FP GROUP SEC NEXT GENERATION WEBSITE · FP-FRANCOTYP.COM | 6 SEC | NEXT GENERATION WEB THIS IS WHAT...

FP GROUP | SEC NEXT GENERATION WEBSITE

BERLIN | 08/09 MARCH 2016

FP-FRANCOTYP.COM | 2

SEC | NEXT GENERATION WEB

TABLE OF CONTENTS

FP Web Estate: Status Quo & Goals

• The Team Behind

• Sneak Peek Concept & Design: Personas & Customer Journeys

• Live Demonstration: An Outbound Campaign Journey

• Roadmap

• Take Part



STATUS QUO COUNTRY SITES

Running systems in 11 different country markets

Different backend/CMS systems in use

Lack of corporate and visual design consistency

Lack of responsive design throughout

Incongruent content product images, calls to action, etc.

Inconsistent domain naming conventions structures



OVERALL GOALS

It is time to ...

Consolidate the web estate of FP Austria, FP IAB, FP Group and FP Mentana-Claimsoft

Give our brand a modern digital face to the customer

Start to engage in a two-way conversation with our audience

Use technology to drive on customer expectations and business goals alike



A SOLID STRATEGIC FOUNDATION

FP WebStrategy document (2015)

Covers all relevant fields of action, such as online communication, lead generation & dialogue management, online marketing, content marketing, technology, processes ...

Proof of Technical Concept of all relevant and necessary systems (Amazon Web Services, CMS, CRM, online-marketing, tracking, search, etc.)



THIS IS WHAT WE DID

Take on market and country site to start: FP Austria

Work out a solid web design consistent with the FP corporate identity in an agile team set-up

Work out new website templates and user interface (UI) elements to enable better, more efficient communication and marketing of our products and services, and online self-help

Implement a solid „ready to use“ CMS and additional supporting systems and features



... IN A VERY SPEEDY TIMELINE

January 2016

Design & concept foundation, sprint planning

Results

Rahmenkonzept

Template/Modulübersicht

Erstellung Use Cases/Epics

Def. Startseite

Def. Produktdetailseite

Def. Landingpage

Def. Supportseite

Feinkonzeption Layout

Def. Produktübersicht

Def. Standard-Content

Def. FAQ

Def. Kontakt

Def. Standort-Info (Händler)

Def. Suchergebnis

February 2016

Implementation in 2 x 2-week sprints with daily remote meetings, client meetings at the end of each sprint

Results

Feinkonzeption/Layout

Def. Case-Study

Szezielle Module

Produktberater

Live-Chat

Testing der im Frontend/Backend umgesetzen Module

Today SEC Presentation

Präsentation des Web-Projekts

Coming up next

Redaktionelle Texterstellung

Produktion Bilder und Einpflege druch FP

+++ PERMANENT BETA +++



HERE IS WHAT WE CAME UP WITH

Say hello to ...

THE NEXT GENERATION FP WEBSITE!



THE NEXT GENERATION FP WEBSITE



IT IS SLICK, BEAUTIFUL, FAST, RESPONSIVE, ...

HOME PAGE

PRODUCT DETAILS

LANDING PAGE

CONTENT PAGE



... AND IT IS UP & RUNNING!

• We‘ll have a look onto the

STAGING SERVER

• in a second! But first let‘s check out the people who were involved in making it!



TABLE OF CONTENTS

• FP Web Estate: Status Quo & Goals

The Team Behind



• Roadmap

• Take Part



THE TEAM BEHIND



INFOPARK & AHOI! DIGITAL STRATEGIES



THE DECISIVE QUESTION

SO HOW DID WE GET THERE?



TABLE OF CONTENTS


• The Team Behind

Sneak Peek Concept & Design: Personas & Customer Journeys


• Roadmap

• Take Part



FIRST WE CONSEQUENTLY PUT THE USER FIRST!

