Let's dive into the approach a bit more. Our key word for the programme was "holistic." This played out as a multidisciplinary, international, start-to-finish approach that was tailored to the individual countries so each could go through the transformation at its own pace. A team of digital consultants, data specialists, technologists, architects, UX designers and digital marketers assisted every country in the process. Below is what this meant in practice.
1. Assessment
Every country began its transformation with an assessment in which we assessed their digital capabilities on: digital communications, technology, data and online brand identity. Based on this information, we determined the roll-out approach and set-up of their local platforms.
2. UX
Danone ELN comprises a large number of brands that must express the same style despite their different characters. In this situation, the only way to achieve a consistent user brand experience was to work with brand-specific style guides. At the same time, we needed to create independent user journeys and components that would answer parents’ everyday questions and concerns.
Besides inspiring and designing, our UX team also initially provided advice by doing expert reviews and domain research to establish a clear picture of a parent’s 1,000-day journey in the digital domain. We also conducted an international usability test to map the interaction choices required to develop the components for Aptamil, Danone ELN’s largest brand.
3. Technology
The assessment confirmed that each country had its own needs and wishes. The Adobe Experience Cloud is the best fit for Danone because it can be expanded easily, in line with the digital developments in each country. The platforms come configured with the Google Analytics 360 suite and a tag management system for A-Z measurement. A scalable front-end and central component library ensure that every country works with a consistent and customised platform.
4. Data
The only way to assess platform performance is with a well-implemented set of data tools. We opted for an agnostic approach, which means that we can use any tool to measure any event. This approach is becoming increasingly popular and gives more flexibility and independence.
5. On-boarding & training
We set up an on-boarding and training programme to ensure all Danone ELN teams knew how to use the platform and get the most out of it. We trained the local Danone ELN teams in digital marketing and platform topics such as KPIs, A/B testing and content management.
We also set up a learning platform covering strategy, best practices, platform, process and governance documentation, and webinars. Based on the needs and requests of local teams, Valtech continues as their digital marketing partner after the roll-out.
The only way to achieve a consistent user brand experience was to work with brand-specific style guides. At the same time, we needed to create independent user journeys and components that would answer parents’ everyday questions and concerns.
