►2. Assemble a management team
Committed to making user experience a priority and keeping the project moving line database forward. It’s important to agree on roles, responsibilities, and plans up front that provide guidance and support as changes and issues arise.
►3. Establish the strategy and milestones that sales and technical leadership should focus on
At this point, you need to assess what the best opportunity is for your customer base and identify the weakest parts within the user journey. It’s important to stand firm: if there are redundant or ineffective experiences, you need to design better ones.
This is the stage where those responsible for directing and driving the project get going. Finding and managing the resources of time and effort well are key to testing the concept. At this stage, leadership in the workflow is key: the focus should be on testing and making sure that other projects or players do not interfere with building the strategy.
►5. Communicate the results
All project participants should be responsible for reporting results, from technical reports (where the value is tied to digital performance) to commercial reports (where the importance lies in revenue) so that all stakeholders can understand the overall performance.
One tool available to audit performance is Lighthouse , which can be run on any website. Once analyzed, don't forget to communicate the results to your PR and Internal Communications teams to encourage engagement with other stakeholders.
►6. Sustaining changes
Once the project is launched, it is essential that it is not considered finished, but rather that it is assumed as an ongoing workflow aimed at improving the customer experience. It is essential to recognize that this is not a one-time investment for a specific period of time: over time, the plan may need to be adjusted as a result of technological advances or changes in the company.
That’s why it’s important to commit to holding a meeting when the project is mid-way through or at the end of the first year to assess new KPIs, strategies, and needs. Don’t forget that it’s essential to keep the team motivated: celebrate achievements and offer rewards and incentives to those who continue to activate user-centric strategies.
☛Remember that today, more than ever, customer loyalty is much more fragile and that earning and maintaining it no longer depends solely on the product or service you offer, but on the complete experience you bring to them. Now, you have the tools to get started and design the perfect journey for your consumers.
