How a Successful Brand Blazes a New Trail and Keeps Over 1500 Stakeholders from Taking a Hike
KEY BENEFITS
When a high-profile brand looks to improve its customer experience, the first order of business should be a robust business requirements assessment.
- Understand User Needs: Thorough research into the target audience’s needs, pain points, and expectations can help ensure their online experience aligns with those expectations.
- Identify Functional Requirements: Research can uncover the specific functionality, features, and capabilities needed to support the brand’s business goals and objectives. And, in turn, those goals and objectives drive the design and creative solutions.
- Align with Business Strategy: Aligning the online technology redesign with the brand’s overall business strategy and growth plans ensures the new solution supports long-term goals and initiatives.
By conducting comprehensive business requirements research, you can make informed brand decisions, create a more effective, efficient, and creative online solution, and deliver a superior customer experience that supports your overall business strategy.
Situation
The Tennessee Department of Environment and Conservation (TDEC) oversees 58 state parks and 84 state natural areas through its Bureau of Parks and Conservation, and there are over 1500 statewide stakeholders who care deeply about Tennessee’s state parks and their visitors’ experiences. Additionally, the state park system’s $25 million-dollar annual revenue requires a secure and legally compliant platform for operations throughout the state. With complex, critical systems, it is not uncommon to think the path forward is too steep. Thorough upfront business requirements research can help anticipate and address potential challenges, technical constraints, or regulatory requirements before embarking upon the redesign.
Solution
Kicking off the research is a people-first process and iostudio began by identifying the critical target audiences: state leadership, park employees, external vendors, and third-party integrated systems. Once identified, stakeholder interviews, customer surveys, and client-agency workshops helped guide the process in the right direction. Other critical steps include:
- An audit of all existing online platform documentation and standard operating procedures
- Cross-level research findings to the Statement of Work in case any course corrections are indicated
- Expert analysis of resulting research data
Ultimately, a properly executed business requirements assessment is the necessary first step on the path to successful creative strategies and audience engagement.
Impact
The business requirements assessment is like the trailblazing efforts of early pioneers—it results in a “Way Ahead Roadmap” that key stakeholders and agency leadership must follow to achieve the desired expansion and improvement of the customer experience. When implemented correctly and thoughtfully, the positive impacts are easily identifiable:
- Optimize workflow and processes
- Mitigate risks
- Enhance competitive positioning
- Ensure effective implementation
Deliver on-target creative solutions
Elevate your online presence with informed decisions.
Unlock your brand’s full potential by conducting comprehensive business requirements research before redesigning online platforms or strategizing new creative solutions. If you’re ready to uncover customer insights, align them with your strategic goals, and create a superior customer experience, let’s connect and embark on your journey together.