What does it mean to “develop a strategic approach”?
The end output of this project was to provide wireframes, resourcing KPMG’s AEM architecture and components. But this end output was not the same as the goal. The goal of the experience was to research, strategize, and improve the way KPMG talks about, frames, and showcases its M&A Offerings.
We use a visual approach to competitive UI/UX audits. For complex, B2B websites, the main point of the audit is to explore the information architecture and content framing, rather than paying close attention to the specifics of the UX, like button placement or header size. This comes later.
We color-block the portions of the experience using a pre-established key, this helps to visualize the key differences in the landscape, as well as guide solutions & suggestions. The strongest players in the space lean on their own branded content rather than link-outs, highlight case studies, and establish key team members.
Heres what we found
A few of the weaknesses:
- Not emphasizing the “full stack” nature of KPMGs capabilities across the M&A lifecycle
- Not showcasing skills & examples across different industries
- Not clearly communicating both the problem and the solve
- Not showing value propositions that differ from current competitors
- Not doing a successful job of convincing others of the KPMG skillset outside of Diligence
A few of the suggestions:
- Adding in a section to discuss the breadth of industries KPMG serves, and making sure this is also clearly demonstrated within the case studies sections.
- The Case Studies Section should be its own content area, rather that just being within the “Who We Are” section. It should sit beneath the “How We Help” section as understanding these cases should be predicated by understanding the scale and full-stack nature of the offerings themselves.
- The Full-Stack nature of KPMG’s M&A offering should be clear and prevalent within the “How We Help” Section The Value Creation should should clearly showcase both problems and solutions. It’s important to explain what executives should be paying attention to and worrying about in M&A processes, and then how KPMG solves those issues.
- Including introductory content before the research & gated content.
A few of the things we did in the wireframes of the new hub:
- Creating a clear narrative. We want to make sure that the page relies more heavily on KPMG written content, directly on the page, rather than secondary materials and supporting arrives.
- Highlighting past work. We want the case studies to be greater emphasized on the page, by both having their own section but also by being used and showcased throughout the experience.
- Emphasizing KPMG’s full stack capabilities and explaining KPMGs solutions throughout the full M&A lifecycle.
- Showcasing both problems and solutions. We want to make sure that the content on the page is serving as a resource to executives exploring and understanding M&A solutions, and in order for them to understand these solutions, they need to know what they solve.