“Emerson has deep, broad, complex content that is expressed on two distinct sites: Emerson.com and the It's Never Been Done Before microsite, where stories of Emerson global innovation and expertise creating first-of-their-kind solutions are published. The challenge was to consolidate this experience on a mobile platform, enabling visitors to access this content whenever/wherever they needed it. Emerson and Digitas prioritized content and design through a deep understanding of how the brand audience consumes and shares content, an understanding supported by traffic pattern analysis and search queries for existing sites. Above all, it was about great storytelling within a new mobile, touch screen environment. Each story became quickly recognizable by visual cues. We encouraged exploration and easy digestion by condensing the content, using effective iconography, detailing rich headlines with quick, bite-sized copy blocks, etc. The Its Never Been Done Before mobile experience is available in nine languages and linked to the global offline advertising efforts.”

—DENNIS REILLY,

senior VP-global practice lead, Digitas Business

“We brought our customers in and realized there are a few ways [they] get into our site: they come to www.staples.com or they search for [something like] "HP ink' and land in one of our [product] pages. The [latter] customers were in the site, but the ability to move around was very cumbersome; [they] had to go back to the home page and then navigate from there. In the new site design, we made sure that no matter where you land, you can navigate to our products, weekly ads and find the nearest store. We were also one of the early sites to switch to visual navigation. The ability to get to the top categories that you shop at Staples for is prominently displayed in six tiles that are thumb-size so you can actually click it and go in right away. Since we've introduced those changes, customer engagement has gone up quite a bit.”

—PRAT VEMANA,

director-mobile strategy, Staples Inc.