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Cut the crap:Why deleting is improving              Ove Dalen,              6. september 2011
The challengeTelenor reserves theright to limit the transferrate for your subscriptionto a maximum of 100kbit/s if usage e...
http://www.flickr.com/photos/ardenswayoflife/3184839175/
We have to informAfter 6 GB per month thespeed will be reduced
We have to inform, more!Why is there amaximum limit?
But hey: Whydon’t we sendthe customeran SMS?
The black holeWhat!!! The SMS-inbox, is onlyavailable in theMobile Broadbandapplication oncustomerscomputer!?!
Read more                          Read moreRead more              Read more                                        Read m...
Norways biggest and the worlds 6th largest telecom-company. 3,1 million mobile customers in Norway• 150 years history• Sta...
Telenor put their website on a diet              •   Increase conversion and sale Goals        •   Increase self service  ...
Stop the cacophony from 1000internal voices
The marketing departmentwants a lot of stuff               • Usually they make a                 10 page spesification    ...
NO!
Core page:Inward paths    User goals:    Strategic goals:   Outward paths•   …                                            ...
Core page: Mobile broadbandInward paths     User goals:                            Strategic goals:        Outward paths• ...
Use casesWhat is MBB?                    Demonstrate                    “Best in test”                    Order MBB       ...
Don’t work in silos
Familiar?• Information architects who make structures with  no detailed knowledge of the content• Writers reduced to filli...
The cross functional webteam
We prototypein HTML
Never launch in a Big bang
We have to write everything in 2 weeks
Lorem ipsum
Einsteins definition of madness”    Doing the same thing    over and over again and    expecting different    results
Step-by-step launchContent                                                        + Learn by experience                   ...
Content driven process                   T riggerord:                                        Mobilt Bredbånd              ...
The result: success for Telenor• Reduced 80 percent of website – website now 500 pages• Conversion rate 100% up on key pag...
Thank you!    Ove Dalen•   ove@netliferesearch.com–   twitter.com/ovedalen
netliferesearch.com
Familiar?• Information architects who make
Familiar?• Information architects who make
Familiar?• Information architects who make
Familiar?• Information architects who make
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Familiar?• Information architects who make Cut the crap

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Familiar?• Information architects who make structures with no detailed knowledge of the content• Writers reduced to filling the structure• Designers who make pixelperfect Photoshop- design who fails when merged with content• Developers who don’t understand communicationResult: A lot of waste and massive big websites

Publié dans : Technologie, Business

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