Global Leader in the Chemical Industry
Reimagining Digital Experiences to Drive Growth and Sustainability
What if your digital presence could engage customers, simplify self-service, and showcase your commitment to a sustainable future?
Challenge + Opportunity
Our client, a global leader in the chemical industry, wanted to enhance its digital presence and become more customer-centric while reinforcing its leadership in environmental, social and governance (ESG) initiatives. To support this vision, the company was working to meet evolving visitor expectations by providing enhanced self-service capabilities, accessible product and sustainability information, and more.
However, it discovered that its existing website and supporting operations were not up to the task. It struggled to deliver a cohesive digital experience, keep visitors engaged, and streamline content development, publishing, lead generation, and lead management. To overcome these obstacles and realize its vision, it needed a comprehensive digital strategy and a redesigned website.
Leveraging Proprietary Frameworks and Assessments
To guide our 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 current digital environment, user pain points, and areas of opportunity.
To do this, we conducted primary and secondary research to gather insights into the target audience, competitors, and industry trends. This research was foundational and informed subsequent phases by identifying key areas for improvement and innovation. Next, we interviewed key stakeholders to understand their goals, challenges, and expectations.
These yielded valuable insights into internal perspectives and helped align the strategy with the client’s objectives. In parallel, we deployed our proprietary CX IQ Assessment to survey its leaders about CX practices and capabilities and benchmark the organization’s maturity in this area.
To complement internal insights, we conducted interviews and online surveys with several of its customer segments across different regions to explore needs, goals, and pain points across the entire customer journey.
We then analyzed digital properties for strengths, weaknesses, and improvement opportunities. Finally, our Now/New/Next Benchmark Assessment analyzed the prevalence of key features and content across a set of reference brands to inform its CX innovation portfolio.
Developing a Digital Strategy and New Website Design
Phase Two: Ideas
In the Ideas phase, we focused on shaping the strategic vision and identifying the capabilities needed to achieve the client’s future-state goals.
We developed the strategic digital direction and created design concepts, templates, and components for the new website to enhance user experience and engagement. These designs were informed by our research and were used to help its stakeholders understand the potential outcomes of our recommendations. We also developed a content strategy, including the use of Generative AI, to streamline content creation, management, and publishing processes.
Next, we used our EnvisionOnline Capabilities Library and a series of collaborative workshops to identify and prioritize the capabilities needed to realize the vision, including platform optimization. Finally, we conducted an “Art of the Possible” workshop, specific to its existing Optimizely implementation, to provide inspiration through best practices and emerging solutions relevant to the strategic vision.
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.
In this phase, we defined a governance model to promote standards of quality and consistency. This included specifying practices, policies, and processes that govern digital experiences and help maintain their effectiveness, such as charter, decision rights, RACI, and roles.
Then, we created a three-year implementation roadmap detailing the improvement activities needed to reach the target state, including key initiatives and major milestones. All of this culminated in a presentation and recommendations workshop for its executives.
To help our client address their challenges, we created a digital strategy, laid out into a three-year implementation roadmap, that focuses on strengthening its digital offerings and capabilities in four key areas.
Results
Starting on the Path to Sustained Digital Success
Our digital deep dive found that the client has website usability and navigation challenges, a competitive disadvantage in digital experience features, inefficient team processes and digital governance, and underutilized tech stack and experience platforms. To address these challenges, we created a digital strategy, laid out into a three-year implementation roadmap, that focuses on strengthening its digital offerings and capabilities in four key areas:
- Audience Engagement: Redesign its website for improved navigation, search functionality, and user experience. This will allow customers to self-serve by offering personalized content and findable product information.
- Brand Evolution: Develop experiences that deliver differentiation and reflect the client’s cultural transformation.
This will drive site traffic, increase engagement and elevate brand messaging.
- Operations Velocity: Streamline digital operations and establish clear processes for content creation and delivery. This will align operations and delivery for relevant, updated experiences and sustainable long-term growth.
- Continuous Improvement: Enhance analytics to gain insights and support optimization in alignment with strategic goals. This will allow key platforms and customer data profiles to deliver a personalized CX and feedback.
Delivering exceptional digital experiences to customers on a brand-aligned platform will enhance experiences and reinforce its leadership in ESG initiatives.
