Successful sites depend on the right foundation…
In digital, the customer is alone with your product.
If they don’t understand or can’t make progress, they give up or contact you by other means. This costs you additional money.
To succeed digitally, the customer’s needs and capabilities need to be paramount. It is the role of the Business and it's Delivery teams (marketeers, copywriters, coders, IT etc) to understand the customers’ needs and design accordingly.
It is usability testing that reveals what customers can and can't use and whether they are likely to be able to successfully interact with your online services.
The foundation of a successful website is the realisation by the Business and the Delivery teams that they need to prioritise the needs of the customer to ensure that what gets built is both useful and usable.
…three stakeholders of equal weighting
- Customers with their tasks and needs
- Business with their goals and targets
- Delivery teams with their respective capabilities
Having three stakeholders requires a common understanding and a common vocabulary — we call this our Digital framework.Digital framework
If a leg breaks on a three legged stool, the stool is unusable. Similarly, we've learnt that if one of its primary stakeholders is excluded the digital product / service will not realise its full benefit.
The Digital Framework builds on the foundation
What is the digital framework?
Like any journey, a customer’s experience consists of a number of steps. Each part of each step needs to perform satisfactorily so that the customer can complete the journey.
Failure at any point can bring the customer’s journey to a stop.
Our Digital framework assesses the seven areas that are required for a journey to be completed successfully.
Each of our services draws from the framework to ensure that your services succeed.
Find & Fix is a proven diagnostic service that identifies why users are unable to complete transactions and provides a cost effective way to fix it.
Coaching & Training
Traction is a training & coaching service that empowers your project/programme managers to succeed and helping them engages key stakeholders: business owner(s), IT departments and Users.
Find & Fix Process
Digital failure is more common than you might think. The difficulty is finding the underlying cause(s).
2. Fix phase consists of designing, validating and testing iteratively until all stakeholders can agree to the solution which meets the Digital Framework requirements.
The final stage of this phase is a commercial meeting where all costs and forecasts are tabled to facilitate a decision whether to implement the fix or not.
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“Find & Fix not only reveals what is happening today, but also what is likely to happen tomorrow and it’s impact on your organisation.”
Traction: Training & Coaching
Senior Managers / Programme Management Office (PMO)
User centred design: explaining outcomes, governance and differences with a software delivery lifecycle (1 day)
- understand user centred design (UCD)
- gain familiarity with UCD lifecycle
- familiarity with UCD activities
- understanding of User Experience design (UXD)
- basic familiarity with UX deliverables and activities
- understanding of governance requirements
Project Management Office (PMO) essentials: contextualising programme reporting to ensure digital performance, controls, reporting & delivery assurance (1 day)
- understand mission critical success criteria
- understand evidence types
- understand activities required to achieve criteria
- have personal experience of collecting evidence
- appreciate challenges and difficulties
- able to advise staff; point in right direction for success
Programme Director essentials: digital framework, critical success criteria, common pitfalls, shortcuts and associated risks and key reporting requirements
- gain awareness of blind spots within team culture
- helpful & unhelpful behaviour identification
- able to articulate what change looks like
“You have literally saved us millions of pounds.”
Director of Strategy
“Thanks to your direction, customer-centric design is now the norm in our organisation.”
New Build Process
Designing for customer uptake
The two most common reasons online projects fail are:
- cost over-runs
- budgeted revenue not being realised
The goal of any online project is to achieve volume of use with high completion rates.
The key activities of any new build include:
- user research
- early prototyping / conceptual wireframes
- customer journey mapping
- wireframe production
- user walkthroughs & iterative user testing
We test for success at four points:
Review 1: having identified a compelling proposition…
Q: do customers find it useful?
Q: will it cause growth the business want?
Review 2: having modelled the user experience…
Q: will people use it, understand it & find it satisfying?
Q: can IT build and support it cost effectively?
Review 3: having tested & refined wireframes…
Q: how many can use it successfully without direction?
Q: what will it cost to build and support per annum?
Review 4: having built the site…
Q: does it still do everything we designed?
Q: does it satisfy the digital framework?