Kristof Schraepen, Mobistar

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Buy Now! But what if your product gets really complex? by Kristof Schraepen, Mobistar Speaker

Photo credit: Brett Lider, Flickr Buy now But what if your products are really complex?

I am KristofSchraepen (e-business manager)

My daily mission reaching the online sales targets

Aboutmobistar TELCO SECTOR 4MIO SUBSCRIPTIONS 150 BRICK & MORTAR STORES INDEPENDENT NETWORK EUPHONY ONLINE SHOP • SELLING PHONES • MOBILE (PREPAID/POSTPAID) • MOBILE INTERNET (PREPAID/POSTPAID) • INTERNET (ADSL/VOIP) • TV (SATELLITE)

Photo credit: Susy Morris, Flickr In telco Everything is always on promotion

AT THE START,THINGS WEREN’T LOOKING SO GOOD source: http://vanessawadard.com/

That became a maintenance nightmare Photo credit: Chris Phelps, Picasa

And faced many usability and user-experience problems

The result of this SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 38 ORDERING ONLINE -31 source: weborder survey feb 2011

The result of this SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 46 32 34 INFO -21 -26 -29 -GLOBAL- ORDER STATUS DELIVERY STATUS source: weborder survey feb 2011

1. manage complexity THE ROAD TO SUCCESS

2. enhance usability & customer experience 1. manage complexity THE ROAD TO SUCCESS

3. simplify update & maintenance process 2. enhance usability & customer experience 1. manage complexity THE ROAD TO SUCCESS

Photo credit: tinyau, Flickr Starting over againfix what we have. If not, what new system?

Flexibility = key SOURCE: CMS BUYER’S GUIDE - ECONSULTANCY

Photo credit: violscraper, Flickr goldilocksnot too hot, not too cold.

Steps to a brighter future The project Phase 1: analyse needs Phase 2: rebuild Photo credit: z heise, Flickr

Phase 1: Analyse customer needs Build a new telco site Build a prototype of the conversion funnel

Phase 2: rebuild Launch strategy Experience roadmap Conceptual model Flows Page models & wireframes Technical solution (drupal) Build (agile) Launch operate

INCREASED ORDER TO SALES CONVERSION AFTER ORDER (RELOAD / ACTIVATION / …)

CONVERSION IDEAS ARE NOW BOUND BY TIME, NOT TECHNOLOGY

CUSTOMER SATISFACTION INCREASED,[object Object]

Has it improved?yes SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 57 38 +19 ORDERING ONLINE +22 -9 -31 source: weborder survey feb 2011 vsapril 2011

Has it improved? SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 46 32 34 INFO -21 -26 -29 -GLOBAL- ORDER STATUS DELIVERY STATUS source: weborder survey feb 2011 vsapril 2011

Has it improved? yes SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 60 53 53 46 32 34 - +21 +19 +14 INFO -4 -7 +22 +17 -12 +14 -21 -26 -29 -GLOBAL- ORDER STATUS DELIVERY STATUS source: weborder survey feb 2011 vsapril 2011

Phase II Allready customer ? Advantage choice Promo choice (+online promo) Options Phase 2: the checkout

Shopping basket Promo Code Your current number / operator Personal Info Address Info Payment Info Stay in touch (please? ) Phase 2: the checkout Phase 2

Thank you. We’ve taken your order. What’s next Summary Phase 2: the checkout

1. Fixing what you’ve got is not always cheaper / better

2. Challenge traditional approach ,[object Object]

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Kristof Schraepen, Mobistar

1. Buy Now! But what if your product gets really complex? by Kristof Schraepen, Mobistar Speaker

2. Photo credit: Brett Lider, Flickr Buy now But what if your products are really complex?

3. I am KristofSchraepen (e-business manager)

4. My daily mission reaching the online sales targets

6. Aboutmobistar TELCO SECTOR 4MIO SUBSCRIPTIONS 150 BRICK & MORTAR STORES INDEPENDENT NETWORK EUPHONY ONLINE SHOP • SELLING PHONES • MOBILE (PREPAID/POSTPAID) • MOBILE INTERNET (PREPAID/POSTPAID) • INTERNET (ADSL/VOIP) • TV (SATELLITE)

