Usability and digital interactions under a magnifying glass

The evolving customer journey demands an intuitive navigation, is facilitated by streamlined communication processes and seeks a well thought out customer experience. Audiences researching suppliers and their service specifications online, should progress through the funnel seamlessly with a flexible, focused user journey. 

A core website that enables a 360 view of the service, including key selling points like maintenance and aftercare-related information, adds to the digital experience. We focused on highlighting the website’s business value. Meanwhile, internal processes are streamlined leading to added potential for the content strategy and greater support for customers.

Elevating the digital journey

We worked together with AvantiGas to identify the audiences, their needs and the functionality that would create the foundation of their digital transformation.

• We immersed ourselves within the team, through a thorough discovery workshop that set the pillars of our work. This expanded into more discussions with internal teams and resulted in defining the business needs from both a sales and support perspective.
• We broke down the top-level audience groups further, resulting into sub-groups that would inform the mapping process of the customer journeys and, consequently, the structure of the website.
• We focused on maximising usability by aligning user journeys with business objectives, to drive customer interactions online.
• We turned to Kentico Portal Engine to structure a flexible experience for internal teams – with a variety of page templates, bespoke back-end controls and the ability to continuously improve key complex user interactions – to balance a structured customer experience with an empowered professional team.