Heineken Experience Heineken N.V. Corporate Website Redesign November 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 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!

Feature Set Foundation

Career Center

Media Center

Investor Relations

Responsibility

Feature Set Matrix

Audience – Value Proposition – Features

Q & A Discussion