nextel.com store locator: web to walk-in · nextel.com locator 2 business objectives problem: the...
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Nextel.com Store Locator: Web to Walk-in
July 24, 2005
Nextel.com Locator 2
Business Objectives
Problem: The current locators on Nextel.com lack functionality that is expected from business Web sites on the Internet today.
Solution: 1. To provide customers, both internal and external, with a comprehensive tool to
locate stores or S&R centers throughout the nation. Proximity
Language
Merchandise
Mapping and driving directions
2. Merge Store, Spanish speaking and Service & Repair Locators in to one search tool
3. Build a better and more complete Administration tool
Easier to use
Standardize
More detailed information
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The Issues Explained
Three locators: Store, Spanish speaking store locator, and Service & RepairDifferences in search criteriaResults differ in appearanceSome provide directions while
others do not.Limited or no sorting capabilitiesNot always integrated into
Nextel.comNot integrated with current future
Nextel products like locations based services, WAP, Two-Way and MMS.One locator vendor maintained
and one internal built, and neither is integrated with current GPS vendor.
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Store Locator: Input Screen
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Store Locator: Results Screen
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Service & Repair Locator: Input Screen
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Service & Repair Locator: Input Screen
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Value Proposition
1. Easier to make updates2. Standardized listings3. More detail per listing
Administration Improvement
1. Faster response time for reps responding to inquiries
2. Easier to ease frustration of customers
Increase Customer Operations usage
1. Increased customer satisfaction2. Reduce churn through customer
support3. More accurate information4. Increased sales revenue through
Marketing programs utilizing the Store locator.
a) Direct Mailb) NASCAR
Increase customer usage
Nextel Benefits and MetricsNextel Customer Benefits and Metrics
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Hosting Facility
Recommended Approach
InternetInternet
Nextel.com
Store Locator RequestsService & Repair Requests
Geo-Spatial Platform
URL Re-directs
Maps/Location Info
Nextel.comLocator Application
Owned by Nextel
Location Data
Nextel Locations
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Milestones
Milestone
Post-production Support
Installation/Launch
Pre Production Testing
New Development Testing
User Acceptations Testing
Development
Design
Internal LOE for Integration
Vendor RFI
Web Request Board (WRB) presentation
Product Requirements Documents (PRD)
Stakeholder interviews
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Teams
Program RoleOrganizationName
Program ManagerIWS – Nextel.com Program ManagerAndrew Brodsky
Customer careCustomer Ops Jennifer Mullen
Vendor application integration into Nextel.comIWS - Nextel.com Development/IntegrationAlex Nguyen
Nextel.com contentIWS - Nextel.com Web ProducerJammie Gehring
Nextel.com branding and designIWS - Nextel.com DesignerKeith DuFrense
StakeholderHR - iConnectTina Hertz-Evans
StakeholderMarketing - NRSAllison O’Reily
StakeholderMarketing - NSLaura Fiochetta
StakeholderIWS- Nextel.comLinda Smith
Core Team
Stakeholders
Program RoleOrganizationName
Define the user interaction with the application
IWS - Nextel.com IA & IDChris Detzi/Nathan Curtis
StakeholderCustomer Ops - Service & RepairKen Noel
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Gather Requirements
1. Identify Owners• Marketing• Hispanic Marketing• Sports Marketing• Customer Finance• Service & Repair• Customer Care• Nextel.com
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Marketing Requirements
» Look for a store by either a US City and State or a ZIP Code. » Proximity» Having a check box menu of options like, Service Center, Hispanic, Open
Weekends.» Prioritized results with the emphasis on Nextel Owned Retail Stores first and
then finally at the bottom Authorized Reps. » Have stores appear consistent with advertising so CITY, Mall, Address,
Phone, Fax and Store Hours. » A link to get directions (driving, walking if for example in NY from nearest
subway).» At the beginning of a search if a customer is looking to purchase 10 or more
phones that they are able to click on that option and that they are creating a "lead" for a Major Account Exec. in that area. And at that point either a phone number is given to call a local office or they are asked to input their information and someone will contact them in 24 hours.
» Streamlined data upload process. » Search, find and replace functionality» Modification tracking» Just like Sprint
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Hispanic Marketing Requirements
»Allow for user to search for store that speak Spanish»Provide entire experience in Spanish
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Sports Marketing Requirements
»Standalone store locator to be used at NASCAR events»Users enter their address, and favorite NASCAR driver»User receives a print out of the nearest Nextel store, their
favorite driver’s picture and the Nextel NASCAR phone that corresponds to that driver.
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Customer Finance Requirements
»Locator that will allow for customers to find locations that they can pay their bill at.
»Maps and driving directions»Hours of operation»“Basic locator functions”
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Service & Repair Requirements
»Everything they had today
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Customer Care Requirements
»Fast response times»Accurate»All in one screen»Flexible searches»Search based on address
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Nextel.com Requirements
»Look and feel of Nextel.com»Within the original browser»Better usability»Unified experience
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Information Architect Review
1. Review1. Review the competition2. Review best in class3. Review other locators created by the vendor
2. Analyze the requirements3. Analyze the tasks that the user is trying to do
1. Buy a phone, service or accessory2. Pay their bill3. Get their phone fixed
4. Create Wireframes1. Usability2. Task3. Integration
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Wireframes: Input Page
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Wireframes: Results Page
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Design
1. Add Nextel.com style2. Create buttons3. Create icons4. During development-review vendor implementation
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Design
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Design Session with Vendor
1. Review the requirements2. Review the Wireframes3. Spend the next two days walking through every possible
options and how the vendor is going to do it, and even if they can.
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The New Locator!
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Vendor Development Process
1. Vendor took everything from the design sessions and went back to their shop located around Redlands, CA.
2. Put together a design document that included all the design documents produced by Nextel, and all the notes from the design session.
3. Nextel approved the document4. Vendor mocked up the designs5. Nextel approved the designs6. Vendor coded to the specs in that document to build the
locator application7. Nextel approved the application8. Nextel changed links on Nextel.com to link to new locator9. Locator was live!
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Time Line
»Idea Phase 15 days»Concept Phase 6 days»Business Case Phase 54 days»Requirements Phase 139 days»Design Phase 52 days»Development Phase 101 days»Launch Phase 5 days
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The Locator Today!
Fast – results in 5 seconds or lessCompletely integrated into Nextel.comCan search by address, city, state or ZIP CodeMaps and driving directionResults by proximityPriority in resultsIn SpanishIncreased usabilityHappy business sponsors
Let’s see it in action