The document details a strategic framework for launching a successful web project, highlighting the importance of a strong digital strategy and user experience designed around customer needs. It contrasts good and bad project strategies, emphasizing market research, clear communication, and effective customer service solutions. The focus is on creating an intuitive user interface and optimizing service delivery across multiple channels to enhance customer satisfaction and achieve business objectives.

1. Successful Web ProjectA2ZShay RosenHead of Strategic Consulting

2. Shay RosenHead of Strategic Consulting, RealcommerceShayr@realcommerce.co.ilhttp://il.linkedin.com/in/shayrosenhttp://www.facebook.com/shayrsM: 052-5118539

3. Web Project – kickoff meetingDesired: Mega WebsiteSpec: Cool site, Brings many CustomersBudget: 0$TTM: Yesterday!You are the project manager!

4. Web Project – Post Mortum

5. Digital Strategy IntroductionMulti Channel StrategyProject Management SecretsManaging Web Sites With SP 2010FAST For Sharepoint 2010

6. Digital Strategy

7. A pile of Money - does it pay?Websites cost a zillion $They can deliver outstanding resultsOr result in nothing but a deserted web page

8. Think ROIIncrease salesCustomer ServiceSupportKeep in touch with customersMarketingLogistics

9. Strat-e-gyA plan of action designed to achieve a particular goalUXStrategyConceptCrossChannel

10. Strategy – The Master PlanThe Big PictureWhy are we doing the project?What is the marketing message?What are the project’s Business objective?ROI?How we fulfill them?

11. Bad Strategy ExampleBackground: Competitors are ahead

12. Reason: We are not cool enough

13. Message: We are cool!

14. Objective:

15. Make customers think we are coolGood Strategy ExampleBackground: Competitors are ahead

16. Reason: We have a customer service problem

17. Message: Our customer service is much better!

18. Objective:

19. Reduce waiting time

20. Increase customer satisfaction

21. Cut call center calls (reduce calls)Concept

22. Who’s the customer?IT GuyBossMarketingDesignerSalesDeveloper

23. Concept (1) Think CustomerNot users – they are not addictedInterviews – customers, agents representativesResearch – Internal dataWho will be using the site?What are they doing today?What is their pain?

24. Bad ConceptUsers: Everybody

25. Pain: Hate calling the call center

26. Solution: Launch email based support center on corporate web siteConcept WhiteboardCustomers:

27. Jack, Businessman, 38, NYC

28. Gill, Student, 27, LA

29. Pain:

30. Do not understand bill, Think it’s to expensiveConcept (2) Market researchCompetitorsReferencesOpportunitiesThreats

31. Concept WhiteboardCompetitors: Complex support area or none at all

32. References:

33. Many

34. Live chat

35. On screen tips

36. Simple and intuitive interface

37. Opportunity: Be the first to launch a Multi Platform Customer Support CenterConcept (3) SolutionUse CasesFeatures FlowsInformation ArchitectureScreens

38. Complete conceptCustomers:

39. Jack, Businessman, 38, NYC

40. Gill, Student, 27, LA

41. Pain:

42. Do not understand bill, Think it’s to expensive

43. Solution:

44. Expose detailed bill on site with explanations and online representatives

45. Offer better service plans to suit needs

46. Enable customer to contact customer service on siteUser ExperienceWhat do we want users to feel like?PerceptionNavigationUnderstand flows, funnels and barriers

47. We Sell Everything

48. We’re awesome

49. We’re cool

50. We Connect

51. We don’t know who we are

52. Complete conceptCustomers:

53. Jack, Businessman, 38, NYC

54. Gill, Student, 27, LA

55. Pain:

56. Do not understand bill, Think it’s to expensive

57. Solution:

58. Expose detailed bill on site with explanations and online representatives

59. Offer better service plans to suit needs

60. Enable live chat rep’s on site

61. UX: Simple, clean, Intuitive – We are here to help.Customer Service UXAccount InformationClearSimpleUnderstandableServices InformationSearchPromote popular issuesPerform Personal TransactionsAllow contact in as many channels as possible

62. E-Customer Service UXכפתור שאם לוחצים עליו אפשר לשפר את החשבון ולחסוך בהוצאות- לוגוTVTELECOMתיבת יצירת קשר עם אופציה לצ'אט, אימייל וטלפוןחפשהזן מילים לחיפושהחשבון שליתפעול מכשיריםשירותים מתקדמיםפעולות אישיותדשבורד מידע מקוצר על מצב חשבון99 דקות157 SMSMB5 חבילת גלישהלחשבונית בהרחבה>>שאלה נפוצה מאוד?שאלה נפוצה מאוד?שאלה נפוצה מאוד?שאלה נפוצה מאוד?שאלה נפוצה מאוד?שינוי תכנית שינוי פרטים פעולה אישית נוספת פעולה אישית נוספת

63. User InterfaceServePrioritizePredict user scenariosHelpMinimizeBe IntuitiveWireframe/ Mockup

64. Cross Channel – The WI-Wi-Wi customerWhat IwantWhere I Want itWhenI want ItIgnoring Social media and mobile Can result in a disaster

65. Complete conceptCustomers:

66. Jack, Businessman, 38, NYC

67. Gill, Student, 27, LA

68. Pain:

69. Do not understand bill, Think it’s to expensive

70. Solution:

71. Expose detailed bill on site with explanations and online representatives

72. Offer better service plans to suit needs

73. Enable live chat rep’s on site

74. UX: Simple, Intuitive – We are here to help

75. Cross channel:

76. Mobile: real time account info + self service

77. Social: Facebook / Twitter help center with online rep’s (That can help online)OptimizationDefine critical flowsCreate FunnelsAnalyze PermanentlyDetect BottlenecksImproveAnalyzeImproveThis never ends…

78. Don’t start without a planKnow exactly why you’re doing what you doUnderstand your customer needsSolve problems, add valueThink about feelings and perceptionBe loved, SatisfyServe, Don’t teachWe want to deliver great service!Analyze and OptimizeBe present everywhereGet Social, Get Mobile, Open up