Coor: Enhanced user experience with a strategic approach
When Coor was faced with the fact that the web platform needed upgrading, they also had a desire for deeper knowledge about the user journey for various types of target groups.
With the goal of gaining valuable insights into how visitors interact with the web, Coor wanted to identify patterns, problem areas, and opportunities for improvement. The plan was naturally to adapt the new and upgraded web solution accordingly!
Against this background, we at Epinova conducted an insight work to determine how the new web solution should be designed, based on both the users' needs and the goals and effects Coor wanted to achieve.
With a strategic approach, we have conducted a number of different knowledge-gathering activities to gain a deeper understanding of the visitors' needs, priorities, and expectations. Defining the purpose of a new web solution is always guiding, and understanding the target groups' driving forces is central to creating a user-centered design.
For us, it was not just about technical or visual improvements but about a more holistic transformation, and an adaptation to both the users' expectations and Coor's current vision and business goals.
A central part of this work was also to define the role and position of the .com web and the effects it should deliver, in relation to the larger ecosystem that includes both country sites and specific brand sites.
Method and implementation
Initially, we conducted a series of workshops and other activities to understand:
- The goals of the websites and the desired effects for Coor.
- The needs and motivational factors of the target groups.
- How the websites can effectively meet these needs while achieving business goals.
Focus on the user through justified design
Through our approach, we have been able to maintain a user-centered focus, where every action proposal and design decision is based on addressing a user need or behavior. We call it justified design!
A process involving in-depth interviews, surveys, web analytics, information structure, and content strategy eventually resulted in user profiles and user journeys. As a result, we have gained invaluable insights into users' preferences and behaviors. It also led to an adaptation of the domain strategy to clarify the complex relationship between the .com site and the various country sites.
These insights have since been transformed into concrete actions. Wireframes and visual design proposals were created, along with measures and recommendations. This has served as guidance for both us and Coor in prioritizing and effectively implementing the changes.
– The collaboration with Coor has been an exciting journey where I hope we have managed to unite business strategy with user needs in a way that will truly create added value for both Coor and their customers, says Camilla Karlsson, Digital Strategist on the project.
Strategic direction and roadmap
We also went a step further by designing a roadmap to set a more long-term strategic direction and coordinate various initiatives. It acts as a guide for when different actions should be implemented, supporting not only short-term initiatives but also long-term strategic goals. Having a roadmap also helps to manage expectations within the organization.
Mia Odeh, Web Project Manager at Coor, explains:
During this comprehensive user study, Epinova has guided us with experienced and competent hands through the inventory and prioritization of the needs of both our internal and external stakeholders. Thanks to carefully designed surveys, we got results that confirmed some of our assumptions but also valuable new insights into how our users behave and what they expect from our websites. With the results from the user insights project to lean on, we had a short runway when we were to begin a comprehensive upgrade of all our external websites.
The websites has recently been launched and with them, we hope to set a new standard for user experience in the Facility Management industry!
