I talk to a lot of individuals and organisations about improving their digital experience.
Most want to redevelop their website or mobile apps to be more usable, commercially beneficial or compliant (e.g. to web accessibility standards).
I have therefore found myself using this diagram to explain the different dimensions to consider before going any further.
What are the top-level objectives of your organisation? To grow market share? To innovate faster? To delight your customers?
Commercial goals:
How much is a prospect worth to you? Do you prioritise long-term customer lifetime value? Or just to make as much short-term revenue as possible?
Personas & channels:
What are the archetypal features and mindset of your different target users? Which of these personas are the higher converting & higher value ones? What digital channels and devices do they use and which ones convert better?
What are the archetypal features and mindset of your different target users? Which of these personas are the higher converting & higher value ones? What digital channels and devices do they use and which ones convert better?
User needs and top tasks:
What problem are they trying to solve (and what would stope them doing it)? Why are they doing this task now? What path(s) to conversion does each different target group take?
"As Is" analysis:
Why are you replacing your current site / app / platform? Why doesn't it perform or help you meet your aims & goals? What data or insight are you not getting right now? What volume or performance do you need / want?
Why are you replacing your current site / app / platform? Why doesn't it perform or help you meet your aims & goals? What data or insight are you not getting right now? What volume or performance do you need / want?
Usability testing:
What elements of your site help users and what hinder them? Is your navigation & on-site search usable and useful? What components to customers miss out or not understand? as they browse Why do they leave your site half way through your main goal funnel? Why do users not like, trust or believe your content?
What elements of your site help users and what hinder them? Is your navigation & on-site search usable and useful? What components to customers miss out or not understand? as they browse Why do they leave your site half way through your main goal funnel? Why do users not like, trust or believe your content?
Benchmarks & standards:
Is your site / app fully meeting all legislation? Is the front-end fully compliant with all coding standards? Does your content's tone-of-voice align with that of your brand? Is the site optimized for search engines?
Is your site / app fully meeting all legislation? Is the front-end fully compliant with all coding standards? Does your content's tone-of-voice align with that of your brand? Is the site optimized for search engines?
Competition:
Which of your competitors delivers a better digital experience and why? What features or content do they have that sets them apart? How is your competition able to be faster or more innovative? (In other words... what tools and processes in your organisation make you slower or less agile?)
Which of your competitors delivers a better digital experience and why? What features or content do they have that sets them apart? How is your competition able to be faster or more innovative? (In other words... what tools and processes in your organisation make you slower or less agile?)
