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Six Sigma Web Development and the first step of DMAIC – Define

As a continuation on the topic of applying Six Sigma methodologies towards web development, design, and usability, this post focuses on step 1 of the DMAIC process, "D" (Define):

In the "Define" phase of web development, this is where you identify the key components your customers need in order to navigate a conversion funnel. This concept can be applied to many types of websites, but here is an example of how this applies to an e-commerce website:

Defining attributes for e-commerce sites
A primary goal of an e-commerce site is to generate revenue. This means you'll need a storefront, the ability to add products to a cart, and the ability to securely purchase these products online. Compatibility and usability issues aside, this is usually a significant area of oversight for many web developers, marketers, and managers.

How would your online store compare to bricks and mortar?
If you think of a bricks and mortar business, you can associate their aisles of products with your online store. Moving further down their path, you will also find shopping carts to hold products and cash registers to process transactions. What many sites fail to realize is the sales component of a store. A bricks and mortar business has the benefit of sales associates who can help customers with questions about products and with how to find products in their store.

Websites lack the human component. Don't just focus on the tail end of your conversion funnel.
Websites on the other hand lack this human interaction, so it's up to the "Define" phase of Six Sigma's DMAIC process to identify the key components that will help drive consumers to the sales funnel. This is typically going to be a product search engine, product comparison tool, and a product catalog (outlining more in-depth information than the online store). If a customer can't figure out your product or service if it were sitting on a shelf in a bricks and mortar store, then don't expect them to be able to understand it online.

Leverage retail environments when building an online experience
If you have an advantage of selling products online that are also sold in retail stores, you can piggyback off of your learnings from the retail experience. What benefit does a sales associate play and what is the process that the associate walks the customer through the conversion funnel? At which point does the associate hand the customer off to the purchasing portion of the funnel? Use this experience and information and convey it online -- it's a necessary feature.

Failure to define the complete components of a conversion funnel will be identified with qualitative surveys
Avoid tunnel vision from the beginning when building a site. Whether it be e-commerce, social media, etc., don't forget that the majority of your visitors will not be experts in the product or service you are trying to sell them or get them to use via your website.

My next post will discuss quantitative and qualitative feedback for the "Measure" phase of the DMAIC process.