Marketing Teams -
A Day in the Life.
Before thinking about what a new product would look like, we focused on why the marketing teams would hire something new. We spent time performing user interviews and research at the centres, watching how things were currently done and defining common user needs across the organisation. This then formed our user stories and user flows.
In addition to replacing the current systems that were in place we also looked at how a new product could create an entirely new opportunity. Having a single product to live alongside marketeers should not only provide new functions, but also new intelligence. We defined analytics, reporting and data tools with this goal in mind.
“ having a single product to live alongside marketeers should not only provide new functions, but also new intelligence.”
“ I'm task rich, but time poor. If a tool can solve those two issues, then great! ”
Marketing Manager Bullring
“ I need to make things easier and faster for my team, our current tool is clunky and takes up too much time ”
Regional Marketing Manager Hammerson Central
“ Our big challenge is taking a national retailers content and making it local and relevant to our audience”
Marketing Manager Highcross
One login to rule them all.
We had a clear vision that Control Centre should form the central pillar of the marketing teams activity and laid out three key design principles;
Control Centre now sits at the heart of Hammerson's marketing communications. All centre teams use a standard set of tools and services on a daily basis and receive training and updates when new versions are released.
Legacy contracts with older software providers have been stopped, meaning that across the organisation, Hammerson benefit from a unified single set of third party providers and contracts.