C1 - Internal use

Learning Launch – Collecting and optimizing product information for online channels

Challenge & Selection

I am a member of my organization’s Marketing Department and our challenge is to improve the online  friendliness of the product information present on the e-commerce pages of our products to drive further  sales on this increasingly growing channel. Today, different teams are involved in the production and  management of the product information – the comprehensiveness and quality is quite inconsistent  between product categories and often just copied from the product pack meant for offline distribution.

We have already analysed and assessed a few options to optimize the attractiveness of our products pages  online and ways to drive further consumer interest and conversion. Our main assumption is that currently,  most teams are not focusing on the online channel, so the production and availability of information for  this channel is often deprioritised. As our organization sells a very large number of products online, we  have decided to test internally a unique tool to centralize, manage and optimise our product information  for the online channel: product name, description, how to use, size and weight of the product, etc. Two  main teams are part of this project - the Product Development team and Marketing Department, with  around 30 people involved. The objective is to test and learn from an initial trial of this product  information management tool, using ten of the most popular products we sell online, and to identify  which ways of working within our organisation could efficiently support the tool adoption.

Application

For this learning launch, we selected 3 to 4 bestselling products for each of our top selling categories  online. We wanted to identify for these 10 products, which kind of product information was already  available, which teams where providing it, if the Marketing teams would be able to pool it and optimize it  for our online product pages using the product information management tool prototype.

For that, we had first to go through a workshop to map which teams where actually owning the different  types of product information and who to contact to collect it. This was particularly useful to identify and  clarify which information we needed (must have and nice to have for online usage) and who were the  stakeholders across the organisation to interact with.

Then, we also designed a template to upload in the product information in our tool prototype to ensure  the targeted information to be collected from these sources was consistent – as different teams were  providing it depending on the category and type of product. This helped get a first round of the  information available, and the kind of processes and stakeholders to be involved for consistent collection.

Finally yet importantly, we focused on pooling the usage and user-friendliness of the tool prototype. We  trained the end-users from the Product Development and the Marketing teams on how to use the tool –  from uploading the information collected with other teams, to editing it to make it e-commerce friendly  and sharing it for usage. Then, we shadowed the teams on their actual usage, to understand how the tool  was being used to process and optimise the information. After 2 weeks of usage, we collected users’  feedback through a survey on the tool prototype and learning launch experience overall.

We also conducted one retrospective meeting to go through the feedback comments and wrap up on the  learnings of the launch, from a tool and ways of working perspective.

C1 - Internal use

Insight

By applying the learning launch tool, we were able to assess concretely our assumption regarding product  information management for the online channel.

We were able to interact with many teams involved in the product information production. This helped  confirm that product information is very scattered across the teams, and does require a lot of initial effort  to be pooled in a consistent way and format in a single place. However, it also made us reconsider the  scope of the teams that should be involved in the collection and the input of the product information in  the tool. Initially, we were thinking to streamline the process of the collection by solely giving this  responsibility to the Product Development and Marketing Teams. This implies a lot of additional time- consuming coordination, especially on the logistics information (product package dimension & weight),  and even data processing to upload the template on the tool. The value added of the Marketing team is  to optimise the information to make it relevant for the online channel, showing that a better balance  needs to be defined in the ways of working supporting the tool – more teams could be involved and take  responsibility to provide and share the product information directly in the tool.

In addition, though it was relevant to include different product categories in the learning launch, including  less popular products in the test would have helped assess the quantity and quality of the product  information available. For these products, the information collection could potentially be even more  exhaustive to ensure good data quality for our online product pages.

Given these learnings, the team will review the processes and adjust the tool to ensure all teams can  provide the relevant value in terms of product information optimized for online channels.

Approach

The learning tool was a great tool to use at this stage, as we were clear on some of the assumptions but  not all. It was definitely a great way as well to involve for the broader organization, involving different  teams through the very intensive coordination work to collect the information and information  processing. We shall use the learnings collected from all teams and adjust the tool design, as well as, most  importantly the teams involved to provide a balanced solution that helps us craft the best product  information for online sales. We will definitely test the next version of the prototype to fine tune further  the tool and supporting processes before full roll out across all products!


