ABB – Content Health Panel
An innovative tool to measure content performance.
User & Brand Experience
Content & Campaign
Technology & Application
Under www.abb.com, the industrial group ABB operates approximately one million pages in 60 countries and 27 languages. Around 3.500 editors create and manage the online content, but do not receive any feedback on its performance. ABB hired us to develop a solution which would provide editors with feedback on how well their content is performing – to help them produce better content.
Namics consultants worked directly with online editors to develop the concept for the solution. Valuable input from these stakeholders yielded seven metrics to measure performance. Google Analytics provides the data foundation for the tool. The team took an agile development approach. The features were prioritised in the backlog, and implementation took place according to the “highest priority first” principle. The interface design was created parallel to the backend development. The project went live after just six months of development.
The Content Health Panel gives editors the opportunity to compare the performance of their pages on a global scale for the first time. The system suggests personalised help and tips specifically tailored to each editor: In the months following the launch, they spent an average of five minutes per day on the Content Health Panel. The feedback and suggestions for improvement led to over 80,000 content changes. The project received the «Digital Communication Award 2014» in the «Digital Monitoring and Evaluation» category in October 2014.