Words that work – clever content that makes work more fun

Jonas Bladt Hansen, Arla Foods, May 4th 2016

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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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