Cox.com Experience Innovation
Cox Communications asked us to accomplish 3 things with their website: Drive incremental revenue on mobile, help digital become a primary revenue channel and create stronger mobile experiences.
Start with the customer and work back into technology
In order to innovate we had to start with the customer. We decided to help the team get to out of the box ideas by planning a design thinking workshop rooted in empathy for our customers. I gathered Account teams who understand the client business, Planners who understand the psychology of the customer, UX who understands the behavior of the customer and creative who understand how to persuade the customer. The first thing we did was an empathy mapping session so that we were grounded in their mindset. The goal was to help ground our ideas in solving for customer and prospect pains and gains by exploring how they think & feel & what they say & do when it comes to buying cable & internet. We had three personas to utilize for the empathy mapping session so I split the team into 3 groups and each focused on a specific persona. Doing this exercises really grounded us in some problems to solve before we move into sketching using the crazy 8's method.
Sketching the Crazy 8's
The team wanted to try to get as many out of the box ideas out in a short amount of time all while being grounded in empathy for the customer. After the empathy mapping exercise, each group had a proto-persona to reference when sketching ideas for shopping scenarios. We had 3 scenarios to sketch ideas for for each persona. I introduced each scenario then gave the teams 8 minutes to skecth out 8 ideas independently. After the eight minutes were up I gave the team a few minutes to discuss their ideas amongst themselves to choose their top 3. Once each group had done that, I gave the groups 6 more minutes to sketch out the 3 ideas further. Once complete, I had each team present their top 3 refined ideas to the entire group. Afterward leadership went around and chose the best ideas to bring forward to the client.
Personas & the Ideas
This workshop gave us plenty of rationale for our innovation presentation. One theme we saw across all personas was the need to allow for more personalized ways to shop, so customers feel they can get a package that would best suit their needs. We then found that 2 of our personas were experiencing the same goals and needs, so we combined them into one. We also learned that because of "Over the Top" services like Netflix and Hulu we had to really showcase the value of Cox's products & services through quantifying users behavior with them. During the client presentation we grounded the ideas with a persona, highlighting how they think and feel and what they are trying to accomplish when purchasing a product or service from a telecommunication provider. This setup how we solved for each problem area with our ideas. As you can see below we generated some new ways for people to shop for cable and TV.
Our new acquisition homepage design
Acquisition personas are coming to our site with intent to research & buy. The homepage should be the gateway to a strong site architecture built around the products and services Cox offers. We need to set the stage & help guide them down the Path to purchase. We also need explanations of our product benefits to help people uncover what they need, if they aren’t sure.
Personalized bundle shopping with facebook data
Lot's of things influence peoples purchase decisions, from the size of their family to their favorite sports teams, to shows, movies, channels & games they like to play. By harnessing the power of facebook we can pull these important pieces of data to prop a relevant bundle offering. Acquisition personas will feel that these bundles are contextual and will deliver upon their lifestyle needs. They’ll feel more connected to the recommendation as if they own it & the best part all? It only takes one click.
Personalized bundle shopping like Tinder
As technology merges with social decision making, users are growing increasingly disconnected, tending more towards 'either/or,' options rather than embracing complexity. Swiping through options allows people to make choices quickly—so quickly that it becomes like a game that in the end also reveals bundle options that are personalized by their likes and dislikes.
Transparency (trust building) shopping for a bundle: 30 day right fit.
With our "30 day right fit" idea shoppers can choose a bundle and then get a detailed report of how their using it. After 30 days this gives customers the ability to adjust their bundle based on their behavior with it.
Customer 30 day right fit report
By capturing and communicating what customers are doing with their bundles not only will they see how much value they’re getting, they’ll also see personalized add on & upgrade recommendations.
People are social and TV content creates connections and conversations. By harnessing facebook login with Cox's TV app (Contour) we can allow users to share content with each other. creating a more connected Tv watching experience. If they aren't already Cox customers certain content can be shared with them to give them a taste of the entertainment we provide. After an acquisition persona watches a complimentary piece of content recommended by their Cox customer friend, we can use it as an opportunity to capture their email & send special offers they may want.
The Cox Clients were so impressed with our presentation they asked the agency to re-design their entire .com experience. It turned into 6 figure incremental work for the agency. The redesign is under way & we're planning to launch Q4 2018. Stay tuned!