
• No clear user journeys
• No consistent approach to
writing SEO-friendly copy
• Limited focus on CRO
• Publishing process very
frustrating
• Loss of leads due to lack of systems
integration
• Non-optimised content affecting
SEO
• Users expecting a personalised
experience
• Improve Information Architecture
• Optimise content for SEO
• Gather more information on
audience types to map experience
• Integrate systems with CRM

10. Use insight to construct your Digital Roadmap. On large A1 sheets detail short, medium and
long terms goals and activity from left to right for the pillars.
your internal digital
capability and
expertise
your internal
processes and
governance
your digital
infrastructureand
tools
your success
measurements
Short Medium Long

11. 1 Short term goals Medium term goals Long term goals
People
• SEO training for editors
• Digital operations support &
maintenance
• Establish UX capability
• More digital editorial resource
• Internal development support
• Optimisation support (AB tester)
• Analytics insight manager
Process
• Establish global digital steering group
(governance)
• Optimise data capture format
• Digital content strategy • Establish market differentiation around customer
experience
• Award wins
Platform
• Migrate to new CMS
• Get core CMS functionality working
(DMS, Page editor, Content preview)
• Mobile optimisation
• Deploy first personalised content
• Establish multi language / region presence
• Fully integrated CRM / CRO / CMS
• Federate content from CMS to all platforms
including social
• Advanced personalisation
• App Development
Performance
• Develop Measurement Framework
• Establish monthly digital report
• Develop experience maps for audience
personas
• Optimise navigation and Information
Architecture
• Connect CRM with CMS
• Refine / track all conversion funnels
• Advanced AB testing strategy

12. + 2hour workshop

13. Increase the value of your customers
Customers are
increasingly digitally
mature. They expect a
PERSONALISED
experience by default
Identify opportunities to
develop and deploy
compelling content at key
points in a customer journey
to encourage ENGAGEMENT
Browsing is distracted,
multi-device and mobile.
We have customers for less
and less time therefore
RELEVANCY is critical

14. MoreProducts Projects
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You might like
Air Conditioners
Sanitary Enclosures
Cooling
Busbar
Food & Beverage
Case Studies
Your Local
distributors
MoreProducts Account
Air Conditioners v2.0
New Product 2
Conditioners
New Product 3
Welcomeback
Call your
regional rep
New Innovation
Article
Upgrade today
Amazing new
product
Engaged Customer (multi-visit) Converted Customer
Generic nav Focus on self service
Hero promotional carousel:
Specific to sector
Hero promotional carousel:
Offer or new innovation /
Upgrade
Reactive signposts relevant to
previous browsing
Re-engage with customer
Encourage Loyalty
Links based on previous
browsing + conversion focus
Reactive signposts Upgrade
and cross sell
− High Value customer/Personal/
Change structure.
− Account features / Account rep.
− Opportunities to cross-sell related
consumables or upgrade.
− Relevance and conversion focused.
− Content teasers relative to previous
visits and interests.
− Sector specific social proof, case studies
and testimonials.
Personalise based on:

15. SME
Sole trader
SME owner
Landlord
Nursing home owner
Public sector
Housing manager
NHS Authorizer
GP / CCG
Residential
Homeowner
Son / Daughter / Family
Facilities Management FMs / PMs (Property Manager)
National accounts
Office manager
Caretaker
Procurement manager
Head of security
Regional multiples Multi-site offerings

16. Personal details Motivations Content needs
Name: Pauline Price
Age: 44
Job: Head Teacher
Protect & Safeguard 450
children.
Budget Constraints.
Comply with local authority.
Avoid prosecution / Personal
obligation.
Access to Framework
pricing/price promise.
Directory of approved suppliers.
Visibility of solutions from one
supplier.
Confidence in make/buy
decision.
Testimonials from other
schools/colleges.
Risks.
Push legislation changes.
Knowledgebase for other school
related issues.

18. Plan, develop and deploy content and functionality that will engage your personas
• Develop relevant content
• Use CMS to deploy relevant
content at key points in
user journey
• Improve/enhance
functionality on website, in
line with persona needs

19. + 2hour workshop

20. 1. Determines success criteria, how to track goals and using what tools
2. Defines impact of digital and overall success of digital strategy
3. Helps justify investment in more innovative and sophisticated digital infrastructure
1. Success Criteria
Develop high level
success criteria
5. Reporting
Decide how to update
stakeholders on results
4. Targets
Attach targets to your
KPIs
3. Methods
Define how you will
track using what tools
2. KPIs
Nominate your Key
Performance Indicators

21. - Start the process of defining some high level
success criteria from a business and customer
perspective.
- Split into groups and spend 15mins detailing 4
statements, which define success of digital from
a business and customer perspective.
- Position yourself in 6 months after website
launch and think of headlines that define
success.
- Each group to present back.

22. - Establish a hierarchy for success criteria so we
can start to add more detail.
- Each group presents back their ideas.
- After each group has presented, use a quick dot
task exercise to prioritise the ideas that the
group feel are most important.
- Add three dots in each half to indicate which
items you think are most important.

23. - During or after the session, consolidate the most
popular criteria for Business and Customer onto
separate sheets.
- Eliminate duplication and create high level
themes, if needed.
- You should now have your high level success
criteria that you can add detail to.

24. Track metrics on a monthly basis
Success Criteria Increase core conversion
KPIs
(how will this be measured )
• Number of donations
• Donation page hits
• Number of people sponsored
• Number of people profiles viewed
• Number of gifts purchased
• Number of letters written
• Number of transactions in eCommerce store
Methods
(methods we will use
to track)
• Google Analytics
• CMS Admin metrics
• Hotjar on key conversion focused pages – e.g.
Home, Donation, Sponsor a person
Targets Increase donations by 30% by Qtr 3
Increase donation page hits by 30% by Qtr 3
Reporting Monthly strategic performance report

25. Quantitative methods
Data-led approaches - provides a measure of what people think from a statistical and numerical point of view
Tree testing AB Testing
• Core metrics
• Audience
• Engagement
• Behaviour flow
• Content
• Events
• Goals
• On-page behaviour
• Mouse movement
• Page scroll depth
• Click heatmap
• User recordings
• Polls
• Surveys
• Test navigation
structure
• Refine based on
findability of
content
• Optimise
conversion and ROI
on new content
• Test differences
between variants of
layout and content
• Test wording of
headlines, titles and
calls to action
• Refine conversion
funnels

26. Click and Move maps Scroll heat maps User video recordings

27. Example Task:
You are seeking information on alarm
systems. You are a medium sized
business so would like to see options
that suit you. Where might you go to
get this information?

28. Start to change digital DNA but focussing on three simple things.
Other ideas, inspiration and workstreams will stem from this activity…
Develop a
Digital Roadmap
Map
Audience Needs
Measure
Digital Performance
Three more tips…
Involve a mix of team members with different roles
Don’t agonise about the structure and format
Write up results quickly

29. Gavin Holland
Lead User Experience Architect
building-blocks.com