Interactivity Presentation Heineken International Case Study November 24, 2003 Confidential and...

Interactivity PresentationHeineken International Case StudyNovember 24, 2003

Confidential and Proprietary © 2002 Blast Radius B.V.

Agenda

Company overview Mission Approach Evolution of the User Experience Launch Strategy Organizational Implications Site-in-a-Box Project Plan Q&A

BLAST RADIUS OVERVIEW

4

COMPANY BACKGROUND

History– Founded in 1996 in Vancouver, Canada – Five offices with 210 employees– Private, 100% employee-owned

Focus and practices – Sales, consumer service and marketing solutions– Practice areas: online branding, ecommerce, digital

marketing, CRM, content management – Retail and Consumer Goods vertical

Consumer Electronics Approach

– Diverse, passionate, and innovative team– Collaborative, lean, flexible, and modular process

INDUSTRY EXPERIENCE

Consumer Electronics Retail Global Brands

FINANCES

Profitable since inception in 1996 Double digit growth year over year

Canada’s 50 Best Managed Companies in 2001 and 2002

2002 Adweek top 50: 41ST, 3rd fastest growth Strong base of repeat customers (70% of

revenues)

Year Revenue Profit Y/Y growth

2000 15.4 1 350%

2001 19 1.5 27%

2002 22.5 1.2 15%

2003 (est) 27 2 23%

PRODUCTION DIVISION Amsterdam 15 employees Advisory Services Creative Direction User Experience Design Interface Development Systems Analysis Application Development Managed Services Project Management

Toronto 80 employees

Vancouver 110 employees

Summary 145 production resources globally 65 administative and client management

resources globally Dedicated resource model Contractors at 5%, only in non-Key positions

ProjectManagement

ResourceManagement

Ap

plicatio

n D

evelop

men

t

System

s An

alysis

Qu

ality Assu

rance

User E

xperien

ce

Co

nte n

t St ra te g

y

Inte ra c tio

n A

rc hit ec tu

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Des ig

n

Managed Services

Interface D

evelop

men

t

Advisory Services

ProcessQuality

Management

TECHNICAL EXPERIENCEOperatingSystems

ApplicationServers

ContentManagement

DatabaseServers

2002 Marketing Magazine: Digital Agency of the Year Communication Arts 8: Nike Enjoy the Weather Adweek’s Top 50 Interactive Agencies Silver Award, iD Magazine: Nike iD One Show Interactive Silver Pencil: Nintendo Game Cube Cannes Cyber Lions Finalist - Brand Promotion: Nike Enjoy the Weather CIPS E-Commerce Project of the Year: Sportchek.ca Canada’s 50 Best Managed Companies

2001 50 Best Managed Companies in Canada Gold Clio, Brand Building Site: Nike World Body Communication Arts 7: Nike World Body British Interactive Multimedia Association Finalist: Nike Lance Armstrong Cannes Cyber Lions Finalist - Brand Promotion: Nike World Body CIPS IT Project of the Year Finalist: Nintendo.com

2000 Gold Clio, Brand Building Site: Casio G-Shock Silver Clio, Consumer-targeted Site: LEGO Media Communication Arts 6: Nike Rugby

SELECTED AWARDS

NINTENDO OF EUROPE Solution Highlights

Consolidated multiple properties across Europe under a single, unified technical and management infrastructure

– Designed on ATG eBusiness Platform Design and technical flexibility to accommodate

multiple countries and languages– 9 countries, 6 languages

An online relationship marketing platform enables NOE to manage the creation, delivery and analysis of 1 to 1 marketing campaigns

Customer loyalty program allows NOE to capture information on customer’s interests and purchasing habits

Why is it our best site?– Traffic has tripled to 1.5 million visitors per month– Time spent on site has doubled– 250,000 registered users– Targeted email campaigns click through rate of

30%– Close loop

50% of those clicking on email have purchase game offline

Solution Highlights Global Corporate communications website

with a unique user experience

– based upon corporate values and reputation, brand and stakeholder needs

Site is localized and translated into Dutch and English

– Next phase of project will address 4-5 other languages, including Asian characters

Blast Radius designed, configured and implemented Tridion Content Management system

