Combining commerce and content for B2B on a global scale.
client
Diageo
duration
August 2017 - March 2018
core capabilities
UX Research & Strategy
Product Design
Agile UX
The Challenge
I worked with Diageo while at Salmon to design and build a global, integrated commerce and content experience for their trade partners. The platform would enable them to communicate 24/7 with their partners in a cost-effective way, promoting self-service access to the information their customers need while freeing up time to allow Diageo’s teams to focus on value add activities and building closer relationships with their partners.
A "future state" journey map to illustrate the goals and strategic direction of the project.
How it was accomplished
1.
I led the planning and execution of extensive customer and stakeholder research during the ‘discovery phase’ to define the product strategy. Interviewing potential business users in the US, Spain, the UK and Ireland by telephone, conference call and in-person.
Selected outputs of discovery phase and workshops
2.
The research and subsequent ideation sessions resulted in a search led proposition which would also showcase personalised, relevant content to the user.
I worked closely with multiple product owners, business analysts and senior stakeholders to help shape the proposition.
3.
Wireframes were created to help determine business requirements and high-fidelity prototypes (desktop & mobile) created which were then validated through usability testing.
A premium yet functional creative direction was defined (during which I took a UX stewardship and guardian role) and a design language produced using a modular pattern library.
4.
Once the fundamentals had been decided, Agile development began with further UX iterations running a sprint ahead of development.
I was heavily involved with this process, jumping in and out of JIRA tickets and working closely with with the developers as they built a pattern library (using Astrum) and then integrated with the back end using Adobe Experience Manager.
The pattern library was invaluable due to the fast moving nature of the build. We were able to maintain consistency and at the same time allow for last minute tweaks which could be easily rolled out due to the use of reusable components across the site.
5.
The Outcome
Diageo now have the basis for a fully responsive content sharing platform and a UI design system to enable a successful future roadmap of enhancements.
