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De resultaten
\nAls Product Manager bij Vue Cinemas heb ik mij de afgelopen jaren gericht op het optimaliseren van de website en app om de gebruikerservaring te verbeteren en de conversie te verhogen. Door A/B-testen, UX-optimalisaties en gerichte verbeteringen voor zowel de desktop- als mobiele versie hebben we de online customer journey efficiënter gemaakt.
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\nVue Cinemas wil de optimale beleving aanbieden aan iedereen die de bioscoop wil of gaat bezoeken. Dat bezoek begint eigenlijk al voordat de bioscoop zelf wordt bezocht, op bijvoorbeeld de website of app. Het is dus de bedoeling dat het online proces vooraf aan een bezoek zo vlekkeloos mogelijk verloopt. Er valt veel te winnen bij de optimalisatie van de online platformen, iedere procent toename van het doorklikpercentage in de conversiefunnel maakt verschil in de gebruiksvriendelijkheid van duizenden mensen en daarbij de omzet van Vue.
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\nHet development team is week in week uit bezig om de gebruiksvriendelijkheid zo veel mogelijk te waarborgen en verbeteren waar mogelijk. En voor dit proces is er een product manager nodig. Iemand die het product, de website en app beheert. Maar het zijn niet alleen de bezoekers die je zo goed mogelijk moeten helpen, het zijn ook je collega’s. Zo maken wij gebruik van een custom made CMS die uiteraard gebouwd is voor de collega’s. Ook zij moeten vlekkeloos met de website kunnen werken waar nodig is.
\nAls product manager bij Vue Cinemas ben ik dus niet per se bezig met een marketingvraagstuk zoals SEO, SEA of contentmarketing. Eigenlijk ben ik bezig met een proces dat nooit stopt. Er is namelijk altijd wel wat te doen en geen week ziet er hetzelfde uit.
\nBinnen Vue werken wij met een 2-wekelijkse sprint via de software Jira. Zo bestaat ons bord uit verschillende onderdelen, denk aan in progress, client review en ready for live. Om te zorgen dat dat allemaal volgens de planning verloopt, ben ik daar dagelijks mee bezig. Soms bestaat dat uit het aanmaken van tickets en/of een sprint, het geven van feedback of het testen van de nieuwe features/ applicatie.
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\nDe aanpak
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