Interactivity Presentation Heineken International Case Study November 24, 2003 Confidential and Proprietary © 2002 Blast Radius B.V.

Agenda  Company overview  Mission  Approach  Evolution of the User Experience  Launch Strategy  Organizational Implications  Site-in-a-Box  Project Plan  Q&A

BLAST RADIUS OVERVIEW

4 COMPANY BACKGROUND  History –Founded in 1996 in Vancouver, Canada –Five offices with 210 employees –Private, 100% employee-owned  Focus and practices –Sales, consumer service and marketing solutions –Practice areas: online branding, ecommerce, digital marketing, CRM, content management –Retail and Consumer Goods vertical  Consumer Electronics  Approach –Diverse, passionate, and innovative team –Collaborative, lean, flexible, and modular process

INDUSTRY EXPERIENCE Consumer Electronics Retail Global Brands

FINANCES  Profitable since inception in 1996  Double digit growth year over year  Canada’s 50 Best Managed Companies in 2001 and 2002  2002 Adweek top 50: 41 ST, 3 rd fastest growth  Strong base of repeat customers (70% of revenues) YearRevenueProfitY/Y growth % % % 2003 (est)27223%

PRODUCTION DIVISION  Amsterdam15 employees  Advisory Services  Creative Direction  User Experience  Design  Interface Development  Systems Analysis  Application Development  Managed Services  Project Management  Toronto80 employees  Vancouver110 employees  Summary  145 production resources globally  65 administative and client management resources globally  Dedicated resource model  Contractors at 5%, only in non-Key positions Project Management Resource Management Application Development Systems Analysis Quality Assurance User Experience Content Strategy Interaction Architecture Design Managed Services Interface Development Advisory Services Process Quality Management

TECHNICAL EXPERIENCE Operating Systems Application Servers Content Management Database Servers

 2002  Marketing Magazine: Digital Agency of the Year  Communication Arts 8: Nike Enjoy the Weather  Adweek’s Top 50 Interactive Agencies  Silver Award, iD Magazine: Nike iD  One Show Interactive Silver Pencil: Nintendo Game Cube  Cannes Cyber Lions Finalist - Brand Promotion: Nike Enjoy the Weather  CIPS E-Commerce Project of the Year: Sportchek.ca  Canada’s 50 Best Managed Companies  2001  50 Best Managed Companies in Canada  Gold Clio, Brand Building Site: Nike World Body  Communication Arts 7: Nike World Body  British Interactive Multimedia Association Finalist: Nike Lance Armstrong  Cannes Cyber Lions Finalist - Brand Promotion: Nike World Body  CIPS IT Project of the Year Finalist: Nintendo.com  2000  Gold Clio, Brand Building Site: Casio G-Shock  Silver Clio, Consumer-targeted Site: LEGO Media  Communication Arts 6: Nike Rugby SELECTED AWARDS

NINTENDO OF EUROPE  Solution Highlights  Consolidated multiple properties across Europe under a single, unified technical and management infrastructure –Designed on ATG eBusiness Platform  Design and technical flexibility to accommodate multiple countries and languages –9 countries, 6 languages  An online relationship marketing platform enables NOE to manage the creation, delivery and analysis of 1 to 1 marketing campaigns  Customer loyalty program allows NOE to capture information on customer’s interests and purchasing habits  Why is it our best site? –Traffic has tripled to 1.5 million visitors per month –Time spent on site has doubled –250,000 registered users –Targeted campaigns click through rate of 30% –Close loop  50% of those clicking on have purchase game offline

 Solution Highlights  Global Corporate communications website with a unique user experience –based upon corporate values and reputation, brand and stakeholder needs  Site is localized and translated into Dutch and English –Next phase of project will address 4-5 other languages, including Asian characters  Blast Radius designed, configured and implemented Tridion Content Management system  Technical architecture designed to share the functionality of the site across all Heineken subsidiaries –reinforcing the corporate brand worldwide HEINEKEN

PHILIPS  Solution Highlights  A pre- and post sales initiative to support the new launch of the joint venture between Nike and Philips  Supports the Nike and Philips brand in it’s positioning as an active sportswear device made for the serious athlete  Site is localized and translated into 8 languages –Roman and Asian character sets  With keen attention to information design, brand and content strategy, Nike-Philips is an effective product support site  Product features such as FAQ’s, 3d product imaging

Heineken Experience Heineken N.V. Corporate Website Redesign November 24, 2003 Confidential and Proprietary © 2002 Blast Radius B.V.

