The challenge: unify a fragmented digital client experience across a $4.6B firm
A sampling of external CX challenges:
The client experience of Mercer’s digital portfolio had become increasingly fragmented and frustrating. There was minimal commonality in user journeys, UX patterns, branding, visual design, and operations across products. Clients who purchased multiple products from Mercer found little added value for having expanded their relationship with Mercer.
Compounding this frustration, Mercer lacked a unified content strategy resulting in clients describing our content as inconsistent and often irrelevant.
A sampling of internal CX challenges:
Digital CapEx and OpEx budgets were strained as product teams built redundant functionality like user profiles, onboarding sequences, UI patterns, feature sets, and data models.
Within and across lines of business, Mercer lacked a unifying pricing, cross-sell and up-sell product ecosystem strategy.
Globally, end-to-end content production was designed and performed inconsistently and rarely resulted in domain authority.
Mercer’s domain strategy and local product governance cannibalized SEO and hindered efficient content inheritance across digital properties.
The solution: I led a multi-disciplinary team to design and implement a Digital CX Ecosystem unifying UX, Product Design, and Content Strategy globally
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New Mercer.com: navigation, IA, UX, hybrid AEM architecture, UI components, accessibility standards, and content across 40 country sites inheriting content from one global hub. First phase complete.
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Adapts to phase of client’s journey to provide a personalized experience of Mercer. Includes personalized content, solution recommendation, app launcher, data widgets, universal profile, and document sharing.
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Developed a Figma-based design system and component library with integration into CX tech-stack front-end systems.
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Accelerate new product development and insure interoperability. Includes universal profile, app launcher, document sharing, authentication, tech stack, UI patterns, living persona library, experience maps, and service blueprints.
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Trained global marketing and thought-leadership colleagues on a new end-to-end content production process incorporating SEO, accessibility, and content design skills. Trained on writing for phases of the client journey and effectiveness KPIs.
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Deploying country-specific shops linked to one global catalogue. Phased rollout began with China, US, and Europe. Components to be updated from new design system.
