Case study
Embedded Files
Researching Mindshare's Complex Needs to Develop a Unified Set of UX Recommendations for its Global Website
Background
Mindshare is a global media agency network of 10,000 people across 86 countries. Their clients include Ford, Unilever, Volvo, IBM, IHG, Booking.com and many more. Mindshare is constantly at the cutting edge of creating impactful content and storytelling for its clients and took home 40 Cannes Lions in 2024 alone.
The Mindshare Senior Leadership Team wanted to update their global website to better reflect, and support, its global network of offices and partners. Having worked with Media Betty's leadership (in our collective past agency lives) they asked Media Betty to plan and lead a Discovery and Content Strategy phase.
Organisation:
Mindshare
The ask:
Mindshare commissioned Media Betty to lead Discovery Research and Content Strategy projects as part of its redesign of its global corporate website. This work included exploring ways to expand its digital presence globally which required a clear understanding of the operational models and marketing needs of Mindshare's network of 80+ local offices around the world.
Key activities
The Discovery Research and Content Strategy workstreams included: stakeholder interviews across the organisation including worldwide offices, content audits across the entire global digital ecosystem, metrics analysis, user research, persona development, content models, landscape and competitor reviews, ranked requirements and a findings and recommendations report.
Our approach
Our team of operational, content and UX specialists worked closely with the Mindshare leadership team, and their offices around the world, to create detailed content and metrics audits as well as maps of the as-is digital ecosystem, ways of working, team needs, corporate ambitions and wider strategic roadmapping. We shaped our findings around corporate and clients needs, including detailed personas and scenarios. Our findings report included ranked requirements to use in the global website redesign brief.
Mindshare Portfolio
Global Website Redesign Project
Discovery Phase
Persona Set
Content Strategy
Outcomes and impacts
The findings and recommendations reports, personas and ranked requirements were key inputs for Mindshare's Global Website Redesign project that guided the redesign work at all stages.
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