Are you a reliable

partner for me?

How do I fix it?

What‘s my problem?

Education & Thought Leadership

Solutions & Product Suitability

Credentials & Decision

Support



THAN WE ANALYZED USER NEEDS AND EXPECTATIONS,

TURNING THEM INTO DISTINCTIVE PERSONAS ...

PERSONA 1

Stefan Maierhofer (46) MD Construction Company

New client/Economic buyer

Searches for special product/Service, looking for a new franking partner

PERSONA 2

Evelyn Frohna (38) Secretary Medium Sized Enterprise

Existing client/User buyer

Needs service & support

PERSONA 3

Hermann Mayer (45) Head of Mailroom Insurance Company

Existing client/Economic buyer

Needs new product (replacement)



… TRANSFORMING THEIR „MOMENTS OF TRUTH“ ON

THE FP WEBSITE IN INDIVIDUAL CUSTOMER JOURNEYS

PERSONA 1

Stefan Maierhofer (46) MD Construction Company

New client/Economic buyer

Searches for special product/Service, looking for a new franking partner





PERSONA 2

Evelyn Frohna (38) Secretary Medium Sized Enterprise

Existing client/User buyer

Needs service & support





PERSONA 3

Hermann Mayer (45) Head of Mailroom Insurance Company

Existing client/Economic buyer

Needs new product (replacement)



FINALLY WE TRANSFORMED USER NEEDS

INTO CUSTOMER REQUIREMENTS FOR THE WEBSITE*

* Requirements: Workshop with the participation of FP Holding (Sabina Prüser), IAP (Thomas Damian), FP Austria (Anton Kosar; Gordana Djordjevic), ahoi! Digital Strategies

(Martin Bussick)

Stefan Maierhofer ist ein 46jähriger Geschäftsführer aus der Bau-Branche.

Er hat eine Empfehlung eines bestehenden FP-Partners

bekommen und ist als potentieller Neukunde auf der

Suche nach einer kompetenten Beratung.

Evelyn Frohna ist als 38jährige Empfangssekretärin verantwortlich für

den Postversand. Ihr Unternehmen ist Bestandskunde

bei FP. Sie nutzt ausschließlich den Desptop-Rechner.

Hermann Mayer ist ein 45jähriger Poststellenleiter in der

Versicherungsbranche. Er kennt FP schon seit langer

Zeit und hält die FP für einen verlässlichen Partner, der

aber noch den persönlichen Kontakt sehr schätzt.



TABLE OF CONTENTS


• The Team Behind


Live Demonstration: An Outbound Campaign Journey

• Roadmap

• Take Part



OUR DEMO PERSONA: HERMANN MAYER

45, head of the mailroom of a medium sized insurance company

in Austria

Has been knowing FP for a long time now, considers FP a reliable

Partners, greatly values personal contact, also in digital channels

Part of his mailroom is a dated MyMail franking machine

Uses all devices (desktop, laptop, mobile) in his office

Profile: Existing client, economic buyer

Needs: Advice on new product



OUR DEMO JOURNEY: A MAILING CAMPAIGN TO

INTRODUCE THE NEW POSTBASE MINI IN AUSTRIA

Goal Replacing MyMail through PostBaseMini units among myMail clients,

transfomation of physical leads into digital leads (e-mail addresses)

Target Group All MyMail clients who can be reached by physical mailing

Incentivizing Response To achieve maximum response and drive to web, there is a 150€ voucher for

those handing in their old MyMail systems among the first 100 clients

Drive to Web Via QR-Code or communicated short URL, e.g.

