{"data":{"prismic":{"allServices":{"edges":[{"node":{"name":[{"type":"heading1","text":"Product innovation","spans":[]}],"meta":{"uid":"product-inovation"}}},{"node":{"name":[{"type":"heading1","text":"Experience design","spans":[]}],"meta":{"uid":"service-and-experience-design"}}},{"node":{"name":[{"type":"heading1","text":"Technology and engineering","spans":[]}],"meta":{"uid":"technology-and-support"}}},{"node":{"name":[{"type":"heading1","text":"Digital strategy","spans":[]}],"meta":{"uid":"digital-strategy"}}}]},"service":{"name":[{"type":"heading1","text":"Experience design","spans":[]}],"heading":[{"type":"paragraph","text":"Delight your most demanding customers​","spans":[{"start":13,"end":27,"type":"strong"}]}],"intro":[{"type":"paragraph","text":"Creating high impact digital experiences that connect brands with the right consumers​.","spans":[]}],"seodescription":[{"type":"paragraph","text":"Delight your most demanding customers​","spans":[]}],"seotitle":[{"type":"paragraph","text":"Experience design","spans":[]}],"clientQuoteTabs":[{"author":{"__typename":"PRISMIC_Person","name":"Owen Thomas","job_title":"Account Director"},"quote":[{"type":"paragraph","text":"“We are using digital to deliver a completely new retail model to a global audience.”","spans":[]}],"image":{"dimensions":{"width":1280,"height":511},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/71a4cf01-0fa0-419f-ae09-71588fc6f7f7_Services-ExperienceDesign.jpg?auto=compress,format"},"client":"Grenadier"}],"order_steps":"false","steps_heading":"Experience design services we provide ​","steps_intro":null,"steps":[{"text":[{"type":"paragraph","text":"Identifying the best way forward by understanding the environment that needs to be transformed.","spans":[]},{"type":"list-item","text":"User needs research","spans":[]},{"type":"list-item","text":"Creative direction","spans":[]},{"type":"list-item","text":"Data-first experiences","spans":[]},{"type":"list-item","text":"Content audits & strategy","spans":[]}],"title":"Strategy & discovery"},{"text":[{"type":"paragraph","text":"Small, cross discipline teams working in short bursts to test an idea’s efficacy by building it.","spans":[]},{"type":"list-item","text":"User journey redesigns","spans":[]},{"type":"list-item","text":"Technical POCs","spans":[]},{"type":"list-item","text":"Creative concepting","spans":[]}],"title":"Experience ideation"},{"text":[{"type":"paragraph","text":"Robust, scalable experiences for enterprise organisations.","spans":[]},{"type":"list-item","text":"Web, app & voice UI implementations","spans":[]},{"type":"list-item","text":"IA, UX, IxD","spans":[]},{"type":"list-item","text":"Design systems","spans":[]},{"type":"list-item","text":"Co-location delivery","spans":[]}],"title":"Experience design"},{"text":[{"type":"paragraph","text":"Turning your platform into an optimised, continually evolving customer experience.","spans":[]},{"type":"list-item","text":"Analytics ","spans":[]},{"type":"list-item","text":"CRO","spans":[]},{"type":"list-item","text":"Digital branding","spans":[]},{"type":"list-item","text":"Tone of voice","spans":[]},{"type":"list-item","text":"Content creation","spans":[]},{"type":"list-item","text":"Campaign strategy & execution","spans":[]},{"type":"list-item","text":"Video production","spans":[]}],"title":"Growth & optimisation"}],"body":[{"__typename":"PRISMIC_ServiceBody2_case_study_block"},{"__typename":"PRISMIC_ServiceBodyList_of_articles","type":"list_of_articles","label":null,"primary":{"title_of_section":[{"type":"heading2","text":"Great Thinking","spans":[]}],"article_1":{"__typename":"PRISMIC_Blog_article","article_type":"Opinion","title":[{"type":"paragraph","text":"Preparing for discovery; does your solution have a problem?","spans":[{"start":0,"end":23,"type":"strong"},{"start":35,"end":44,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Discovery is a crucial phase in any service design project. It forms the basis of your..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Preparing for discovery; does your solution have a problem?","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist","profile_picture":{"dimensions":{"width":500,"height":500},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0a8c248dfedc97a6f02bfae06a538b283f5eae39_gs-avatar-katefitz.jpg?auto=compress,format"}},"published":"2019-03-25","image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.776842105263158,"src":"/static/93bc6ea499dc54198fe35d752439512c/d47f1/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg","srcSet":"/static/93bc6ea499dc54198fe35d752439512c/b5b92/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 200w,\n/static/93bc6ea499dc54198fe35d752439512c/3ff6e/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 400w,\n/static/93bc6ea499dc54198fe35d752439512c/d47f1/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 