Challenge

Applying new content strategy across local market websites with unique focus and needs, which causes disjointed brand experience.

The existing content on the websites contained valuable information but was not aligned with the new content framework strategy. Each local market’s website exhibited distinct content and unique features. The discoverability of content was low as they were isolated and compartmentalised, making it challenging for users to navigate between related topics or find relevant information across different sections.

We were given 3 three-week sprints to streamline the Nestle MILO branding across all local sites, considering the diverse content needs of each market’s audiences. Given the tight timeline, we had to focus on the most impactful approach to develop a scalable design for implementation across all sites. How should we proceed with applying the content strategy across all market websites with disjointed content and digital experience?

THE PLAN

Establishing a streamlined unified structure that caters to features flexibility, and eases in the transition of strategic content for consistent experience.

There was no governing structure to unify all markets' experience strategy. Everything was silo-ed, as if each local market websites serves a different purpose, further diluting the brand experience. Since the team would be starting with a pilot website from one selected local market, we wanted a solution that could be easily applied to and modified across all markets.

Given the tight timeline, we needed to devise a way to incrementally impart the new content strategy pragmatically. It was crucial to establish a unified modular structure that could pave the way for the content strategy to be included in seamlessly. Not only across content, features and navigation but the digital branding too.

process: ux research and strategy

Collaborating to define scope, prioritise features and align content strategy through stakeholder feedback, and market and features analysis.

Working closely with a UX Designer and the Creative Director, I compiled a comprehensive list of features and content inventory from all the websites. We then analysed and prioritised these elements based on their contribution to business goals.

Aside from that, we created surveys for local market leads and interviews to global stakeholders to understand their website objectives. Additionally, we brainstormed potential new offerings to further enhance the website’s value based on feedback from stakeholders and their consumers.

process: content signposting

Creating connectivity and encouraging discoverability of different content within the website using tools and taggings.

With a comprehensive understanding gained from requirement gathering, the team had sufficient insights to move forward. Our focus was to design a portal centred around user intent, guiding users seamlessly through the website based on their individual interests. We achieved this by implementing strategic tools and meta-tagging, which aligned with the content architecture. Additionally, we structured content layouts based on key entry points derived from data analysis.

This approach fostered a continuous knowledge loop and created a user-centered content ecosystems within the website by leveraging existing content, enabling us to kickstart the content strategy without immediately creating new material. This gave us the flexibility to focus on one priority at a time while ensuring the site’s discoverability and connectivity.

process: scalable templates

Designing adaptive page templates with reusable components for customisable and scalability across local market websites.

We developed versatile page templates that are adaptable for use across multiple websites. These templates allow for sections or elements to be easily hidden or enabled based on specific content requirements. By incorporating numerous reusable components, each market can effectively customise these templates to showcase diverse content within their sites.

Outcome

A website design and architecture made of vibrant and thoughtful page templates, with user-centric focus, delivering an experience pathway across products, articles, recipes and more.

Impact

• Being the team’s ‘walking encyclopaedia’, knowing the websites by heart helps with effectively managing and addressing the project’s requirements.
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• Delivering a tailored browsing experience that addresses the specific needs of different user groups and creating a lifelong health discovery loop within the site.
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• Maximising design efficiency through scalable design templates that maintain brand integrity and content versatility.