The document discusses creating a simple online experience for customers that focuses on sales and service. It emphasizes setting a customer-focused strategy, obsessing over the customer experience, and flawless execution. Key aspects include developing engaging content, creating a journey for users, testing extensively with customers, and coordinating enhancements across channels for a seamless omni-channel experience. Success should be measured based on sales and service metrics rather than clicks and visitors.

1. Face of Finance
Creating Simplicity out of Chaos
Kristyn Harmon
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2. There are many financial products
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3. Data and transactions are complex
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4. Multiple access points
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5. Regulatory, Legal and Compliance
considerations
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6. Put it all together…
It can be overwhelming
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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
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8. Only worry about 2 things
Service
Sales
Set the
Strategy
Obsess
About the
Customer
Execute
Flawlessly
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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
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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
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11. Flawless execution isn’t by accident
Iterative design process
Paper
Prototyping
Conceptual
Design
Annotated
Detailed
Design
Visual
Design
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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
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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
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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
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