Redesigning Global Omnium's Digital Ecosystem
In 2015, Global Omnium (Aguas de Valencia) modernized its digital presence by redesigning its website, virtual office, and launching a mobile app. The main objective was to enhance the user experience in accessing information and services.
The project also encompassed interactive installations for the 125th anniversary and an internal launcher to optimize digital interaction at all levels.
1. Context
Prior to 2015, Global Omnium's digital presence consisted of disparate platforms.
The renewal of the corporate identity presented a unique opportunity to consolidate these channels into a unified and cohesive ecosystem.
The goal was to create a consistent brand experience and provide users – both clients and employees – with intuitive and efficient access to information and services across web, mobile, and physical interactive installations.
2. Research
The redesign process was informed by a comprehensive understanding of user needs and business objectives:
Stakeholder Interviews: Engaging with various departments within Global Omnium to understand their specific requirements and goals for each digital channel.
User Analysis: Identifying key user groups for the website, virtual office, and mobile app, and understanding their needs, behaviors, and expectations.
Usability Audits: Evaluating the existing digital platforms to identify pain points and areas for improvement in terms of user experience and usability.
Competitive Analysis: Examining the digital presence of other companies in the utility sector to identify best practices and potential areas for differentiation.
Technology Assessment: Evaluating the latest technologies to ensure the new platforms were built on a robust and scalable foundation.
3. Challenge
The main challenges of this project included:
Creating a Unified Experience: Ensuring a consistent brand identity and user experience across diverse digital touchpoints (web, app, interactive installations).
Balancing Corporate Information and Client Services: Designing the website and virtual office to effectively serve both corporate communication needs and client self-service functionalities.
Adapting to Mobile Context: Optimizing the user experience of client services for mobile devices, considering usability and accessibility on the go.
Engaging Users Through Interactive Installations: Designing compelling and informative interactive experiences for the 125th-anniversary exhibition.
Streamlining Internal Access: Developing an efficient and secure internal launcher for employee access to various tools and information.
4. Design Process
Our design process was iterative and user-centered:
Information Architecture: Defining a clear and logical structure for the website and virtual office to ensure easy navigation and information findability.
User Flow Design: Mapping out key user journeys for both client services (on web and app) and interactions within the anniversary exhibition.
Wireframing and Prototyping: Creating low-fidelity wireframes and interactive prototypes to test and refine user flows and interface elements.
Visual Design: Developing a visual language that aligned with the renewed corporate identity while ensuring a modern and accessible user interface across all platforms.
Mobile-First Approach: Prioritizing the mobile experience for the app, designing intuitive interfaces optimized for smaller screens and touch interactions.
Interactive Design: Conceptualizing and designing engaging interactive experiences for the anniversary exhibition, leveraging technology to tell the story of Global Omnium.
Launcher Design: Designing a user-friendly interface for the internal launcher, focusing on ease of access and efficient navigation to internal applications.
5. Collaboration with Other Teams
This extensive project involved close collaboration with various teams:
Corporate Identity Team: Ensuring alignment with the new brand guidelines and visual identity.
Web Development Team: Overseeing the technical implementation of the website and virtual office.
Mobile Development Team: Leading the development of the iOS and Android applications.
Exhibition Design Team: Collaborating on the concept and execution of the interactive installations.
IT Department: Working on the development and deployment of the internal launcher and the underlying technology infrastructure.
Product Managers: Aligning on product vision, feature prioritization, and overall project strategy.
6. Results and Metrics
We hope these changes will have a positive impact in Spain. To try to validate this before launch, we tested a prototype with our user focus group, where we received positive feedback on the changes. We hope metrics will confirm this as well.
7. Final Conclusion
The comprehensive redesign of Global Omnium's digital ecosystem in 2015 successfully established a unified and user-centric online presence.
By focusing on user experience, leveraging the latest technologies, and ensuring a consistent brand identity across web, mobile, and interactive installations, the project significantly enhanced both customer engagement and internal efficiency.
The launch of the mobile application provided clients with convenient access to services on the go, while the redesigned website and virtual office offered a more intuitive and informative experience.
The interactive installations for the anniversary celebration effectively communicated the Group's history and innovation. Furthermore, the internal launcher streamlined access to essential tools for employees.
This project demonstrated the power of a holistic digital strategy in strengthening brand presence and improving user satisfaction.
