Successful Web Project
A2Z
Shay Rosen
Head of Strategic Consulting
Shay Rosen’s Work, Copyright 2011
Shay Rosen
Head of Strategic Consulting, Realcommerce
[email protected]
http://il.linkedin.com/in/shayrosen
http://www.facebook.com/shayrs
M: 052-5118539
Shay Rosen’s Work, Copyright 2011
Web Project – kickoff meeting
Desired: Mega Website
Spec: Cool site, Brings many
Customers
Budget: 0$
TTM: Yesterday!
You are the project manager!
Shay Rosen’s Work, Copyright 2011
Web Project – Post Mortum
Shay Rosen’s Work, Copyright 2011
Digital Strategy Introduction
Multi Channel Strategy
Project Management Secrets
Managing Web Sites With SP 2010
FAST For Sharepoint 2010
Shay Rosen’s Work, Copyright 2011
Digital Strategy
Shay Rosen’s Work, Copyright 2011
A pile of Money - does it pay?
Websites cost a zillion $
They can deliver
outstanding results
Or result in nothing but a
deserted web page
Shay Rosen’s Work, Copyright 2011
Think ROI
Increase sales
Customer Service
Support
Keep in touch with
customers
Marketing
Logistics
Shay Rosen’s Work, Copyright 2011
Strat-e-gy
A plan of action designed to achieve a particular goal
Shay Rosen’s Work, Copyright 2011
Strategy – The Master Plan
The Big Picture
Why are we doing the
project?
What is the marketing
message?
What are the project’s
Business objective?
ROI?
How we fulfill them?
Shay Rosen’s Work, Copyright 2011
Bad Strategy Example
•Background: Competitors are ahead
•Reason: We are not cool enough
•Message: We are cool!
•Objective:
•Make customers think we are cool
Shay Rosen’s Work, Copyright 2011
Good Strategy Example
•Background: Competitors are ahead
•Reason: We have a customer service problem
•Message: Our customer service is much better!
•Objective:
•Reduce waiting time
•Increase customer satisfaction
•Cut call center calls (reduce calls)
Shay Rosen’s Work, Copyright 2011
Concept
Shay Rosen’s Work, Copyright 2011
Concept (1) Think Customer
Not users – they are not
addicted
Interviews – customers,
agents representatives
Research – Internal data
Who will be using the site?
What are they doing today?
What is their pain?
Shay Rosen’s Work, Copyright 2011
Bad Concept
•Users: Everybody
•Pain: Hate calling the call center
•Solution: Launch email based support center on
corporate web site
Shay Rosen’s Work, Copyright 2011
Concept Whiteboard
•Customers:
•Jack, Businessman, 38, NYC
•Gill, Student, 27, LA
•Pain:
•Do not understand bill, Think it’s to expensive
Shay Rosen’s Work, Copyright 2011
Concept (2) Market research
Competitors
References
Opportunities
Threats
Shay Rosen’s Work, Copyright 2011
Concept Whiteboard
•Competitors: Complex support area or none at all
•References:
•Many
•Live chat
•On screen tips
•Simple and intuitive interface
•Opportunity: Be the first to launch a Multi
Platform Customer Support Center
Shay Rosen’s Work, Copyright 2011
Concept (3) Solution
Use Cases
Features
Flows
Information Architecture
Screens
Shay Rosen’s Work, Copyright 2011
Complete concept
•Customers:
•Jack, Businessman, 38, NYC
•Gill, Student, 27, LA
•Pain:
•Do not understand bill, Think it’s to expensive
•Solution:
•Expose detailed bill on site with explanations and
online representatives
•Offer better service plans to suit needs
•Enable customer to contact customer service on site
Shay Rosen’s Work, Copyright 2011
User Experience
What do we want users to
feel like?
Perception
Navigation
Understand flows, funnels
and barriers
Shay Rosen’s Work, Copyright 2011
Complete concept
•Customers:
•Jack, Businessman, 38, NYC
•Gill, Student, 27, LA
•Pain:
•Do not understand bill, Think it’s to expensive
•Solution:
•Expose detailed bill on site with explanations and
online representatives
•Offer better service plans to suit needs
•Enable live chat rep’s on site
•UX: Simple, clean, Intuitive – We are here to help.
Shay Rosen’s Work, Copyright 2011
Customer Service UX
Account Information
Clear
Simple
Understandable
Services Information
Search
Promote popular issues
Perform Personal
Transactions
Allow contact in as many
channels as possible
Shay Rosen’s Work, Copyright 2011
‫‪E-Customer Service UX‬‬
‫‪ -TVTELECOM‬לוגו‬
‫חפש הזן מילים לחיפוש‬
‫החשבון שלי‬
‫תפעול מכשירים‬
‫שירותים מתקדמים פעולות אישיות‬
‫דשבורד מידע מקוצר על מצב חשבון‬
‫‪99‬‬
‫דקות‬
‫‪157‬‬
‫‪SMS‬‬
‫‪5MB‬‬
‫חבילת גלישה‬
‫לחשבונית בהרחבה>>‬
‫את תכנית‬
‫מאוד?שאם לוחצים עליו אפשר לשפרשינוי‬
‫החשבון ולחסוך בהוצאות‬
‫שאלה נפוצהכפתור‬
‫שאלה נפוצה מאוד?‬
‫שאלה נפוצה מאוד?‬
‫שינוי פרטים‬
‫שאלה נפוצה מאוד?‬
‫שאלה נפוצה מאוד?‬
‫פעולה אישית נוספת‬
‫פעולה אישית נוספת‬
‫‪Shay Rosen’s Work, Copyright 2011‬‬
‫תיבת יצירת‬
‫קשר עם‬
‫אופציה‬
‫לצ'אט‪,‬‬
‫אימייל‬
‫וטלפון‬
User Interface
Serve
Prioritize
Predict user scenarios
Help
Minimize
Be Intuitive
Wireframe/ Mockup
Shay Rosen’s Work, Copyright 2011
Cross Channel – The WI-Wi-Wi
customer
What I want
Where I Want it
When I want It
Ignoring Social media and
mobile Can result in a
disaster
Shay Rosen’s Work, Copyright 2011
Complete concept
•Customers:
•Jack, Businessman, 38, NYC
•Gill, Student, 27, LA
•Pain:
•Do not understand bill, Think it’s to expensive
•Solution:
•Expose detailed bill on site with explanations and
online representatives
•Offer better service plans to suit needs
•Enable live chat rep’s on site
•UX: Simple, Intuitive – We are here to help
•Cross channel:
•Mobile: real time account info + self service
•Social: Facebook / Twitter help center with online rep’s
(That can help online)
Shay Rosen’s Work, Copyright 2011
Optimization
Define critical flows
Create Funnels
Analyze Permanently
Detect Bottlenecks
Improve
Analyze
Improve
This never ends…
Shay Rosen’s Work, Copyright 2011
Don’t start without a plan
Know exactly why you’re doing what you do
Understand your customer needs
Solve problems, add value
Think about feelings and perception
Be loved, Satisfy
Serve, Don’t teach
We want to deliver great service!
Analyze and Optimize
Be present everywhere
Get Social, Get Mobile, Open up
Shay Rosen’s Work, Copyright 2011
Shay Rosen’s Work, Copyright 2011