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Cut the crap
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.
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Cut the crap
- 1. Cut the crap: Whydeleting is improving Ove Dalen, 6. september 2011
- 3. The challenge Telenor reservesthe 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.
- 5. We have toinform After 6 GB per month the speed will be reduced
- 6. We have toinform, more! Why is there a maximum limit?
- 7. But hey: Why don’twe 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 andthe 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 theirwebsite on a diet • Increase conversion and sale Goals • Increase self service • An easier website to manage
- 12. Stop the cacophonyfrom 1000 internal voices
- 13. The marketing department wantsa 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.
- 15. Core page: Inward paths User goals: Strategic goals: Outward paths • … • .. • … 1. … 1. … • .. • … 2. … 2. … • .. 3. .. 3. .. Triggerwords: …
- 16. Core page: Mobilebroadband 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 isMBB? Demonstrate “Best in test” Order MBB (consumer + What’s the price? businness) Nearest delaer
- 18. Don’t work insilos
- 20. Familiar? • Information architectswho 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 functionalwebteam
- 22.
- 24. Never launch ina Big bang
- 25. We have towrite everything in 2 weeks
- 27.
- 28. Einsteins definition ofmadness ” 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: successfor 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.
Editor's Notes
- #4 Thor: bruk Kb
- #5 This is a big problem. Doesanyoneknowwhy??
- #15 Just say «no» doesentwork. We have to explain and getthemonboadwiththe right mindset. If not just og on building separate campaignsitewith redundant content.
- #16 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
- #17 Tool: Definethecore. Example med MBB. Blank mal først – så utfyllt: Create a platform for communication to incresaeunderstanding and align goals to create a betterwebsite.
- #24 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?