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Case Study

Etisalat

Digital strategy, brand positioning, website development
Etisalat

A unified digital presence for a powerful, complex brand

The Challenge

  • Create a unified online presence that positions and differentiates the brand, supports easy access to information and account services, and speaks meaningfully to a large, diverse audience.
  • Completely revamp the brand and transaction website—from conceptualization and design to construction and deployment.
  • Incorporate state-of-the-art interactive design, intuitive site navigation, and easy information access.
A unified digital presence for a powerful, complex brand

The Interakt Solution

In-depth understanding of Etisalat's business, audiences, and competitive challenges

In-depth understanding of Etisalat's business, audiences, and competitive challenges

To understand and address Etisalat's complex brand and business objectives, Interakt conducted a discovery study across more than 50 business divisions that serve both personal and business audiences. Incorporating user-focused research and competitive analysis, we refined and clearly articulated Etisalat's core brand promise, value proposition, and messaging across all products, services, and audience segments.

Delivering the cohesive value proposition in multiple languages

Interakt conceptualized, designed, and deployed a responsive, state-of-the-art, bi-lingual (English and Arabic) website with a completely re-architected structure. The site succeeded in delivering a cohesive brand image while offering highly relevant content to distinctly different audience segments—the existing customer base and prospects for both personal and business services.

Delivering the cohesive value proposition in multiple languages
Consolidating, creating, and managing complex content and transactions

Consolidating, creating, and managing complex content and transactions

Using the Vignette platform for content management, Interakt simplified content creation and updates and created an easy-to-use, intuitive user interface. The site's clear design and interactive product and service demos enable Etisalat customers to get up to speed quickly on advanced features such as online shopping, bill payment, rewards, and redemptions.

Branded for success. Tested for usability.

Rather than serving simply as an informational platform, the new site provides high levels of interactivity, usability, and functionality, completely shifting and elevating users' perception of Etisalat as a clearly branded, customer-focused provider. Multidimensional usability studies with more than 200 participants across the UAE confirmed that the new site works as it was intended to.

Branded for success. Tested for usability

The Results

  • "Very High" ratings from usability testing on all aspects of user experience and functionality such as design, navigation, structure and interactivity.

The Takeaways

  • For complex brands, focused research is essential to developing a deep understanding of brand and customers and creating a solid foundation for communicating a cohesive, highly differentiated brand image.
  • Incorporating usability testing at every phase of site development helps ensure a faster, more successful deployment and seamless, rewarding user experiences from the first day of launch.

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