BURBERRY wanted a new platform to run everything from retail websites to employee and supplier portals
Background
Christopher Bailey, Burberry’s creative director, was standardising across the organisation. A meticulous stickler for detail he beleived every touch point, where a stakeholder interfaces with the brand, should be “very Burberry”. From the uniform hair colour and clothes of the receptionists in the London headquarters, to the lack of waster paper bins on the floors. (Rubbish was deposited in a slot in the wall and the end of the room. No messiness allowed!).
This conformity was desired across all digital touch points as well.
Problem
The issues were that Burberry had one platform for retail digital channels.
There was a different platform used for internal channels and suppliers had a myriad of ways to transact with Burberry.
Added to this was the decision to use Salesforce as an ERP across the business.
Burberry needed finessed User Experience Design to tie all these experiences and journeys together. Out of which a “very Burberry” look-and-feel User Interface system would have to be born.
Solution
Welcome to Burberry World, a place where everything you need from Burberry was available.
We worked with in-house developers and Saleforce to fully understand how the system’s capabilities could best serve the needs we had uncovered from stakeholder interviews and research.
We then created an atomic Design System so that different user interfaces could be quickly developed whilst sticking, meticulously, to a stringent design language.
Following our documented guidelines the teams of product owners, managers and developers out together their regions of the Burberry World ecosystem. The rest is history.
Impact
The vision for uniformity led to many strategic benefits. It was not very easy for customers, staff, suppliers and other stakeholders to remember where to go for what they needed to do - there was only one platform!
This “singe source of truth” didn’t only increase user efficacy, getting the jobs done, but also efficiency, doing the faster and better.
More benefits were to be realised form the fast collection in event data to clearly see what was happening across the Burberry ecosystem. There was now readily available historical data, for better Management Information. This same data could also me used to model future scenarios and plan for desired outcomes using Business Intelligence.