C1 - Internal use Learning Launch – Collecting and optimizing product information for online channels Challenge & Selection I am a member of my organization ’s Marketing Department and our challenge is to improve the online friendliness of the product information present on the e - commerce pages of our products to drive further sales on this increasingly growing channel . Today , different teams are involved in the production and management of the product information – the comprehensiveness and quality is quite inconsistent between product categories and often just copied from the product pack meant for offline distribution . We have already analysed and assessed a few options to optimize the attractiveness of our products pages online and ways to drive further consumer interest and conversion . Our main assumption is that currently , most teams are not focusing on the online channel , so the production and availability of information for this channel is often deprioritised . As our organization sells a very large number of products online , we have decided to test internally a unique tool to centralize , manage and optimise our product information for the online channel : product name , description , how to use , size and weight of the product , etc . Two main teams are part of this project - the Product Development team and Marketing Department , with around 30 people involved . The objective is to test and learn from an initial trial of this product information management tool , using ten of the most popular products we sell online , and to identify which ways of working within our organisation could efficiently support the tool adoption . Application For this learning launch , we selected 3 to 4 bestselling products for each of our top selling categories online . We wanted to identify for these 10 products , which kind of product information was already available , which teams where providing it , if the Marketing teams would be able to pool it and optimize it for our online product pages using the product information management tool prototype . For that , we had first to go through a workshop to map which teams where actually owning the different types of product information and who to contact to collect it . This was particularly useful to identify and clarify which information we needed ( must have and nice to have for online usage ) and who were the stakeholders across the organisation to interact with . Then , we also designed a template to upload in the product information in our tool prototype to ensure the targeted information to be collected from these sources was consistent – as different teams were providing it depending on the category and type of product . This helped get a first round of the information available , and the kind of processes and stakeholders to be involved for consistent collection . Finally yet importantly , we focused on pooling the usage and user - friendliness of the tool prototype . We trained the end - users from the Product Development and the Marketing teams on how to use the tool – from uploading the information collected with other teams , to editing it to make it e - commerce friendly and sharing it for usage . Then , we shadowed the teams on their actual usage , to understand how the tool was being used to process and optimise the information . After 2 weeks of usage , we collected users ’ feedback through a survey on the tool prototype and learning launch experience overall . We also conducted one retrospective meeting to go through the feedback comments and wrap up on the learnings of the launch , from a tool and ways of working perspective . C1 - Internal use Insight By applying the learning launch tool , we were able to assess concretely our assumption regarding product information management for the online channel . We were able to interact with many teams involved in the product information production . This helped confirm that product information is very scattered across the teams , and does require a lot of initial effort to be pooled in a consistent way and format in a single place . However , it also made us reconsider the scope of the teams that should be involved in the collection and the input of the product information in the tool . Initially , we were thinking to streamline the process of the collection by solely giving this responsibility to the Product Development and Marketing Teams . This implies a lot of additional time- consuming coordination , especially on the logistics information ( product package dimension & weight ) , and even data processing to upload the template on the tool . The value added of the Marketing team is to optimise the information to make it relevant for the online channel , showing that a better balance needs to be defined in the ways of working supporting the tool – more teams could be involved and take responsibility to provide and share the product information directly in the tool . In addition , though it was relevant to include different product categories in the learning launch , including less popular products in the test would have helped assess the quantity and quality of the product information available . For these products , the information collection could potentially be even more exhaustive to ensure good data quality for our online product pages . Given these learnings , the team will review the processes and adjust the tool to ensure all teams can provide the relevant value in terms of product information optimized for online channels . Approach The learning tool was a great tool to use at this stage , as we were clear on some of the assumptions but not all . It was definitely a great way as well to involve for the broader organization , involving different teams through the very intensive coordination work to collect the information and information processing . We shall use the learnings collected from all teams and adjust the tool design , as well as , most importantly the teams involved to provide a balanced solution that helps us craft the best product information for online sales . We will definitely test the next version of the prototype to fine tune further the tool and supporting processes before full roll out across all products !