ICEX boosts its digital transformation towards internationalization

ICEX Spain Export and Investment is a public business entity that is part of the Ministry of Economy, Trade and Enterprise, through the Secretary of State for Trade. Its main mission is to promote the internationalization of Spanish companies and encourage the attraction of foreign investment.

Challenge

ICEX had a clear objective and that was to renew its corporate portal at all levels, Both in terms of design and technology, in order to project a modern image, close and aligned with the current standards of the digital environment, moving away from the traditional schemes of public administration, to turn it into a dynamic, accessible platform, oriented to the real needs of its users.

The renovation included the redefinition of the information architecture and the user experience (UX/UI)We have even implemented a new technological stack that guarantees greater scalability, performance and security. We also worked on the optimization of content, prioritizing clarity, usefulness and focus on the most demanded services. In addition, the analytical system was updated to integrate it with a new intelligent search engine and internal systems such as CRM and document management.

Project From experience design

As a fundamental part of the renovation process, we conducted a research phase focused on understanding the real needs of the portal's users. Through interviews, behavioral analysis and data collection, a series of key indicators were identified and used as a basis for defining design priorities.

One of the most relevant findings was the need for customize the experience from the first contact. To this end, the login and user registration process was redesigned, incorporating new strategic questions that allow us to adapt the content and services offered. These questions include:

1. What sector does your company belong to?
2. Which country or countries are you interested in?
3. What type of need do you currently have?

Thanks to this new approach, the portal is able to offer more relevant, segmented and useful navigation right from the start, significantly improving the user experience and facilitating access to the information and services that really matter.

From analytics

A customized measurement strategy was implemented in AEM, creating an architecture adapted to the search engine to measure results and offer personalized content.

One of the main challenges was to evolve from the previous system of Adobe a Adobe Experience Platform, which will allow ICEX to integrate tools such as Adobe Target (to customize content), Adobe Campaign (to manage communications) and other advanced solutions. All this with the aim of knowing the user better, adapting content in real time and offering a more relevant experience to the companies they are targeting.

From SEO

From SEO worked together with the UX team to define an SEO friendly structure for the new sections of the website, ensuring that the redesign and the information displayed were aligned with SEO best practices.

We also coordinated with the development team to ensure that the new site met the technical SEO requirements, defined the necessary redirection rules to facilitate its reindexing and avoid a negative experience when accessing it from search engines or external links.

Results A key milestone in ICEX's digital transformation process

The new portal has recently been launched into production, marking a key milestone in ICEX's digital transformation process. Although it is still too early to have consolidated usage and performance metrics, the implementation represents a solid starting point to deliver a much more personalized, efficient experience aligned with the current expectations of its users.

In the coming months, continuous monitoring of user behavior will be carried out in order to collect valuable insights to further iterate on the digital experience and maximize the impact of the new portal.

With this new portal, ICEX will not only improve its digital presence, but will also strengthen its role as a reference in the internationalization of companies and the attraction of foreign investment in Spain.

If you also want to implement this digital transformation in your company, contact us at.