2. Solving problems for customers
Perception of speed
Details do make a big difference
Perception influences our shopping habits
A/B testing
Fresh content
3. Design Principles
•
•
•
•
•
Does it slow the site down?
Does it make the site clearer?
Does it make the site easier to use?
Is it clear
Is it consistent?
4.
5.
6.
7. Basket Building - Fundamentals
Size
Colour
Font
Location
Wording
Remove Measure/s
Price
Y
Y
Y
Y
N
N
Conversion
Sales
Buy button
Y
Y
Y
Y
Y
N
Conversion
Quantity
Picker
Y
Y
Y
Y
Y
N
Items in
basket
Date code
icon
Y
Y
Y
Y
Y
Y
Fresh sales
Frozen icon
Y
Y
Y
Y
Y
Y
Frozen
sales
Email a friend
Y
Y
Y
Y
Y
Y
Conversion
Product code
Y
Y
Y
Y
Y
Y
Conversion
Expandable
info
Y
Y
Y
Y
Y
Y
Conversion
Design Principles
A set of guidelines to help manage what goes on the site and to help customers use the site and colleagues to design for the site.
Simplify
Consistent
Perception of speed – milliseconds make a difference to perception, expectation is high amongst customers
Weekly site speed check of key pages and some agreed limits on page size that we never go over
Details make a difference
If I was Lenor I’m unsure how happy I’d be if Ariel was the first product I saw, also as a customer I’ve responded to an ad for Lenor
The second banner doesn’t seem to fit properly and you have to scroll to make it fit?
White space in the right place is fine but here it feels we’ve missed an opp to sell the benefits of the product?
Applicable in both banners
Basket building fundamentals would be the focus for Q1
Form the basis for an A/B testing plan
I know you’ve just had the redesign and I’m unclear on what the key measures aare/were or if they’ve been hit or not
Beauty of a/b testing is the simplicty of it, need to know what you are testing and what you hope to discover
Test removing/moving the product code
Clean up page
Remove the ‘corporate’ feel – food shopping is both practical and emotional
Email a friend? What do the analytics tell us re usage, what have our customers told us?
Can I freeze this?
Customers like value, but hate wasting food.
As an ASDA customer it’s not immediately apparent if I can freeze certain foods?
Ocado, Tesco and JS all have this feature. Morrisons undoubtedly will.
We can go test our own frozen icon initially then test a different version that indicates how long you can freeze it for e.g. XXXX vs. X
Test; adding a frozen icon
Measure; linksave buy in, fresh sales, page conversion
How long will this keep for?
They always give me the out of date stuff
Never get long enough date codes
I’ll have to eat it all tonight
Test; adding a date code icon on Fresh lines
Measure/s; Page conversion, Sales, Fresh items in basket, Reduction in contacts re date code
Fresh food needs to look good
Morrisons will try to dominate fresh food online
They feel they need to spray their veg in store
We need to be prepared for what they deliver
Show catalogue – a discounter has produced this? The photography is as good as anyone elses – it used to be our job to squeeze established fresh retailers???
I like to choose my own…….
Fruit
Veg
Meat
Fresh Food
Never the most attractive raw food but this is a key line and we have the opportunity to test some different primary images and steal a march on the competition…..
Game Pie, lumps of meat but they have gone to the trouble of styling it and adding the herb sprig – this is selling food online.
Test a ‘lifestyle’ shot as the primary image on fresh meat
Measure; Page conversion and Sales
Opportunity to create a point of difference from the rest and get in before Morrsions do.
Fresh guarantee
Imagery exists within ASDA to deliver this test now.
What’s in the tub
Now with Toblerone?? But what else – this is Christmas the most important time of year for ASDA mum
Why are we making this hard for her?
Exactly the same as JS, I wonder where they get their content?
We have an alternative image which is great but we could have an alternate for each sweet, this might feel like overkill but it’ll make it easier!
Test; Add alternate images/list for confec tubs
Measure; Page Conversion, Sales, Site satisfaction
How the experts do it
Hotel Chocolat –
Listed more like a CD
I’d like to know what wine to buy?
Great we have description. Is the tone of voice on brand? Does it mean anything? Does it help the customer?
Would like to test icons to indicate taste pairing – we have icons on the direct wine site, tested these on social news to see if they could be understood, 8 out 12 were, we redesigning the 4 that weren’t. Instant usability testing.
Bulleted text
Measure; Page conversion, Sales
Top level view of what a test plan might look like
Interesting approach, displaying different content based on one button click royalist or republican, clicking republican removed all stories relating to the royal baby – could this be adapted to just display ES at Christmas or SmartPrice in January.