Technical architecture designed to share the functionality of the site across all Heineken subsidiaries

– reinforcing the corporate brand worldwide

HEINEKEN

PHILIPS Solution Highlights

A pre- and post sales initiative to support the new launch of the joint venture between Nike and Philips

Supports the Nike and Philips brand in it’s positioning as an active sportswear device made for the serious athlete

Site is localized and translated into 8 languages

– Roman and Asian character sets With keen attention to information design,

brand and content strategy, Nike-Philips is an effective product support site

Product features such as FAQ’s, 3d product imaging

Heineken ExperienceHeineken N.V. Corporate Website RedesignNovember 24, 2003

Confidential and Proprietary © 2002 Blast Radius B.V.

Mission

Project objectives:– Strengthen corporate presence and reputation– Service key constituents with better functionality– Address key constituents in a more relevant way

Corporate communications:– All about nurturing corporate reputation

Reputation is based on values/perception Challenge:

– Influence perception Role of the online environment - Connectivity

– Focus on building relationships = personal connection– Perception gives way to proven, personal interaction

Approach

Tactical planning– Build on internal investment in requirements gathering– Confirm assumptions– Describe technical environment– Select CMS vendor

Modular approach– Project Orientation– User Experience Concept– Website Definition– Technical Requirements Definition– CMS Selection– BRD and Project Plan

Evolution of User Experience

Corporate Communication is about reputation, built upon core values

Corporate Communication online is Corporate Connectivity

The UE must connect diverse stakeholders with Heineken in a way which :– Meets the needs of stakeholders– Illustrates the core values of Heineken

On top of this foundation, the UE must establish Heineken as the world’s most international brewery– Heineken translates its core values into diverse actions– Primarily content driven

Creative concept– Unity = Diversity + Connectivity– Translated through features, content, and visual design

Unity Concept

Diversity is Heineken’s strength. Connectivity is its approach. Unity is its future

Diversity + Connectivity = Unity

Unity is achieved through:

Dialogue Trust Transparency Understanding Perspective

Unity Concept

Unity Concept

Unity is communicated by:

Images (global, diverse) Corporate “ brand” copy Concept models (maps, charts, graphs) Usability (ease of use and access to info) Excitement (a feeling that I want to get involved) Invitation to dialogue (Heineken listens and responds)

Unity is realized when:

People fully understand People trust People contribute People ask good questions People get good answers People make a difference

Unity Concept

Investor/analyst

Heineken Values:

Respect

Enjoyment

Quality

“Heineken’s approach to financial disclosure provides me with the right information”

Features:

Stock graph

Corporate calendar

Investor calculator

Downloadable annual reports

Subscribe to e-alerts

Web casts

Needs:

Information about the timing of public meetings or information releases

Access to detailed stock information

Functionality to compare and contrast stock Information

Quick access to key corporate facts

Library of archived information for researchKnowledge of corporate policies

Explanation of the relationship between

Heineken N.V. and Holding N.V.

Media

Heineken Values:

Respect

Enjoyment

Quality

“Heineken anticipates and understands my needs”

Features:

Downloadable press releases

Sortable press releases

Information shopping basket

Media kit

Needs:

Awareness and access to up-to-date press releases and news about Heineken

Quick access to key corporate facts

Perspective on the activities of the entire Heineken organization

Heineken assets that can be utilized in media stories

Environmental group/NGO

Heineken Values:

Respect

Enjoyment

Quality

“ I am extremely impressed at Heineken’s approach to global citizenship”

Features:

Responsibility feedback form

Report order form

Research reports

User polls or surveys

Needs:

Quick access to, and knowledge of Heineken corporate policies

Abstracts and access to supporting documentation of environmental reports

Ability to comment on, or engage in dialogue with Heineken

Prospective employee

Heineken Values:

Respect

Enjoyment

Quality

“ I know where to find information regarding employment opportunities at Heineken”

Features:

Online CV submission form

Career in beer informationInteractive world map

FAQ listings

Needs:Information about job availability

Online mechanism to express interest in Heineken positions

Understanding of what it means to work for Heineken

General public

Heineken Values:

Respect

Enjoyment

Quality

“I now understand what the Heineken organization is all about”

