The Challenge
Diageo's multi-brand digital estate lacked standardised CX metrics, leaving a gap between granular site friction (rage clicks) and high-level brand-health tracking.
The Approach
- Honeycomb taxonomy. Unified UX, CX and BX across five core journeys: Shop, Learn, Explore, Visit, Support.
- Double Diamond KPI mapping. Linked Discovery metrics (SUS, task-success) directly to Build/Release analytics (CSAT, CES, NPS, CVR).
- Three-tier model. Structured data into clear Operational (usability), Tactical (validation) and Strategic (experience) tiers.
The Impact
- Enterprise alignment. Standardised a single CX language across global Product, Marketing and Engineering teams.
- Accelerated insight. Replaced slow, committee-led analysis with agile, data-backed product backlogs.
- Repeatable blueprint. Established a framework to validate every feature release against conversion metrics.