The GlobalData’s Redesign

case study

Problem

The transition from the redesigned NewStatesman.com to the unique and dynamic world of GlobalData created a one-of-a-kind product challenge: migrating over 33 websites onto the previously built WordPress publishing platform. One could think that the challenge is in adapting a B2C parent theme to a B2B site, however this was not the case. The modular approach used in developing the best-in-class WordPress publishing platform easily met B2B requirements. The area where my expertise came to practice was the B2B subscription model and it’s significant problem – 100% manual work.

Solution & Impact

Simplifying any complexity around those websites, giving them a fresh breath. One of the most rewarding aspects was the system reconstruction by eliminating any underlying complications.
One of the complications was the subscription/membership model. Understanding its ins and outs and use cases, we performed a number of interviews with internal and external users. As a result, we figured out that certain parts of the subscription/membership process were time-consuming and laborious. By laborious, I mean when a user clicked the “Subscribe” button, he is not automatically added to a list, but rather entered manually by a person into the required fields on the backstage. This had to change, the main goal of re-inventing the subs model was to add automation and simplify and improve the user journey. It started by improving the UX/UI, minimizing the number of steps for the average user, so guiding the creation of a game-changing semi-automated system with a road to ultimate automation. From 7 steps, requiring around 30 minutes, they went down to 2, requiring up to 3-5 minutes. This meant development and testing on both the front end and the customer management systems’ side. As a result, a better user journey was created and users were offered a profound solution to the outdated manual labor around subscriptions.
Meanwhile, the work with migrating over 33 websites onto the new publishing platform was undergoing. We had to make sure that the process of migrating is going smooth, that the new websites are fully operational and all the feature needs are met.

 

My Role

  • Agile Leadership
  • Stakeholder Management with User Satisfaction in Mind
  • Enhanced User Experience
  • Agile Leadership
  • Migrating Legacy Sites
  • Subscription and Membership Improvements

I contributed to migrating over 33 websites to the WordPress platform successfully (see the NewStatesman.com case study), showing agility in matching the parent B2C theme with the specific B2B needs. During my time at GlobalData, I was also able to substantially improve the subscription/membership model. The whole user journey was reduced from seven to two steps, making it semi-automated with an obvious path to full automation. My ambition to enhance the model and my passion for simplicity guided me in working on developing both the front end and the CMS side of things, relieving paint points for both internal and external customers. I believe the project’s success is based on the strategic and practical solutions used to overcome complexities while remaining focused on the result.

"Ina was the first product manager to join our brand new team at NSMG. She was a key part of the rebuild of NewStatesman.com and building the features for the subsequent 33 site migrations to our platform while at Global Data. She has also helped a great deal in making sure the product team takes good care of each other. We have built some great products together!"

Laura Jenner – Product Leadership, NSMG

"Hands down the best product manager I've ever had. Never had to worry about having the proper support or guidance in any task. Working with her is a pleasure because of her punctuality, always eager to help and always on top of things. I could honestly say one of the main reasons we were successful as a team was the professionalism and quick thinking of Ina. I hope we get to work again one day."

Ivana Murray – Front End Development Leadership, NSMG

"I still can't decipher how she always finds the right approach to motivate her team and increase the productivity to enviable level. She was super sharp, always kept all the details in her head, and knew immediately when the dots didn’t really connect together. Her ability to understand product-level concepts, and convey them to technical and non technical audiences was very impressive."

Edelin Petrov – Back End Development Leadership, NSMG

Related Projects

The NewStatesman’s Case Study

ClientSavvy’s Case Study

Let’s Work Together

info@digitalproductalley.com
(+359) 8822-67-418