We worked closely with the client to develop this goal step by step, enabling them to (re)build and continuously develop their online presence on their own: multi-channel, multi-product, one brand.
Problem
Transition offline consumer goods brand to a multi-channel player
Solution
Establish share as a one-stop-store for social consumption
Outcomes
3
step research approach to explore, test and iterate
21
interviews to discover patterns on social consumption and key user needs
5
months from the first workshop to a launched digital product
From hypotheses to user needs to a tangible value proposition
To create a goal-oriented ideation process, we used a three-step design research approach, starting with qualitative interviews and a resonance test to lay the foundation for content creation and concepts. The following validation phase allowed us to clearly derive and identify the most important needs to create a seamless user experience.
We conducted numerous qualitative user interviews to understand what social consumption means and what users expect from the products. As a result, we identified user needs which were then translated into tangible insights and requirements to serve as the basis to refine the holistic strategic approach, creating a new design language, and enriching attributes about common user archetypes and behaviour patterns.
Create a relevant, measurable content strategy to build loyalty and ultimately drive conversion
For the content strategy we defined two narrative spaces to serve as topics and keyword pools. Space 1, performance – topics based on keywords with relevant search volume of share customers to generate traffic. Space 2, aspirational – topics based on keywords that meet the high demand of the share community for inspirational stories and thus make the brand truly tangible.
Together with our content partner Nansen & Piccard and based on our identified key user and business requirements, we developed scalable formats with relevant content – and then defined all components from picture language, illustration style to copy. By building "Content Cookbooks" for each of those we enabled the share team to enlive the formats with their own content and to produce it in a quick and easy manner in the future.
“Collaborating with the Edenspiekermann team to build share’s new digital realm was a great experience for everyone involved. Bringing together the expertise of both teams – working as one team – that's what made our collaboration a true success and delivered outstanding results.”
Setting up a platform that can grow and scale
The component-oriented approach of the design system carries over into development. Rather than focussing on page templates, we deliver a suite of reusable components.
These building blocks allow content authors to create an infinite amount of new pages, while mixing and matching different types of content and interactions. This flexibility allows for rapid experimentation and iteration. A short-notice landing page for an event? No problem.