Features:

History and timeline presentation

Contact us link

Featured article/information zone

Needs:General information about Heineken

Overview of the channels on the site

High-level description of Heineken operations and organization structure

Contact information

Feature Med

ia

Inve

sto

rs

Car

eer

See

kers

Gen

eral

Pu

blic

En

viro

nm

enta

l/NG

O

Priority One - Must Have Release 11.1 Global Shortcut Bar 1.2 Site-Wide Search 1.3 Contact Us Link 1.4 FAQ Listings 1.5 Featured Article/Information Zone 1.6 Heineken History Presentation and Timeline 1.7 Heineken Holding Micro Site 1.8 Heineken Prizes Micro Site 1.9 Library

1.10 Email Options 1.11 Information Shopping Basket 1.12 Interactive World Map 1.13 User Polls and Surveys 1.14 Corporate Calendar 1.15 Stock Graph 1.16 Downloadable Annual Reports and Order Form 1.17 Investor Calculator 1.18 Webcasts 1.19 Downloadable and Sortable Press Releases 1.20 Media Kit 1.21 Responsibility Feedback and/or Order Form 1.22 Online CV Submission Form 1.23 Downloadable Brochures

Target End Users

Objectives

Affirm shared Heineken-BR vision, objectives, process– Illustrate through user scenarios

Prove efficacy of key features (e.g. global map) Demonstrate a uniquely Heineken implementation Connects internally and externally Illustrates Heineken as the most international brewery Unifies perceptions around Heineken’s values

UE Approach

Stakeholder

Heineken Beacon

UE

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Career Centre: Overview – “Direction”

• Explaining the hiring process in a fully transparent way

• Inspiring people to work at Heineken

• Illustrating culture & work environment

• Providing job descriptions and career paths

• Connecting people to careers through tools, direction, and contacts

Career Centre: Experience

• Interactive global map

• Contextual links

• Global employee testimonials

• CV builder

• CV management system (SRM)

• Dialogue

Media Centre: Overview – “Service”

• Complete repository of all new and archived media items

• Easy ways to access, store, this information

• Contextual links to related topics

• Media relations account to help media organizations track, store and share coverage

• Account has connectivity aspect - understanding topics of interest and pushing relevant, and related content

Media Centre: Experience

•Interactive world map

•Information shopping basket

•Contextual links

•Media relations account

•Dialogue



“Do you understand your customer?”

Investor Relations: Overview – “Access”

• Access, ease, completeness, enjoyable

• Transparency

• Context

• Formatting of data

• Connection to directors/decision makers

• Prospective shareholder guidance

• Analyst services/accounts (SRM)

Investor Relations: Experience

• Stock price tracker

• Investor calendar

• Web casts: contextualized

• Interactive annual reports

• Information shopping basket

• Bulletin board - dialogue

• Investor calculator

• Global ad campaigns (Beacon)

Responsibility: Overview – “Progressive”

• Open, humble

• Do not overwhelm with too much

• Inspiring

• Enjoyable

• Stimulating dialogue

• Interactive awareness

Responsibility: Experience

• Information shopping basket

• PDF generator

• Interactive global map

• Dialogue

• Contextual links

• Feedback form

• Interactive demonstrations

Map Navigation: Overview – “Wow”


•Inspire new thoughts

•Connect to the Heineken world

•Inform about sensitive topics

•Expand knowledge and understanding

•Guide to related topics

•Stimulate discussion and excitement

•Relate to an interactive generation

Map Navigation


•Contextual

•Zoom in and out of countries/regions

•Wayfinding/Navigation: always marks where you are, where you can go

•5 o’clock “moment”: ENJOY!

Home Heineken Prizes

Micro site

Heineken Holding NV

Micro site

About Heineken Career center Press centerResponsibility Global features Local Features

Who we are

World wide company

Respect

Enjoyment

Quality

What we do

Brewing

Brands / products

History / Timeline

Company structure

Biographies

Ownership structure

Environment

project 1

project 2

etc.

