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.
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
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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
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
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
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
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
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?