Photo credit: Dion Hinchcliffe.
It became clear that their intranet at the time wasn’t the right tool. Not just because it didn’t live up to Burberry’s strict brand requirements, but also because as an experience it simply wasn’t relevant for the aged 20-something employees of Burberry.
How to be relevant to Burberry’s young employee base
The Facebook Wall was at it’s height so I repositioned the project as an B2E and B2B social network using a screenshot of Facebook and overlaid business content. It was called Burberry World and I defined it as:
- The inclusive communication tool for everybody who has a business relationship with Burberry.
- The singular dedicated platform for all business applications.
- The social glue that enables a social corporate environment.
This vision was very forward-thinking and very ambitious and set the golden standard for Social businesses in the years to come.
I extended my engagement first with a small POC team (PM, UX, TA, Dev) to find the right technology, which was identified as Salesforce. And once the program set in motion, I remained the Proxy Product Owner as well as led a team of 4 UX Designers to produce all the UX material to guide the development effort delivering the final product.
The Burberry program was a keynote presentation at Dreamforce 2011.