Alcohol policy

Employees

Human Rights

Responsibility FAQ

Responsibility Contact

Working for Heineken

Heineken Culture

Worldwide employment

Career development

Heineken University

Benefits and Health

Employee testimonials

Students

Internships

Send your CV

Online submission form

HR FAQ

HR Contact

News

News Archive

Media kit

Pictures

Biographies

Fact sheets

Brochures

Press FAQ

Press Contact

Corporate calendar

Calculators

e-Mail to friend

e-Mail Heineken

Print

Download

Add to clippings

User polls / surveys

Order forms

Investor Relations

Financial News

Stock information

Stock price

Stock graphs

Investor calculator

Corporate calendar

Annual General Meetings

Annual reports

Annual rep. 1

Annual rep. 2

etc.

Order form

Key financial facts

Presentations

Presentations

Speeches

Webcasts

Investor FAQ

Investor Contact

Shortcut bar

Library

FAQ

Contact

Clippings

e-Alerts

Search

Interactive map

Multi language support (English/Dutch)

Snail trail

Footer

Disclaimer

Privacy policy

Interaction Architecture: Navigation

LOGO

INTERACTIVE MAP

CONTENT AREA 2Related to content on landing page such as:

Introduction to article, document or news-item

Features

Graphs etc.

SNAIL TRAIL >

NAVIGATION BARSecond level linkThird level linkThird level linkSecond level linkSecond level linkSecond level linkSecond level link

FEEDBACK FEATURE

Disclaimer | Privacy policy | Copyright 2002 Heineken N.V. All rights reserved.

TITLE AREA

About Heineken | Responsibility | Investor Relations | Career center | Press Center

Search:________ Library | FAQ | Subscribe to e-alert | ContactClippings

MULTI LANGUAGE SUPPORT

Heineken Holdings NV | Heineken prizes

DATE

1 2 3

5

4

CONTENT AREA 1aIntroduction to articles, reports, news items etc. (on landing pages)

CONTENT AREA 1 b

CONTENT AREA 1 c

Etc.

Not indicative for final design

Interaction Architecture: Content areas deeper levels

LOGO

INTERACTIVE MAP

SNAIL TRAIL >

FEEDBACK FEATURE

CONTENT AREA 1

Articles, reports, news items, with or without graphs or pictures

Disclaimer | Privacy policy | Copyright 2002 Heineken N.V. All rights reserved.

TITLE AREA

About Heineken | Responsibility | Investor Relations | Career center | Press Center

Search:________ Library | FAQ | Subscribe to e-alert | ContactClippings

MULTI LANGUAGE SUPPORT

Heineken Holdings NV | Heineken prizes

DATE

1

ICON BAR Feature to print, download or distribute particular piece of contentPrint | Download | Send

CLIPPING ICONIcon indicates if piece of content can be added to clipping “basket”.

3

CONTENT AREA 2aRelated to content in main area/landing page:Features Graphs etc.

NAVIGATION BARSecond level linkThird level linkThird level linkSecond level linkSecond level linkSecond level linkSecond level link

CONTENT AREA 2bRelated to content in main area:Introduction to article, document or news-item in current or other parts of the site. Features Graphs etc.

2

Visual Design

Must reflect Heineken values: – Respect, Enjoyment, Quality, International

Must be more modern and progressive than the current site

Must be responsible to usability standards and established conventions of corporate sites

Must maintain the integrity of the current Heineken VID (Visual identity)

Although corporate site, it should be youthful, internationally minded; (Project Beacon)

Internally: galvanizing force, design needs to make people proud, get them excited and inspire them to participate.

Global Navigation: Intuitive content organization built around primary stakeholders.Global Navigation: Intuitive content organization built around primary stakeholders. World map:

Alternate means of navigation provides visual communication of Heineken’s international scope

Links to Micro sites: aid in directing site traffic to appropriate location

Search:Persistent search box, allows users access to content from anywhere on site

Dynamic content areas:Headlines dynamically generated on the homepage via the CMS provide users immediate access to new content

World mapImmediate visual communication of Heineken’s international scope

Image Immediate visual communication of Heineken’s products

Comment:No emphasis on (drinking) beer on corporate site

Interactive mapRe-appears throughout web site adapting to different contexts

Illustrates specific Heineken global, topic in clear and attractive manner.User is able to use map as a means of navigation.

