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The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
The Zappos User Experience
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The Zappos User Experience

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Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation analyzes the user experience of Zappos.com along four dimensions - branding, usability, …

Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation analyzes the user experience of Zappos.com along four dimensions - branding, usability, functionality, and content. The presentation also compares Zappos with its nearest competitors and identifies the gaps and the measures to fill those gaps in terms of digital user experience.

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Transcript

  • 1. Anurag Jaiswal Carlo Stimamiglio Einar Jóhannesson Lior Agassi Roberta Narikawa Ruchita Vora Shirley Kleinman Valeria DesertoTHE USER EXPERIENCE
  • 2. THE IDEAHas anybodybought shoes or apparel online?
  • 3. THE IDEAWho would be willing to buy shoes without trying them on? Zappos Solution Free Shipping both ways 365 day return policy 24/7 “best in the industry” customer service
  • 4. THE BUSINESS MODEL Goods Sold Inventory Costs Shipping Returns Sales of Marketing “Happiness & Delight” RevenuesShoes, Apparel, House Fast, Strategy Easy, Friendly wares Experience for Users Apparel & Footwear Any Gender, Young & Customers Collaborators Brands, Delivery Tech Savvy Companies
  • 5. PURCHASE PROCESS User Purchase Process Search on Search on Receipt of Purchase Feedback Google Zappos.com goodsSEO/SE Categorization Secure Return Policy Excellent M Customer Appealing Website Payment Free Shipping Support Zappos’ focus to enhance this experience
  • 6. USER EXPERIENCE Branding UsabilityFunctionality Content
  • 7. BRANDING Aesthetics and desired projection of the organizational image and messageBrand visibility Delivery of the brand-promise Visual impact of the site
  • 8. USABILITYProcesses, applications and interactivity Live Help Categorization Personalization
  • 9. USABILITY
  • 10. USABILITY Thematic Shopping
  • 11. FUNCTIONALITYEase of use, navigation and accessibility Search with predictive text Custom Search 0/5
  • 12. CONTENTContent of the site (text, multimedia, images) and information architechture Link density
  • 13. CONTENT PredictiveUser reviews Suggestions Price Availability Product Attributes
  • 14. CONTENT Multimedia and Graphics
  • 15. CONTENT Crowdsourced Tags Customer Reviews
  • 16. BEST• PRACTICES Great SEO/SEM strategy which boosts visibility• Great use of digital marketing tools , great user engagement! – Zappo’s channel in YouTube Zappo’s for Android and iOS devices
  • 17. BEST PRACTICES BESTPresence in social PRACTICES media
  • 18. BESTFacebook app PRACTICES Blogs and communities
  • 19. BEST PRACTICES• GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock• RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
  • 20. BEST PRACTICES• GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock• RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
  • 21. BEST PRACTICES• HUMANIZATION OF ONLINE SHOPPING EXPERIENCE – Customers know people behind the website • product descriptions • ads • employees section on the website with pictures. – Free returns no questions for one year overcome the try, feel touch barrier – Opportunity for the customer to make a tour in the company – Gifts (flowers example)• GREAT COMPANY CULTURE – Family – Values – Work and fun http://www.youtube.com/watch?v=IjUoexLNTvc
  • 22. LIFE AT COMPETITORSZAPPOS
  • 23. COMPETITORS OTHER ONLINE SHOE SELLERS OTHER ONLINE FASHIONCLOTHES/ ACCESS. ONLINE SELLERS RETAILERS ONLINE SALE E-COMMERCE OF ZAPPOS’ WEBSITES BRANDS
  • 24. COMPETITORS unique visitors
  • 25. COMPETITORS COMPETITORS
  • 26. COMPETITORS COMPETITORS
  • 27. COMPETITORS• Appealing websites• Collaborations (virtual dresses)• Fashion content to engage fashion conscious people
  • 28. COMPETITORS • Made to order • Customized products • Augmented reality
  • 29. PAIN POINTSLow Personalization, No DynamismWebsite too clutteredHave to wait to try on
  • 30. SOLUTIONSVRM, User experience ZN application Walk through – 3DAugmented Reality Feature – “Dress Me” app
  • 31. THANK YOU FOR CALLINGZAPPOS CUSTOMERSERVICE….HOW HAS BEENYOUR EXPERIENCE?

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