ORANGE SILICON VALLEY WEBSITE & CONTENT PUBLICATION PLATFORM
Orange Silicon Valley is a strategy arm of Orange and has been in the valley for 19 years. We built the first website in 2015 that became the company's first digital footprint. In 2017 Orange Silicon Valley became its own legal entity and there was an opportunity to remake its persona to subtly set apart itself from its parent company. The idea is to convey that this particular operation was rooted in innovation and discovery while maintaining the $22 billion Orange brand recognition.
The first version of the website needed some help with restructuring its information architecture. Content hierarchy was confusing and difficult to navigate.
The old landing page took a more linear approach and visitors would scroll down to view additional content. The deeper issue was that content categories weren't strategically laid out so that infrequently updated content (like the gallery) took up prime real-estate, and the landing page above the fold became stagnant and gave the impression that the website was never updated.
To make the site more efficient we went through a discovery process to map out what information the company wanted to display and their hierarchy. OSV's main output comes in the form of research and developing proof-of-concepts, and curating provocative events with influencers of technology industries. The goal is to transfer innovation knowledge to Orange operations around the world, and to be a liaison between corporations and startups to encourage partnerships that ultimately contributes to utilizing new technology to advance Orange's core business.
We redesigned the layout of the landing page so that five sections were clearly labeled and content hierarchy was more purposeful and clear:
• latest updates (from blog posts and event recaps)
• upcoming events
• twitter feed
• featured content (to customize pinned content such as special reports)
• subscription form (previously did not have visitor engagement)
We also designed the hero image to refresh on random to make the site less monotonous to repeat visitors.
We gave the new program page a minimalistic and gridded design with more contrast that got rid of the need to pair each program title with a meaningless stock photo.
The new blog puts the spotlight on 3 most recent posts. The subscription form reappears here, and is above the fold, with options for visitors to customize subscription based on topic to minimize unsubscribes. On the backend, we gave editors the ability to assign a different color (out of a predefined template) to each new post to make the page more dynamic.
EXTENDING CUSTOMER ENGAGEMENT STRATEGY
Having a more robust self-publishing platform enabled us to organize our content production and customer engagement effort into a more sophisticated operation. Blog posts on the website were dedicated to research posts and event recaps that both advertised important events and milestones but also gave us the ability to collect feedback and publish post-event followup.
We took the opportunity to humanize our digital presence and added author pages and tags to blog posts. In addition, we developed an email campaign strategy that included a weekly newsletter that features bite-sized news and upcoming event notifications to keep ongoing communication with our customers. The newsletter attributed credit to individual analysts who author content and the opportunity to be publicly featured became a good incentive for analysts to produce content.
To engage onsite visitors, we create a printed weekly newsletter, "The Signal". The content there is portable and engages visitors waiting in the lobby with a few moments to spare.