Main entrancesFive, clear main entrances to web site

Comment:Should be recognizable navigation bar on homepage, consistent with deeper levels

World map image Encourages visitors to explore the world of Heineken beyond their immediate scope of interest

Comment:Too much emphasis on global aspect. Takes up too much space

Main entrances Turned into global navigation.

Drop down menu’s create overview of site content

Comment:Use Heineken font/type face

Links to Micro sites

Comment:Must be part of global navigation

SpotlightOn specific topics

Comment:Takes up too much space

Feedback feature

Comment:Not ready to display user feedback

Content - good

Usability - good

Colour - good

Too much emphasis on global

Too little emphasis on enjoyment

Too “heavy” does not portray “openness”

http://projects.blastradius.com/heineken/Lee/home2.html

http://projects.blastradius.com/heineken/Lee/franindex.html

Navigation barUnique Heineken font/ type face in main navigation

Navigation for Micro sites

Feedback feature.Simplified

No feedback on results on homepage

Into the spotlight Takes up less space

Opportunity to add up to three spotlight items

Images with emphasis on enjoyment, beer brewing company, youth and respect for different cultures

Interactive mapCut back on space for world map without loosing emphasis on international feel

BrandsUse world map to Introduce Heineken brands per region

Open

Friendly

Balance in global and enjoyment

Organizational Implications

Content– Training– Workflow

Site-in-a-Box– Sell-in– Training– Corporate role

TRD – Architecture Diagram

Hosting Site

ProductionEnvironment

Staging Environment

Internet

Heineken/OpCo

Internet

Firewall

Firewall

Load Balancer

Site Visitor

Workstation

Tridion DialogServer

ProductionServer

ProductionServer

SQL Server

SQL Server

Disk array

livepublish

Staging Serverstagingpublish

preview

TRD - Recommendations

Based on requirements for availability, connectivity, expertise outsourced hosting of Technical Infrastructure– Plan of ICT to align partnership with 3d party hosting– Use existing hosting contract with Exodus in London

Intel / Microsoft HW platform Microsoft SQL Server Database J2EE Server platform

During design phase, decisions and more detailed integration design with back-office environment

Site-in-a-Box - Value Proposition

Leverage investment in new Corporate website across Heineken worldwide– Unity Concept– Design– Functionality– Technical Infrastructure & tools

Corporate advantages– Centralized mechanism to share content– Creation of Heineken Unity, internal and external

Feature Set Foundation Legend

Original FeatureEnhanced FeatureNew Feature

Overall Site Features

Release One

Global Shortcut Bar Heineken History Presentation/Timeline Homepage Selection Downloadable Brochures

Site-Wide Search Heineken Holding Micro Site Email Options Research Reports

Contact Us Link Heineken Prizes Micro Site Information Shopping Basket Semi-Interactive Interviews w/ Executives

FAQ Listings Library Interactive World Map Site Reporting

Featured Article/Information Zone Heineken Snapshot Kit User Polls and Surveys

Release Two

Contact Us Link

FAQ Listings

Heineken History Presentation/Timeline

Interactive World Map

Wireless Alerts

Release X - Horizon


Compliance with Web Accessibility Standards

Career CenterCareerRelease OneOnline CV Submission FormEmployee Video Testimonials

