Office Depot widens Web redesign team to include customers

An ongoing conversation ensures changes reflect consumers’ wants and needs.

An ongoing conversation ensures changes reflect consumers’ wants and needs

It’s no small feat to redesign a retail Web site, and making it even more facile and customer-friendly takes smart ideas, and lots of them. So Office Depot goes right to the source, its customers, when giving its site a little facelift or a major overhaul.

“The customer should be the reason we embark on a design change,” says Monica Luechtefeld, Office Depot’s executive vice president of e-commerce and direct marketing, “and they need to have a seat at the table in giving us ideas. And they definitely have a seat at the table when it comes to whether the design is succeeding. The customer is at the core of our strategy.”

Office Depot’s site undergoes a major reworking every year or two, and customer-testing process goes through several rounds lasting about six months. That’s just before it goes live; afterward, the team continues to solicit comments and suggestions. The time and effort are worth it, Luechtefeld says.

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