800w,\n/static/93bc6ea499dc54198fe35d752439512c/266c3/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 844w","srcWebp":"/static/93bc6ea499dc54198fe35d752439512c/0c129/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp","srcSetWebp":"/static/93bc6ea499dc54198fe35d752439512c/0e93d/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 200w,\n/static/93bc6ea499dc54198fe35d752439512c/2259f/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 400w,\n/static/93bc6ea499dc54198fe35d752439512c/0c129/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 800w,\n/static/93bc6ea499dc54198fe35d752439512c/43f98/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 844w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"preparing-for-discovery-does-your-solution-have-a-problem"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Loyalty and retention in digital travel","spans":[{"start":25,"end":39,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"At a recent breakfast roundtable, we were joined by a host of brands including..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-06-13","link":{"uid":"loyalty-and-retention-in-digital-travel"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"loyalty-and-retention-in-digital-travel"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Five strategic building blocks to better content delivery","spans":[{"start":5,"end":30,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"The role of a strategist is chiefly to provide direction. We enable our clients to..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-04-12","link":{"uid":"five-strategic-building-blocks-to-better-content-delivery"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"five-strategic-building-blocks-to-better-content-delivery"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Discovery is a crucial phase in any service design project. It forms the basis of your product definition and roadmap going forward but increasingly there is requirement to pre-empt discovery with an earlier phase of activity.\n","spans":[{"start":0,"end":227,"type":"strong"}]},{"type":"heading3","text":"Discovery – the start of the process?\n","spans":[]},{"type":"paragraph","text":"Often discovery is very much considered the beginning of the service design process, it’s when audiences are identified, user needs are gathered and journeys mapped. However, before moving into discovery, there is an element of preparation that is required to ensure outcomes are successfully developed to meet the needs of your organisation and, most importantly, your audience.","spans":[]},{"type":"paragraph","text":"This phase of preparation is often referred to as ‘pre-discovery’ and although not formally adopted by GDS and the public sector, it is acknowledged as an important step to include. Drawing a correlation with the private sector, the phase does the job of a business case, albeit in a slightly less formalised way. It is there to answer why the project should exist in the first instance and to access if it is worthwhile pursuing.","spans":[]},{"type":"paragraph","text":"Preparing for discovery doesn’t have to be a drawn-out or arduous process. By aligning with the four pillars detailed below, your ‘pre-discovery’ activity can run simply with focus. The phase itself should have a dedicated Service Owner who can manage all activity and determine key actions.","spans":[]},{"type":"paragraph","text":"A four-principle approach","spans":[{"start":0,"end":25,"type":"strong"}]},{"type":"o-list-item","text":"Determine the need: what are your organisational drivers?\n","spans":[{"start":0,"end":18,"type":"strong"}]},{"type":"o-list-item","text":"Gather, gather, gather: collect existing insight\n","spans":[{"start":0,"end":22,"type":"strong"}]},{"type":"o-list-item","text":"Identify the team: who are the key stakeholders\n","spans":[{"start":0,"end":17,"type":"strong"}]},{"type":"o-list-item","text":"Prep the fundamentals: get set for discovery(ies)","spans":[{"start":0,"end":21,"type":"strong"}]},{"type":"paragraph","text":"The first three can be conducted collectively but it is recommended that 4 follows on.","spans":[{"start":73,"end":74,"type":"strong"}]},{"type":"paragraph","text":"Determine the need: what are your organisational drivers?","spans":[{"start":0,"end":18,"type":"strong"}]},{"type":"paragraph","text":"The first step looks at the very essence of the requirement. Think broadly. Before considering whether it’s a new website, application or other such digital tool, can you explain why this work is needed?","spans":[]},{"type":"paragraph","text":"Key questions to consider are:","spans":[]},{"type":"paragraph","text":"• What is the organisational trigger that is motivating this requirement?","spans":[]},{"type":"paragraph","text":"• What do we want to