4) placing a digital platform at the heart of organisational change with oxfam - emerging digital...
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Bottom Up Change
Placing a digital platform at the heart of organisational change
within Oxfam
People Process Technology
Appointed as Oxfam’s digital partner in 2010
1. Complete User Experience overhaul Information architecture and content re-structure
Complete re-design
Fully validated with end user testing
2. Implementation of new Sitecore CMS Platform Integration with existing and new service providers
Replacing all existing Oxfam GB platforms and websites
Code & Oxfam GB
What drove the need for change?
What challenges were Oxfam facing?
Oxfam’s challenge Diversity of audiences
Size and fragmentation of existing web-presence
Scale of organisation
Technology integration
Development process & operational change
Digital visionWe will be the leaders in using digital to amplify poor
people’s voices, to create change and to enable our supporters to play a role in that change.
Cash• Shop revenues• Increased
donations
Connection• Increased
customer engagement
• New and deeper ways of interacting
Capability• Tools &
technology• Efficiency and
consistency• Agile mindset
CMS
CXUX
Hand built HTML pages (approx. 20,000!)
Content spread across 80 microsites No central integration
No sharing or re-use
Knowledge, ownership and management spread across organisation silos
Replacing…
What did we build?
Multiple audiences & needs.
One brand experience
How change?10 ways we initiated ‘bottom up’
change
1. Agile Principles
Business Process Technology
Business impact Speed to market and value driven
Reaction to change
Business involvement
Team dynamics
Process implications New ‘iterative’ methodologies
Leaner documentation process
Continuous planning
Radically different management, tools and reporting
Improvement ‘baked’ into the process
Technology innovations ‘Quality’ focus, lower cost of ownership
Continuous testing
Automation throughout
Iterative, frequent releases
2. Design Thinking
Business Audience Technology
Collaboration
CODE
Digital
Brand
Supporter Marketing
Volunteering
CampaigningFestivals
Policy & Practice
Education
Trading
3 days of ideation
BRIEF GOALOPEN EXPLORE CLOSE
Set the stageInformationIdeas
ExamineExploreExperiment
ConclusionsDecisionsActions
3. User Centred Design
User-centred design
approach
Identify audience segments and understand their behaviours
Map their interaction with the organisation and their ‘customer journey’
Validate thinking with real users
…to achieve your business goals
How we started600+
Business requiremen
ts
16 weeks
Customer journeys & wireframes
24 hrsStakeholderinterviews
1800 hoursDesign &
prototyping
3 days
Idea generation
79 Prototype
pages tested
91 usersIn user testing
15 stakeholder
sIn user testingStakeholder and end user engagement
throughout
User personas
User Journeys & Persuasion
Card sorting & tree testing
User testing each iteration
4. Leveraging Technology
Content Management & Content Delivery
Social Media
eCRM
eCommerce
Analytics
Document Management
CRM
Advocacy
Recruitment
Community
Integrated
5. Empowered Editors
Control in the hands of
editors
Harnessing the power of Sitecore’s editorial tools to empower the content team.
Create once, publish to all platforms
Control and flexibility when needed
Autonomy and rules for ease
?
?
?
Fixed Templates Component Built
Speed of editing
Flexibility and control
Page editor
Components
Personalisation – rules engine
6. Ways of Working
New collaborative methods
Wiki for documentation
Requirements, storiesplanning and management
Asset sharing and communications
7. Team Autonomy
Ownable Spaces
2 week cycles
Autonomy over planning
Daily stand-up
Retrospectives
8. Iterative Delivery
Product Backlog
Sprint Backlog Release
Daily Scrum
Sprint(2-4 weeks)
Sprint review &Retrospective
The sprint process
Backlog
Requirement
Requirement
Requirement
Vision
Prioritisation
Business Value
Effort/Cost
Sprint
9. Test & Learn
Learn about your
audience through testing
Cycles of continual learning from the consumer, throughout the lifespan of the product or service.
Move from a user-centred design process to making conversion-centred design decisions.
Winner20% higher click through rate
Winner 2.5x higher CTR
10. Future Proofing
A platform to grow with
you
Digital channels are competitive.
Audiences expect more.
Use all the available tools to sophisticate your efforts and gain competitive advantage.
xDB for Customer Experience data
CRMSocialMedia
Customer Support
Website
POS AppsxDB
Single Customer View
Analytics
Path Analyser
Value
Visits
Value Per
Visit
Segmentation
Content Testing
Federated Experience Manager