Release TwoCV Builder

Release X - HorizonCV Management System

Legend



Release One






Release Two

Contact Us Link

FAQ Listings



Wireless Alerts

Release X - Horizon



Media CenterMedia

Release OneMedia Kit

Downloadable and Sortable Press Releases

Media Library

Media Relations Account

Release Two

Downloadable and Sortable Press Releases

Release X - HorizonN/A

Legend



Release One






Release Two

Contact Us Link

FAQ Listings



Wireless Alerts

Release X - Horizon



Investor RelationsLegend


Investor

Release OneStock Graph and Stock Price Information

Corporate Calendar

Downloadable Annual Reports/Order Form

Investor Calculator

Webcasts

Release TwoStock Graph and Stock Price Information

Interactive Annual Reports

Investor Relations Bulletin Board

Release X - Horizon

Investor Calculator

Interactive Conference Calls

Online Proxy Voting

Shareholder/Analyst Account


Release One






Release Two

Contact Us Link

FAQ Listings



Wireless Alerts

Release X - Horizon



ResponsibilityResponsibility

Release OneResponsibility Feedback Form

Responsibility Report Order Form

Release Two

N/A

Release X - Horizon

Interactive Responsibility Demonstrations

Legend



Release One






Release Two

Contact Us Link

FAQ Listings



Wireless Alerts

Release X - Horizon



Feature Set Matrix


Release One






Release Two

Contact Us Link

FAQ Listings



Wireless Alerts

Release X - Horizon



Career Media Investor ResponsibilityRelease OneOnline CV Submission Form Media Kit Stock Graph and Stock Price Information Responsibility Feedback/Order FormEmployee Video Testimonials Downloadable and Sortable Press Releases Corporate Calendar

Media Library Downloadable Annual Reports/Order FormMedia Relations Account Investor Calculator

WebcastsRelease TwoCV Builder Downloadable and Sortable Press Releases Stock Graph and Stock Price Information

Investor Relations Bulletin BoardInteractive Annual Reports

Release X - HorizonCV Management System Investor Calculator Interactive Responsibility Demonstrations

Interactive Conference CallsOnline Proxy VotingShareholder/Analyst Account

Legend


Target Constituent Value Proposition Sample Features Investor/Analyst “Heineken’s open and unique approach to

financial disclosure provides me with the relevant, accurate, and timely information”

Stock graph Corporate calendar Investor calculator Downloadable annual reports Subscribe to e-alerts Webcasts

Media “Heineken anticipates and understands my needs”

Downloadable press releases Sortable press releases Information shopping basket Media kit

Environmental Group/NGO “I am extremely impressed at Heineken’s approach to global citizenship”

Responsibility feedback form Report order form Research reports User polls or surveys

Prospective Employee “I now know where to find information regarding the different employment opportunities at Heineken”

Online CV submission form Career in beer information Interactive world map FAQ listings

General Public “I now understand what the Heineken organization is all about”

History and timeline presentation Contact us link Featured article/information zone

Audience – Value Proposition – Features

Budget Summary

Project Total 560,000 €

Expenses Total 9,500 €

Licenses Total 209,800 €

Operational Total / Year 60,000 €

June Proposal Estimate– 630,000 € for Design, Realization, and Implementation

Process efficiencies, scope refinement– 70,000 € reduction

Budget Summary – Professional ServicesBudget Summary - Professional Services

Design 138,000 €IDD's - N.V., Holding N.V., Prizes, SIAB 38,200 €FRD - Overall, SIAB 19,000 €TAD - Overall, Tridion, Workflows, SIAB 29,000 €Detailed Design - Web site, Tridion 14,000 €Visuals Creation 30,200 €QA Strategy & Test Cases 7,600 €

Realization 200,950 €Content Creation, Modification, Translation support 9,400 €Front-End Development 53,300 €Tridion Development 66,350 €Tridion Customizations 18,500 €Feature set Development 52,000 €

Implementation 91,750 €Testing (System Testing, UAT) 32,800 €Deployment (Install, configure, migrate) 58,950 €

Project Management 129,300 €

Project Total 560,000 €

Budget Summary – Other Costs

Project Expenses

Travel & Transportation for SME's 7,500 €Expenses 2,000 €

Expenses Total 9,500 €

Budget Summary - Licenses (List Prices)

Tridion DialogServer 5.0 181,000 €Microsoft Windows 2000 Server (6x) 7,200 €Microsoft SQL Server 2000 (2x) 20,000 €SQL Server JDBC Driver (2x) 1,600 €

Licenses Total 209,800 €

Budget Summary - Operational

SLA Maintenance & Support (Basic) / Year 60,000 €

Operational Total / Year 60,000 €

Project Timeline

August September October November December

DESIGN

REALIZATION

IMPLEMENTATION

Early August start yields December 1 launch

OPERATIONS

Q & ADiscussion

Interactivity Presentation Heineken International Case Study November 24, 2003 Confidential and...

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Transcript of Interactivity Presentation Heineken International Case Study November 24, 2003 Confidential and...