Cut the crap

Cut the crap:Why deleting is improving Ove Dalen, 6. september 2011

The challengeTelenor reserves theright to limit the transferrate for your subscriptionto a maximum of 100kbit/s if usage exceeds 6GB in the currentcalendar month.

http://www.flickr.com/photos/ardenswayoflife/3184839175/

We have to informAfter 6 GB per month thespeed will be reduced

We have to inform, more!Why is there amaximum limit?

But hey: Whydon’t we sendthe customeran SMS?

The black holeWhat!!! The SMS-inbox, is onlyavailable in theMobile Broadbandapplication oncustomerscomputer!?!

Read more Read moreRead more Read more Read more Read more Read more Read moreRead more Read more Read more Read much more here Read more Read more Read more Read more

Norways biggest and the worlds 6th largest telecom-company. 3,1 million mobile customers in Norway• 150 years history• State-operated monopoly until 1995• 4850 employees in Norway

Telenor put their website on a diet • Increase conversion and sale Goals • Increase self service • An easier website to manage

Stop the cacophony from 1000internal voices

The marketing departmentwants a lot of stuff • Usually they make a 10 page spesification on what to do • Not aligned at all with web thinking • Not aligned at all with user centered design

Core page:Inward paths User goals: Strategic goals: Outward paths• … • ..• … 1. … 1. … • ..• … 2. … 2. … • .. 3. .. 3. .. Triggerwords: …

Core page: Mobile broadbandInward paths User goals: Strategic goals: Outward paths• Google • Order Adwords 1. What is MBB? 1. Selling the right • Download• eDM 2. What’s the price? subscription to software• Frontpage • Coverage of• Facebook 3. How fast is it the right MBB i compared to customer Norway normal 2. Download broadband?? software 4. What separates 3. Reduce the the different number of calls subscriptions? and emails to customer service Triggerwords: Mobile broadband, Internet, broadband, wireless, 3G, Turbo 3G

Use casesWhat is MBB? Demonstrate “Best in test” Order MBB (consumer +What’s the price? businness) Nearest delaer

Don’t work in silos

Familiar?• Information architects who make structures with no detailed knowledge of the content• Writers reduced to filling the structure• Designers who make pixelperfect Photoshop- design who fails when merged with content• Developers who don’t understand communicationResult: A lot of waste and massive big websites

The cross functional webteam

We prototypein HTML

Never launch in a Big bang

We have to write everything in 2 weeks

Lorem ipsum

Einsteins definition of madness” Doing the same thing over and over again and expecting different results

Step-by-step launchContent + Learn by experience + Content drives design Phone + Secures quality content Menus Broadband - Two separate websites Mobile - Navigation problems? Invoice Mobile broadband Time

Content driven process T riggerord: Mobilt Bredbånd forside Brukeroppgaver: Forretningsmål: 1. Sjekke 1. Sel • Forsiden ge • Bestilling tilbud Telenor 2. Få 2. Bestille • Hjelp • Eksternt 3. Laste ned ut ny • Ny SW søk SW 4. Finne S • Dekning • Landings- frem til W side hjelpesid e .Analyze: Strategize: Wireframes: HTML• Searchlogs • User tasks• Statistics • Strategic goals• Businessgoals • Paths in & out • Trigger words Content written all the time

The result: success for Telenor• Reduced 80 percent of website – website now 500 pages• Conversion rate 100% up on key pages• Emails to customer service down by 35%• And important…an easier website to manage

Thank you! Ove Dalen• ove@netliferesearch.com– twitter.com/ovedalen

netliferesearch.com

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Cut the crap

by Ove Dalen on Sep 06, 2011

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