jonas bladt hansen: words that work – clever content that makes work more fun
TRANSCRIPT
Words that work – clever content that makes work more fun
Jonas Bladt Hansen, Arla Foods, May 4th 2016
13 May 20162
That´s me(or at least half of me)
I try to make work even more fun – and businesses more profitable
Serious facts• In Arla since 2013• Global Project Manager, New Intranet
(CheckIn)• MSc (Strategy & Leadership)• Previously worked for Hi3G (”3”), DSB
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12,600+OWNERS
THE 5TH LARGEST DAIRY COMPANY
MILK INTAKE14+ BILLION KILO
19,000+COLLEAGUES
12+ BILLION DOLLARS
REVENUEPRODUCTS SOLD IN
100+ COUNTRIES
Goodness comes from within
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Arla in the world
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3.5 glasses for everyone
To the moon
x 7
Around the world
x 47
13 May 2016 Goodness comes from within
13 May 20167 Goodness comes from within
13 May 20168 Goodness comes from within
William Bunting Ashbourne, United KingdomWilliam Jackson
Aylesbury, United Kingdom06:58.02
Checkin’ in to a new way of creating content
CheckIn (One Portal Project)
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Main Deliveries & Main Objectives
*Phase 3 requires approval of the Finance Board
August 2016 – March 2017August 2015 – June 2016September 2014– June 2015
New global front pageBasic Intranet launched
Service Portals(HR Portal, Travel, Policies)
Mobile news
Automated Forms & Workflows
10-15 Service Portals
Enterprise social
PHASE 1ONE ARLA FEELING
PHASE 2WORK SMARTER
PHASE 3*COLLABORATIVE
WORKPLACE
Postponed/new Service Portals
More Mobile
Dairy template
CheckIn in headlines
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Where we came from
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GLOBAL1 Channel
NATIONAL4 Channels
BUSINESS GROUPS8 Channels
Web design for Homo Sapiens
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Behaviour to keep in mind when designing web pages
We take the first reasonable choice
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Fun Fact: 91 % of usersdon’t go on to page 2 on Google searchhttps://www.quora.com/How-many-Google-searchers-go-to-page-two-of-their-search-results
We know we don’t need to read everythingSo we scan – and we are good at it
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http://www.slideshare.net/JoanLumanauw/ux-lesson-6-visual-hierarchy
Fun Fact: 55 % of usersleave a webpage afterless than 15 secondshttp://blog.hubspot.com/marketing/chartbeat-website-engagement-data-nj#sm.000012h3wzv9hwdv6spvcc1kzicff
We are in a hurry
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We like to guess – it’s fun & free
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We don’t read instructions
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CheckIn
We don’t read instructionsWe muddle through
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CheckIn
SALE
Hardcoded words in our brain
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Buy Tickets
Our brain*
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*Kahnemann, Thinking Fast & Slow
Our ambitionDesigning pages
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Light pagesIntuitive UXTask focused
What we needed
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• Use Conventions
• Break pages up in clearly defined areas
• Make next actions obvious
• Eliminate distractions
• Support scanning
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Our Concept
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Front Page
CheckIn’s UX concept
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Examplified
Example: Finding the travel guideline…
My Workplace(Old Intranet)
CheckIn(New Intranet)
Intranet front page
Corporate Center
Procurement
Systems & Tools
BCD Travel Portal
Travel Guidelines Database
Intranet Front page
”I Need To…” Handle Travel & Expenses
Travel Guidelines
Our Concept
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Service Portal
Our ConceptService Portals
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Definition
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A Service Portal is a site on CheckIn where employees can get quick access to tools, services and information offered by a business group, department or area in Arla
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Content Zone (+contact web part): • Setting the scene • Guiding the users to the most used/most relevant content with
images, deep links and (very little) text. • Contact box is not required but can be placed next to Content zone.• Can be language and country specific.
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If you need to…• Link roll up app listing all important links to sub sites and pages. • Can be language and country specific.
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News Roll up:• News roll up for the specific Service portal• Shows the local news produced by the service portal news editors
and news tagged with the area of the service portal (e.g. #innovation #HR #Marketing #Finance etc.)
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Featured Areas:Banner links to important projects, activities, campaigns etc.
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The owner is the overall responsible for the service portal . He or she owns the front page of the service portal and maintains it personally or in collaboration with an editor
The sponsor should be a member of the management team that deliver required decision power and mandate to the group. The sponsor is also responsible for ensuring that relevant managers are involved and approve of the work done by the group.
Local news editors publish news on the Service Portal. A News Editor is offered training in how to publish news. News Editors must follow governance guidelines for publishing news.
A Service Portal must have at least 1-2 educated Content Editors. These will attend a training course and create, update and maintain content on behalf of the Content Owners and have the mandate and responsibility to remove outdated content.
Content owners are responsible for the quality of the content on the pages that they own. Often the content owner will be the contact person on the site/page. The Content owners participate in content reviews and updates.
