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Ingredion

Bringing a 110-year-old food ingredients producer to a Unified Experience

Overview

Ingredion is a global innovator in the starch & sweetener spaces. For 100+ years Ingredion has delivered products and solutions to satisfy consumer tastes.​ As consumer tastes and digital expectations continue to evolve, Ingredion needed to transform the way they are positioned in the market, attract new customers, and enable self-service capabilities.​

Ingredion invested in brand positioning to be seen as a global collaborator and innovator, but was struggling to deliver an online experience that matched its desired reputation for innovation and collaboration.​

Ingredion also invested in best in class technology platforms, but there was no sense of unity in tying the technologies together and delivering a global unified experience.

Solution

  • Unified Experience Strategic Roadmap – We developed personas, user journeys, and a 3-year roadmap to prioritize quick wins and drive a unified experience aligned to business outcomes.
  • User Experience Heuristic Research – We connected with Ingredion’s prospects & customers and performed independent research to identify their needs and translated them into a prioritization of features and functions to deliver.
  • Adobe Experience Manager (AEM) Upgrade – A foundational finding in the roadmap was to upgrade Ingredion’s instance of AEM to prepare for a world class digital unified experience.
  • Salesforce B2B Commerce Rollout – We applied priorities from the roadmap and user research to enable customer self-service on the myIngredion.com customer portal.
  • Unified Experience Releases – We enabled a digital experience that integrates backend technologies and delivers an enhanced brand experience globally allowing for scalable releases.

Platforms

  • Salesforce B2B Commerce Cloud
  • Adobe AEM
  • Adobe Target
  • Adobe Analytics

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Impact

  • 3 year Roadmap to a Unified Experience brought executive alignment and allowed for business focus on project execution across technologies
  • Unified site experience has enabled launch of refreshed brand activation in market, global consistency through a singular look & feel, and introduced digital demand generation capabilities
  • Accounts self-servicing online are showing:
    • Increased number of converted leads
    • Shortened sales cycle
    • Increased cross-selling of products
    • Reduction in cost to serve accounts

150%

Increase Digital Account Self-Service

10x

YOY Online Revenue Growth

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Shift7 brought smart designers & highly skilled technologists that had experience in the platform to match our business needs.

Jon Gara
Ingredion VP Customer Experience