Collaborated with Samhita, an independent communications consultant on the digital marketing strategy for Hexagon Nutrition - whose customer base is global and diverse. The strategy roadmap (2018) advocates for a blend of an intuitive website, compelling content, and optimal use of digital channels.
How might the website cater to the specific yet varied interests of visitors while promoting the Hexagon brand?
ANALYSIS PITCH
After thoroughly analysing Hexagon’s website, a set of observations were conveyed as a first level to indicate potential for much more to be unraveled based on field research. Brief competitor analysis was also done in parallel to understand the varied degrees of site offerings in the related industry.
STUDY / INTERVIEWS
We needed to identify valid opportunity areas in addition to the visible problem areas.
7 employees from different product lines were interviewed in person/over phone. A questionnaire was developed to understand the different customer segments with relevant communication channels and the positioning of the website in the buyer journey. Meticulous transcription revealed insights ranging from immediate content needs to alternate ‘calls to action’ that would shorten offline communication loops.
RECOMMENDATIONS
■ OPTIMAL SITEMAP -
Phase 1 - Minor re-organization of website.
Phase 2 - Based on content development progress.
■ OPTIMAL JOURNEYS - Sample scenarios to demonstrate the ideal journey a prospective customer should take through the Hexagon website. Based on the interviews, we mapped the respective aspects for product line/clients with applicable automated/staff communication elements.
The journeys were intended to validate our understanding, highlight the missing links or opportunity areas for intervention and guide suitable content development for future implementation phases.
