Tapping the global drinker

Summary

We were asked by Jameson to revamp their global brand website to help propel them towards becoming a top 10 iconic brand. To achieve this we needed a data gathering machine that would support local content across 40 markets as well as a consistent brand experience.

Two trips to Dublin, eight hours of presentations, a tour of their distillery, drinks with customers, drinks and dinner with teams, great music and more. To say the Jameson team knows how to run a brief is an understatement. And they’re a pretty fun bunch too.

Our Services
  • Opportunity analysis
  • User research
  • Rapid prototyping
  • UI & Interaction design
  • Qualitative research
  • Roadmap definition

The challenge
Local content, global brand

Local content, global brand

We wanted to move their team away from thinking about a brand website as a one way marketing tool. To reframe it as a platform for connecting with and measuring customer activities across physical and digital channels wherever they are in the world.

This meant designing a data-centric system of components that could be assembled to work under any market condition or local brand strategy – from connectivity to content type.

Local content, global brand

Our approach
Start with purpose

We worked alongside different business units in both Dublin and London using fortnightly cycles. Each cycle focused in on a particular area of the business and started with the same question – “what’s the purpose of adding this content and why does the customer care?”

Start with purpose
Sample image description

Our approach
Catch, Connect, Convert

We created a framework to help guide our decisions for the design and content strategy:

Catch: Grab the customer's attention.

Connect: Serve up what they expect to see.

Convert: Convince them to follow through on a specific action.

Then we tested everything in the US market (Jameson’s biggest) and the Kenyan market (one of the newest). Insights collected were continuously fed back into the process to help guide design iterations and when we landed on a system that works for both markets we rolled out those ideas further.

Jameson digital CX

Elsewhen blew it out of the park. They really helped us focus on what would truly move the needle. We’re delighted with the results and the stats show our customers are too.

Michele BurtonPernod Ricard Global Senior Brand Manager

Outcomes

Within 5 months Jameson had a mobile first content strategy, design system, website and shop rolled out across 40 markets in 16 languages.

See the site

+48%
New traffic
+103%
Pages visited per session