Merging two brands into one digital experience
Two brands became one, and the group's digital interfaces, logins and saved bills had to move across without breaking. The merge finished on time and on budget, and satisfaction with the group's websites reached an all-time high of 94%.
The situation
A telecom group merged two brands into one. Every digital interface had to change: two sets of websites, content and logins, with customers' saved bills and settings, had to become one experience.
What was at stake
In a merge, customers notice what breaks before they notice the new brand: a bookmark that leads nowhere, a login that stops working, a saved bill that disappears. Each of those turns a brand change into a problem for the customer.
The decision that mattered
Matthaios used user journey mapping, and the new navigation was usability-tested with customers before launch.
Both brands' content went through an inventory: keep or cut. Addresses that went away redirected to their new home.
What was done
- Directed the cross-functional teams that carried the merge through every digital interface in the group.
- Mapped user journeys and tested the new navigation with customers before launch.
- Inventoried the content of both brands, decided what to keep or cut, and redirected the old addresses.
- Kept customers' logins, saved bills and settings working across the switch.
- Set one set of UI rules for both brands during the merge.
- Measured satisfaction through traffic, usage and behaviour, and turned what the business units needed into requirements for IT.
Results
- 94%satisfaction with the group's web touchpoints, an all-time high
- Delivered on time and on budget.
- Recognised as a case study within the wider group.
What lasts
One digital experience for the merged brand, with satisfaction with the group's web touchpoints at an all-time high of 94%.
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