Year : 2010
Number of Pages : 55
leaves
Executive Summary
Recognizing
the uniqueness of each customer, XYZ Company has launched a full project to
provide a carefully designed online experience for its website guests based on
their specific needs at every stage of the online customer journey (from
non-awareness, then awareness to consideration, validation, purchase, repeat
purchase and referral). To do this, the project proponent has begun auditing
the previously set up campaign microsites closely with the digital marketing
and portal management teams to cull valid information and to consolidate these
messages into a single website with a coherent and unified online experience.
The soon-to-be revamped website will not only serve as an online repository of
the firm's background and list of services but will also be built with
functionalities and features of an online store. Incidentally, the project proponent
of this thesis is also the digital marketing project lead in XYZ Company. The
technology forecasting techniques, specifically trend analysis and scenario
building were used as main methodologies in mapping out the website's online
user experience (UX). This UX will serve as the reference of requirements and
functionalities that will be built into the new website, targeted to be
launched within the year.
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