Marcone Supply is looking to redesign their website to better promote their appliance parts and services, simplify the online ordering process, and effectively convey their branding of passion, people, and innovation to target audiences of appliance technicians, businesses, and DIY consumers. The new website will need to provide key information to both new and current customers while embodying Marcone's mission to empower product support through knowledge and innovation. Personas were created for key customer types including a service company owner, technician, and do-it-yourselfer to help guide the redesign process.

1. WEBSITE REDESIGN
Ashley Glatz
Media Communications 5600
March 7, 2013

2. PROJECT STRATEGY
Type of Experience: Services, Informational
Type of Agent: .com (current website: www.marcone.com)
Type of Media: Website
Branding and Culture: Marcone relies on three main principals for branding: passion, people and innovation. Each page within the website
should embody these principals, as well as keeping in line with Marcone’s mission: To empower product support with knowledge and innovation.
Measure of Success: New accounts; online orders
What is the offering? Marcone wants to promote their services (Cooling & Heating, Property Maintenance and Installation Goods) as well as the
products we sell.
Target Audience: Appliance technicians, businesses and DIY retail consumers.
Landscape: Our biggest competitor is Sundberg America (appliance-parts.com). We provide parts to many appliance shops, including Lowes
and Home Depot, and benefit from their client bases.
STRATEGY STATEMENT
Marcone Supply, an appliance parts distributor, is in need of a website redesign. The current website lacks the information needed for new cus-
tomers to find out more about the company, and the interface makes it hard for current customers to find and order parts. The new site will need
to effectively convey Marcone’s services and simplify the purchasing process.
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3. PERSONAS
Mike, the Service Dan, the
Company Owner Rick, the Technician Do-It-Yourself-er
“I buy my parts from “It’s so much easier to walk “I don’t need to call a
Marcone, my Technicians into the store. I know my technician. I do need the
get trained by MSA – part will be there on time.” right part, though!”
What else can they offer?”
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4. Mike, the Service Company Owner
One Company: Many Companies:
Uses only one Uses multiple com-
company for all panies for parts
parts needs. LOYALTY needs.
Low: Interacts High: Interacts
with company with company
less than once a daily.
month. ACTIVITY
Limited: Un- Extensive: Uses
“I buy my parts from familiar with products and ser-
Marcone, my Technicians products and vices frequently.
get trained by MSA – services. PRODUCT KNOWLEDGE
What else can they offer?”
“I don’t have time to click a hundred links to find what I need. I just want to search for the solutions I need to learn more.”
SCENARIOS: OBJECTIVE: DEMOGRAPHICS:
Expansion: I already order my parts through Marcone’s Mike has been in the service business for
Business is booming, and Mike can’t han- website when I can’t make it to the store, 28 years. He started from the ground up,
dle the amount of orders each day. He and my technicians use MSAWorld for and understands what it means to be a
visits Marcone.com to find out more about training information, but I’ve heard technician. As he continues to get older, he
myPartsCenter. He wants a clear descrip- Marcone offers more. I’m trying to run a wants simple solutions to help his business
tion of what it is, what it costs, and how it business successfully – how can Marcone grow before he hands it over to his son.
will benefit his expanding business. help?
Computer Systems: CONCERNS: TECHNOLOGY COMFORT:
On a busy Saturday, Mike’s computer sys- • What else can Marcone do for me? I’ve got a smartphone to keep up with my
tem went down with no help available. He’s • Who do I contact for more information? technicians, and I’m comfortable ordering
heard about SwiftLink before, and visits What do other owners think about it? parts on my computer. After all, half of my
Marcone.com to learn more. He looks for a • What do these solutions mean for my business comes through email requests!
video on using SwiftLink and reviews from business?
other owners who use it.
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5. Rick, the Technician
One Company: Many Companies:
Uses only one Uses multiple com-
company for all panies for parts
parts needs. LOYALTY needs.
Low: Interacts High: Interacts
with company with company
less than once a daily.
month. ACTIVITY
Limited: Un- Extensive: Uses
“It’s so much easier to walk familiar with products and ser-
into the store. I know my products and vices frequently.
part will be there on time.” services. PRODUCT KNOWLEDGE
“I can’t keep all of these part numbers straight. Can’t I just look for agitators and see what models they work for?”
SCENARIOS: OBJECTIVE: DEMOGRAPHICS:
Backstock: I’ve been going to the store for years, but Rick has been working on washers and
Recently, Rick’s been getting a lot of calls they don’t always have what I need. I guess dryers since the clothesline went out of
for Whirlpool Agitators. The local stores I could order the parts online, but I’m style. The local store owner knows him by
are sold out, so he visits Marcone’s website not very good with the internet. It’s not a name, and knows what sports his grandkids
to order extras. He isn’t sure of the part Tweeter, right? play. His kids have tried to get him online,
number, but he searches for the general but it causes extreme frustration for both
description. parties.
Owner Change: CONCERNS: TECHNOLOGY COMFORT:
Rick’s owner has passed on the business • What if they send me the wrong part? In my day, we didn’t have touchscreen
to his tech-savvy son. He’s looking to keep • What if I don’t know the part number? telephones. You took notes on a notepad
trucks stocked at all times, so Rick visits • How can I deliver to different and used the phone to call for directions!
Marcone’s website to sign up for one & technicians?
you’re done. • What if I need help from a real person?
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6. Dan, the Do-It-Yourself-er
One Company: Many Companies:
Uses only one Uses multiple com-
company for all panies for parts
parts needs. LOYALTY needs.
Low: Interacts High: Interacts
with company with company
less than once a daily.
month. ACTIVITY
Limited: Un- Extensive: Uses
“I don’t need to call a familiar with products and ser-
technician. I do need the products and vices frequently.
right part, though!” services. PRODUCT KNOWLEDGE
“I’ll be honest, I don’t know what I’m doing. I need instructions to go along with the part.”
SCENARIOS: OBJECTIVE: DEMOGRAPHICS:
Door Latch Switch: The house of our dreams may have cost Dan recently married his high school
While cleaning up from their first house- a little more than we wanted, but we sweetheart. To save some cash, they
warming party, the dishwasher won’t even cut back on appliances using Craigslist. purchased used appliances on Craigslist,
start. Dan Googles “Dishwasher Problems” Unfortunately, the dishwasher isn’t quite up however they’re having some problems
and finds a blog on Marcone.com about to par. But I’d hate to make my new bride keeping them working. Dan took a few
the door latch switch. do dishes, so I should be able to fix it. shop classes in high school, so fixing it will
be easy – with the right tools & instruction.
Dryer Problems:
Dan mentions to his father-in-law that the CONCERNS: TECHNOLOGY COMFORT:
dryer hasn’t been heating up lately, who • What’s the problem caused by? I would never walk into a store and ask the
suggests he replace the heating element. • How do I fix it? counterperson for help. I feel much more
Dan looks online for a part and is taken to • What tools do I need to use? comfortable looking up the answers in my
Marcone.com. • What part should I buy? own home. Why else did I spend so much
on a MacBook anyway?
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7. REGISTRATION USE CASE
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8. SEARCH USE CASE
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9. SITEMAP
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10. HOMEPAGE WIREFRAME
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11. PART DESCRIPTION WIREFRAME
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