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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.

 

 

 

Windows Phone owner registrations and involvement in the CRM program immediately surged over 400%.

Experience includes ...

T-Mobile US
Microsoft | Windows Phone
Microsoft | Worldwide Marketing
Microsoft | Partner Network
The US-Japan Council
Seattle Arts & Lectures
Expedia
Drexel University
George Mason University
PhotoRocket
American College of Cardiology
Comient
Jobfully
Snackdish
Dolby
BroadSoft
American Chamber of
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Commerce in Japan
Vodafone
The Brookings Institution
Kodak
AARP
Gateway
AIG
Lipton Teas
Mazda
De Beers
Jack Daniels
Shiseido
Ford
Howrey LLP

 

 
 

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