fp-francotyp.at/wechselbonus



HERMANN‘S JOURNEY

Come

s to campaign

landingpage

Receives

campaign

mailing

Compares

MyMail/PostB

ase Mini

features

Leaves

personal data

Receives

quote &

helpful

website links

Checks

PostBase Mini

tutorial &

other helpful

ressources

Closes deal

Receives

follow up call

from sales rep

Receives

follow up call

from sales rep

Requests

quote &

PostBase Mini

test unit

Receives

PostBase Mini

test unit

Last questions

discussed

Receives

inquiry for

customer

satisfaction

Requests call

back onsite

for further

questions

Offsite

fp-francotyp.at

1

2

3

4

5

Max 1 day later 3-4 days later Max 1 day later 3-4 weeks later

QR Code / Short URL




HERMANN‘S JOURNEY

Receives

campaign

mailing

Offsite

fp-francotyp.at

1



STEP 1: THE CAMPAIGN MAILING



HERMANN‘S JOURNEY

Receives

campaign

mailing

Offsite

fp-francotyp.at

1

Comes to

campaign

landingpage

Compares

MyMail/PostB

ase Mini

features

Leaves

personal data

2

QR Code / Short URL




STEP 2: THE LANDINGPAGE



HERMANN‘S JOURNEY

Come

s to campaign

landingpage

Receives

campaign

mailing

Compares

MyMail/PostB

ase Mini

features

Leaves

personal data

Offsite

fp-francotyp.at

1

2

Receives

quote &

helpful

website links

Receives

follow up call

from sales rep

Requests

quote &

PostBase Mini

test unit

3

Max 1 day later

QR Code / Short URL




STEP 3: A PERSONAL QUOTE/OFFER



HERMANN‘S JOURNEY

Come

s to campaign

landingpage

Receives

campaign

mailing

Compares

MyMail/PostB

ase Mini

features

Leaves

personal data

Receives

quote &

helpful

website links

Receives

follow up call

from sales rep

Requests

quote &

PostBase Mini

test unit

Offsite

fp-francotyp.at

1

2

3

Max 1 day later

Checks

PostBase Mini

tutorial &

other helpful

ressources

Receives

PostBase Mini

test unit

4

3-4 days later

QR Code / Short URL




STEP 4: A HELPFUL TUTORIAL PAGE



HERMANN‘S JOURNEY

Come

s to campaign

landingpage

Receives

campaign

mailing

Compares

MyMail/PostB

ase Mini

features

Leaves

personal data

Receives

quote &

helpful

website links

Checks

PostBase Mini

tutorial &

other helpful

ressources

Receives

follow up call

from sales rep

Requests

quote &

PostBase Mini

test unit

Receives

PostBase Mini

test unit

Offsite

fp-francotyp.at

1

2

3

4

Max 1 day later 3-4 days later

Closes deal

Receives

follow up call

from sales rep

Last questions

discussed

Receives

inquiry for

customer

satisfaction

Requests call

back onsite

for further

questions

5

Max 1 day later 3-4 weeks later

QR Code / Short URL




STEP 5: RATE OUR SERVICE!



WRAP UP: WHAT WE HAVE BUILT …

LIVE CHAT

WEB FRONT-

END

CMS

CRM

AMAZON WEB

SERVICES



TABLE OF CONTENTS


• The Team Behind



Roadmap

• Take Part



WEBSTRATEGY A POSSIBLE ROADMAP

FOCUS

Implement and perform standards at its best

Understand Customers and their needs

Framing, integration and implementation of 12-month-action-plan to permantly learn and create relevant content

BUILD

Optimize and invent to surprise and fascinate

Create a strong customer fan-base with high brand loyality and integrate their input and feedback.

Development of an integrated brand-story related to the customer needs

GROW

Set the standards to gain the lead

Foster the customer-loyality by most relevant content and services connected through all onsite and offsite channnel

YEAR 2015 2016 2017 2018 2019 2020

WE STARTED

HERE!



WEBSTRATEGY A POSSIBLE ROADMAP

FOCUS

Implement and perform standards at its best

Understand Customers and their needs

Framing, integration and implementation of 12-month-action-plan to permantly learn and create relevant content

BUILD

Optimize and invent to surprise and fascinate

Create a strong customer fan-base with high brand loyality and integrate their input and feedback.