achieve?","spans":[]},{"type":"paragraph","text":"• How does this fit or complement a wider roadmap of activity?","spans":[]},{"type":"paragraph","text":"• Why is now the appropriate time?","spans":[]},{"type":"paragraph","text":"• Has this been looked at before?","spans":[]},{"type":"paragraph","text":"Gather, gather, gather: collect existing insight","spans":[{"start":0,"end":22,"type":"strong"}]},{"type":"paragraph","text":"There is very likely to be a wealth of insight that already exists around similar projects, this could include but is not limited to:","spans":[]},{"type":"paragraph","text":"• User surveys","spans":[]},{"type":"paragraph","text":"• Performance data","spans":[]},{"type":"paragraph","text":"• Financials","spans":[]},{"type":"paragraph","text":"• Technical diagrams","spans":[]},{"type":"paragraph","text":"• Existing process, policy and service journeys","spans":[]},{"type":"paragraph","text":"Collect it. It doesn’t matter if this isn’t complete. What is important to remember is this phase is not about creating anything new. Review what exists to better shape the discovery brief. If funding is a pre-requisite, ensure that costs have been considered and if this service exists non-digitally, collect the appropriate documentation or document the physical process.","spans":[]},{"type":"paragraph","text":"Identify the team: who are the key stakeholders","spans":[{"start":0,"end":17,"type":"strong"}]},{"type":"paragraph","text":"The team that needs to be identified in this instance includes those who will influence and be influenced by, review and push adoption of the new service. They are not the people who will be delivering discovery.","spans":[]},{"type":"paragraph","text":"Stakeholders are typically numerous. They, along with subject matter experts, are fonts of knowledge and will be engaged with in various ways along the journey, from discrete interviews to continual involvement.","spans":[]},{"type":"paragraph","text":"It is key that they are identified early on and any involvement outlined to them, this is to ensure they are available or make additional resource available when discovery kicks off. They will also be valuable in the gathering of existing insight and outlining broader programmes of work and policy that may impact the project.","spans":[]},{"type":"paragraph","text":"Prep the fundamentals: get set for discovery(ies)","spans":[{"start":0,"end":21,"type":"strong"}]},{"type":"paragraph","text":"Almost all the work needed has been carried out at this point, the business rationale is in place and stakeholders identified and communicated with. One of the last areas to consider is what will need to be in place for discovery or in some cases discoveries as in preparing for your discovery phase, dependent on the scope, a need for several discoveries may be identified. Some things that you are likely to want to take into account include:","spans":[]},{"type":"paragraph","text":"• Will you need a shared working space?","spans":[]},{"type":"paragraph","text":"• Is co-location a requirement?","spans":[]},{"type":"paragraph","text":"• What people and skills will you need?","spans":[]},{"type":"paragraph","text":"• What tools may be required?","spans":[]},{"type":"paragraph","text":"The solutions for these elements don’t need to be in place, but consideration needs to be made at this stage to ensure that the transition to discovery is as smooth as possible.\n","spans":[]},{"type":"heading3","text":"What to expect\n","spans":[]},{"type":"paragraph","text":"Beyond the principles outlined, there is no strict template to prepare for a discovery as each project is individual, therefore time limits are changeable, personnel variable and the output slightly different. However, there are a couple of rules of to bear in mind:","spans":[]},{"type":"paragraph","text":"• Keep it short – don’t draw out the process, if you can help it. If it takes too long, it’s likely because there isn’t a clear organisational driver","spans":[{"start":2,"end":15,"type":"strong"}]},{"type":"paragraph","text":"• Avoid straying into discovery – it may be tempting to start filling in the blanks with research but that will happen in discovery\n","spans":[{"start":2,"end":31,"type":"strong"}]},{"type":"heading3","text":"The benefits of preparation\n","spans":[]},{"type":"paragraph","text":"However, large or small your project is, it’s vital that the problem or business need has been clarified early on. Leaping forward to a solution often means loss of efficiency, time wasted and duplication of effort. By applying the principles detailed, your team and the organisation will better prepared for discovery, which should lead to a more successful outcome.","spans":[]}]}}],"_meta":{"uid":"preparing-for-discovery-does-your-solution-have-a-problem"}},"article_2":{"__typename":"PRISMIC_Blog_article","article_type":"News","title":[{"type":"heading1","text":"Smart Content. Creatively Delivered.","spans":[{"start":5,"end":6,"type":"strong"},{"start":13,"end":36,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Our latest thought leadership event focused on the benefits of delivering a..