Case Study #9: Renault-Nissan Alliance

EXECUTIVE SUMMARY

Led technical Business Analysis for the Renault-Nissan Alliance's global digital transformation through Digitas UK (Publicis Groupe), supporting the standardisation of customer-facing web experiences across more than 200 websites. Defined customer journeys, content and asset-migration requirements, Product backlogs and Engineering specifications for a large-scale Adobe Experience Manager rollout, while coordinating technical delivery and performing Scrum Master responsibilities across assigned workstreams.

ENGAGEMENT SNAPSHOT

Client: Renault-Nissan Alliance
Engagement: Digitas UK (Publicis Groupe)
Engagement Role: Agile Technical Business Analyst
Period: August 2014 – July 2016
Sector: Automotive / Enterprise Digital Platforms
Scope: Global digital transformation spanning 200+ customer-facing websites across Renault, Nissan and regional affiliate markets
Capabilities: Technical Business Analysis, Global Platform Transformation, Requirements Engineering, Content Migration, Agile Delivery, Technical Project Coordination, Scrum Master Responsibilities
Technology: Adobe Experience Manager (AEM), enterprise web platforms, content and asset migration, Agile delivery

CONTEXT

Global automotive manufacturers operate extensive digital ecosystems spanning international brand websites, regional markets, national sales operations and customer-facing product experiences.

Renault and Nissan needed to support consistent brand and customer journeys while accommodating significant differences in local languages, content, market requirements and operational processes.

The Renault-Nissan Alliance's digital transformation brought these requirements into a large-scale programme centred on Adobe Experience Manager.

Its ambition was to create more standardised digital platform capabilities across a global website estate while maintaining the flexibility required by different brands and regional affiliates.

CHALLENGE

A transformation involving more than 200 websites created considerable complexity in requirements, content structures, existing assets, migration dependencies and coordinated delivery.

Renault and Nissan stakeholders had different priorities and operating requirements, while regional affiliates needed to preserve locally relevant customer experiences.

The programme required a common approach to Product requirements and implementation without reducing everything to a single inflexible template.

Technical delivery also depended on accurate specifications, clear backlog priorities, coordinated migration activities and consistent communication across distributed Engineering teams.

ENGAGEMENT MANDATE

Working through Digitas UK, led technical Business Analysis activities for assigned streams of the Renault-Nissan Alliance digital transformation.

Reconciled requirements from Renault, Nissan and regional stakeholders, translating customer journey, content and migration needs into prioritised backlogs and Engineering-ready specifications.

Also undertook technical project coordination and Scrum Master responsibilities on assigned delivery streams, supporting distributed Engineering teams through planning, dependency management and Agile delivery.

APPROACH & DELIVERY

Global Requirements & Stakeholder Alignment

• Worked across Renault, Nissan and regional business stakeholders to understand customer journeys, commercial requirements and existing website capabilities.

• Identified common Product needs alongside brand-specific and local variations.

• Translated competing requirements into a shared delivery approach, helping teams distinguish reusable platform requirements from legitimate regional differences.

Adobe AEM Platform Transformation

• Defined technical and functional requirements supporting the rollout of Adobe Experience Manager across the global website programme.

• Worked on customer-facing web journeys, content structures and digital platform requirements intended to support a more standardised operating model.

• Collaborated with technical delivery teams to align implementation requirements with the broader transformation programme.

Content & Asset Migration

• Analysed content and asset-migration requirements associated with moving existing digital experiences to the target platform.

• Defined requirements, dependencies and acceptance considerations to help preserve the integrity of customer-facing content during migration.

• Supported coordination between business, content and Engineering stakeholders across relevant delivery workstreams.

Agile Delivery & Technical Project Coordination

• Maintained prioritised backlogs and Engineering-ready specifications across assigned delivery activities.

• Coordinated dependencies, clarified requirements and supported resolution of technical and business blockers.

• Performed Scrum Master responsibilities for distributed Engineering teams, facilitating delivery activities and maintaining alignment with programme priorities.

OUTCOMES

• Contributed to a global Adobe AEM transformation programme spanning more than 200 websites across Renault, Nissan and affiliate markets.

• Established clearer, shared requirements across different brands and regional stakeholders.

• Defined customer journeys, content structures and asset-migration requirements for the target platform.

• Produced prioritised backlogs and technical specifications supporting Engineering delivery.

• Coordinated technical dependencies and Scrum delivery activities across assigned distributed workstreams.

• Supported a more consistent approach to global website and content-platform delivery while preserving necessary regional flexibility.

WHY IT MATTERED

The engagement demonstrated experience working within a global, multi-brand platform transformation where scale, localisation, stakeholder alignment and technical detail were critical.

It strengthened the ability to translate complex enterprise requirements into coherent delivery workstreams, balancing the benefits of common technology standards with the realities of different businesses and international markets.

CAPABILITIES

Global Digital Transformation · Technical Business Analysis · Adobe Experience Manager · Enterprise Web Platforms · Requirements Engineering · Content Migration · Asset Migration · Product Backlogs · Multi-Brand Governance · International Stakeholder Alignment · Technical Project Coordination · Agile Delivery · Scrum Master Responsibilities