Strategy/UX/Design
Revising a Brand Experience.
Honeywell Aerospace was in the process of revisiting their Brand Experience. The marketing team wasn’t in full alignment with their existing and potential end users. They saw themselves as an innovative leader in the industry, whereas their market saw them as slow moving and not connected. They hired Interbrand to do a deep dive into their brand and culture, how they perceived themselves, customer and end user interactions/touch points during their lifecycle. Our team digested their findings and worked with key Honeywell stakeholders to activate their revitalized vision across their digital platforms.
The initiative included engaging end users through conversation. Through this customer-centered approach we were able to get honest answers to sometimes difficult questions. The process commenced by asking participants to finish the following sentence: I wish that Honeywell...
Understood what I need to manage my business
“If Honeywell has a part in stock, it's easy. When they don't, that's when things get tough”
Made it easy for me to access information
“Full revised manuals aren’t available. You have to click into each revision to see if it applies to you”
Made connections for me
“My customers call and the rep has never heard of the product. Instead of giving the customer a new number, should they make the call themselves.”
Rewarded me for taking a risk on new technology
“As a launch customer, we handed over our own destiny…and we took a big hit in customer satisfaction”
Answers to questions such as these were baselines to architect an experience which would foster relationships and re-instill trust in the Honeywell brand.
The result was a multi-platform digital experience where customers could quickly and easily find product information their distributors didn’t have, access to important whitepaper, product revision alerts, immediate access to customer service to answer questions and customer reviews/feedback to reinforce Honeywell Aerospace’s empathetic approach.
We also revitalized their employee-facing portal to align with their new Human Factor Initiative. It gave employees transparency into the company which previously was not available. Real-Time KPI’s, an idea exchange to interact with Honeywell’s thought leaders and workshops to educate and involve employees in organizational growth.