All For One

Over 17 years ago, we began working with the marketing department of the BCC software house – one of the forerunners of SAP implementation in Poland. Together, we went through the process of organizing the BCC brand image (more on this on the websites of our sister company Brand4Future), the change of ownership to SNP Poland and another www rebranding, this time within the international structure of the All 4 One Group. We take care of reliability, advise on the expansion and support the marketing department in managing over 4,000 subpages of a very advanced www site with an extensive knowledge base. In the following part, we will describe our experience in handling such a large system and rebranding processes.

See the link to the branding portfolio:
https://brand4future.eu/en/portfolio/bcc-2/

As part of the project, we often worked in workshops with the Client, conducting analyses, developing processes in order to optimize the operation of the website. Thanks to this, today it is a powerful information and sales tool generating a large number of leads for the sales department.

In the rebranding process, the key preparatory stages that we went through were:
Step 1. Analysis of stakeholder expectations – in international organizations, it is always crucial to determine the goals that decision-makers want to achieve. This stage is important for the project to be successful
Step 2. Understanding the guidelines – changing the assumptions of the brand identity, new visual style, or new elements of the pattern lab, for an effective and efficient process it was necessary to analyze them thoroughly
Step 3. Planning changes and organizing the process – an important element of cooperation was to develop a work process so that it would not cause losses in current operations (e.g. reduced number of inquiries from customers)
Step 4. Persona analysis – over the years, user personas have changed and we have re-examined their needs to reflect them in the UX of the website

From the point of view of managing such an extensive website (with over 4,000 subpages), it was crucial to properly plan and organize the content development processes. For these assumptions, based on the pattern lab (i.e. the visual system of the parent company), we developed and implemented a flexible model for building subpages from section types.

In this way, over 80 unique sections were created, from which people administering the website can freely build subpages without the interference of developers.

• pattern lab (sometimes called design system) – a virtual collection of graphic elements from which individual sections are then built
• clickable mockups in Figma – a prototype with graphic designs of key views presenting 1:1 the final appearance of the pages
• content specification – technical guidelines for the Client’s team and developers regarding the construction of text containers (number of characters, their arrangement) and graphics and videos (maximum file sizes, resolutions)

The development process took over 6 months, including testing and content migration. At the implementation stage, due to our strong position in search engines, we used the services of an external entity specializing in SEO services. We wanted to avoid mistakes and long-term loss of position.

The strong point of the All4One implementation is undoubtedly the enormous work of the Client put into creating unique, interesting and expert content. The substantive side of guides, webinars and case studies is supervised by very experienced editors with expert knowledge, and it is for them that we have implemented:

Knowledge zone – a section containing almost 1,000 publications (including guides and case studies), describing SAP implementations carried out in various industries and on various markets. We have placed emphasis on ensuring that access to the sought information is quick and intuitive from the point of view of a potential A41 Client.
Webinar center – a virtual solution showing both archived recordings and helping to organize subsequent, “knowledge” meetings with Clients online.

Practically the entire A41 website is designed with the needs of potential customers in mind. Each user is looking for slightly different information (the needs of HR departments are different, and those of the production support department are different), which is why two paths to access the offer have been implemented.

The first is the offer through the prism of needs – based on historical queries, the needs that most often come to A41 from customers have been selected. The information structure (and therefore the section on the website) and the most interesting case studies have been adapted for each need. The second path is the alphabetical presentation of the offer, i.e. the so-called catalogue from A to Z. This is a description of the offer that works on the website and allows the customer to quickly obtain information. An intuitive, advanced search engine is part of this catalogue.

The process of preparing for publication is similar with each implementation. Our goal is to maintain quality and avoid making mistakes when transferring to LIVE.

• BETA version – is created as a ready-made mechanism for use by administrators and editors on the Client’s side, has full functionality, the Client worked on this version to supplement content
• Training and support for the administrator on the Client’s side on the BETA version – we provide training as standard and in case of any problems we provide assistance to the Client’s team
• Introduction of content in language versions
• Manual testing on the test environment, including forms, links to social media, external integrations, e.g. sending offers to the Client’s internal systems
• Optimization of the page loading speed
• Optimization for SEO, launching remarketing databases, website measurement
• Security tests – were extremely important from the point of view of our Client, because A41 also offers security support services