Track a 1115_harmon
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Transcript of Track a 1115_harmon
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Face of FinanceCreating Simplicity out of Chaos
Kristyn Harmon
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There are many financial products
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Data and transactions are complex
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Multiple access points
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Regulatory, Legal and Compliance considerations
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Put it all together…
It can be overwhelming
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You are responsibleFor creating an online experience that:
Embodies the face of the company
Works flawlessly
Is beautiful
Drives tons of sales
Increases efficiencies
Decreases phone calls
Supports mobile
Delights customers
Goes viral
Only worry about 2 things
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Sales Service
Set the Strategy
Obsess About the Customer
Execute Flawlessly
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Details of your sales strategyAttract 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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Details of your service strategyCreate 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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Flawless execution isn’t by accident
Paper Prototyping
Conceptual Design
VisualDesign
Annotated DetailedDesign
Iterative design process
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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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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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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