Client: Nedbank
Nedbank Commercialisation Squad
Standardising how marketing campaigns get briefed, tested and templated on the Nedbank open web.
Situation
Campaign work landing on the Nedbank open web site had no consistent briefing standard across business units, making it hard to hold campaigns to clear KPIs or reuse components between them.
Problem & stakes
Without a shared briefing and testing standard, stakeholders were making campaign decisions without agreed measures of success, and design/dev effort was being re-spent on components that already existed.
My role
Product design lead for the commercialisation squad.
What I led
Authored and rolled out a campaign briefing document that forced clear KPIs, measurement sources and reusable-component identification before a campaign could be built; built a companion A/B testing document to get stakeholders to commit to a hypothesis and an expected uplift before testing; developed campaign templates with component-level content guidance for authors.
Collaboration
Worked with business-unit stakeholders to educate them on why the briefing information was required, and with authors on the content limitations of each templated component.
Outcome
Standardised how campaigns were briefed and delivered across business units, with templates and briefing documents adopted into live use.
- 2
- Briefing/testing documents developed and implemented
- 9
- Campaign templates developed and implemented
- 17
- Campaigns delivered using the new standard
What I learned
This case study needs a stronger business-outcome metric (e.g. campaign velocity or conversion change) before it can carry equal weight with the featured three. Flagged as an open item pending more data from Craig.
Nedbank Design Tokens