Content & Design: How a Lean team rebuilt BNZ's website
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Transcript of Content & Design: How a Lean team rebuilt BNZ's website
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Content and design How a Lean team rebuilt BNZ’s website together
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Understand the problem Be clear about goals Find tools that help you ‘talk’ Design using real content Launch, learn, optimise
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Single-minded
Less paperwork
Fewer stakeholders
More users
Lighter process
Launch quickly
Validate ideas early
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How do we get more people to
a credit card application? START
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Business Objective: Get more customers into the application funnel
Customer need: To feel confident of choice before applying
MVP: Re-writing and re-architecting the content and pages in the credit card section
Metric: Increase credit card application starts
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Minimum weak product minimum viable product ultimate dream product
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Declutter and tidy upContent wrangling and unwrangling
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31 Number of pages we started with
12 Pages of help content re-housed
7 Different places to find travel info
9 Number of pages we went live with
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finding the right toolslean tools for collaborative working
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Proto-content. it’s a thing.Designing with real content
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Content Patterns
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Start with “yes”
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Mine the detail
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“Language is like a road”Rebecca solnit, author
create a narrative
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GET IT DONE
FIND OUTCHECk it out sort it out
Talk it out
/contact/experience
www.bnz.co.nz
/support/community
Pathways, pathways, pathways
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BNZ customers collect Fly Buys points 5 times faster on average than regular Fly Buys members
Close the deal
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“happy wife, Happy life”…also applies to your stakeholders
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releasing the alpacaWhat we learned
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So what?
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Understand the problem Be clear about your goals Find tools that help you ‘talk’ Design using real content Launch, learn, optimise
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Thanks
image credits
http://transformcustomers.com/
http://photos.oregonlive.com/
http://gazinggirl.com/
Book CREDITLean UX: Applying Lean principles to improveuser experience by Jeff Gothelf
@milmi