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Track a 1115_harmon


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Track a 1115_harmon

  1. 1. Face of Finance Creating Simplicity out of Chaos Kristyn Harmon 1
  2. 2. There are many financial products 2
  3. 3. Data and transactions are complex 3
  4. 4. Multiple access points 4
  5. 5. Regulatory, Legal and Compliance considerations 5
  6. 6. Put it all together… It can be overwhelming 6
  7. 7. You are responsible For creating an online experience that: Embodies the face of the company Goes viral Works flawlessly Delights customers Supports mobile Is beautiful Drives tons of sales Increases efficiencies Decreases phone calls 7
  8. 8. Only worry about 2 things Service Sales Set the Strategy Obsess About the Customer Execute Flawlessly 8
  9. 9. Details of your sales strategy Attract potential new customers to an engaging experience created just for them Content is King • Understand your SEO keyword terms • Start with a content map • Define the semantic structure of your pages Hire and expert writer • Content needs to be concise, well written with strong calls to action • Company mission, brand, voice and tone need to be evident • Content should be written to speak to your ideal demographic • Use words they use • Stay away from internal terms Create a journey • Focus on top 3 use cases, not the exceptions • Journey will dictate the way the site is organized • Challenge the way things work today – many times you can simplify them 9
  10. 10. Details of your service strategy Create a simple, clean customer experience Make it simple • Less is more • Make your primary use case great • Content isn’t king in the transactional experience • If you need to add help or demos to explain how to use the site, then you haven’t gotten it right Use consistent patterns/controls • Don’t be afraid to ‘reuse’ your experience • Make the experience comfortable • Experience should be discoverable Test, test and test • Test with phone reps and internal associates first • Test with consumers • Test with people outside your business 10
  11. 11. Flawless execution isn’t by accident Iterative design process Paper Prototyping Conceptual Design Annotated Detailed Design Visual Design 11
  12. 12. Omni-channel considerations • Coordinate enhancements across all channels so the experience is seamless • SEO content map should stretch across communications • Internal communications • External communications and previews 12
  13. 13. Mobile • Know customer device usage • Have a plan for Native vs. Responsive – Native: • Determine which to support (iPhone, Android, Windows) • Understand resident functionality to be leveraged – Responsive: • Start by designing smartphone sized experience first • Determine number of breakpoints based on usage • Design for scaling percentages not fixed widths • Keep an eye on emerging trends 13
  14. 14. Measure your success… • Measure and report out on your results • Build on your successes • Learn from your mistakes • Read customer feedback daily • Closely monitor online usage • Listen to phone calls • Go out on sales calls Sales and Service metrics not clicks and visitors 14