Increasing the material management platform usage rate
Häkkinen, Ella (2022)
Häkkinen, Ella
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060916960
https://urn.fi/URN:NBN:fi:amk-2022060916960
Tiivistelmä
The purpose of this thesis was to find ways to increase the customer usage rate of an advertisement material platform, commissioned by Sanoma Media Finland. The goal was to identify the issues with the platform usage and to create a development plan for the company.
The theoretical framework consists of behavioral themes, such as change leadership and behavioral economics, as well as more technically oriented themes, such as customer onboarding and user interface experience and design.
The method used for gathering information was gathered from literature sources as well as company policy documentations. The main method for information gathering for the development phase was semi-structured interviews of internal stakeholders.
The key finding was that while there are many practical steps that can be taken to help increase the usage rate of the platform, the most pressing issues are foundational. Internal confusion can lead to an inconsistent customer experience. Based on the findings and the theoretical framework, there are suggestions for moving forward with getting more customers to use the platform independently.
The theoretical framework consists of behavioral themes, such as change leadership and behavioral economics, as well as more technically oriented themes, such as customer onboarding and user interface experience and design.
The method used for gathering information was gathered from literature sources as well as company policy documentations. The main method for information gathering for the development phase was semi-structured interviews of internal stakeholders.
The key finding was that while there are many practical steps that can be taken to help increase the usage rate of the platform, the most pressing issues are foundational. Internal confusion can lead to an inconsistent customer experience. Based on the findings and the theoretical framework, there are suggestions for moving forward with getting more customers to use the platform independently.