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Smart Content. Creatively Delivered.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Miranda Glover","job_title":"Business Director","profile_picture":{"dimensions":{"width":500,"height":500},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/d2746f4537ea0b051a59fed4d1557fee0d385d7c_gs-avatar-miranda-new-1.jpg?auto=compress,format"}},"published":"2019-05-08","image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%5B1%5D.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.776842105263158,"src":"/static/c98e6817e71065a5ef5be528f5abddbe/d47f1/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.jpg","srcSet":"/static/c98e6817e71065a5ef5be528f5abddbe/b5b92/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.jpg 200w,\n/static/c98e6817e71065a5ef5be528f5abddbe/3ff6e/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.jpg 400w,\n/static/c98e6817e71065a5ef5be528f5abddbe/d47f1/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.jpg 800w,\n/static/c98e6817e71065a5ef5be528f5abddbe/266c3/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.jpg 844w","srcWebp":"/static/c98e6817e71065a5ef5be528f5abddbe/0c129/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.webp","srcSetWebp":"/static/c98e6817e71065a5ef5be528f5abddbe/0e93d/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.webp 200w,\n/static/c98e6817e71065a5ef5be528f5abddbe/2259f/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.webp 400w,\n/static/c98e6817e71065a5ef5be528f5abddbe/0c129/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.webp 800w,\n/static/c98e6817e71065a5ef5be528f5abddbe/43f98/168d2919-008f-4600-8c2a-716a9c3f157b_Content_event_News_844x475%255B1%255D.webp 844w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"smart-content-creatively-delivered"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Preparing for discovery; does your solution have a problem?","spans":[{"start":0,"end":23,"type":"strong"},{"start":35,"end":44,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Discovery is a crucial phase in any service design project. It forms the basis of your..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-03-25","link":{"uid":"preparing-for-discovery-does-your-solution-have-a-problem"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"preparing-for-discovery-does-your-solution-have-a-problem"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"UNHCR: Step up and be counted for refugees around the world","spans":[{"start":18,"end":42,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"This week marks the launch of the new ‘Step with refugees’ campaign from..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Guest","job_title":null},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ae427b8d-133a-4e18-a796-e9d05862159e_UNHCR_News_844x475%5B1%5D.jpg?auto=compress,format"},"article_type":"News","published":"2019-01-14","link":{"uid":"unhcr-step-up-and-be-counted-for-refugees-around-the-world"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ae427b8d-133a-4e18-a796-e9d05862159e_UNHCR_News_844x475%5B1%5D.jpg?auto=compress,format"},"_meta":{"uid":"unhcr-step-up-and-be-counted-for-refugees-around-the-world"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Our latest thought leadership event focused on the benefits of delivering a personalised content strategy. Here we share our key insights from the morning’s talks.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Whilst most brands recognise that harnessing the information and data they hold about their users and customers is both valuable and important, not all are managing to deliver successfully on their ambitions or to utilise the potential it has to offer.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We understand that getting up close and personal with your customers requires a complex blend of deep customer insight and strategic acumen delivered with creativity, using the right supporting technology.