The document discusses the process of building a new global website for NACCO Materials Handling Group over the course of a year. It involved research, design, programming, and content loading across multiple brands and countries. Key steps included research, brand consensus, wireframing, development, content organization, and launch planning. The goal was an internationalized site with consistent branding and marketing that improved the customer experience.

1. A year in the life of a
Global Build Project
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

2. A year in the
life of a Global
Build Project
Synergy 2012
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3. NACCO Materials
Handling Group
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4. Agenda
• Background
• Snapshots in time
- Research
- Design
- Programming
- Loading
• Q&A
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5. The position in 2011
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6. Objectives
• Internationalised site
• Brand / messaging consistency
• Marketing agility
• Better conversion
• Improved SEO
• Easier maintenance
• Lower TCO
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

7. A global project
London
Ohio
North China
Carolina
Sao Paulo
Sydney
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8. Where to start?
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9. Research
QUALITATIVE GLOBAL ONLINE SURVEY
INTERVIEWS 15,151 invitations sent (via email)
(more than 1/3 of which were outside North America)
phone-based
+ online survey to over + translated into 10 languages
90 key NMHG people 373 responses (2.46%RR)
Dealers Internal Customers
from across Stakeholders from across
the world (14) the world
(10) (24)
© 2012 NACCO Materials Handling Group, Inc. All rights reserved. © 2012 NACCO Materials Handling Group, Inc. All rights reserved.

10. User journeys
Cross-sector:
1. to find out details of a specific product
2. to get an overview of the trucks they produce
3. to find the right product
4. to find information on parts
5. to find a dealer
6. to find what products they have to meet my need
7. to access maintenance information
8. to find what solutions they have to meet my need
9. to find information on service
10. to find how to fix a problem with my fork-lift truck
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

11. Surprise
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12. What we thought the competition was
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13. The actual competition
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14. The actual competition
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15. Important point
Relevant whatever industry you are in:
! Expectations of customer experience raise continually,
for everyone. Including B2B. Whatever you are selling
or promoting you are competing for attention
and consideration against the best online.
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

16. Ektron
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17. Partner Search Criteria
• Ektron Elite or Platinum
• US- or UK-based
• Digital marketing
• Branding
• B2B
• Global project management
• Good web design
• Language translation experience
• Value
• Chemistry
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

18. Synergy 2011
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19. © 2012 NACCO Materials Handling Group, Inc. All rights reserved.

20. Introducing Realise
Edinburgh London
50+ Digital 10+ Growing
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21. Realise Digital
• 100% Digital
• 11 certified Ektron developers
• 1 MVP right brain left brain harmony
• 60+ UX, Creative, Web Development & Support
• 5+ years experience with Ektron
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22. Lloyds Bank Wholesale
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23. APEX Hotels
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24. The price negotiations were quite ferocious
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25. Timeline
2011 2012
Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Lift truck User research
customers
Requirements Website Specifications
& RFP
Branding & Brand Consensus
Creative
Information Creating
Architecture Current Sites Sitemaps
Initial Wireframes
structure
Graphic Design
Design
Technical Program & Test
Build
Content Organise & write content
Catalogue
Roll out Finalise site
websites
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

26. Brands
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27. Getting the right
web frameworks
for the brands
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28. What does a typical Ektron user look like?
A B C D
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29. Word: Bold Word: Agile
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30. Happy New Year
2011 2012
Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Lift truck User research
customers
Requirements Website Specifications
& RFP
Branding & Brand Consensus
Creative
Information Creating
Architecture Current Sites Sitemaps
Initial Wireframes
structure
Graphic Design
Design
Technical Program & Test
Build
Content Organise & write content
Catalogue
Roll out Finalise site
websites
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

31. Global Hierarchy
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32. Wireframes
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33. Benefits of wire framing at this stage:
Quick
Interactive
Can be tested
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34. The Big Reveal
The Big Reveal
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35. Hyster Home Page - Global
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36. Hyster Home Page - Regional
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37. Yale Home Page - Global
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38. Yale Home Page - Regional
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39. Things Heat Up
2011 2012
Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Lift truck User research
customers
Requirements Website Specifications
& RFP
Branding & Brand Consensus
Creative
Information Creating
Architecture Current Sites Sitemaps
Initial Wireframes
structure
Graphic Design
Design
Technical Program & Test
Build
Content Organise & write content
Catalogue
Roll out Finalise site
websites
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

40. Get technical
• 8.5, upgraded to 8.6 mid-build
• Functional, infrastructure requirement
& specification
• Multi-site Vs separate domains
• Load balanced, US-hosting & CDN
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41. Pagebuilder
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42. Mega-menu
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43. Product Finder
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44. Product Finder / Taxonomy
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45. Dealer Finder
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46. Dealer Finder
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47. Regional and language switching
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48. Mobile
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49. Integration points
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50. Agile/ Waterfall
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51. Content
• Re-written to reflect brand positioning
• Multiple languages
- Navigation labels
- Product data
- Marketing copy
- Image captions
• Global review
- Marketing management
- Legal
- Trademark
- Risk management
- Investor relations
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

52. The Home Stretch
2011 2012
Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Lift truck User research
customers
Requirements Website Specifications
& RFP
Branding & Brand Consensus
Creative
Information Creating
Architecture Current Sites Sitemaps
Initial Wireframes
structure
Graphic Design
Design
Technical Program & Test
Build
Content Organise & write content
Catalogue
Roll out Finalise site
websites
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

53. Testing, testing, testing
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54. Launch planning
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55. The big day
• Current goal: Countdown to site launch
• Just over a year from last year’s Synergy
Conference
• New global brand manuals
• Now the real work starts
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56. What have
we learned?
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57. The highs
• Building a global team
• Brand transformation
• Attention to details
• Great partners – importance
of trust and chemistry
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

58. The lows?
• Global design consensus
• Server configuration needs
• Loading sites down the stretch
• Later launch than we would like
• “Perfect is the enemy of the good”
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.

59. What's next?
• Go live promotions
• Regional site evolution
• Authoring and approval processes
• Tweaking and improving copy
• Marketing optimization suite
• Social module
• Converting leads/relationships into
sales
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60. Questions?
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61. Thank you
© 2012 NACCO Materials Handling Group, Inc. All rights reserved.