As a leading provider of video, high-speed data and voice services in the U.S., Time Warner Cable (TWC) must remain among the leading innovators in the Media industry. Siteworx was engaged to help TWC modernize its web presence through a combination of improved visual aesthetics and seamless application of advanced content management technology.
From this engagement, Siteworx was able to provide TWC an updated visual and brand style that helps enhance overall user experience. Additionally, Siteworx was able to assist TWC in improving organization and unity among disparate brand entities, allowing enhanced self-service capabilities.
Time Warner Cable Inc. is among the largest providers of video, high-speed data and voice services in the United States, connecting more than 15 million customers to entertainment, information and each other.
Under the Time Warner Cable (TWC) brand umbrella, the telecommunications provider holds Time Warner Cable, Time Warner Cable Business Class, Time Warner Cable Media, and RoadRunner. TWC aimed to streamline their online presence by combining the separate web entities under a single portal without sacrificing their individual identities.
Time Warner Cable’s goals included:
- Incorporating a flexible design that was both modern and functional
- Bringing its web presence up-to-date with a modern, sleek look and feel
- Engaging users to improve site traction
- Enabling customer self-service through a re-engineered shopping and buying process
Throughout the redesign process, Siteworx leads from multiple disciplines engaged in every phase, ensuring a holistic approach to reach project goals. This enhanced the website user experience through consistency of content, while improving visual aesthetics and the seamless application of advanced content management technology.
The overall engagement involved three phases, including:
- Web and Content Strategy
- Architecture and Visual Design
- Front-End Development and Quality Assurance
The first project deliverable was a unified content strategy. Siteworx’ dedicated content strategist analyzed TWC’s current content, which helped determine the overall voice and tone of TWC’s websites. Content prioritization determined which segments were most important to display prominently on their new websites. By identifying the overall brand message, TWC was able to apply a consistent voice—more educational, less promotional—across all its web properties.
Once the content strategy was established, Siteworx developed a comprehensive web strategy, aligning the numerous stakeholder audiences and compiling a design and technology road map for the implementation approach. Siteworx helped unify the separate brand entities under the TWC brand umbrella by creating gateway experiences that utilized a single URL. Customers can now select among the various TWC brands, facilitating cross promotion of different service offerings.
The improvements in TWC’s online presence were substantial as a result of the new sleek, modern site. Siteworx also provided tools and applications that enhanced the user experience and improved TWC's ability to promote their many corporate brands and cross-promote their products and services. Through the website redesign and content strategy, TWC achieved better organization and unity among its separate brand entities. Additionally, they succeeded in streamlining the consumer education and buying process in order for customers to quickly and easily navigate the site and manage their accounts.
The key results of this engagement include:
- Enhanced user experience
- Updated visual brand style
- Improved effectiveness of overall content voice and tone
- Improved organization and unity among disparate brand entities
- Streamlined process for customer education and purchasing
- Enhanced customer self-service capabilities
Making Self-Service a Breeze with New Account Management CapabilitiesNew account management capabilities make it easy for customers to manage their accounts, add or upgrade services. Because company news and special promotions are more accessible, customers can also more readily identify new products and services of interest.
Aligning Disparate Brands with a Unified Content Strategy
Through consultation with content owners, Siteworx content strategists helped to prioritize the content most important to display. They also developed a tone and voice that educates and informs, rather than pushing and promoting offers. The new, more informative tone provides multi-site consistency and serves to unify the media company’s disparate brands.
Flexible, Modern and FunctionalRecognizing the value of a highly functional and visually appealing design, Time Warner Cable engaged Siteworx across a wide range of digital disciplines. From visual design and content strategy, to information architecture and front-end development, the team worked iteratively and collaboratively to achieve a comprehensive revamp. The site improves usability and functionality for internal and external audiences and, more importantly, provides a digital platform for scalable, long-term business growth.