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our experts revealed the keys to our success with clients such as Deliveroo, Arla and the Royal Navy. They also shared our strategic framework for delivering a persistent engagement programme underpinned by a consistent narrative that reinforces the brand’s core purpose. Our partners at Sitecore then shared case studies of personalisation in action.","spans":[{"start":66,"end":75,"type":"strong"},{"start":77,"end":81,"type":"strong"},{"start":90,"end":100,"type":"strong"},{"start":288,"end":296,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.sitecore.com/en-gb","target":"_blank"}},{"start":288,"end":296,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"1: Surveillance v Sympathy","spans":[{"start":0,"end":26,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Matt Boffey, co-founder and director of consulting at Great State challenged the audience to consider how successful personalisation depends on a brand better understanding the consumer - both the ‘what’ and the ‘why’. The ‘why’ focuses on data, behaviour, clicks and optimisation; the ‘what’ on insight, motivations, culture and creativity. He defined the difference between ‘Surveillance’ marketing, reliant upon the secret extraction of data to predict behaviour and ‘Sympathy’ marketing, which focuses on a common feeling and understanding between people. Surveillance marketing has led to the breakdown in consumer trust. Sympathy marketing engenders loyalty. He shared four qualitative approaches to the latter, employed by Great State to ensure a deeper and more genuine understanding of consumer motivation:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"• Conversation mapping","spans":[],"direction":"ltr"},{"type":"paragraph","text":"• Extreme user interviews","spans":[],"direction":"ltr"},{"type":"paragraph","text":"• Adjacent insight","spans":[],"direction":"ltr"},{"type":"paragraph","text":"• Subconscious testing","spans":[],"direction":"ltr"},{"type":"paragraph","text":"He then asked brands to consider, as you develop more personalised experiences, are you building trust or just developing more sophisticated forms of tracking?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2: Smarter creative","spans":[{"start":0,"end":19,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Jack Ashdown, creative director at Great State, stated that data is key but not king. Taking the deep consumer insights we glean from our qualitative research, he explained that consumer journeys are not linear. Brands need to develop a content narrative that has its purpose at the core but is flexible to the need of the consumer at every stage in their journey. He shared Great State’s content strategy for the Royal Navy as an example.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1280,"height":711},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.jpg?auto=compress,format"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.80028129395218,"src":"/static/487767af2d5afd06acd9120dd69187e7/e3107/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.jpg","srcSet":"/static/487767af2d5afd06acd9120dd69187e7/b754d/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.jpg 320w,\n/static/487767af2d5afd06acd9120dd69187e7/4dbff/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.jpg 640w,\n/static/487767af2d5afd06acd9120dd69187e7/e3107/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.jpg 1280w","srcWebp":"/static/487767af2d5afd06acd9120dd69187e7/80f20/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.webp","srcSetWebp":"/static/487767af2d5afd06acd9120dd69187e7/c172f/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.webp 320w,\n/static/487767af2d5afd06acd9120dd69187e7/c03cf/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.webp 640w,\n/static/487767af2d5afd06acd9120dd69187e7/80f20/d6960244-6fdb-4c9b-be14-e3d497b75ef6_sm1.webp 1280w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"We have been award-winning lead digital partner for the Navy’s recruitment programme for more than five years and have evolved a deep understanding of their audience needs. We know that the fundamental purpose of our work is to engender an emotional commitment to the Navy. Our approach is long-term and allows for their audience to falter, side-track, return and respond over time. We focus on three critical stages in their journey:","spans":[]},{"type":"paragraph","text":"• Attract","spans":[]},{"type":"paragraph","text":"• Enable","spans":[]},{"type":"paragraph","text":"• Convert","spans":[]},{"type":"paragraph","text":"In order to achieve success, we plan the content narrative not the content journey, using a range of channels and asset types to ensure we communicate the right message in the right way, at the right time. This enables us to focus on context not content as the driver of our successful engagement.","spans":[]},{"type":"paragraph","text":"3: Five strategic building blocks","spans":[{"start":0,"end":33,"type":"strong"}]},{"type":"paragraph","text":"Kate Fitzpatrick, lead strategist at Great State, revealed the five strategic building blocks we have implemented for Versus Arthritis and other clients to deliver content with measurable impact. These combine strategy, analysis, team, tools and processes and