Digital strategy

At first, we determined the online goals and KPI’s for the new website during an interactive workshop with internal stakeholders . A baseline measurement was put in place with the collected information. This helped to interpret our future data analysis measurements.

Soon a second workshop was needed to gather insights about the goals, the tasks, the needs and pains of the different user groups. With the data collected during these workshops, personas were created. Subsequently goal-based customer journey maps were drawn for each of the personas. They visualize the touchpoints of the persona with Sibelga while achieving their goals. The multi-channel content strategy that was developed, contains the digital strategy and a communication plan focused on the different target groups.

UX Analysis

An expert evaluation of the existing Sibelga website(s) and communication channels provided insights in the field of UX & digital marketing strengths and weaknesses. In addition, a competition analysis provided us with an overview of best practices with related recommendations.

Structuring & End User Validation

Using all information collected during the previous phases, we developed a general digital architecture. This answers the question: which channels or tools support the user at what time with what question?

After outlining this general structure, we focused on the Sibelga website. The different information flows aimed to achieve both the business and marketing objectives, as well as user objectives. This resulted in a first structure (information architecture) for the new site. To ensure that end users find their way in this new structure, we started online tree tests. A tree test evaluates a hierarchical category structure, or tree, by having users find the locations in the tree where specific tasks can be completed.