7. Photo credit: Susy Morris, Flickr In telco Everything is always on promotion

8. Productcomplexity PHONES - TYPE - BRAND - COLOUR SUBSCRIPTIONS - PRICE / VALUE - PROMO (3) - EXTRA ONLINE PROMO - ALREADY A CUSTOMER? - SIM CARD DETAILS / PREVIOUS OPERATOR - ID (CARD / REGISTRATION / ADDRESS / …) - BANK ACCOUNT DETAILS / DOMICILIATION - … Photo credit: see-ming lee, Flickr

9. our range

10. AT THE START,THINGS WEREN’T LOOKING SO GOOD source: http://vanessawadard.com/

11. We had4 platforms

12. That became a maintenance nightmare Photo credit: Chris Phelps, Picasa

13. And faced many usability and user-experience problems

14. Reporting complexity

15. The result of this SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 38 ORDERING ONLINE -31 source: weborder survey feb 2011

16. The result of this SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 46 32 34 INFO -21 -26 -29 -GLOBAL- ORDER STATUS DELIVERY STATUS source: weborder survey feb 2011

17. THE ROAD TO SUCCESS

18. 1. manage complexity THE ROAD TO SUCCESS

19. 2. enhance usability & customer experience 1. manage complexity THE ROAD TO SUCCESS

20. 3. simplify update & maintenance process 2. enhance usability & customer experience 1. manage complexity THE ROAD TO SUCCESS

21. Photo credit: tinyau, Flickr Starting over againfix what we have. If not, what new system?

22. Flexibility = key SOURCE: CMS BUYER’S GUIDE - ECONSULTANCY

23. Photo credit: violscraper, Flickr goldilocksnot too hot, not too cold.

24. Steps to a brighter future The project Phase 1: analyse needs Phase 2: rebuild Photo credit: z heise, Flickr

25. Phase 1: Analyse customer needs Build a new telco site Build a prototype of the conversion funnel

26. Phase 2: rebuild Launch strategy Experience roadmap Conceptual model Flows Page models & wireframes Technical solution (drupal) Build (agile) Launch operate

27. Ps: you have3 months to build it

28. results

29.

30. INCREASED ORDER TO SALES CONVERSION AFTER ORDER (RELOAD / ACTIVATION / …)

31. CONVERSION IDEAS ARE NOW BOUND BY TIME, NOT TECHNOLOGY

32.

33. Has it improved?yes SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 57 38 +19 ORDERING ONLINE +22 -9 -31 source: weborder survey feb 2011 vsapril 2011

34. Has it improved? SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 46 32 34 INFO -21 -26 -29 -GLOBAL- ORDER STATUS DELIVERY STATUS source: weborder survey feb 2011 vsapril 2011

35. Has it improved? yes SCORE 9-10 DELIGHTED NOT SATISFIED SCORE 1-6 60 53 53 46 32 34 - +21 +19 +14 INFO -4 -7 +22 +17 -12 +14 -21 -26 -29 -GLOBAL- ORDER STATUS DELIVERY STATUS source: weborder survey feb 2011 vsapril 2011

36. Phase 1

37. Phase 2

38. Phase II Allready customer ? Advantage choice Promo choice (+online promo) Options Phase 2: the checkout

39. Shopping basket Promo Code Your current number / operator Personal Info Address Info Payment Info Stay in touch (please? ) Phase 2: the checkout Phase 2

40. Thank you. We’ve taken your order. What’s next Summary Phase 2: the checkout

41. What did we learn

42. 1. Fixing what you’ve got is not always cheaper / better

43.

44. Open-source vs Comm. Solution

45.

46. Fully supported by the management (IT, MKT & Web)

47.

48.

49. FAQ

50.

Editor's Notes

- 4 great promo moments a year, with a change in Visuals at the start and in the middle of the campaign. For every product line-> leading to an important change in product / promo visuals & structure almost every 30 days. Flash sales periods, with special promotions / Solden period, …2.5 mio visitors / month5 mio visits / month
- 4 great promo moments a year, with a change in Visuals at the start and in the middle of the campaign. For every product line-> leading to an important change in product / promo visuals & structure almost every 30 days. Flash sales periods, with special promotions / Solden period, …2.5 mio visitors / month5 mio visits / month
Not too hot, not too cold… Just perfect.(Drupal: Not oversimplifying, not too complex. not too big, not too small. )

Kristof Schraepen, Mobistar

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