technology.","spans":[]}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1419,"height":764},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.jpg?auto=compress,format"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.8573298429319371,"src":"/static/0b2e925f74048a91011fd0b41f957c38/e3107/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.jpg","srcSet":"/static/0b2e925f74048a91011fd0b41f957c38/b754d/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.jpg 320w,\n/static/0b2e925f74048a91011fd0b41f957c38/4dbff/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.jpg 640w,\n/static/0b2e925f74048a91011fd0b41f957c38/e3107/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.jpg 1280w,\n/static/0b2e925f74048a91011fd0b41f957c38/c0146/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.jpg 1419w","srcWebp":"/static/0b2e925f74048a91011fd0b41f957c38/80f20/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.webp","srcSetWebp":"/static/0b2e925f74048a91011fd0b41f957c38/c172f/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.webp 320w,\n/static/0b2e925f74048a91011fd0b41f957c38/c03cf/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.webp 640w,\n/static/0b2e925f74048a91011fd0b41f957c38/80f20/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.webp 1280w,\n/static/0b2e925f74048a91011fd0b41f957c38/49e6f/afe08bce-7454-4d64-8e80-dac4ef85714e_sm2.webp 1419w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"She advised that the five keys to success are:","spans":[]},{"type":"o-list-item","text":"Adopt a strategy that links business, audience and content needs","spans":[]},{"type":"o-list-item","text":"Understand how you will shape and measure success","spans":[]},{"type":"o-list-item","text":"Build a multi-disciplinary team under strong leadership","spans":[]},{"type":"o-list-item","text":"Link the customer journey to internal process","spans":[]},{"type":"o-list-item","text":"Apply technology in a way beneficial for both business and audience","spans":[]},{"type":"paragraph","text":"4: Personalisation in action","spans":[{"start":0,"end":28,"type":"strong"}]},{"type":"paragraph","text":"Learning from the wider market, Charlie Bell, Sitecore, revealed how personalisation is nothing without context. Content needs to be delivered to the right person at the right time using the right channel.","spans":[]},{"type":"paragraph","text":"He showed how L’Oréal has designed highly-personalised consumer services and how Danone Nutricia has improved the personal experiences of mothers—with incredible business results.","spans":[]},{"type":"paragraph","text":"We presented an abridged version in a follow up webinar on the 8th May, where our senior strategist, Kate Fitzpatrick, shared her steps for implementing an actionable content strategy and we explored some examples of smart content in action with Chris Gamblin at Sitecore. If you missed out, or want to extend the knowledge you gained amongst your peers you can access a recording of the webinar here.","spans":[{"start":396,"end":400,"type":"strong"},{"start":396,"end":400,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.sitecore.com/webinars/smart-content-creatively-delivered?sc_lang=en"}}]},{"type":"paragraph","text":"If you have any questions or you'd like to learn more about creating an actionable content strategy for your business, please get in touch.","spans":[{"start":126,"end":138,"type":"strong"},{"start":126,"end":138,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:hello@greatstate.co"}}]}]}}],"_meta":{"uid":"smart-content-creatively-delivered"}},"article_3":{"__typename":"PRISMIC_Blog_article","article_type":"Opinion","title":[{"type":"heading1","text":"How Global Companies Deliver Locally Relevant Experiences","spans":[],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Today many medium-large enterprises operate across dozens of..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"How Global Companies Deliver Locally Relevant Experiences","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Alex Stansfield","job_title":"Senior Strategist","profile_picture":{"dimensions":{"width":500,"height":500},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56905192-3521-4307-acc8-d0f131d32cc6_Avatar-Alex.jpg?auto=compress,format"}},"published":"2019-11-12","image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.776842105263158,"src":"/static/08599fe0f32976a2041442c6f0c2441b/d47f1/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.jpg","srcSet":"/static/08599fe0f32976a2041442c6f0c2441b/b5b92/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.jpg 200w,\n/static/08599fe0f32976a2041442c6f0c2441b/3ff6e/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.jpg 400w,\n/static/08599fe0f32976a2041442c6f0c2441b/d47f1/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.jpg 800w,\n/static/08599fe0f32976a2041442c6f0c2441b/266c3/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.jpg 