Website Re-Platform & Re-Design for a High-Growth Beauty Brand
Situation:
An international prestige beauty company, wanted to empower one of its ‘high growth’ brands to bolster its market recognition and build its market share within the UK by delivering a re-platformed and re-designed website.
The old website was hindering the performance of the Brand Team for a number of reasons:
- The team was unable to update the existing website independently – edits and updates required a code change and engineering support.
- There was also inconsistency in the look and feel of the site across different geographic regions.
- The old website was also limited in terms of the functionality for customer communication.
The client needed a partner who could help solve these issues and deliver a digital presence that would revitalise the customer experience and help this emerging brand to increase its market share.
Approach:
Working within a SAFe Agile delivery environment, we co-ordinated efforts across four client scrum teams to re-platform the existing website to the Drupal Content Management System (CMS). In addition, the website's User Interface was extensively overhauled to improve usability and optimise the customer experience.
The following activities were crucial to the success of our delivery:
1. Daily stand-up calls tracked the progress of website development and testing; resolving key impediments and proactively managing cross-team dependencies.
2. The project's scope was closely managed using MoSCoW prioritisation. This ensured both the Delivery Team and the Client were aligned on the ‘Must Have’ features prioritised for the initial launch. Emerging requirements were logged, triaged and impacted for on a regular basis. These requirements were only brought 'in-to-scope' for the initial launch once the Brand and Client Stakeholders had reviewed the associated impacts and provided sign-off for implementation.
3. A weekly meeting with leadership provided updates on progress and escalated critical issues. As the launch neared, the frequency of communications was increased to ensure stakeholders confidence in / support for the launch was retained.
A launch plan was formed in collaboration with stakeholders from multiple business functions and geographic regions. A rigorous ‘Go / No Go’ process was implemented in advance of the launch. This helped to track launch approvals received from the key stakeholders and identify / satisfy key pre-requisites aimed at supporting a successful launch.
Results:
Delivery of a ‘Fit For Purpose’ Solution: A collaborative team environment and consistent communication meant blockers were rapidly resolved, dependencies were effectively managed and the solution was deployed before the agreed deadline.
Brand Empowerment: The launch of the Drupal Content Management System (CMS) was prioritised for the initial launch, which subsequently empowered the Brand Team to create and curate their website’s content for the first time.
A Unique Customer Experience: The website's look and feel was revamped to create aesthetically-pleasing visuals and a smooth checkout experience. WhatsApp functionality was integrated to enhance the Brand's Customer Communications. Features will continue to be developed for the global cart and checkout, allowing the Brand Team to continue to hone a unique and tailored customer experience.
Creation of Tangible Business Value: One month after launch, consumers were spending 48% more time on the website and there were an additional 250 transactions when compared with the same period of the previous trading year.
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