Digital customer experience platform in a new light

Agile method
The combination of structured planning and an agile approach proved to be a success factor in the implementation of the complex, time-intensive project. “We held Scrum meetings on the current topics on a weekly or daily basis and had monthly planning meetings, supplemented by testing sessions and release loops for design and architecture. The focus was on content harmonisation and building the new structure as well as adapting the interfaces,” reports Ulz. For example, the various data sources, such as the product databases but also website sections, e.g. the press area and the numerous product pages, had to be integrated. In spite of all the challenges, we succeeded as a team in getting the new web portal live on time. Now, in expansion phase two of the web portal, we will continuously incorporate improvements and enhancements,” says Scheikl. These include full-text search and additional product information and functionalities. “Surely the biggest challenge was definitely to integrate two companies with different portfolios. Thanks to the excellent cooperation with DCCS and our international colleagues, we were able to successfully manage the complex project together," says Ulz, looking back.

Web presence in a new light
The result is truly impressive: ams-osram.com is up-to-date, interactive and dynamic. The site has a clear structure with three pillars (products, applications, technologies), intuitive navigation, clearly arranged content and numerous forms that support users with a mix of FAQs and contact options. Interfaces to distributors help boost acquisition via sales partners. One example is a "buy now" button next to individual products that allows them to be purchased directly from the respective distribution partner. Another key features is the product search via the product selector: With it, users can search for product areas, application areas and parameters and filter the results. A virtual showroom provides animated insights into the solution portfolio for consumer, automotive, healthcare and industrial applications. News, career, investor relations and events sections complement the new portal. “The mix between business-relevant, interesting content, optimised design, target-oriented web links and many download options is the basis for this successful web presence,” states Ulz.

Crucial digital touchpoint
When it comes to product marketing, the new web portal marks a major step forward. “The company's professional, dynamic presence via the digital experience platform guarantees an outstanding user experience for all target groups, which is reflected in increasing interaction rates and length of time spent on the site as well as good rankings of our business-relevant key words in search engines,” says Scheikl. This is where its simple navigation, appealing design, translation into five languages and overall high user experience pay off. In the future, the personalisation of content via the connected CRM system is to be intensified in order to be able to address customers specifically with individually suitable content. Moreover, the effort going into e.g. the input of documents for the more than 1,000 products, has been significantly reduced, because many of the manual steps have been automated. Currently the project team is working with DCCS to improve and expand the web portal in further phases. “There is still a lot of potential. For example, more product family pages are to be added, the download centre enlarged and the search function further improved,” says Scheikl. ams OSRAM’s digital experience platform is thus constantly developed further to perfectly meet its purpose as the crucial digital touchpoint for various user groups around the world.