844w","srcWebp":"/static/08599fe0f32976a2041442c6f0c2441b/0c129/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.webp","srcSetWebp":"/static/08599fe0f32976a2041442c6f0c2441b/0e93d/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.webp 200w,\n/static/08599fe0f32976a2041442c6f0c2441b/2259f/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.webp 400w,\n/static/08599fe0f32976a2041442c6f0c2441b/0c129/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.webp 800w,\n/static/08599fe0f32976a2041442c6f0c2441b/43f98/2deab8b7-9125-4244-b10c-2c3c9f08e3d0_How-can-global-companies_844x475.webp 844w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"how-can-global-companies-provide-locally-relevant-experiences"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Five strategic building blocks to better content delivery","spans":[{"start":5,"end":30,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"The role of a strategist is chiefly to provide direction. We enable our clients to..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-04-12","link":{"uid":"five-strategic-building-blocks-to-better-content-delivery"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"five-strategic-building-blocks-to-better-content-delivery"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"How the digital industry can help arrest Climate Change","spans":[{"start":8,"end":24,"type":"strong"},{"start":41,"end":55,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"At the World Economic Forum Annual Meeting earlier this year it was stated..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Miranda Glover","job_title":"Business Director"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/fae029cc-3657-4737-91b8-6923da7fc26e_Climate+Change+844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-11-07","link":{"uid":"how-the-digital-industry-can-help-arrest-climate-change"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/fae029cc-3657-4737-91b8-6923da7fc26e_Climate+Change+844x475.jpg?auto=compress,format"},"_meta":{"uid":"how-the-digital-industry-can-help-arrest-climate-change"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Today many medium-large enterprises operate across dozens of territories at the same time.","spans":[]},{"type":"paragraph","text":"From a marketing perspective, this presents a natural tension: the desire for brand consistency and economies of scale has to be balanced against the need for tailored, nuanced messaging and tactics specific to that market.","spans":[]},{"type":"paragraph","text":"So how can global companies provide locally relevant experiences online? At Great State’s latest breakfast briefing we examined the main challenges multinationals face across three broad fronts and how we tackled them for one of our clients, Spirax Sarco, during development of their new website. Here, we provide a summary of the top three takeaways from that presentation.","spans":[{"start":242,"end":254,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.spiraxsarco.com/about-us","target":"_blank"}}]},{"type":"paragraph","text":"1. Understand local variances in audience needs","spans":[{"start":0,"end":47,"type":"strong"}]},{"type":"paragraph","text":"Many marketing teams will understand their audience segments and have already developed a set of personas they use to inform their marketing efforts. But often the international variances that exist across those personas get overlooked. By conducting in-depth primary research across multiple audience segments and territories it was possible to build an evolving map of user needs throughout the Spirax Sarco customer journey. Once you have such an experience map, it’s possible to highlight the areas that will have the most impact in terms of establishing local relevance and credibility. Armed with that knowledge, both the central and local marketing teams can determine how best to make use of your limited resources whether that be for translations, content production, design or functionality.","spans":[]},{"type":"paragraph","text":"2. Design a flexible yet consistent solution for varying business priorities","spans":[{"start":0,"end":76,"type":"strong"}]},{"type":"paragraph","text":"Spirax Sarco operate across 60 different countries. No two markets are the same. Like many companies, their strategic focus on particular products, services, audience groups and industries varies significantly across that broad landscape. They needed a website solution flexible enough to cater for local markets’ priorities, yet consistent enough to ensure a positive user experience.","spans":[]},{"type":"paragraph","text":"Moreover, we needed to deliver a technical solution that could integrate with a host of other software (such as CRM and ERP systems) but exist as a single coherent codebase, ready for cost-effective maintenance and upgrades in future. All too often, the accretion