Working with Golin's digital team dedicated to supporting Unilever, I worked onsite with the client team on two separate projects. The first tool, called CARA, is an internal product management tool. CARA helps Unilever staff to create new products and manage packaging copy for all Unilever brands (packaged food, beauty care, healthcare). I lead the initial design effort to summarize business needs and design requirements and allow the team to launch the first version of the MVP.
The second project was called Customer Profile Store (CPS). The CPS was a tool designed to integrate multiple third-party software into a single interface. This product is managed with complex user permissions to guarantee oversight over all Unilever brands at national and global levels. The marketing team used the CPS tool to provision new websites either for seasonal campaigns or for new product lines. Additionally, the marketing teams wanted the ability to manage analytics and tracking campaigns and to be able to create interactive forms. The forms' had to be published respecting the various privacy and data frameworks (e.g., California's Consumer Privacy Act, EU's GDPR, Chinese data management policies, etc.).
The new version of the CPS tool wanted to offer less functionality than the third-party software to reduce the amount of freedom (and potential mistakes) that a local brand team historically had. On a global level, Unilever's marketing team had the opportunity to introduce new brands into an existing market quickly. At the same time, they could maintain a coordinated messaging and respect the different privacy and data policies of all the countries in which Unilever operates. In 2018, Unilever was present in over 190 countries.
Analysis To provide clarity and support further design effort, I worked with the project's stakeholders and summarized the needs and users they wanted to support.
On that basis, I created a provisional sitemap used by the development team to estimate effort and scope. The first version of this tool was structured around the workflow that the stakeholders needed to impose on the local marketing teams. Third-party software's functionalities dictated several limitations (e.g., Gigya.com) and the flows they imposed to be correctly integrated.
Deliverables Leveraging Unilever's brand guide, I created a UI library that would be adopted for this tool. In parallel to this, I created mock-ups of the different views and functionalities. These were tested then on marketing team members and eventually rolled out by the end of 2018.