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Corporate Web Store
GPS-based navigation devices require accurate and up-to-date maps. These maps are often loaded into the device or vehicle when built, with updates sold and distributed on DVDs or memory cards. NAVTEQ provides the map and subsequent map updates for most navigation devices. The web store lacked consumer awareness and decision support.

SLILLS HIGHLIGHT

• Ecommerce
• Integrated (web, email, contact centre, etc.) experience design
• Global web audience
• Contextual user research
• Measurements
• Large team management

SITUATION

• Consumers were not convinced of update value, aware of who NAVTEQ is, how to find the web store or the correct product.
• Not all products sold directly through web store
• Product selection is complicated by numerous compatibility variations, non-OEM branding, and lack of details for version comparisons
• Audience for web store is North American and Western Europe.
• Users are very price sensitive
• Operations include a large internal global team from product marketing, information systems, channel marketing to operations.

METHODS

• Interview range of users in homes to evaluate context for awareness
• Observe target users performing anticipated tasks in current version to uncover usability issues
• Interview internal stakeholder for marketing requirements
• Evaluate existing ecommerce software capabilities
• Mine patterns from existing store visits and sales through analytics and surveys
• Engage external design research vendor to provide objective research and visual design direction
• Utilize RACI chart to manage roles and decisions (complete team was about 30 members)
• Perform usability testing on conceptual prototype to validate insights formulated in research stage.

RESULTS

• Increase sales by 15%
• Increase traffic by 20%
• Increased organic search traffic by 100%
• Increased users acknowledgement that they found what they were looking for by 30%
• User Insights - solution incorporated several innovations discovered in user research
• Main page focuses on value proposition
• Main page photography makes experience local as well as demonstrate where navigation devices are beneficial
• Add email alert to act as “wish-list” for when update not available
• Informative referrals made to manufacturers where no products available
• Business Needs - solution accommodates marketing needs
• Campaign and manufacturer landing pages act as shortcut to product offerings
• Context sensitive promotional area
• Advanced campaign conversion metrics enabled
• Extensive use of metrics introduced
• Multiple channels
• Integrates multiple media include email (inbound, outbound and support), search, campaigns, and contact centers.
• Operationalize metrics and survey methods to evaluate progress