of development leaves organisations with a Frankenstein’s monster that becomes increasingly costly to keep running.","spans":[]},{"type":"paragraph","text":"Enterprise-class content management systems like Sitecore or Adobe Experience Manager sites provide powerful, flexible, extensible platforms. But various considerations and customisations need to be made throughout development to unlock that power: from provisioning a suitable hosting environment, establishing a global taxonomy, defining the information architecture through to the design and build of customisable page templates and components.","spans":[]},{"type":"paragraph","text":"Be wary of getting lost in the detail of this work before really understanding the organisation’s strategic needs - the technical solution must be designed to suit your business, not the other way around.","spans":[]},{"type":"paragraph","text":"3. Engage and enable local teams early and regularly","spans":[{"start":0,"end":52,"type":"strong"}]},{"type":"paragraph","text":"Typically, the development of a new website is centrally managed by the group marketing team. However, the key to a successful website project and its ongoing management will largely depend upon the local markets; that is, a variety of globally dispersed employees from different teams (or operating companies even) with varying levels of interest, understanding and desires.","spans":[]},{"type":"paragraph","text":"The importance of, and effort required for, effective stakeholder management cannot be overstated. Whether it’s technical people, senior marketers, junior marketers, subject matter experts, financiers, project sponsors and more; identifying key players as early as possible and formalising a plan of how to include them both prior to, during and after development is critical in determining the relative success or failure of your website development project.","spans":[]},{"type":"paragraph","text":"So there you have it - three basic takeaways to consider when developing a new website that can provide locally relevant experiences to your globally dispersed customers: Understand local variances in audience needs through primary research; design a flexible yet consistent solution suitable to your business strategy; and engage and enable local teams through effective stakeholder management and training.","spans":[]},{"type":"paragraph","text":"If you would like to know more information on how Great State can help your business deliver locally relevant experiences for your customers please get in touch.","spans":[{"start":148,"end":160,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:hello@greatstate.co"}}]}]}}],"_meta":{"uid":"how-can-global-companies-provide-locally-relevant-experiences"}},"article_4":null,"article_5":null,"article_6":null,"article_7":null,"article_8":null,"article_9":null,"article_10":null}},{"__typename":"PRISMIC_ServiceBodyBanner","type":"banner","content":{"link_text":[{"type":"paragraph","text":"Get in touch","spans":[]}],"paragraph_1":[{"type":"paragraph","text":"We help organisations create compelling experiences using data, insight and technology in new ways. Get in touch to find out how we can help your brand. ","spans":[]}],"title":[{"type":"paragraph","text":"Need a new state of mind? ","spans":[]}]}}],"meta":{"uid":"service-and-experience-design"}},"allServices_pages":{"edges":[{"node":{"services":[{"service":{"__typename":"PRISMIC_Service","name":[{"type":"heading1","text":"Digital strategy","spans":[]}],"meta":{"uid":"digital-strategy"}}},{"service":{"__typename":"PRISMIC_Service","name":[{"type":"heading1","text":"Product innovation","spans":[]}],"meta":{"uid":"product-inovation"}}},{"service":{"__typename":"PRISMIC_Service","name":[{"type":"heading1","text":"Experience design","spans":[]}],"meta":{"uid":"service-and-experience-design"}}},{"service":{"__typename":"PRISMIC_Service","name":[{"type":"heading1","text":"Technology and engineering","spans":[]}],"meta":{"uid":"technology-and-support"}}}]}}]}}},"pageContext":{"isCreatedByStatefulCreatePages":false,"rootQuery":"\n  query PrismicServiceByUID($uid: String!) {\n    prismic {\n      allServices {\n        edges {\n          node {\n            name\n            meta: _meta {\n              uid\n            }\n          }\n        }\n      }\n      service(uid: $uid, lang: \"en-gb\") {\n        ...prismicServiceFields\n      }\n      allServices_pages {\n        edges {\n          node {\n            services {\n              service {\n                ... on PRISMIC_Service {\n                  name\n                  meta: _meta {\n                    uid\n                  }\n                }\n              }\n            }\n          }\n        }\n      }\n    }\n  }\n","id":"XVGYZhMAACMAnmBq","lang":"en-gb","uid":"service-and-experience-design","alternateLanguages":[]}}