Case Study: Windows Phone
Challenge
I
provided strategic consulting and creative
services to Microsoft, resolving a number of key challenges through a major reformulation of business-critical
components of the company’s Windows Phone marketing
communications.
A
major emphasis of this long-term engagement was to address the issue of high
product return rates through a completely restructured and redesigned loyalty program, a new business-to-business content strategy and messaging, together with dramatically enhanced help and how-to
and other online product support.
Addressing these issues effectively involved
market and demographic profile analysis; strategic
content planning and creation; directing and developing
new information design and architecture; and, ultimately,
creating more effective, better-targeted online marketing
and communications.
Solution
The cumulative result
of the projects was phenomenal. For example, after launching
the new Windows Mobile Owners Circle microsite (pictured above), owner registrations and involvement in the
Windows Phone customer loyalty program immediately surged
over 400% and continued to grow in the weeks and months following.
This was achieved in part by directly applying
insights from demographic and market research toward
an entirely new strategic approach, which led to a
revised messaging framework and a more structured,
user-centric online experience. Interactive media
and all related customer communications were given
a complete design makeover in line with Windows Mobile
branding standards while creating the sense of a premium
sub-brand.
Usability testing and survey results also showed an enhanced user experience and customer
retention through improved, step-by-step instructions
and online product support, as well as more compelling
customer and business partner marketing communications.
This
in-depth engagement required not only
understanding and addressing the latest interactive
wireless and online technologies, but also anticipating
and scaling for communications technologies several years on the horizon in the rapidly evolving
global wireless industry.
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