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The client, a business unit of a global chemical manufacturing company, aimed to upgrade their sales concepts for the UK & Ireland. The focus was to bring their operations in alignment with global architecture visions, particularly focusing on transforming their e-commerce capabilities to be more efficient and user-friendly.
To conduct an in-depth Information Architecture (IA) audit, focusing on the alignment of their current business processes with industry-standard solutions. The target was to transform their sales and marketing-related design flows, with an emphasis on e-commerce, even in B2B scenarios. In this project, we were supporting a design agency in charge of designing the customer experience and business transformation.
We used the business capability mapping approach to understand their information architecture. By categorizing the client's B2B customer experience workflows into business capabilities, we were able to assess their current status and future relevance. Through one-on-one interviews with stakeholders and detailed document analysis, we drew insights and identified gaps in their current system.
1. Prioritizing Data Management and Integration: Based on the interviews, it was evident that the lack of two-way integration, detailed data, or quality data was a major hindrance in achieving their business goals. By improving data management and integration, the client could offer more accurate product availability and detailed order history data.
2. Transforming Order Management: The client's current system lacked the flexibility required for online sales. We recommended implementing a new, fully integratable CPQ system with integrated pricing and availability management, turning their order management into an online-ready capability.
3. Adopting a Main Architecture Approach: To ensure a seamless flow of information and avoid data quality issues, we recommended the use of API products. This would allow for reusable services, compatible with many internal and external solutions.
The company has been implementing these recommendations, moving toward a more integrated, efficient, and user-friendly online sales architecture. Their data management capabilities have improved, and they're in the process of upgrading their order management system.
This case underscored the importance of aligning business capabilities with customer experience workflows. It also highlighted that any digital transformation initiative, especially ones pertaining to e-commerce, must prioritize data management and integration. Lastly, the adoption of an API-driven approach can significantly streamline operations and boost efficiency. The case demonstrated that digital transformation is a journey requiring a deep understanding of existing processes, clear goals, and an actionable roadmap.
