Digital customer experience platform in a new light
- Web portal realised as the most important digital touchpoint in the form of a digital experience platform
- Integration and harmonisation of the SEMI product portfolio, including product selector and more than 1,000 product detail pages
- Target-group-oriented content representation through intuitive navigation for focus markets in 5 languages
- Support of lead generation by clear menus, linking online forms with the CRM system for automated marketing activities
- User-centric, intuitive UX/UI design with dynamic elements in line with the visual corporate identity
- Outstanding user experience with high recognition value
- Optimised website performance with integrated analysis tools for excellent search engine ranking
Surely the biggest challenge was to integrate two companies with different portfolios. Thanks to excellent cooperation with DCCS and the international colleagues, we were able to shoulder this complex problem successfully.
Daniel Ulz, Market-to-Business Newcom Program Leader ams-OSRAM
The ams OSRAM Group is a world market leader in the field of optical solutions for the areas of consumer, automotive, health and industry. With its approx. 22,000 employees, the company operates internationally in the areas of sensors, lighting and visualisation. In 2021, the listed group achieved a turnover of more than five billion Euros. Lately, it ran several different web presences that were now to be integrated. “This highly demanding project was not only about integrating the individual company sizes, philosophies and locations, the harmonisation and automation of business processes was also a major task,” says Daniel Ulz, Market-to-Business Newcom Program Leader at ams OSRAM, describing the challenge.
The mixture of business-relevant, interesting content, optimised design, target-oriented web links and many download options is the basis for the successful web presence.
Daniel Ulz, Market-to-Business Newcom Program Leader ams-OSRAM
Harmonised web presence after company merger
The starting point for the challenging project were different, partly static websites, tools and systems, which were to be merged into a harmonised and interactive information platform for customers, investors and partners. Firstly, the new website serves to present the comprehensive product range – including LEDs, lasers, photodetectors, ICs and various sensor solutions. For this purpose, interfaces linking to several existing systems and platforms, for example, product information system, CRM, digital asset management tools and Microsoft Azure, had to be set up. “The focus was on harmonising the product portfolio, application structures and the technology area on the web. A further goal was to digitise and automate relevant processes and establish common systems to become more efficient overall,” says Sara Scheikl, Head of Web Strategy & Development at ams OSRAM.
Complex, global integration project
The structural differences between the two companies, and, as a result, the integration of the content, presented major challenges. “In order to clearly present the harmonised product portfolio while taking into account the different applications and markets, we had to redevelop the entire website structure,” says Scheikl. “The website is available around the clock to customers, potential new customers, distributors, investors as well as employees and applicants as a key digital touchpoint, which is why we want to offer users the best possible user experience. The goal was that targeted information be able to be called up with just a few clicks, if possible in the respective language, both on the web portal itself and on the Internet via search engines,” adds Scheikl. Yet another focus was a global approach to ensure a uniform presence for the company in the various target markets. Last but not least, the new website was to help generate additional business, both through new customer acquisition and through cross-selling to existing customers.
Focus on user experience
The international ams OSRAM project team included specialists from the fields of digital transformation, web strategy & development, marketing automation, product information, digital asset management, marketing communications, brand management and application marketing. IT specialists DCCS were put on board as experienced implementation partners contributing consulting, UX/UI expertise as well as portal and integration know-how. Moreover the company had previously realised the https://ams.com web portal. Employing an agile Scrum methodology, the partners gradually implemented the web presence designed as a digital experience platform (DXP). First, they developed a modern, fresh design that guarantees an extraordinary user experience through dynamic elements and smart product selection functions. After that, the project team attacked the numerous interfaces to integrate the legacy systems. The DXP solution Liferay was chosen as the technological basis for the new digital experience platform. Its flexible module system allows the designers to quickly build pages and offers many possibilities like e-commerce integration. As a single source of truth, the OSRAM product information database as well as a newly rolled-out digital asset management tool were linked up too.
The company's professional, dynamic presence via the digital experience platform guarantees an outstanding user experience for all target groups, which is reflected in increasing interaction rates and length of time spent on the site as well as good rankings of our business-relevant key words in search engines.
Sara Scheikl, Head of Web Strategy & Development ams-OSRAM
The combination of structured planning and an agile approach proved to be a success factor in the implementation of the complex, time-intensive project. “We held Scrum meetings on the current topics on a weekly or daily basis and had monthly planning meetings, supplemented by testing sessions and release loops for design and architecture. The focus was on content harmonisation and building the new structure as well as adapting the interfaces,” reports Ulz. For example, the various data sources, such as the product databases but also website sections, e.g. the press area and the numerous product pages, had to be integrated. In spite of all the challenges, we succeeded as a team in getting the new web portal live on time. Now, in expansion phase two of the web portal, we will continuously incorporate improvements and enhancements,” says Scheikl. These include full-text search and additional product information and functionalities. “Surely the biggest challenge was definitely to integrate two companies with different portfolios. Thanks to the excellent cooperation with DCCS and our international colleagues, we were able to successfully manage the complex project together," says Ulz, looking back.
Web presence in a new light
The result is truly impressive: ams-osram.com is up-to-date, interactive and dynamic. The site has a clear structure with three pillars (products, applications, technologies), intuitive navigation, clearly arranged content and numerous forms that support users with a mix of FAQs and contact options. Interfaces to distributors help boost acquisition via sales partners. One example is a "buy now" button next to individual products that allows them to be purchased directly from the respective distribution partner. Another key features is the product search via the product selector: With it, users can search for product areas, application areas and parameters and filter the results. A virtual showroom provides animated insights into the solution portfolio for consumer, automotive, healthcare and industrial applications. News, career, investor relations and events sections complement the new portal. “The mix between business-relevant, interesting content, optimised design, target-oriented web links and many download options is the basis for this successful web presence,” states Ulz.
Crucial digital touchpoint
When it comes to product marketing, the new web portal marks a major step forward. “The company's professional, dynamic presence via the digital experience platform guarantees an outstanding user experience for all target groups, which is reflected in increasing interaction rates and length of time spent on the site as well as good rankings of our business-relevant key words in search engines,” says Scheikl. This is where its simple navigation, appealing design, translation into five languages and overall high user experience pay off. In the future, the personalisation of content via the connected CRM system is to be intensified in order to be able to address customers specifically with individually suitable content. Moreover, the effort going into e.g. the input of documents for the more than 1,000 products, has been significantly reduced, because many of the manual steps have been automated. Currently the project team is working with DCCS to improve and expand the web portal in further phases. “There is still a lot of potential. For example, more product family pages are to be added, the download centre enlarged and the search function further improved,” says Scheikl. ams OSRAM’s digital experience platform is thus constantly developed further to perfectly meet its purpose as the crucial digital touchpoint for various user groups around the world.