Before starting to work on your new, shiny website or mobile app, we ask you to take a step back! It is important to take a look at the big picture on a strategic level and answer some important questions that will influence the project’s scope:
How does the website/app fit into the customer’s journey?
You should carefully consider your website/app’s value proposition. What will be its role within the user’s daily ecosystem of websites and apps that he uses? How can we make the website coordinate smoothly with your other channels and touchpoints offering your customers a consistently excellent experience?
What are the website/app’s actual goals?
What do you hope to accomplish by creating the website? What are your actual website goals and how are these aligned with your company’s strategic goals? And no, a website redesign simply because the website looks old and outdated or because we want to make it more beautiful than our competitors’ are not well-documented reasons!
At the end of the day, a successful project is one that manages to balance the customers’ needs and your business goals, working around any technical limitations. Linakis Digital is here to help you achieve this by bringing the customer’s perspective within the project. We consider it extremely important to kick-off a project by conducting research with actual users, either via in-depth interviews or by observing them executing tasks related to the project’s scope.
As a deliverable for this part of the project, we create models that summarize and crystalize the research findings in a way that is easy-to-remember or easy-to-revisit. These models will drive the design process to come but, most important of all, they will be at your disposal for all your future projects helping you maintaining a customer-centric strategy that is consistent and meaningful. Such models are:
The “behavioral personas”: one-page descriptions of archetypal customer profiles which describe their wants, their stress-points, their frame of mind and the context under which they use your product/service.
The “day-in the life model”: a model charting the way people go about their everyday lives interacting with our product/service through multiple devices and in different contexts and parts of their day.
The “sequence model” or “task model”: a diagram documenting the steps a user takes to perform a task related to your product/service scope.
The “identity model”: a mapping of people’s values, wants, expectations, ambitions.
The “Customer Journey Map”: a model documenting the customer’s actions, interactions, thoughts and feeling through all stages of his lifetime journey with your company: from the initial research to purchase a product/service, to becoming a customer and to ending his relationship with your company or becoming a loyal advocate.