The Product:
The definition of a common Information Architecture, capable of cross-country monitoring and improvement.
The definition of a common Information Architecture, capable of cross-country monitoring and improvement.
Project duration:
4 months
4 months
Role and responsibilities:
I was responsible for the definition of the new Global Blueprint, supported by a SEO and UX agency.
I was responsible for the definition of the new Global Blueprint, supported by a SEO and UX agency.
Challenge and goals
The challenge:
Migrating from a country-oriented approach to a Global mindset, yet allowing specific needs flexibility.
Migrating from a country-oriented approach to a Global mindset, yet allowing specific needs flexibility.
The goal:
Increase overall digital performances (CR), enhancing cross-countries improvements and learnings.
Increase overall digital performances (CR), enhancing cross-countries improvements and learnings.
Research
Primary research was conducted by:
1. analyzing pre-existing architectures, focusing on cross-countries analogies and contrasts
2. analytics deep-diving of navigation and conversion paths
3. heatmaps setting and research
4. competitive audit performance
SEO keyword search volumes cross-country patterns identification
2. analytics deep-diving of navigation and conversion paths
3. heatmaps setting and research
4. competitive audit performance
SEO keyword search volumes cross-country patterns identification
Country declination was then achieved thanks to stakeholder interviews and additional SEO refinement.
Delivery
We ensured the right navigation usability thanks to a flexible megamenu approach, continuously refined during the different phases of the UX and UI continuous improvement stream. The Global Blueprint is now the primary definition for 16 countries in 3 regions (EMEA, APAC and AMERICAS).
