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J Boye
Build a website you can manage, by Lisbeth Storgaard
Agenda
• Short presentation of Arla and myself • Time for change: Go responsive • Information Architecture in Arla Step by step • My recommendation to the executives • Questions
Me
• Special interests: Content, Design and User Experience • Episerver super user • Find me on: • Linked In: dk.linkedin.com/in/lisbethstorgaard • Twitter: twitter.com/LizzyGreatfarm
• Lisbeth Storgaard • Journalist and digital manager • Worked with arla.com since 2006 • Based in Digital Global Business Service
Arla markets
25,00%
18,70%
10,90%
10,80%
3,80%
2,40%
7,40%
6,70%
14,30%
UKSwedenGermanyDenmarkFinlandNetherlandsGrowth marketsValue marketsOther
Growth markets: China, Russia, Middle East and Africa. Value markets: USA, Canada, Brazil, Norway, Poland, Spain, Greece
Moving from ”a house of brands” to ”a branded house” is a long journey
Time for change
• Markets: Old CMS Episerver 5 – not mobile, and version no longer supported by provider.
• Current approx. 10 websites running on very ”low battery” – bad maintenance – due to lack of prioritisation and time.
• Inconsistency in look and feel and content – endangering the corporate brand.
Where to start?
Strategy
Platform
Design
Analytics
IA
UX
content ?
Information Architecture in Arla
Insights about: • Organisation (to run websites) • Markets • Target groups • Visiting statistics • Current website architecture • Content - all of this put together in a nice matrix where we get
maximum out of what is possible/necessary
Organisation current Sites Responsible Editors Arla FTE/day*
Arla.com Lisbeth Storgaard Lisbeth Storgaard 1
Arla.dk Vibeke D. Bjerkvold EXT: Rasmus Dalby, Birthe Fredslund 1
Arla.se Christina Skoglund Christina Skoglund, Mona Wikström, EXT: Jonathan Swärd
2
Arlaingman.fi Ulla Jones Ulla Jones 1
Arlafoods.de Daniela Tekock Anke Krull 0,5
Arla.nl Maartje Ebben Marieke v d Wielen, Barbara v d Schoot 0,125
Arla.no Marion Nesje Ida Marie Johansen 0,125
Arla.pl Katarzyna Drozdowska Lukasz Maceja 0,125
Arla.ru Dmitry V Gorbunov Ekatarina Belinskaya, Dmitry V Gorbunov 0,75
Arlafoods.gr Katerina Alifragki Katerina Alifragki + Ext agency 0
Arlafoods.es Alejandro Mulattieri Caneppa Pilar Somarriba Gonzalez 0,5
Arla.com.cn Jack Huang Ext Agency 0,125
Arlafoodsusa.com Donald Stohrer Silvana Ialeggio + local Agency 0,125
Arlafoods.ca Nancy Strauss Sheldon Kiernan + local Agency 0,125
Arlafoods.co.uk Amanda Wardle Amanda Wardle 0,125
afi.com Lone Sommer Lone Sommer 0,5 *Arla FTE/day is a rough estimate of how much time you spend working with online every day (seen in an average of 1 week) 1= all day, 0,125=1 hour a day, 0,5=4 hours a day, 0,75=6 hours
Target groups
• Consumers (products/campaigns / recipes) • Job applicants • Public and NGO’s (press) • Students • Owners (farmers and potential business partners) • Authorities • B2B • Retailors
Need to have >< Nice to have Corporate >< consumer
Visiting statistics - What to look for?
• Get to know the ”State of the nation” • How much traffic do we get on the various subjects • How low traffic before you close a website?
Parameters I chose to look at: • Pageviews: About us, recipes, products • Social Media maturity: Channels, Likes, shares • Compared the same month across all markets
Content
Before • Analysing current content – tells a lot… • What is there? • When was it last updated? • Are there many broken links, missing images etc.
After • What does the company need to tell? • What is important for this market?
Summary of market analysis Sites State Comments
Arla.com Doing ok Corporate/products are drivers Company
Arla.dk Doing great Recipe driven site Recipe
Arla.se Doing great Recipe driven site Recipe
Arlaingman.fi Going really great (improved a lot) Recipe driven site Recipe
Arlafoods.de Needs attention Corporate/products are drivers Company
Arla.nl Need attention Corporate/products are drivers Company
Arla.no Needs desperate attention Will miss recipes Company
Arla.pl Needs desperate attention Could use HR pages Company
Arla.ru Needs desperate attention Has own recipe site Company
Arlafoods.gr Coping Recipes is a driver Company
Arlafoods.es Needs desperate attention Almost too small to exist Company
Arla.com.cn New – trying to find it’s true purpose Corporate/products are drivers Company
Arlafoodsusa.com Needs desperate attention Almost too small to exist Company
Arlafoods.ca Needs desperate attention Almost too small to exist Company
Arlafoods.co.uk Doing partly ok Corporate/products are drivers Company
afi.com Doing ok Not part of Arla Foods amba B2B *Arla FTE/day is a rough estimate of how much time you spend working with online every day (seen in an average of 1 week) 1= all day, 0,125=1 hour a day, 0,5=4 hours a day, 0,75=6 hours
Going ”The Unilever Way”
• One strong unique brand presence across the globe
• One set of templates to support all markets
• One set of content areas decided for all markets
• Recipe sites versus company sites
New domain strategy
One Arla.com arla.com/ arlafoods.com arla.com/da arlafoods.dk arla.com/sv arlafoods.se arla.com/de arlafoods.de arla.com/fi arlafoods.fi arla.com/nl arla.nl arla.com/uk arlafoods.co.uk arla.com/pl arla.pl arla.com/ru arla.ru arla.com/es arlafoods.es arla.com/gr arlafoods.gr arla.com/no arla.no arla.com/us arlafoodsusa.com arla.com/ca arlafoods.ca
Current Brand sites – future unknown Lurpak.com Houseofcastello.com Apetina.com Dofino.com Trestelle.com Cravendale (www.milkmatters.co.uk) Anchor (www.anchordairy.co.uk) Recipes: Karolines Køkken (arla.dk) Arla Köket (arla.se) Arla Keitio (arlaingman.fi / arla.fi) Arla Kitchen Russia (Qking.ru ) Naturarla (naturarla.es) (mixed C2N and recipes) B2B: arlafoodsingredients.com
Questions?
Getting into detail if there is more time
Considerations a long the way • Pros and Cons of language versioning • Governance of language versioning • Contents: global versus local
Migrating project move to new responsive platform • How long does it take to prepare, plan and implement • Who does what - resource consumption • Working with multi-vendor set-up
