Bottom Up Change

Placing a digital platform at the heart of organisational change

within Oxfam

People Process Technology

Appointed as Oxfam’s digital partner in 2010

1. Complete User Experience overhaul Information architecture and content re-structure

Complete re-design

Fully validated with end user testing

2. Implementation of new Sitecore CMS Platform Integration with existing and new service providers

Replacing all existing Oxfam GB platforms and websites

Code & Oxfam GB

What drove the need for change?

What challenges were Oxfam facing?

Oxfam’s challenge Diversity of audiences

Size and fragmentation of existing web-presence

Scale of organisation

Technology integration

Development process & operational change

Digital visionWe will be the leaders in using digital to amplify poor

people’s voices, to create change and to enable our supporters to play a role in that change.

Cash• Shop revenues• Increased

donations

Connection• Increased

customer engagement

• New and deeper ways of interacting

Capability• Tools &

technology• Efficiency and

consistency• Agile mindset

CMS

CXUX

Hand built HTML pages (approx. 20,000!)

Content spread across 80 microsites No central integration

No sharing or re-use

Knowledge, ownership and management spread across organisation silos

Replacing…

What did we build?

Multiple audiences & needs.

One brand experience

How change?10 ways we initiated ‘bottom up’

change

1. Agile Principles

Business Process Technology

Business impact Speed to market and value driven

Reaction to change

Business involvement

Team dynamics

Process implications New ‘iterative’ methodologies

Leaner documentation process

Continuous planning

Radically different management, tools and reporting

Improvement ‘baked’ into the process

Technology innovations ‘Quality’ focus, lower cost of ownership

Continuous testing

Automation throughout

Iterative, frequent releases

2. Design Thinking

Business Audience Technology

Collaboration

CODE

Digital

Brand

Supporter Marketing

Volunteering

CampaigningFestivals

Policy & Practice

Education

Trading

3 days of ideation

BRIEF GOALOPEN EXPLORE CLOSE

Set the stageInformationIdeas

ExamineExploreExperiment

ConclusionsDecisionsActions

3. User Centred Design

User-centred design

approach

Identify audience segments and understand their behaviours

Map their interaction with the organisation and their ‘customer journey’

Validate thinking with real users

…to achieve your business goals

How we started600+

Business requiremen

ts

16 weeks

Customer journeys & wireframes

24 hrsStakeholderinterviews

1800 hoursDesign &

prototyping

3 days

Idea generation

79 Prototype

pages tested

91 usersIn user testing

15 stakeholder

sIn user testingStakeholder and end user engagement

throughout

User personas

User Journeys & Persuasion

Card sorting & tree testing

User testing each iteration

4. Leveraging Technology

Content Management & Content Delivery

Social Media

eCRM

eCommerce

Analytics

Document Management

CRM

Advocacy

Recruitment

Community

Integrated

5. Empowered Editors

Control in the hands of

editors

Harnessing the power of Sitecore’s editorial tools to empower the content team.

Create once, publish to all platforms

Control and flexibility when needed

Autonomy and rules for ease

?

?

?

Fixed Templates Component Built

Speed of editing

Flexibility and control

Page editor

Components

Personalisation – rules engine

6. Ways of Working

New collaborative methods

Wiki for documentation

Requirements, storiesplanning and management

Asset sharing and communications

7. Team Autonomy

Ownable Spaces

2 week cycles

Autonomy over planning

Daily stand-up

Retrospectives

8. Iterative Delivery

Product Backlog

Sprint Backlog Release

Daily Scrum

Sprint(2-4 weeks)

Sprint review &Retrospective

The sprint process

Backlog

Requirement

Requirement

Requirement

Vision

Prioritisation

Business Value

Effort/Cost

Sprint

9. Test & Learn

Learn about your

audience through testing

Cycles of continual learning from the consumer, throughout the lifespan of the product or service.

Move from a user-centred design process to making conversion-centred design decisions.

Winner20% higher click through rate

Winner 2.5x higher CTR

10. Future Proofing

A platform to grow with

you

Digital channels are competitive.

Audiences expect more.

Use all the available tools to sophisticate your efforts and gain competitive advantage.

xDB for Customer Experience data

CRMSocialMedia

Customer Support

Website

POS AppsxDB

Single Customer View

Analytics

Path Analyser

Value

Visits

Value Per

Visit

Segmentation

Content Testing

Federated Experience Manager

Questions?louis.georgiou@codecomputerlove.com

@louisgeorgiou