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Cut the crap

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Why deleting is improving. My presentation from CSforum 2011

Publicada em: Tecnologia, Negócios

Cut the crap

  1. Cut the crap:Why deleting is improving Ove Dalen, 6. september 2011
  2. The challengeTelenor reserves theright to limit the transferrate for your subscriptionto a maximum of 100kbit/s if usage exceeds 6GB in the currentcalendar month.
  3. http://www.flickr.com/photos/ardenswayoflife/3184839175/
  4. We have to informAfter 6 GB per month thespeed will be reduced
  5. We have to inform, more!Why is there amaximum limit?
  6. But hey: Whydon’t we sendthe customeran SMS?
  7. The black holeWhat!!! The SMS-inbox, is onlyavailable in theMobile Broadbandapplication oncustomerscomputer!?!
  8. Read more Read moreRead more Read more Read more Read more Read more Read moreRead more Read more Read more Read much more here Read more Read more Read more Read more
  9. 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
  10. Telenor put their website on a diet • Increase conversion and sale Goals • Increase self service • An easier website to manage
  11. Stop the cacophony from 1000internal voices
  12. The marketing departmentwants 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
  13. NO!
  14. Core page:Inward paths User goals: Strategic goals: Outward paths• … • ..• … 1. … 1. … • ..• … 2. … 2. … • .. 3. .. 3. .. Triggerwords: …
  15. Core page: Mobile broadbandInward 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
  16. Use casesWhat is MBB? Demonstrate “Best in test” Order MBB (consumer +What’s the price? businness) Nearest delaer
  17. Don’t work in silos
  18. 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 communicationResult: A lot of waste and massive big websites
  19. The cross functional webteam
  20. We prototypein HTML
  21. Never launch in a Big bang
  22. We have to write everything in 2 weeks
  23. Lorem ipsum
  24. Einsteins definition of madness” Doing the same thing over and over again and expecting different results
  25. Step-by-step launchContent + Learn by experience + Content drives design Phone + Secures quality content Menus Broadband - Two separate websites Mobile - Navigation problems? Invoice Mobile broadband Time
  26. 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
  27. 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
  28. Thank you! Ove Dalen• ove@netliferesearch.com– twitter.com/ovedalen
  29. netliferesearch.com