Development of an integrated brand-story related to the customer needs

GROW

Set the standards to gain the lead

Foster the customer-loyality by most relevant content and services connected through all onsite and offsite channnel

YEAR 2015 2016 2017 2018 2019 2020

NOW WE ARE HERE!



ROLLOUT

WEBSTRATEGY 12 MONTH ACTIONPLAN

(PLAN SEC-MEETING 10.2015)

FIRST CONCEPT

TECHNICAL IMPLEMENTATION

CONTENT- PRODUCTION

EVALU-ATION

PROOF OF CONCEPT

User Research

• Stakeholder and Customer Interviews.

Testing & QS

• Integration

• Template RollOut

• Content-Uploads

RollOut

• Test-market AT

Kick-off Workshop

• „Actionplan“

• Definition of requirements

Concept Working Platform

• General Approach

• Site Architecture

• Customer Entries

• Design Look & Feel

Development Platform

• CMS

• CRM

• Live-Chat

Detailed Content Production

• Storylines

• Asset Handbook

• Rich-MediaContent

Localizing Content

• Adaption for countries and specific market requirements

ROLLOUT „MASTER WEBSITE“

Q2.2016 Q4.2015 – Q1.2016 Q4.2015 Q3.2016

Localized content

production plan



WEBSTRATEGY 12 MONTH ACTIONPLAN

(2 MONTH CLOSER TO THE MARKET…)

ROLLOUT

FIRST CONCEPT

TECHNICAL IMPLEMENTATION

CONTENT- PRODUCTION

EVALU-ATION

PROOF OF CONCEPT

User Research

• Stakeholder and Customer Interviews.

Testing & QS

• Integration

• Template RollOut

• Content-Uploads

RollOut

• Test-market AT

Kick-off Workshop

• „Actionplan“

• Definition of requirements

Concept Working Platform

• General Approach

• Site Architecture

• Customer Entries

• Design Look & Feel

Development Platform

• CMS

• CRM

• Live-Chat

Detailed Content Production

• Storylines

• Asset Handbook

• Rich-MediaContent

Localizing Content

• Adaption for countries and specific market requirements

Localized content

production plan

ROLLOUT „MASTER WEBSITE“

Q2.2016 Q4.2015 – Q1.2016 Q3.2016



TABLE OF CONTENTS


• The Team Behind



• Roadmap

Take Part



WELCOME TO THE TEAM



BECOME PART OF THE WEB PROJECT TEAM 2016

Landingpage „Take part“

https://francotyp-staging.infopark.io/scrivito/sec_meeting

Or Email us

[email protected]; ; [email protected];

[email protected]

Call

+49 (0) 30 220 660 410 or

+43 (0) 1 680 69 20

LETS DO IT!

TOGETHER!

mailto:[email protected]



THANK YOU FOR YOUR ATTENTION

ANY FURTHER QUESTIONS? PLEASE FEEL FREE TO ASK!

ICONS MIT FREUNDLICHER GENEHMIGUNG VON FREEPIK.COM UND FLATICON.COM



THE TEAM & AGILE WORK SETUP BEHIND

Strategy, Concept & Design

ahoi! Digital Strategies, Berlin

Martin Bussick, Nikolaus Stemmer, Pascal Hoffmann

Technology & Implementation

Infopark AG, Berlin

Bernd Völcker, Guido Steenkamp, Thomas Ritz, Sebastian Engel,

Dirk Nitschke

FP GROUP SEC NEXT GENERATION WEBSITE · FP-FRANCOTYP.COM | 6 SEC | NEXT GENERATION WEB THIS IS WHAT...

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Transcript of FP GROUP SEC NEXT GENERATION WEBSITE · FP-FRANCOTYP.COM | 6 SEC | NEXT GENERATION WEB THIS IS WHAT...