Enhancing the Digital Experience
Wesco
How do you get people to use something that’s new, foreign and maybe a bit clunky upon release?
How do you convey technical information to people that aren’t digital natives and don’t speak “tech”?
How do you keep cross-functional teams aligned throughout a complex digital transformation?
These are the questions I answered daily throughout my time at Wesco. Situated on a Change Management team, I was brought on to assist with commercialization, enablement, adoption and alignment. I managed internal and external comms for the DigitalXcelerator project within the OmniChannel initiative.
In support of launching 3 international eCommerce sites, I developed multiple digital campaigns, created countless user guides, led businesses through customer conversion, managed stakeholders across channels, developed governance procedures, enhanced operations, and established product marketing standards. My work required frequent collaboration with analytics, VOC, CX, sales, marketing, product, QA, leadership, and customer support.
I took a customer centric, data-driven approach to ensured everyone had the information they needed to get value out of the project and product on a daily basis, whether they were an internal employee or an external customer.
This page is under construction. The information included is partial and will be elaborated on in the near future. Thanks for taking a look in the meantime!
Reimagining B2B eCommerce
Over the course of many years, Wesco acquired a plethora of wire and cable and security system brands. The issue is that despite being acquired by Wesco, they all continued running on their own legacy systems (some of which are 20 years old). This was creating a significant constraint on resources and thus the DigitalXcelerator Project was born. Our goal? Consolidate all brand systems onto a unified backend while maintaining distinct frontend storefronts. This would allow Wesco to streamline system management while allowing customers to continue doing business with the brands they know and trust.
In simplified terms that would make our POs cringe, this involved building refreshed eCommerce platforms and converting customers from their legacy systems.
So where do I come in? Telling the story of why this? and why now? I made sure everyone knew what was coming, what was live, and how to interact moving forward.
Team Alignment
Intranet sites and resource hubs, newsletters and webinars.
You’ve gotta meet people where they’re at- some are online, some are in their inbox, some show up to webinars, and some don’t. The challenge with multi-generational teams with employees coming from a variety of acquired brands is that everyone is used to getting their information from different places and is partial to different formats. We ensured everyone had a consistent and reliable source for project information and updates.
Pendo
On my very first day, I was introduced to the wonderful SASS product, Pendo. A tool that would soon become my bread and butter when it came to understanding users and efficiently communicating with them.
Release Management
Unbelievably, a massive digital transformation was underway and no formal release process was in place… I was new to tech but knew this chaos was not sustainable within the project’s scale.
So I developed a release process for gathering information from the development teams ahead of product and feature launches. This information was populated within a template that solicited information for conveying value, use cases and who the affected stakeholders would be. Our team then took this information and packaged it for disseminating to leadership, sales reps, customer support, and ultimately, end-users.
This process allowed us to continue developing with agility while ensuring all affected parties had the information they needed to meaningfully engage with new release items.
The information collected was used to enable Sales Reps and mobilize customers to engage with new digital products and features with the ultimate goal being engagement and adoption.
CrossCheck
A gamified application designed to crowd-source industry data from our sales reps in order to train an AI model for generating product recommendations.
I rolled out a multi-platform promotional campaign to which inspired sales reps to engage with CrossCheck. We collected hundreds of thousands of data points within a few months. We had power users who logged in daily to get their game fix and rack up points.
In order to successfully launch this game, I created an intranet site that would act as an information station for all things CrossCheck. The intranet site, hosted on SharePoint, housed things like Terms and Conditions, Rules of Engagement, Promotional incentives, and a Leaderboard.
A weekly newsletter was posted on SharePoint and emailed to all participants announcing the week’s winners who secured credits within their employee recognition platform through significant engagement with CrossCheck.
The campaign was so successful at engaging Sales Reps and collecting data that I was approached by leadership to roll out a secondary campaign.
Stats and specifics of the campaign coming soon.
Visualizing the Product
Stakeholders often want to know what they’re getting and what’s taking so long. Verbally communicating the intricacies of a cutting-edge B2B eCommerce platform doesn’t always land. So I created a visual mapping of the product journey (no CX didn’t have a master version of this), which pieced together the comprehensive user journey so brand leaders could wrap their head around how all the awesome features fit together and create a seamless experience for their customers.