Track a 1115_harmon
-
Upload
bentleyduc -
Category
Economy & Finance
-
view
84 -
download
0
Transcript of Track a 1115_harmon
![Page 1: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/1.jpg)
1
Face of FinanceCreating Simplicity out of Chaos
Kristyn Harmon
![Page 2: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/2.jpg)
2
There are many financial products
![Page 3: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/3.jpg)
3
Data and transactions are complex
![Page 4: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/4.jpg)
4
Multiple access points
![Page 5: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/5.jpg)
5
Regulatory, Legal and Compliance considerations
![Page 6: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/6.jpg)
6
Put it all together…
It can be overwhelming
![Page 7: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/7.jpg)
7
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
![Page 8: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/8.jpg)
Only worry about 2 things
8
Sales Service
Set the Strategy
Obsess About the Customer
Execute Flawlessly
![Page 9: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/9.jpg)
9
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
![Page 10: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/10.jpg)
10
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
![Page 11: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/11.jpg)
11
Flawless execution isn’t by accident
Paper Prototyping
Conceptual Design
VisualDesign
Annotated DetailedDesign
Iterative design process
![Page 12: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/12.jpg)
12
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
![Page 13: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/13.jpg)
13
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
![Page 14: Track a 1115_harmon](https://reader036.fdocuments.us/reader036/viewer/2022081400/55491292b4c90558458bf606/html5/thumbnails/14.jpg)
14
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