Unilever CRM Optimization and Strategy - Web and Brand Toolkit
Unilever is one of the world's largest producers of consumer goods, owning household names such as Dove, Axe & Knorr.
Unilever had an ambitious goal to create a billion meaningful one-to-one relationships with its consumers, but brands were currently limited by old legal practices as to how they could engage and target these customers. As a result, customers were being put off by extremely long forms for something as simple as a newsletter, and the individual brands under the Unilever umbrella were getting extremely low conversion rates with their CRM endeavors.
ROLE & APPROACH:
As part of the digital platform we were creating for Unilever, we created a leading-class CRM strategy that fitted with their ambitious customer relationship goal. I was brought on to execute the vision phase of the project and to define how it could be rolled out across the Unilever sub-brands. I worked with a strategist to define a full progressive profiling strategy and a toolkit to help the brands understand the key principles of trust and mutual data value exchanges. I also worked with a creative developer and a visual designer to create a high fidelity working prototype that could be shared as a north-star example for the brands.
- Project Roles
- UX/IA Designer
- Publicis Sapient
- Content Strategy, Low / High Fidelity Prototyping, Sketch, Usability Testing, User Behavior Research
- Project Industries
- Beauty, Entertainment, Lifestyle, Packaged Goods