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Principal Usability – Channel Strategy
Managing Principal – Business & Market
Strategy
Date Published:
August 2005 |
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In the Part 2 of a 4 part series, User Strategy will define questions to help
understand what information should be presented on the Home Page and how this can
be prioritized for the business.
The Home Page is the most important page on your
web site. It’s a place that should serve to
benefit both the needs of users and the business.
1. Acquire new customers
2. Retain existing customers
3. Reduce cost (channel migration)
Put another way, when scoring a Home page design it should be viewed by:
1. Lead Generation Revenue Impact
2. Channel Migration Cost improvement
3. Customer Service Cost & Service-level impact
4. Major Campaign Support Landing Page leader
5. Non-Retail content
The overarching objective is that it should create a positive user
experience to support the business. Its all very well to reduce costs
for the business, but it should not be done at the expense of the customer
or this has the risk impacting the business negatively.
You must understand both the business and user needs to optimize the web
channel Thats the
Value Exchange!
One of the major challenges for any business is to understand what content
should be displayed on the Home page and how to reflect the competing needs of
the business units. Different teams have their own needs and priorities in terms
of products and marketing campaigns.
So how do you determine what should be displayed in the Home page?
One way is through scoring both content and functionality:
1. Identify an inventory of current content and functionality
(interviewing users,
auditing content and visiting customer support)
2. Review and eliminate redundant or conflicting content
3. Review key needs/scenarios (against the content)
4. Prioritize content for future redesign and/or maintenance
These elements are consolidated into a content wish list which is then referred to the business for
scoring and prioritization.
The result of this scoring exercise is a clear picture of content required
for the site and possible enhancements to future iterations as technical
infrastructure and capability become available. It also identifies key
elements that currently are not supported by the business requirements,
but are high-priority items for users.
For more information on the Content Scoring Tool please contact
Daniel
Szuc or Brett King
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file size: 168k |
pages: 3 |
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