Heineken ExperienceHeineken N.V. Corporate Website RedesignNovember 24, 2003

Confidential and Proprietary © 2002 Blast Radius B.V.

Agenda

Background Objectives Evolution of the User Experience Feature Set Q&A

Background

Why?– Tactical approach based on pre-defined requirements– Set planning scope– Applicable timeline & effort

Objectives

Affirm shared Heineken-BR vision, objectives, process– Illustrate through user scenarios

Prove efficacy of key features (e.g. global map) Demonstrate a uniquely Heineken implementation Connects internally and externally Illustrates Heineken as the most international brewery Unifies perceptions around Heineken’s values

UE Approach

Stakeholder

Heineken Beacon

UE

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Career Centre: Overview – “Direction”

• Explaining the hiring process in a fully transparent way

• Inspiring people to work at Heineken

• Illustrating culture & work environment

• Providing job descriptions and career paths

• Connecting people to careers through tools, direction, and contacts

Career Centre: Experience

• Interactive global map

• Contextual links

• Global employee testimonials

• CV builder

• CV management system (SRM)

• Dialogue

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Media Centre: Overview – “Service”

• Complete repository of all new and archived media items

• Easy ways to access, store, this information

• Contextual links to related topics

• Media relations account to help media organizations track, store and share coverage

• Account has connectivity aspect - understanding topics of interest and pushing relevant, and related content

Media Centre: Experience

•Interactive world map

•Information shopping basket

•Contextual links

•Media relations account

•Dialogue

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

“Do you understand your customer?”

Investor Relations: Overview – “Access”

• Access, ease, completeness, enjoyable

• Transparency

• Context

• Formatting of data

• Connection to directors/decision makers

• Prospective shareholder guidance

• Analyst services/accounts (SRM)

Investor Relations: Experience

• Stock price tracker

• Investor calendar

• Web casts: contextualized

• Interactive annual reports

• Information shopping basket

• Bulletin board - dialogue

• Investor calculator

• Global ad campaigns (Beacon)

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Responsibility: Overview – “Progressive”

• Open, humble

• Do not overwhelm with too much

• Inspiring

• Enjoyable

• Stimulating dialogue

• Interactive awareness

Responsibility: Experience

• Information shopping basket

• PDF generator

• Interactive global map

• Dialogue

• Contextual links

• Feedback form

• Interactive demonstrations

Evolution of the User Experience

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

Map Navigation: Overview – “Wow”

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

•Inspire new thoughts

•Connect to the Heineken world

•Inform about sensitive topics

•Expand knowledge and understanding

•Guide to related topics

•Stimulate discussion and excitement

•Relate to an interactive generation

Map Navigation

For each stakeholder– Name– Profile– Needs– Tasks– Experience overview– User scenario– Unique features

•Contextual

•Zoom in and out of countries/regions

•Wayfinding/Navigation: always marks where you are, where you can go

•5 o’clock “moment”: ENJOY!

Feature Set Foundation Legend

Original FeatureEnhanced FeatureNew Feature

Overall Site Features

Release One

Global Shortcut Bar Heineken History Presentation/Timeline Homepage Selection Downloadable Brochures

Site-Wide Search Heineken Holding Micro Site Email Options Research Reports

Contact Us Link Heineken Prizes Micro Site Information Shopping Basket Semi-Interactive Interviews w/ Executives

FAQ Listings Library Interactive World Map Site Reporting

Featured Article/Information Zone Heineken Snapshot Kit User Polls and Surveys

Release Two

Contact Us Link

FAQ Listings

Heineken History Presentation/Timeline

Interactive World Map

Wireless Alerts

Release X - Horizon

Interactive World Map

Compliance with Web Accessibility Standards

Career CenterCareerRelease OneOnline CV Submission FormEmployee Video Testimonials

Release TwoCV Builder

Release X - HorizonCV Management System

Legend

Original FeatureEnhanced FeatureNew Feature

Overall Site Features

Release One

Global Shortcut Bar Heineken History Presentation/Timeline Homepage Selection Downloadable Brochures