Mission  Project objectives: –Strengthen corporate presence and reputation –Service key constituents with better functionality –Address key constituents in a more relevant way  Corporate communications: –All about nurturing corporate reputation  Reputation is based on values/perception  Challenge: –Influence perception  Role of the online environment - Connectivity –Focus on building relationships = personal connection –Perception gives way to proven, personal interaction

Approach  Tactical planning –Build on internal investment in requirements gathering –Confirm assumptions –Describe technical environment –Select CMS vendor  Modular approach –Project Orientation –User Experience Concept –Website Definition –Technical Requirements Definition –CMS Selection –BRD and Project Plan

Evolution of User Experience  Corporate Communication is about reputation, built upon core values  Corporate Communication online is Corporate Connectivity  The UE must connect diverse stakeholders with Heineken in a way which : –Meets the needs of stakeholders –Illustrates the core values of Heineken  On top of this foundation, the UE must establish Heineken as the world’s most international brewery –Heineken translates its core values into diverse actions –Primarily content driven  Creative concept –Unity = Diversity + Connectivity –Translated through features, content, and visual design

Unity Concept Diversity is Heineken’s strength. Connectivity is its approach. Unity is its future Diversity + Connectivity = Unity

Unity is achieved through:  Dialogue  Trust  Transparency  Understanding  Perspective Unity Concept

Unity is communicated by:  Images (global, diverse)  Corporate “ brand” copy  Concept models (maps, charts, graphs)  Usability (ease of use and access to info)  Excitement (a feeling that I want to get involved)  Invitation to dialogue (Heineken listens and responds)

Unity is realized when:  People fully understand  People trust  People contribute  People ask good questions  People get good answers  People make a difference Unity Concept

Investor/analyst Heineken Values: Respect Enjoyment Quality “Heineken’s approach to financial disclosure provides me with the right information” Features: Stock graph Corporate calendar Investor calculator Downloadable annual reports Subscribe to e-alerts Web casts Needs: Information about the timing of public meetings or information releases Access to detailed stock information Functionality to compare and contrast stock Information Quick access to key corporate facts Library of archived information for research Knowledge of corporate policies Explanation of the relationship between Heineken N.V. and Holding N.V.

Media Heineken Values: Respect Enjoyment Quality “Heineken anticipates and understands my needs” Features: Downloadable press releases Sortable press releases Information shopping basket Media kit Needs: Awareness and access to up-to-date press releases and news about Heineken Quick access to key corporate facts Perspective on the activities of the entire Heineken organization Heineken assets that can be utilized in media stories

Environmental group/NGO Heineken Values: Respect Enjoyment Quality “ I am extremely impressed at Heineken’s approach to global citizenship” Features: Responsibility feedback form Report order form Research reports User polls or surveys Needs: Quick access to, and knowledge of Heineken corporate policies Abstracts and access to supporting documentation of environmental reports Ability to comment on, or engage in dialogue with Heineken

Prospective employee Heineken Values: Respect Enjoyment Quality “ I know where to find information regarding employment opportunities at Heineken” Features: Online CV submission form Career in beer information Interactive world map FAQ listings Needs: Information about job availability Online mechanism to express interest in Heineken positions Understanding of what it means to work for Heineken

General public Heineken Values: Respect Enjoyment Quality “I now understand what the Heineken organization is all about” Features: History and timeline presentation Contact us link Featured article/information zone Needs: General information about Heineken Overview of the channels on the site High-level description of Heineken operations and organization structure Contact information

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 HeinekenBeacon 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!

HomeHeineken Prizes Micro site Heineken Holding NV Micro site About HeinekenCareer centerPress centerResponsibilityGlobal featuresLocal Features Who we are World wide company Respect Enjoyment Quality What we do Brewing Brands / products History / Timeline Company structure Biographies Ownership structure Environment project 1 project 2 etc. Alcohol policy Employees Human Rights Responsibility FAQ Responsibility Contact Working for Heineken Heineken Culture Worldwide employment Career development Heineken University Benefits and Health Employee testimonials Students Internships Send your CV Online submission form HR FAQ HR Contact News News Archive Media kit Pictures Biographies Fact sheets Brochures Press FAQ Press Contact Corporate calendar Calculators to friend Heineken Print Download Add to clippings User polls / surveys Order forms Investor Relations Financial News Stock information Stock price Stock graphs Investor calculator Corporate calendar Annual General Meetings Annual reports Annual rep. 1 Annual rep. 2 etc. Order form Key financial facts Presentations Speeches Webcasts Investor FAQ Investor Contact Shortcut bar Library FAQ Contact Clippings e-Alerts Search Interactive map Multi language support (English/Dutch) Snail trail Footer Disclaimer Privacy policy

Interaction Architecture: Navigation LOGO INTERACTIVE MAP CONTENT AREA 2 Related to content on landing page such as: Introduction to article, document or news- item Features Graphs etc. SNAIL TRAIL > NAVIGATION BAR Second level link Third level link Second level link FEEDBACK FEATURE Disclaimer | Privacy policy | Copyright 2002 Heineken N.V. All rights reserved. TITLE AREA About Heineken | Responsibility | Investor Relations | Career center | Press Center Search:________ Library | FAQ | Subscribe to e-alert | ContactClippings MULTI LANGUAGE SUPPORT Heineken Holdings NV | Heineken prizes DATE CONTENT AREA 1a Introduction to articles, reports, news items etc. (on landing pages) CONTENT AREA 1 b CONTENT AREA 1 c Etc.

