Empowering People Through Play: A Creative Approach to CMS Migration

This is the third part of our content series on everything that is involved in migrating content to a headless CMS. After discussing the benefits of switching to a headless CMS and the basic requirements for a successful migration in the first article of our content series, we delved deeper into the actual migration process and the success factors for a hybrid content migration in the second part. In this third part, we would like to introduce another important aspect of the project: the targeted support of employees throughout the entire migration process.

A technological transformation such as the CMS migration at Stadtwerke Düsseldorf not only presents a technical challenge but also means a lasting transformation for everyone involved. To make this transformation successful, our designers developed an employee campaign based on four central pillars: 

• clearly introducing the new CMS, Storyblok,

• explaining the purpose and goals behind the migration,

• actively gathering feedback from employees, and

• bringing it all to life in a playful way through gamification.

A playful approach with a memo game at its heart

The awareness campaign centered on a specially developed memo game that addressed key terms such as "Digital Experience Platform (DXP)," "migration," and "CMS." 

Unlike a classic memory game, this one doesn't involve matching pairs of cards, but rather (project-specific) key terms and their explanations. The goal was to familiarize employees with the basics of the new digital strategy in a playful way. Additionally, it would  encourage discussion about the migration and the new CMS. We also designed posters, flyers, and table displays to make the campaign visible in key locations and to increase awareness within the company.

Making the benefits of the new CMS tangible

The campaign clearly communicated the key benefits of the migration:

• Single source of truth: Content can be maintained centrally and rolled out across multiple touchpoints.

• Democratization: Storyblok enables all employees to maintain content independently – for greater efficiency and collaborative work.

Tobias Zapp, Head of DXP at Ergosign, sums it up aptly: "The goal of the DXP project was to enable more people to participate through better technology."

Marie-Claire Harnasch, Lead UX Designer on the DXP project, adds: "Our campaign made the digital topics surrounding the DXP project tangible and encouraged employees to actively contribute their expertise to the development of the digital platform."

Enablement through continuous development

The campaign evolved from a purely informational initiative to an enablement campaign:  explaining the benefits of migration and, through the memory game, creating a playful way to internalize key terms and concepts. In the future, the memory game can be expanded to include topics such as UX, accessibility, and UI – an approach designed to promote continuous learning and development within the company.

Our approach: Being a creative partner for change and people

The campaign exemplifies one of our guiding principles: We see ourselves not just as a service provider, but as a partner who supports companies and employees on their journey. With well-thought-out, creative concepts, we create solutions that unite technical excellence with user-centered thinking, – because real change begins with people.