Nikon is perhaps most well known for its reputation as a world leader in imaging products. Its technologies continue to play a significant role in defining the photographic industry. Our team has been working with Nikon Inc. since 2007.
With the proliferation of digital photography, consumers of all backgrounds and skill levels search for articles, tips, and other content that educate and inspire them to be better photographers. If Nikon could provide this education and inspiration through content specifically written for this audience, they could improve brand awareness and preference during the purchase process.
Kanban’s experience designers and engineers collaborated with Nikon’s editors and subject matter experts to launch the industry’s foremost online resource for photography education and inspiration, dubbed Learn & Explore. As a distinct part of NikonUSA.com, Learn & Explore provides a number of sought after features and functions:
- Dynamic relationship to related products. Kanban implemented a tagging structure that creates relationships between articles and products that share similar characteristics. This way, customers are never far from products (and purchasing!), and Nikon does not have to create these relationships by hand.
- Flexible content templates. Kanban created a layout that works for content-rich inspirational articles, concise photography definitions, and everything in between. Depending on the type of content Nikon adds, the template automatically accommodates it.
- Site-wide glossary. Kanban created a mechanism for customers to show (or hide) terms that have glossary entries. Glossary definitions appear on the page, which prevents the customer from having to navigate away from product content.
- Image expiration. Each of the hundreds of articles could have dozens of related images. Kanban connected the digital asset management system to the content management system so that Nikon can see periodic reports when image rights are going to expire and plan how to take action. If expired images are not removed manually ahead of time, then they are automatically taken down when they expire.
- Secure product-dependent publishing. For articles that are directly related to new technologies, Kanban created the ability to link their publication to a product launch. Having the article go automatically has the benefit of taking one more thing off of Nikon’s mind during a product launch. And preventing it from going live before the product means the information remains secure.
The resulting experience created immense consumer engagement, increased time spent on the site interacting with the brand, and improved brand awareness and perception. Additionally, we have obtained the following feedback from consumers:
- Survey results score the Learn & Explore experience well above the industry average (ForeSee index score of 81 vs Website Index average of 71)
- Likelihood of consumers to return to NikonUSA after visiting Learn & Explore scored an industry leading 9.1 out of 10, according to ForeSee Survey data.
The technology stack includes:
- Autonomy TeamSite
- Autonomy LiveSite
- Autonomy Virage MediaBin
- Spring Framework