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The internet has presented both an opportunity and challenge for NAVTEQ. Their premier product, a digital map, was being used in many vehicles, devices and web sites but few understood the details of NAVTEQ’s map. The company web site was an ideal method to increase awareness by providing consumer-level information while also learning from its visitors.
SKILLS HIGHLIGHT
- Interactive marketing
- Branded experience
- Global audience
- Cross functional/organizational integration
- Prototyping
- Online digital mapping and navigation tools
- Location based services
SITUATION
- Need to convert and subsequently maintain a business-to-business site to a consumer focused site
- Need to promote and provide contextual support for commerce and map error reporting tools
- Support a global and diverse audience
METHODS
- Perform usability testing with existing prototypes and review of other map based services
- Engage several agencies to provide user research and visual design support
- Develop use-case based scenarios for requirements to handle wide spectrum of possible conditions
- Develop understanding of global differences with local interviews and testing
- Cart sort exercises to create user-based categorization scheme
- Release solutions with iterative development
RESULTS
- User based innovation included
- Asking users “What” the discrepancy was rather than “where” simplified the transaction by providing contextual questions
- Provide a real-time “strength meter” to evaluate and improve report prior to submission
- Updated categorization scheme including a “top 5 report types” to speed transaction and also to help users understand the service
- Business based innovation included
- Eliminate registration to increase report utilization
- Added advanced usage metrics to track behavior
- Solutions increased submissions
- Dramatic increase of submissions
- Improved conversion rates for completing report
- Improved quality of submissions from better error handling scenarios
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