Site-Wide Search Heineken Holding Micro Site Email Options Research Reports

Contact Us Link Heineken Prizes Micro Site Information Shopping Basket Semi-Interactive Interviews w/ Executives

FAQ Listings Library Interactive World Map Site Reporting

Featured Article/Information Zone Heineken Snapshot Kit User Polls and Surveys

Release Two

Contact Us Link

FAQ Listings

Heineken History Presentation/Timeline

Interactive World Map

Wireless Alerts

Release X - Horizon

Interactive World Map

Compliance with Web Accessibility Standards

Media CenterMedia

Release OneMedia Kit

Downloadable and Sortable Press Releases

Media Library

Media Relations Account

Release Two

Downloadable and Sortable Press Releases

Release X - HorizonN/A

Legend

Original FeatureEnhanced FeatureNew Feature

Overall Site Features

Release One

Global Shortcut Bar Heineken History Presentation/Timeline Homepage Selection Downloadable Brochures

Site-Wide Search Heineken Holding Micro Site Email Options Research Reports

Contact Us Link Heineken Prizes Micro Site Information Shopping Basket Semi-Interactive Interviews w/ Executives

FAQ Listings Library Interactive World Map Site Reporting

Featured Article/Information Zone Heineken Snapshot Kit User Polls and Surveys

Release Two

Contact Us Link

FAQ Listings

Heineken History Presentation/Timeline

Interactive World Map

Wireless Alerts

Release X - Horizon

Interactive World Map

Compliance with Web Accessibility Standards

Investor RelationsLegend

Original FeatureEnhanced FeatureNew Feature

Investor

Release OneStock Graph and Stock Price Information

Corporate Calendar

Downloadable Annual Reports/Order Form

Investor Calculator

Webcasts

Release TwoStock Graph and Stock Price Information

Interactive Annual Reports

Investor Relations Bulletin Board

Release X - Horizon

Investor Calculator

Interactive Conference Calls

Online Proxy Voting

Shareholder/Analyst Account

Overall Site Features

Release One

Global Shortcut Bar Heineken History Presentation/Timeline Homepage Selection Downloadable Brochures

Site-Wide Search Heineken Holding Micro Site Email Options Research Reports

Contact Us Link Heineken Prizes Micro Site Information Shopping Basket Semi-Interactive Interviews w/ Executives

FAQ Listings Library Interactive World Map Site Reporting

Featured Article/Information Zone Heineken Snapshot Kit User Polls and Surveys

Release Two

Contact Us Link

FAQ Listings

Heineken History Presentation/Timeline

Interactive World Map

Wireless Alerts

Release X - Horizon

Interactive World Map

Compliance with Web Accessibility Standards

ResponsibilityResponsibility

Release OneResponsibility Feedback Form

Responsibility Report Order Form

Release Two

N/A

Release X - Horizon

Interactive Responsibility Demonstrations

Legend

Original FeatureEnhanced FeatureNew Feature

Overall Site Features

Release One

Global Shortcut Bar Heineken History Presentation/Timeline Homepage Selection Downloadable Brochures

Site-Wide Search Heineken Holding Micro Site Email Options Research Reports

Contact Us Link Heineken Prizes Micro Site Information Shopping Basket Semi-Interactive Interviews w/ Executives

FAQ Listings Library Interactive World Map Site Reporting

Featured Article/Information Zone Heineken Snapshot Kit User Polls and Surveys

Release Two

Contact Us Link

FAQ Listings

Heineken History Presentation/Timeline

Interactive World Map

Wireless Alerts

Release X - Horizon

Interactive World Map

Compliance with Web Accessibility Standards

Feature Set Matrix

Overall Site Features

Release One

Global Shortcut Bar Heineken History Presentation/Timeline Homepage Selection Downloadable Brochures