Not indicative for final design

Interaction Architecture: Content areas deeper levels LOGO INTERACTIVE MAP SNAIL TRAIL > FEEDBACK FEATURE CONTENT AREA 1 Articles, reports, news items, with or without graphs or pictures Disclaimer | Privacy policy | Copyright 2002 Heineken N.V. All rights reserved. TITLE AREA About Heineken | Responsibility | Investor Relations | Career center | Press Center Search:________ Library | FAQ | Subscribe to e-alert | ContactClippings MULTI LANGUAGE SUPPORT Heineken Holdings NV | Heineken prizes DATE 1 ICON BAR Feature to print, download or distribute particular piece of content Print | Download | Send CLIPPING ICON Icon indicates if piece of content can be added to clipping “basket”. 3 CONTENT AREA 2a Related to content in main area/landing page: Features Graphs etc. NAVIGATION BAR Second level link Third level link Second level link CONTENT AREA 2b Related to content in main area: Introduction to article, document or news- item in current or other parts of the site. Features Graphs etc. 2

Visual Design  Must reflect Heineken values: –Respect, Enjoyment, Quality, International  Must be more modern and progressive than the current site  Must be responsible to usability standards and established conventions of corporate sites  Must maintain the integrity of the current Heineken VID (Visual identity)  Although corporate site, it should be youthful, internationally minded; (Project Beacon)  Internally: galvanizing force, design needs to make people proud, get them excited and inspire them to participate.

Global Navigation: Intuitive content organization built around primary stakeholders. World map: Alternate means of navigation provides visual communication of Heineken’s international scope Links to Micro sites : aid in directing site traffic to appropriate location Search: Persistent search box, allows users access to content from anywhere on site Dynamic content areas: Headlines dynamically generated on the homepage via the CMS provide users immediate access to new content

World map Immediate visual communication of Heineken’s international scope Image Immediate visual communication of Heineken’s products Comment: No emphasis on (drinking) beer on corporate site Interactive map Re-appears throughout web site adapting to different contexts Illustrates specific Heineken global, topic in clear and attractive manner. User is able to use map as a means of navigation. Main entrances Five, clear main entrances to web site Comment: Should be recognizable navigation bar on homepage, consistent with deeper levels

World map image Encourages visitors to explore the world of Heineken beyond their immediate scope of interest Comment: Too much emphasis on global aspect. Takes up too much space Main entrances Turned into global navigation. Drop down menu’s create overview of site content Comment: Use Heineken font/type face Links to Micro sites Comment: Must be part of global navigation Spotlight On specific topics Comment: Takes up too much space Feedback feature Comment: Not ready to display user feedback Content - good Usability - good Colour - good Too much emphasis on global Too little emphasis on enjoyment Too “heavy” does not portray “openness”

Navigation bar Unique Heineken font/ type face in main navigation Navigation for Micro sites Feedback feature. Simplified No feedback on results on homepage Into the spotlight Takes up less space Opportunity to add up to three spotlight items Images with emphasis on enjoyment, beer brewing company, youth and respect for different cultures Interactive map Cut back on space for world map without loosing emphasis on international feel Brands Use world map to Introduce Heineken brands per region Open Friendly Balance in global and enjoyment

Organizational Implications  Content –Training –Workflow  Site-in-a-Box –Sell-in –Training –Corporate role

TRD – Architecture Diagram

TRD - Recommendations  Based on requirements for availability, connectivity, expertise outsourced hosting of Technical Infrastructure –Plan of ICT to align partnership with 3d party hosting –Use existing hosting contract with Exodus in London  Intel / Microsoft HW platform  Microsoft SQL Server Database  J2EE Server platform  During design phase, decisions and more detailed integration design with back-office environment

Site-in-a-Box - Value Proposition  Leverage investment in new Corporate website across Heineken worldwide –Unity Concept –Design –Functionality –Technical Infrastructure & tools  Corporate advantages –Centralized mechanism to share content –Creation of Heineken Unity, internal and external

Feature Set Foundation

Career Center

Media Center

Investor Relations

Responsibility

Feature Set Matrix

Audience – Value Proposition – Features

Budget Summary  June Proposal Estimate –630,000 € for Design, Realization, and Implementation  Process efficiencies, scope refinement –70,000 € reduction

Budget Summary – Professional Services

Budget Summary – Other Costs

Project Timeline August SeptemberOctoberNovemberDecember DESIGN REALIZATION IMPLEMENTATION  Early August start yields December 1 launch OPERATIONS

Q & A Discussion