brooks brothers site user flow mapping
Upload: leadership-for-directors-vps-of-crm-analytics-in-the-greater-new-york-city-area
Post on 20-Jan-2017
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1 This modal could appear for the first time of an unique site access; however, it could get intrusive unless it only held a message regarding a preview or a card exclusive offer.
4 A link that clearly indicates that this is for the CREDIT CARD account; should have a modal or message indicating that they will not be interacting specifically with BrooksBrothers.com domain but with the creidt card domain.
IDEAS VALUE DIFFICULTY
COMMENTS
1
HOME PAGE
1) modal with a welcome greeting to promote a preview of an offer.
2) Promotional banner for a card offer
3) Promotional banner alternative for an event
4) Credit Card account access that is clearly indicated.
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IDEAS VALUE DIFFICULTY
COMMENTS
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1
TOP NAV FLYOUT
1) Promotional event messaging that could have a call-to-action
one of three placements : promotional message should be very brief, and think through which page to link to from any promotion in this area. Should make sense in the flow of the 'conversation' (meaning, if it says 'apply now,' then link to the application, not the benefits.)
IDEAS VALUE DIFFICULTY
COMMENTS
1
1
DROP DOWN BANNER
1) Promotional event messaging that could have a call-to-action
Unfurling message in the top nav bar. Note it is possible to include a button in the unfurled window. Is it possible to carry username and password to make this a login for the credit card account access?
BROOKS CREDIT CARD MESSAGE
BUTTON
IDEAS VALUE DIFFICULTY
COMMENTS
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1 Welcome, Mr Brooks, My Account | Log out CATEGORY LANDING
If you are a card member, a card icon will exist next to your login greeting/indicator. This icon would link to your credit card account. A warning modal could launch indicating you will be leaving BrooksBrothers.com domain a new window to manage your credit card.
1) Login indicator with card icon
2) Promotional banner for a card offer
2 Dynamic message based on visitor profile: unknown, logged in without a card, logged in with a card.
IDEAS VALUE DIFFICULTY
COMMENTS
3
3
4
CATEGORY LANDING (continued)
Alternative promotional area for (2).
1) Promotional banner for an event
2) Promotional banner for a card offer
4 Alternative promotional area for (2).
For these alternatives, business rules will be needed as to when they are placed and for what messages.
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2
IDEAS VALUE DIFFICULTY
COMMENTS
1
GRID / VIEW ALL PAGE
1) Promotional banner for an event
2) Promotional banner for a card offer
Not recommended. Shopping by filtering is the main feature and function for this left column.
2 Placement anywhere within the grid as potential item to purchase. Primarily for promotional messaging during specific events. If not a card holder, then the opportunity to apply.
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IDEAS VALUE DIFFICULTY
COMMENTS
1
QUICK VIEW
Savings message displaying discount for card holders. Business rule would be during promotional events or if card member is logged in.
1) Promotional value
2) Promotional value
IDEAS VALUE DIFFICULTY
COMMENTS
1
PRODUCT DISPLAY PAGE
1 Savings message displaying discount for card holders. Business rule would be during promotional events or if card member is logged in.
2 Should not be redundant to (1), or if there is a rule that (1) is displaying, can (2) be not implemented.
1) Promotional value
2) Promotional value
2
IDEAS VALUE DIFFICULTY
COMMENTS
1
1
CART
1) Calculator of savings
Calculator for savings to encourage checkout of a card holder or to encourage enrollment -- an enrollment message and link would be needed.
IDEAS VALUE DIFFICULTY
COMMENTS
1
3
1
2
CHECK OUT
Promotional Value during events
1) Promotional banner for an event
2) eQuickService card offer or upgrade
3) price block
2 onClick - eQuick Service could provide an upgrade if logged in as a known card member; or card offer message.
3 Calculator message for price discount; potential location for a link to apply for a card.
IDEAS VALUE DIFFICULTY
COMMENTS
1
CHECKOUT /BILLING
1 1) Card Promotion to encourage default card
Message would be brief below the card about enroll to save or if you are enrolled, the percentage you are saving.
IDEAS VALUE DIFFICULTY
COMMENTS
1
BrooksBrothers.com LOGIN
Unfurling message in the top nav bar. Note it is possible to include a button in the unfurled window. Is it possible to carry username and password to make this a login for the credit card account access?
2 Standard banner opportunity if a banner is not in promo 1, OR if we have a card-related promotion. We should caution of repetitive messaging.
1) Promotional event messaging that could have a call-to-action
2) Promotional event messaging that could have a call-to-action
2
1
IDEAS VALUE DIFFICULTY
COMMENTS
1
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1
MY ACCOUNT
Left Nav: Include entire section for My Brooks Card. Change the links (if possible) based on what we know about the user::: No known credit card: Card benefits, Apply for a card, Activate my card
:: Known to have a card: Make a payment, Raise my credit limit, and (if PLCC holder) Upgrade to BB MasterCard (this upsell might be better handled as an ad elsewhere on the page)
Standard ad banner opportunity
we can do much more with messaging / value prop here to promote BB credit card (even though this refers to all credit cards.) Should also look at opportunities to message BB card here if user does have other CCs in his account (what's today's messaging, what can we change it to)
1) Left navigation card links
2) Promotional banner
3) Upsell if card holder; promote card
My Brooks Card Card benefits Apply for a card Activate my card
OR Make a payment Raise my credit limit Upgrade to BB MasterCard
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3
IDEAS VALUE DIFFICULTY
COMMENTS
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1
BB.COM MY ACCOUNT / MY CARDS
Dynamic message location that could provide::: earn rewards using this card:: get a Brooks Brothers Credit Card.
1) opportunity for an ad promoting brooks card
IDEAS VALUE DIFFICULTY
COMMENTS
MY ACCOUNT / MY CARDS
1) opportunity for an ad promoting brooks card
2) If user is adding a Brooks card, highlight this area / add message with value prop to use BB card as default for all online purchase.
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2
IDEAS VALUE DIFFICULTY
COMMENTS
1
1
2
3
CREDIT CARD LANDING
This entire page will be redesigned; one model of content and function could be based on the new CIS content design.
? Do we need a generic card landing for the sake of ::: search:: email campaigns:: banners
1) Page redesign
2) compare the two card types
3) hosted by GE for immediate login form instead of member benefits and a link to another page with the login form.
IDEAS VALUE DIFFICULTY
COMMENTS
1
1
CARD LOGIN
Page design will match BrooksBrothers.com layout.
2 People who see this screen already have a card…we could create messaging around upgrade from PLCC to PMC on this page, or stick to what we have, which is what you can do once you log in. No one is going to read the content on this page--they just want to log in and get to the tools at this point.
1) Page redesign
2) Event promotion
2
IDEAS VALUE DIFFICULTY
COMMENTS
2
2
1NEW CARD ENROLL
1) Page will be designed to match current BrooksBrothers.com
2) Promotional event messaging that could have a call-to-action
Question about where this page is hosted and how updatable this area will be if it is hosted on GE.
IDEAS VALUE DIFFICULTY
COMMENTS
1
HELP
1) Help messaging for credit card
2) credit card promotion
12
Opportunity for updated / personalized messaging based on whether we recognize the user. See messaging chart.
Standard banner opportunity if a banner is not in promo 1, OR if we have a card-related promotion. We should caution of repetitive messaging.
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