The document discusses improving the customer experience on a website. It identifies issues with the current site such as poor usability, unappealing design, and a lack of personalization. It proposes improvements like predictive search, removing distracting banners, and personalized content. It also discusses enabling an omni-channel experience by integrating different sales channels like web, mobile, and call centers to provide a seamless customer journey from discovery to after-sales. Previous work in areas like master data management that could help support these goals is also mentioned. The overall aim is to create a more customer-focused website to enhance the user experience.

1. Website customer
experience review
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2. Website customer experience
Presentation
Road map
1.
Usability
2.
User journeys
3.
Sales Channels
4.
The Gap
5.
Past work
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3. Website customer experience
Usability & User Journeys
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4. Usability
First Impressions
Website customer experience
The site “as is”
What it does:
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•
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•
•
Functional
does what it says on the tin
Unappealing design
Reactive
Product-focused
What it doesn't do
•
•
•
•
Does not know me
Treats all customers equally
It is unable to “understand”
what I want
Not mobile friendly
© Copyright 2013 Tony Minides

5. Usability
Proposed Improvements
Website customer experience
Existing Design
•
•
•
•
•
•
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Unappealing
Harsh
Strong edges
Strong colours
No communication
No personalisation
Scrolling
•
Engage a good creative
agency
© Copyright 2013 Tony Minides

6. Usability
Proposed Improvements
Website customer experience
Banner
•
•
•
•
•
In your face
Not targeted for me
Bland
Covers the site
Confusing
Needs to go!
© Copyright 2013 Tony Minides

7. Usability
Proposed Improvements
Website customer experience
Predictive search
•
When I want to search, as
a website user I want to
see returned matches to
whatever I am typing
© Copyright 2013 Tony Minides

8. Usability
Proposed Improvements
Website customer experience
Personalised
Content
Personalization can radically
change what is shown on the
website by service content
customised and suited to
each visitor’s profile.
Quality content is key and the
more personalised the
content is, the higher is the
perceived quality.
© Copyright 2013 Tony Minides

9. Usability
Proposed Improvements
Summary
Website customer experience
Predictive search
Banner
Site Design
Personalised
Content
© Copyright 2013 Tony Minides

10. User Experience
Website customer experience
User Journeys
This is the journey of “Mark” your typical
customer…
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11. User Experience
User journeys
Website customer experience
Discovery
Mark is vising the site and is looking to buy
high heel sandals for his wife
The site is offering predictive search,
navigation and live chat to help him find
what he wants
Mark now is “engaged” and he’s shown
the products
© Copyright 2013 Tony Minides

12. User Experience
User journeys
Website customer experience
Discovery
Consider
Mark is looking at the various products
and he is now think which one to buy
The site is offering a number of choices
that match Mark’s criteria
Mark is considering…
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13. User Experience
User journeys
Website customer experience
Discovery > Consider
Select
Mark has now decided the pair for shoes
he wants for his wife and he selects
The site is confirming the selection and is
offering various options like colour, size,
packaging etc.
Mark is pleased he has made a decision…
© Copyright 2013 Tony Minides

14. User Experience
User journeys
Website customer experience
Discovery > Consider > Select
Buy
Mark has now looking at what he is about
to buy and he is given the opportunity to
cancel if needed
The site is re-confirming the item(s) and is
now cross-selling other products like
cleaning aids and delivery options,
packaging etc.
Mark is re-assured that his item will arrive
soon…
© Copyright 2013 Tony Minides

15. User Experience
User journeys
Website customer experience
Discovery > Consider > Select > Buy
Fulfilment
Mark has now received his wife’s shoes
and he is pleased with the whole
experience.
The site is inviting Mark to review the
product
Mark is re-assured that his item will arrive
soon…
© Copyright 2013 Tony Minides

16. Initial Experience
User journeys
Website customer experience
Discovery > Consider > Select > Buy > Fulfilment
After-sales care
Mark gets all the credit! He feels
good, proud, and he had a pleasant
experience
The site is inviting Mark to
• review the product
• Feedback any criticism
• Buy other products
© Copyright 2013 Tony Minides

17. User Experience
User journeys
Website customer experience
Discovery > Consider > Select > Buy > Fulfilment > After-sales
Share
Mark feels good and he remembers the
plea experience he had
Mark wants to share his experience and
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•
•
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•
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Post to social networking sites
Tell his friends
Review the site
Get more offers from the site
Buy more
Feel good
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18. User Experience
Website customer experience
Sales Channels
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19. User Experience
Sales Channels
Website customer experience
Sales Channels - Today
PC
Customer
Services
Store
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20. User Experience
Sales Channels
Website customer experience
Omni-Channel Customer Journey
“Seamless experience through all available shopping channels”
PC
Tablet
Phone
Customer
Services
Store
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Multiple Touchpoints
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21. User Experience
Sales Channels
Website customer experience
Sales Channels - GAP
Tablet
Phone
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22. User Experience
Sales Channels
Website customer experience
Sales Channel Customer Journey - Today
Consider
Select
Buy
today
today
today
today
today
today
today
Fulfil
Aftersales
Share
today
Discover
today
© Copyright 2013 Tony Minides

23. User Experience
Sales Channels
Website customer experience
Omni-Channel Customer Journey - Future
“Seamless experience through all available shopping channels”
Consider
Select
Buy
today
today
today
today
?
?
?
?
?
?
Fulfil
?
Aftersales
?
Discover
?
today
?
?
?
?
today
Share
?
?
today
today
today
© Copyright 2013 Tony Minides

24. User Experience
Sales Channels
Website customer experience
Omni-Channel Customer Journey – GAP
Discover
Consider
Select
Buy
Fulfil
Aftersales
?
?
?
?
?
?
?
?
?
?
?
?
Share
?
?
?
© Copyright 2013 Tony Minides

25. User Experience
Sales Channels
Website customer experience
Why Omni-Channel?
• integrated seamless ales experience
• Eliminates physical location need
• Provides an information-rich experience
• Multi-point access
• Single source of information
• Single login
• Can facilitate personalised shopping
• Merges online and local shopping experience
© Copyright 2013 Tony Minides

26. Customer Experience Review
Website customer experience
Previous Work – Omni-Channels
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27. Customer Experience Review
Previous Work - MDM
Website customer experience
Master Data Management
<?XML API?>
Call
Centre
Admin
CMS
Marketing Finance
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28. Customer Experience Review
Website customer experience
Previous Work – Examples

29. Customer Experience Review
Summary
•
•
•
•
Website customer experience
Website Redesign
Customer-focused content
Omni-Channels
Mobile App
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30. Initial Experience
Sales Channels
Website customer experience
Thank you
Q&A Discussion
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