Problem statement

The brand, a market leader, in almost all the categories that is competes in – is a 3 Decade plus company in the energy industry.

The brand, given it’s evolution along different product lines and services, had an extremely fragmented image – online.

Given that all of it’s competitors are global companies, with a very strong digital presence, the Brand desperately need to upgrade it’s digital presence. But, this was easier said than done, as the brand’s business units were not very convinced about getting proper representation in the brands new digital avatar.

Key concerns were

	Fragmented brand image
	Inconsistent Communication on Digital channel
	Information not updated regularly
	Product / Service line mis-representation

Mostly importantly, Brand’s offline strengths were not represented correctly in the Digital medium

Solution Overview

MVG Digital worked with the core team, including the MD’s office and the Digital Initiatives driver to define the business goals and address the concerns of each of the business units, operational units (including facilities) and of course, the management team.

Keeping that in mind, MVG Digital conducted the following exercise

	Strategic Assessment featuring, Qualitative interviews (in-person and online and Quantitative surveys
	MRM board review for presenting results of the Strategic Assessment and to get buy in from all key Management team members
	Finally, evolved a UI/UX and design, including a complete information architecture of the proposed portal
	Product / Service line mis-representation

The impact

	Integrated UI/UX with equal representation for all internal Business Units
	Operational BU specific buy-in, based on interviews &individual approval
	Complete Management team buy-in, including heads of business functions & operations
	Final output of information architecture with clearly defined personas, user goals
	User interfaces and user experience flows based on approved IA