Cut the crap

•

8 likes•4,038 views

This document discusses how Telenor improved their website by simplifying and streamlining content and processes. They reduced the website by 80% from over 1000 pages to around 500 pages. This resulted in conversion rates increasing 100% on key pages and emails to customer service decreasing 35%. The approach taken was to have a cross-functional team work in an iterative process driven by user needs and business goals rather than individual department needs. Content was prioritized and the site was launched in gradual, step-by-step phases rather than a big bang launch. This process change led to success for Telenor.

Technology Business

Cut the crap:
Why deleting is improving

Ove Dalen,
6. september 2011

The challenge

Telenor reserves the
right to limit the transfer
rate for your subscription
to a maximum of 100
kbit/s if usage exceeds 6
GB in the current
calendar month.

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

We have to inform

After 6 GB per month the
speed will be reduced

We have to inform, more!

Why is there a
maximum limit?

But hey: Why
don’t we send
the customer
an SMS?

The black hole

What!!! The SMS-
inbox, is only
available in the
Mobile Broadband
application on
customers
computer!?!

Read more
Read more
Read more

Read more
Read more
Read more
Read more
Read more
Read 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 1000
internal voices

The marketing department
wants 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 broadband

Inward 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 cases

What is MBB?

Demonstrate
“Best in test”

Order MBB
(consumer +
What’s the price?
businness)
Nearest delaer

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 communication

Result: A lot of waste and massive big websites

Einsteins definition of madness

”
Doing the same thing
over and over again and
expecting different
results

Step-by-step launch
Content
+ 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

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I develop the Ruby programming language, RubyGems, and Bundler, which are package managers for Ruby. Today, I will introduce how to enhance the security of your application using open-source software (OSS) examples from Ruby and RubyGems. The first topic is CVE (Common Vulnerabilities and Exposures). I have published CVEs many times. But what exactly is a CVE? I'll provide a basic understanding of CVEs and explain how to detect and handle vulnerabilities in OSS. Next, let's discuss package managers. Package managers play a critical role in the OSS ecosystem. I'll explain how to manage library dependencies in your application. I'll share insights into how the Ruby and RubyGems core team works to keep our ecosystem safe. By the end of this talk, you'll have a better understanding of how to safeguard your code.

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Apps Break Data

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Main news related to the CCS TSI 2023 (2023/1695)

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Cut the crap

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

3. The challenge Telenor reserves the right to limit the transfer rate for your subscription to a maximum of 100 kbit/s if usage exceeds 6 GB in the current calendar month.

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

5. We have to inform After 6 GB per month the speed will be reduced

6. We have to inform, more! Why is there a maximum limit?

7. But hey: Why don’t we send the customer an SMS?

8. The black hole What!!! The SMS- inbox, is only available in the Mobile Broadband application on customers computer!?!

9. Read more Read more Read more Read more Read more Read more Read more Read more Read more Read more Read more Read much more here Read more Read more Read more Read more

10. 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

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

12. Stop the cacophony from 1000 internal voices

13. The marketing department wants 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

14. NO!

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

16. Core page: Mobile broadband Inward 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

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

18. Don’t work in silos

19.

20. 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 communication Result: A lot of waste and massive big websites

21. The cross functional webteam

22. We prototype in HTML

23.

24. Never launch in a Big bang

25. We have to write everything in 2 weeks

26.

27. Lorem ipsum

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

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

30. 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

31. 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

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

33. netliferesearch.com

Editor's Notes

Thor: bruk Kb 
This is a big problem. Doesanyoneknowwhy??
Just say «no» doesentwork. We have to explain and getthemonboadwiththe right mindset. If not just og on building separate campaignsitewith redundant content.
Tool: Definethecore. Example med MBB. Blank mal først – så utfyllt: Create a platform for communication to incresaeunderstanding and align goals to create a betterwebsite.Tror Are snakket om dette som ”Core+Paths” når han presenterte på IASummit. Her må du bruke litt tid på å fortelle om dette. Jeg ville kanskje også kalt det for ”InboundPaths” og ”Outboundpaths”. Døp om triggerwords til Triggers
Tool: Definethecore. Example med MBB. Blank mal først – så utfyllt: Create a platform for communication to incresaeunderstanding and align goals to create a betterwebsite.
Utfordring: Elektronisk inforasjon vs. ikke-elektronisk informasjon (kjerneside-ark, papir-skisser, lapper på tavle)Mange verktøy (Protoshare, Basecamp, Dropbox, Jira, GoogleDocs) krever ADMINISTRASJONLøsning: Deling av informasjon + Synlighet/åpenhet Hvilken skisse danner grunnlag for siden? Hvilken designutkast er siste versjon? Hvilke brukeroppgaver og forretningsmål skal siden løse? Hvilke userstories er knyttet opp mot denne siden? Er siden lansert? Hvordan ser den i såfall ut?

Cut the crap

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Editor's Notes