Nextel.com Store Locator: Web to Walk-in · Nextel.com Locator 2 Business Objectives Problem: The...

Nextel.com Store Locator: Web to Walk-in

July 24, 2005

Nextel.com Locator 2

Business Objectives

Problem: The current locators on Nextel.com lack functionality that is expected from business Web sites on the Internet today.

Solution: 1. To provide customers, both internal and external, with a comprehensive tool to

locate stores or S&R centers throughout the nation. Proximity

Language

Merchandise

Mapping and driving directions

2. Merge Store, Spanish speaking and Service & Repair Locators in to one search tool

3. Build a better and more complete Administration tool

Easier to use

Standardize

More detailed information


The Issues Explained

Three locators: Store, Spanish speaking store locator, and Service & RepairDifferences in search criteriaResults differ in appearanceSome provide directions while

others do not.Limited or no sorting capabilitiesNot always integrated into

Nextel.comNot integrated with current future

Nextel products like locations based services, WAP, Two-Way and MMS.One locator vendor maintained

and one internal built, and neither is integrated with current GPS vendor.


Store Locator: Input Screen


Store Locator: Results Screen


Service & Repair Locator: Input Screen


Value Proposition

1. Easier to make updates2. Standardized listings3. More detail per listing

Administration Improvement

1. Faster response time for reps responding to inquiries

2. Easier to ease frustration of customers

Increase Customer Operations usage

1. Increased customer satisfaction2. Reduce churn through customer

support3. More accurate information4. Increased sales revenue through

Marketing programs utilizing the Store locator.

a) Direct Mailb) NASCAR

Increase customer usage

Nextel Benefits and MetricsNextel Customer Benefits and Metrics


Hosting Facility

Recommended Approach

InternetInternet

Nextel.com

Store Locator RequestsService & Repair Requests

Geo-Spatial Platform

URL Re-directs

Maps/Location Info

Nextel.comLocator Application

Owned by Nextel

Location Data

Nextel Locations


Milestones

Milestone

Post-production Support

Installation/Launch

Pre Production Testing

New Development Testing

User Acceptations Testing

Development

Design

Internal LOE for Integration

Vendor RFI

Web Request Board (WRB) presentation

Product Requirements Documents (PRD)

Stakeholder interviews


Teams

Program RoleOrganizationName

Program ManagerIWS – Nextel.com Program ManagerAndrew Brodsky

Customer careCustomer Ops Jennifer Mullen

Vendor application integration into Nextel.comIWS - Nextel.com Development/IntegrationAlex Nguyen

Nextel.com contentIWS - Nextel.com Web ProducerJammie Gehring

Nextel.com branding and designIWS - Nextel.com DesignerKeith DuFrense

StakeholderHR - iConnectTina Hertz-Evans

StakeholderMarketing - NRSAllison O’Reily

StakeholderMarketing - NSLaura Fiochetta

StakeholderIWS- Nextel.comLinda Smith

Core Team

Stakeholders

Program RoleOrganizationName

Define the user interaction with the application

IWS - Nextel.com IA & IDChris Detzi/Nathan Curtis

StakeholderCustomer Ops - Service & RepairKen Noel


Gather Requirements

1. Identify Owners• Marketing• Hispanic Marketing• Sports Marketing• Customer Finance• Service & Repair• Customer Care• Nextel.com


Marketing Requirements

» Look for a store by either a US City and State or a ZIP Code. » Proximity» Having a check box menu of options like, Service Center, Hispanic, Open

Weekends.» Prioritized results with the emphasis on Nextel Owned Retail Stores first and

then finally at the bottom Authorized Reps. » Have stores appear consistent with advertising so CITY, Mall, Address,

Phone, Fax and Store Hours. » A link to get directions (driving, walking if for example in NY from nearest

subway).» At the beginning of a search if a customer is looking to purchase 10 or more

phones that they are able to click on that option and that they are creating a "lead" for a Major Account Exec. in that area. And at that point either a phone number is given to call a local office or they are asked to input their information and someone will contact them in 24 hours.

» Streamlined data upload process. » Search, find and replace functionality» Modification tracking» Just like Sprint


Hispanic Marketing Requirements

»Allow for user to search for store that speak Spanish»Provide entire experience in Spanish


Sports Marketing Requirements

»Standalone store locator to be used at NASCAR events»Users enter their address, and favorite NASCAR driver»User receives a print out of the nearest Nextel store, their

favorite driver’s picture and the Nextel NASCAR phone that corresponds to that driver.


Customer Finance Requirements

»Locator that will allow for customers to find locations that they can pay their bill at.

»Maps and driving directions»Hours of operation»“Basic locator functions”


Service & Repair Requirements

»Everything they had today


Customer Care Requirements

»Fast response times»Accurate»All in one screen»Flexible searches»Search based on address


Nextel.com Requirements

»Look and feel of Nextel.com»Within the original browser»Better usability»Unified experience


Information Architect Review

1. Review1. Review the competition2. Review best in class3. Review other locators created by the vendor

2. Analyze the requirements3. Analyze the tasks that the user is trying to do

1. Buy a phone, service or accessory2. Pay their bill3. Get their phone fixed

4. Create Wireframes1. Usability2. Task3. Integration


Wireframes: Input Page


Wireframes: Results Page


Design

1. Add Nextel.com style2. Create buttons3. Create icons4. During development-review vendor implementation


Design


Design Session with Vendor

1. Review the requirements2. Review the Wireframes3. Spend the next two days walking through every possible

options and how the vendor is going to do it, and even if they can.


The New Locator!


Vendor Development Process

1. Vendor took everything from the design sessions and went back to their shop located around Redlands, CA.

2. Put together a design document that included all the design documents produced by Nextel, and all the notes from the design session.

3. Nextel approved the document4. Vendor mocked up the designs5. Nextel approved the designs6. Vendor coded to the specs in that document to build the

locator application7. Nextel approved the application8. Nextel changed links on Nextel.com to link to new locator9. Locator was live!


Time Line

»Idea Phase 15 days»Concept Phase 6 days»Business Case Phase 54 days»Requirements Phase 139 days»Design Phase 52 days»Development Phase 101 days»Launch Phase 5 days


The Locator Today!

Fast – results in 5 seconds or lessCompletely integrated into Nextel.comCan search by address, city, state or ZIP CodeMaps and driving directionResults by proximityPriority in resultsIn SpanishIncreased usabilityHappy business sponsors

Let’s see it in action

Nextel.com Store Locator: Web to Walk-in · Nextel.com Locator 2 Business Objectives Problem: The...

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