Site-Wide Search Heineken Holding Micro Site Email Options Research Reports

Contact Us Link Heineken Prizes Micro Site Information Shopping Basket Semi-Interactive Interviews w/ Executives

FAQ Listings Library Interactive World Map Site Reporting

Featured Article/Information Zone Heineken Snapshot Kit User Polls and Surveys

Release Two

Contact Us Link

FAQ Listings

Heineken History Presentation/Timeline

Interactive World Map

Wireless Alerts

Release X - Horizon

Interactive World Map

Compliance with Web Accessibility Standards

Career Media Investor ResponsibilityRelease OneOnline CV Submission Form Media Kit Stock Graph and Stock Price Information Responsibility Feedback/Order FormEmployee Video Testimonials Downloadable and Sortable Press Releases Corporate Calendar

Media Library Downloadable Annual Reports/Order FormMedia Relations Account Investor Calculator

WebcastsRelease TwoCV Builder Downloadable and Sortable Press Releases Stock Graph and Stock Price Information

Investor Relations Bulletin BoardInteractive Annual Reports

Release X - HorizonCV Management System Investor Calculator Interactive Responsibility Demonstrations

Interactive Conference CallsOnline Proxy VotingShareholder/Analyst Account

Legend

Original FeatureEnhanced FeatureNew Feature

Target Constituent Value Proposition Sample Features Investor/Analyst “Heineken’s open and unique approach to

financial disclosure provides me with the relevant, accurate, and timely information”

Stock graph Corporate calendar Investor calculator Downloadable annual reports Subscribe to e-alerts Webcasts

Media “Heineken anticipates and understands my needs”

Downloadable press releases Sortable press releases Information shopping basket Media kit

Environmental Group/NGO “I am extremely impressed at Heineken’s approach to global citizenship”

Responsibility feedback form Report order form Research reports User polls or surveys

Prospective Employee “I now know where to find information regarding the different employment opportunities at Heineken”

Online CV submission form Career in beer information Interactive world map FAQ listings

General Public “I now understand what the Heineken organization is all about”

History and timeline presentation Contact us link Featured article/information zone

Audience – Value Proposition – Features

Q & ADiscussion

Overall Site Features

Release One

1.1 Global Shortcut Bar 1.6 Heineken History Presentation and Timeline 1.11 Homepage Selection 1.16 Downloadable Brochures

1.2 Site-Wide Search 1.7 Heineken Holding Micro Site 1.12 Email Options 1.17 Research Reports

1.3 Contact Us Link 1.8 Heineken Prizes Micro Site 1.13 Information Shopping Basket 1.18 Semi-Interactive Interviews with Executives

1.4 FAQ Listings 1.9 Library 1.14 Interactive World Map 1.19 Site Reporting

1.5 Featured Article/ Information Zone 1.10 Heineken Snapshot Kit 1.15 User Polls and Surveys

Release Two

1.3 Augmentation

1.4 Augmentation

1.6 Augmentation

2.1 Wireless Alerts

Release X - Horizon

3.1 Compliance with Web Accessibility Standards

Career Media Investor Responsibility

Release One

1.20 Online CV Submission Form 1.22 Media Kit 1.26 Stock Graph and Stock Price Information 1.31 Responsibility Feedback and/or Order Form

1.21 Employee Video Testimonials 1.23 Downloadable and Sortable Press Releases 1.27 Corporate Calendar

1.24 Media Library 1.28 Downloadable Annual Reports and Order Form

1.25 Media Relations Account 1.29 Investor Calculator

1.30 Webcasts

Release Two

2.2 CV Builder 1.23 Augmentation 1.26 Augmentation

2.3 Investor Relations Bulletin Board

2.4 Interactive Annual Reports

Release X - Horizon

3.2 CV Management System 1.29 Augmentation 3.6 Interactive Responsibility Demonstrations

3.3 Interactive Conference Calls

3.4 Online Proxy Voting

3.5 Shareholder/Analyst Account