Developing a customer experience strategy for a brand new company
A startup approached me to help them develop a customer experience strategy for their esports coaching and gaming league company. While spirited and excited, the stakeholders knew nothing of CX/UX and relied on me to educate them and craft a plan to move forward. I performed a heuristic evaluation of their site as well as interviewing key stakeholders to better understand their long and short term goals. The result was a well throughout and easy to understand plan for not just their website, but their customer interactions.
Problem Details
The challenge was to review the startup’s existing website and marketing materials and develop a research strategy to improve the customer experience and help the startup scale.
Method
Heuristic evaluation using NNG’s 10 rules of thumb to evaluate the user friendliness and get a good starting place for moving the CX strategy forward.
Stakeholder interviews to learn about the company’s long term and short term goals, as well as learn who the current and prospective users are.
Primary Research
Analysis
The most distinct call out was the lack of content strategy on the website and materials. This startup is a program for children, but needs to speak to their parents to gain their trust. I challenged the stakeholders to work with a content strategist to help them hone their messaging for the following areas:
Research Questions:
Who is your site speaking to? Children, parents, vendors?
What message are you trying to convey to each user type?
Specific Callouts:
Benefits of the program should speak to parents
What exactly are their kids going to learn?
Kids that stumble on the website should also be able to read messaging written for them
Why would a child be interested in this program?
What are they going to tell their parents and friends about it?
Outcome
Leveraging the 7 pillars of customer experience, I created an 8 page document that contained quick definitions of the pillars, strategic research questions, recommendations for next steps, and specific callouts of changes based on the heuristic evaluation. This plan was designed to set the stakeholders up with bite-sized research activities to help them understand their goals, users, messaging, and culture.
