Sales generation and tracking platform coupled with regional marketing tools, a fully integrated suite of topic-focussed microsites, and advanced analytics for one of Australia's most prominent national removalist brands.
Chess Moving's challenge was to build a sales lead generation and tracking system, fully integrated with individual sales teams and CRMs in different regions, standing out from large and small competitors who are hungry for every scrap of business at both national and local levels, in a hyper-competitive industry with low sales margins.
A series of design-led workshops based on interviews with real customers helped research the user experience expected by Chess's moving audience. The construction of a high fidelity interface prototype then allowed testing of customer-focused tasks.
The Game Changer
Iterative user testing provided the critical ability to put a toe in the water with the proposed industry-disrupting strategy: real time online pricing.
Integration and Analytics
Built atop cm3 Acora CMS, the new version of the Chess Moving digital system is responsive to both desktop and mobile devices. It's tightly integrated with a purpose built CRM geared for sales and customer tracking, and replete with a detailed data collection and measurement framework. Failures and successes of development and marketing efforts can be constantly reviewed, feeding into on-going design and construction exercises.