Our ChallengeEnagaging the workforce
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Editor
Daily job
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MEETING 1:Introduction
Workshop
MEETING 2:
Project Alignment
TASKDefine the
organisation
TEMPLATECheckIn vision
& purpose
MEETING 3:Defining the
content
TASKApproval of
organisation
TASKPrepare vision
& purpose presentation
TASKDefine
content & owners
TASKImplemen-tation plan
MEETING 4:Designing the Service Portal
TASKGet approval
by key stakeholders
TEMPLATEService Portal
Mock up2hrs
1hrs
2hrs
1day
MEETING 5:
Training
MEETING 7:Training
(optional)
MEETING 8:Front page
MEETING 9:
Approval plan
2days
TASKBuild the
Service portal
TASKComplete front page
2hours
2hours
1hour
MEETING 10:Launch
strategy & handover
TASKCreate
Communication material
1,5hours
MEETINGPlan review
with Intranet manager
TASKReview , update/delete
content
1hour
TEMPLATELaunch
template
TEMPLATEList of content
areas
TASKGet
Approval
1-4 weeks 2 weeks 1 week 1-4 weeks 1 week 2 weeks
1-4 weeks 1 week 1-2 weeks 2 weeks1 week
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Designing a good I NEED TO… Navigation
IMAGINECheckIn is a motorway and you are working at the national traffic agency, responsible for signage. You are about to do the signage on the motorways out of Århus. This is were people are going:
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EsbjergRoskildeSvendborgHolbækHjørringHornsletBillundHirtshals
OdenseAalborgAabenraaLemvigFaaborgSkjernSkagenBrønderslevIkast
FlensburgFarumSkiveHolbækSilkeborgKoldingHorsensKøbenhavnMiddelfart
HolstedRødekroTinglevTønderRibeVejenSønderborgSkanderborgOdder
BrammingHamburgThistedGrenaaKøgeVejersTarmDragørRingsted
Designing a good I NEED TO… Navigation
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Additional info needed
…you should also inform about
Speed limits
SOS spots
Gas stations
Rest areas
Radio stations
Roadwork
Exits
Distances
…and much more
Designing a good I NEED TO… Navigation
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But you only have that much space:
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…and only a few seconds to get attention!
Designing a good I NEED TO… Navigation
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So you do not want it to look like this…
Welcome to our signWe constantly strive to give you the best guidance you can get.Our values are
- Consistency- Simplicity- Customer focused- Responsibility
If you are travellling to Copenhagen, youshould use this exit.
Designing a good I NEED TO… Navigation
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This works better
Copenhagen
Remember
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Some areas are just too small to get a presence
That´s why car drivers have this And our colleagues have this
…you just need to be good at tagging and in creating best bets
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Examples
Best practices• Approve invoices
• Asset protection audit
• Find preferred suppliers
Improvement Area• Dialogue
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Don’t use insideout terminologyDialogue is dialogue in Arla…
Place content and links in the right context
Too much of a good thingUnstructured content confuses.
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3 seconds is all the time users have..…and that is not enough to decode what this is about
Guide the userWhat should I click – and why??
Get rid of the fluffy stuffNo one reads it – to be honest.
Don’t use pictureswith textThe Search engine won’t find it.
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Create goodnavigationalflows…Create a flow that makessense to the user
Different styles of learning and understanding contentIf possible use video or external links to clarify for different peoples
The scannable page
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Short introsThe user must be able to identify if the site is relevant
Use Image and pictures whererelevantUse them when it supports yourmessage in the text.
Use paragraphsand sub headlines – a lot
Link to relevant stuff in the sidebarIt’s easy to scan
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Highlight importantinformationFor instance by moving it to a box
Make it obviouswhere to click.Never let users get stuck.
Help usersscan the pagesUse headlines and bullets
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DEMO versionExisting version
Search results
Challenge 2
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Reshaping our news stories
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Our ambitionDesigning News
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Interesting headlinesRelevant storiesInformal tone of voice
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TrainingKey messages
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How our competitors do…
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Most shared story, Forbes, 17th june 2014
Frontpage, Buzzfeed.com
http://www.youtube.com/watch?v=cBlRbrB_Gnc
What we came up with
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InfotainmentInfographics
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Communication Concept
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One Universe
Vacancies
Launch of Code of conduct report
Ny software til organisationsdiagram
Employee Data ManagementVacancies
New Procurement application
Learning points
• Don’t make users think…
• Make sure you have a clear concept
• New platforms might affect areas you wouldn’t think of (e.g. news, tone of voice etc)
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Mobile content
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CheckIn AppAppen giver adgang til
CheckIn via Citrix
CheckIn mobile newsNyhedsoversigt på mobilen
Artikelvisning Artikelvisning med tags
Discussion
How do you design mobile content?
Which Intranet content works on mobile?
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@Bladt77
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