Customer Experience Design

The future of retail AND B2B is delivering amazing online experiences across all available touch points (including physical locations).

Today's consumer wants to be in full control of his/her information gathering and/or buying journey. Added to this is the consumer's loyalty has swapped to now being more loyal to his/her own intent or need.

If the online experience is not designed to meet the consumer's expectation, you not only risk losing an online sale, you risk losing an in-store sale.

To ensure the information gathering and buying experiences are easy and intuitive, Retailers and B2B's need to embark on a Customer Experience Design planning process.

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What is Customer Experience Design?

The Customer Experience Design process is a document comprising...

  1. Wireframes
  2. A commentary explaining each wireframe - defining the mechanics of each page

What is a Wireframe?

A wireframe is a two-dimensional illustration of a web page. Wireframes focus on the following...

  1. The page layout
  2. The ordering of content and functional elements from the top of the page to the bottom (a critical consideration for mobile)
  3. The behavior of functional elements (how does the page change when a functional element is activated)

Wireframes do not consider styling, colour treatments and graphics. This becomes the blueprint to the new online experiences.

Wireframes are Strategic

”Your experience blueprint”

Wireframes protect the integrity of the strategic plan because Greg collaborates with the business when creating them.

Design teams (or "UX Experts") have a visual design process not rooted in strategy. When wireframes are not used, the design approval process becomes based on subjective opinions of people in power in the business.

The absence of the Customer Experience Design planning is one of the most common reasons for Replatform projects failing in the delivery of ROI.

Driving Engagement

Driving Engagement

In the physical world where "face to face" selling occurs, sales people begin with their standard selling approach hoping it's relevant to the consumer. A good salesperson will read the consumer's visual (body posture) and/or verbal cues to know if the content he/she is presenting is of value.

Based on this feedback, an effective sales person will adjust the sales approach to maintain the positive cues.

They are effectively presenting content in a way people want to receive it.

Websites must do the same thing. Since a website does not have the luxury of reacting to visual/verbal cueing, it must anticipate the consumer's buying process.

This is what the Customer Experience Design plan delivers. It is the map dictating how the eCommerce channel is interact with consumers and anticipate their buying journey.

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Sales training for your eCommerce channel

Sales training for your eCommerce channel

Look at the Customer Experience Design process as sales training for your eCommerce channel.

Traditionally, retailers invest heavily in sales training of employees. When an employee moves on, the investment and knowledge put into the employee is gone.

But when you fix the sales expertise of your eCommerce channel, it continually adds business value 24/7.

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