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.