Global Leader in Manufacturing, Automation, and Aerospace Technologies
Envisioning an End-to-End Digital Customer Experience
What if we could deliver a focused digital strategy and cohesive digital presence to drive sustained growth and success for a global leader in manufacturing, automation, and aerospace technologies?
Challenge + Opportunity
Our client, a global leader in manufacturing, automation, and aerospace technologies, was challenged by a fragmented digital landscape consisting of more than 300 websites that relied on outdated systems that hindered customer journeys, slowed the flow of leads, and diluted brand impact. Customers often entered the ecosystem at the wrong points, faced broken links, and struggled to navigate disjointed site architectures. The result was poor product discovery, low lead conversion, and overall unsatisfactory digital experiences.
To address these issues, the client engaged us to develop a comprehensive digital strategy and roadmap. This initiative focused on consolidating web properties, modernizing digital operations and infrastructure, and aligning digital experiences with customer needs—creating a foundation for improved engagement, lead generation, and long-term digital success.
Leveraging Proprietary Frameworks and Assessments
Our Strategy
To guide the client in addressing its digital challenges, we applied our proprietary Envision Framework, organizing the engagement into three phases: Insights, Ideas, and Investment.
Phase One: Insights
This phase focused on building a clear, data-driven understanding of its existing digital environment, user pain points, and areas of opportunity.
We began with stakeholder interviews and collaborative workshops to uncover insights into target audiences, customer journeys, and the digital maturity of marketing operations. To evaluate usability, we conducted our UX IQ assessment, a heuristic review of the client's digital properties across 10 categories and 100 markers. This included an analysis of user flows and recommendations for improvement.
We performed in-depth content and SEO audits. This included a full crawl and inventory, keyword analysis, and review of content architecture and sample pages across primary sites—along with competitive benchmarking. SEO audits focused on identifying technical issues affecting organic search.
We assessed the client's ability to personalize experiences and execute demand generation campaigns that drive visitors to product pages. These results informed capabilities planning.
Our teams also analyzed site performance data to identify behavioral trends and friction points.
Finally, we conducted a Now/New/Next competitive assessment that evaluated peer brand experiences to identify best practices and evolving customer expectations.
Visualizing the Ideal Future State
Phase Two: Ideas
The Ideas phase focused on shaping the strategic vision and identifying the capabilities needed to achieve the client’s future-state goals.
We began by reviewing existing personas and journey maps to identify gaps and provide targeted recommendations. To align stakeholders around a shared direction, we facilitated a vision and goals workshop with leadership, resulting in a clear statement of purpose to guide future-state planning. We then created a visual representation of the strategic vision, including user interfaces and a vision video, illustrating key experience components from the customer’s perspective.
To explore opportunities for enhancing digital engagement, we developed and refined future-state experience maps that highlighted improved customer interactions across touchpoints. Based on our analysis of its key websites, we also created a site composition decision tree with supporting rationale to guide consolidation and redesign efforts.
Finally, we led capabilities prioritization workshops using our EnvisionOnline Capabilities Library. These sessions helped us identify and prioritize the capabilities required to support the future-state experience and ensure alignment with business objectives.
Securing Buy-In and Alignment on the Plan
Phase Three: Investment
The Investment phase focused on defining a clear, actionable path forward, enabling the client to evaluate the potential impact of proposed initiatives and make confident, informed decisions.
To build the business case, we gathered and analyzed relevant data to develop a detailed ROI analysis for key initiatives. We also created a multi-year implementation roadmap that outlines improvement activities and major milestones to achieve the target state.
To ensure alignment at the executive level, we partnered with the client’s CMO to craft a compelling strategic narrative, which was shared in a final executive workshop, equipping leadership with the insights and direction needed to move forward with confidence.
In under eight weeks, we delivered a focused digital strategy that aligned leadership and marshaled resources to unify the digital brand and enable seamless brand-to-demand journeys.
Unifying a Brand to Drive Demand Across Digital Channels
To address the client’s challenges, we created a comprehensive plan focused on unifying its branding and driving “brand-to-demand” journeys. Our solution entailed upgrading and integrating corporate and business unit sites to enable seamless customer journeys and developing personalized customer experiences across platforms. Key solution components included:
- 1. Improved Navigation and User Interfaces: Enhancing site navigation and upgrading user interfaces to provide a more intuitive and engaging experience
- 2. Content Management and Optimization: Implementing better content management practices, including the use of Generative AI, and optimizing content to ensure consistency and relevance
- 3. Advanced Data and Analytics Capabilities: Maturing data, analytics, and personalization capabilities to gain deeper insights into customer behavior and needs
- 4. Operational Efficiency: Breaking down operational silos to empower connected experiences and optimizing digital staffing and resources
- 5. Website Consolidation: Removing unused websites to streamline the digital ecosystem and reduce maintenance costs
We also identified nine quick wins to drive immediate improvements, including designing and testing new navigation, standardizing forms, optimizing lead capture processes, and diversifying the image library for UX designers.
Results
Starting on the Path to Sustained Digital Success
In under eight weeks, we delivered a focused digital strategy to help the client align its leadership and marshal the resources needed to unify its digital brand and enable seamless brand-to-demand journeys.
Website consolidation and resource optimization will drive operational efficiency and reduce costs. Enhanced user experiences and personalized journeys are expected to boost customer satisfaction and engagement.
With a stronger, more cohesive digital presence, the client will be positioned to increase organic traffic, improve lead conversion, and drive digital sales, laying the groundwork for sustained growth and success.
