BASF enhances customer experience with an innovative online training platform
Client overview
BASF is a leading international chemical company specialising in pigments and resins for automotive applications. Since 2017, we have worked closely with BASF on various projects, including Drupal development and ongoing support.
Their commitment to innovation drives significant investments in research and development, exemplified by their £1 billion investment in 2016, aimed at creating sustainable chemistry solutions for the future.
Their commitment to innovation drives significant investments in research and development, exemplified by their £1 billion investment in 2016, aimed at creating sustainable chemistry solutions for the future.
The challenge
BASF sought an intelligent solution for their 'Go Digital Automotive Refinish Trainings' project (GoDART). The goal was to create a cohesive digital learning environment to streamline training on their automotive touch-up products. Their existing offline system could not keep up with the demands of field technicians, often overwhelming them when troubleshooting straightforward issues. By consolidating services into a digital learning "campus," BASF aimed to establish itself as the go-to source for customers while promoting a unified internal communication strategy.
To achieve this, BASF required a dedicated online platform capable of realigning and digitising product documentation, bringing content closer to customers, and fostering an innovative learning experience.
To achieve this, BASF required a dedicated online platform capable of realigning and digitising product documentation, bringing content closer to customers, and fostering an innovative learning experience.
The approach
To address BASF's challenges, we employed a user-centric and iterative approach, focusing on delivering a comprehensive online training platform tailored to the needs of both BASF and its customers. Our process prioritised usability and accessibility to create a seamless learning experience, ensuring that all stakeholders could easily navigate the platform and access vital resources. Key strategies included:
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Language solutions and multi-lingual integration:
We streamlined BASF's operations by creating a single comprehensive website. This central hub allows regional markets to pull relevant, translated content directly, enhancing efficiency and ensuring consistency in messaging. -
User-centred design:
With a focus on the end user's experience, the platform was crafted to be intuitive and tested extensively in the field. Features like ‘collections’ enable users to personalise their experience by saving preferred pages for quick access. -
Tailored login levels:
The training platform was segmented to offer different features based on user roles. Public content is accessible to everyone, while customers and BASF employees have increased access to training materials, videos, and additional functionalities tailored to their needs. -
Self-publishing style guides:
We developed a flexible content management system (CMS) that adheres to BASF's One Voice Initiative. By implementing strict style guidelines and component-based page building, content managers can effortlessly create compelling, on-brand webpages. -
Mobile-first design:
Recognising the necessity for mobile access, we designed lightweight, responsive pages that cater to users in various contexts, ensuring quick loading times even in areas with limited connectivity.
The results
BASF has successfully transformed its training capability, leading to substantial improvements in operational efficiency and user satisfaction. The new platform meets the immediate needs of users but also establishes a solid foundation for future growth and development.
BASF revolutionised its training programme, achieving operational efficiency, enhanced user engagement, and a comprehensive digital learning experience. The successful integration of our solutions and ongoing agile collaboration has positioned BASF as a frontrunner in the automotive refinishing sector, dedicated to fostering a sustainable future. Key outcomes include:
BASF revolutionised its training programme, achieving operational efficiency, enhanced user engagement, and a comprehensive digital learning experience. The successful integration of our solutions and ongoing agile collaboration has positioned BASF as a frontrunner in the automotive refinishing sector, dedicated to fostering a sustainable future. Key outcomes include:
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Streamlined language management:
By consolidating multiple regional websites into a single hub, BASF significantly reduced the complexity of content updates while ensuring that the latest information is consistently available in English, French, and German. -
Enhanced user experience:
The user-centric design and features like the "collections" functionality have improved user satisfaction, allowing for quicker access to essential information and ongoing feedback collections for continual improvement. -
Optimised content management:
The intuitive CMS and style guides have empowered content creators to maintain brand integrity while delivering relevant training material efficiently, fostering a collaborative approach to content development. -
Greater accessibility:
The mobile-first design has ensured that technicians can access crucial training resources easily, regardless of their location or internet connectivity, ultimately leading to improved service delivery and customer satisfaction.