As a co-sponsor of this initiative I recommended Creative Good as our strategic partner.
Creative Good studies the customer experience to uncover key insights that point the way forward for a strategy, road-map, or innovation.
We engaged with Creative Good on a three phase approach: discovery, customer research and analysis and recommendations
The most eye opening and powerful phase of the project was the customer research - watching customers engage with and often times struggle using the website.
Listening labs were conducted in Massachusetts and France. In total we observed over 30 customers interacting with all areas of the website. To build consensus key stakeholders as well as a cross-section of the company were encouraged to attend.
Through the three phases of the project, discovery, research and analysis, our website customer experience strategy was born.
Flexible Guidance
Flexible...We will make it easy for customers to chart their own course.
Guidance... We will engage customers at key points in the process so they can make the right decisions.
The strategy is supported by six pillars (areas of opportunities) within the site expereince.
By focusing attention on these areas of the customer experience we'll have an opportunity to greatly improve the experience of the customer and help us meet our growth goals.
Start/Re-Start.
The first pillar we focused on is the experience a customer has when they arrive or return to the website.
Creating an experience that makes it easy for a customer to get started or to pick up from where they may have left off.
