UK Online Fashion UX Benchmarking slides

Webinar
Online Fashion UX Benchmarking Study
An examination of four major online retailers
1st June 2011

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Overview
Introductions
Study Background
Methodology and Technology
Findings and Opportunities
Questions and Comments
UserZoom at a glance
Whatusersdo at a glance
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Introductions
Arthur Moan
Country Manager UK & Ireland at UserZoom
Giuseppe Sorrentino
User Experience Researcher at UserZoom
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Today’s Session Goals
See how young women shop online for fashion, to identify:
The features they find appealing
The factors that affect brand perception
How well retailers achieve cross-sell and up-sell
If the delivery options are easy to understand, specifically for non-registered customers
To compare performance across 4 major online fashion retailers
Introduction and review of UX Benchmarking methodology
Introduction and review of UserZoom software solution for conducting this type of research complimented by whatusersdo methodology
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Study Background
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Methodology and Technology
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Here’s how we’d define UX Benchmarking:The process of comparing a website’s performance, specifically in relation to UX metrics, including among others effectiveness, efficiency, overall satisfaction and quality perception, to another that is widely considered to be an industry standard benchmark or best practiceUX benchmarking provides a snapshot of the performance of your website and helps you understand where you are in relation to a particular standard.
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10 must-dos with UX Benchmarking
Define measurable & comparable UX-related KPIs (key performance indicators)
Select competitors to benchmark against
Define target audience
Identify common site activities/tasks (between-subjects design)
Conduct research using scenario-based testing
Gather both quantitative & qualitative data
Use the quantitative data to test for statistically significant differences between means or proportions
Use qualitative data to support your findings and understand the why
Research at least twice a year to measure design changes and trends in expectations
Use the right research solution/tool
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About unmoderated remote usability testing
Hundreds of users agree to participate in a study
In their natural context
From geographically spread locations
Users try to complete tasks(or goals) + answer questions
No human moderation needed
UZ browser bar connects users with UZ secure servers

Unmoderated Scenario / Task based research

Natural context

Analyze data real-time using UZ Analytics
Effectiveness + efficiency ratios

Analyze data using UZ Analytics
Qualitative feedback collected. Easy visualization through ‘text clouds’

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UserZoom Results - Behavioural
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Study structure
Introduction:
For each study, participants were asked to conduct three tasks within subject design e.g. on one retail website
Task 1: Find a specific pair of Diesel jeans, select a size and add them to the basket
Task 2: Browse for a top of their choice to complete outfit
Task 3: Locate delivery options
Post-task:
Perceived Ease of Use (SEQ)
Perceived usability of the internal search engine
Perceived usability of the product page
Wrap-up:
Self-reported evaluation of aesthetic
Perceived Trustworthiness
What was liked most/lease about the sites
Likelihood to recommend: (Net Promoter Score)
Perception of brands (Brand Polar Matrix)
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Participants Demographics
50 Participants for each site
Females , aged 18 to 30
Have bought clothes online often in the last three months and intend to do so in the near future
Not customers of the site used in the study, however; shop on various other online fashion sites
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Executive Summary
Baseline results are quite high for all the sites
Site that offers the best direct search experience: Very
Site that offers the best product page: Very, John Lewis
Site that offers the best online customer support: Asos
Brand perceived as most exciting and inspiring: Asos, Very
Most likely to recommend to friends: Very
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Findings and Opportunities
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Top level overview of Task 1 across all retailers: “Find a specific pair of Diesel jeans, select your size and add it to your shopping basket”
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Task 1 – Performance Metrics

Task 1 – Self Reported Metrics

Task 1 – Search Usability

Task 1 – Very Search

Task 1 – Very Navigate

Heatmaps First 3 Clicks: Very home page
Overall 98% were successful
69% used the search within the first 3 clicks on the home page- 14% rolled over to the top navigation > women > jeans
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Heatmaps First 3 Clicks: John Lewis home page
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Heatmaps First 3 Clicks: Next home page
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Heatmaps First 3 Click: ASOS home page
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Task 1 – Search Usability

Task 1 – Search Results Page
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Task 1 – Search Results Page
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Task 1 – John Lewis Search
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Top level overview of Task 2 across all retailers“Find a top of your choice to complete the outfit”
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Task 2 – Product Page Usability
Integrated Usability Score
An single score based on six self reported likert scales:
Easiness of use of the size selector (Task 1)
Easiness to recognize and read the product price (Task 1)
Easiness to understand the product information
Effectiveness in helping the user to complete the task
Perceived utility of “other products” suggestion
Easiness to use the image gallery

C.I. 90%

Task 2 – Size Selector
PLUS
size guide
no abbreviations
UK sizes

Task 2 – John Lewis Similar Items

Task 2 – Design Details

Top level overview of Task 3 across all retailers: “Find the cost of a specific delivery option”
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C.I. 90%

Task 3 – Self Reported Metrics
C.I. 90%

Task 3 – Customer Support Usability
C.I. 90%

Integrated Usability Score
An single score based on six self reported likert scales:
Easiness to understand the customer support information
Effectiveness of the customer support structure in helping the user to complete the task

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John Lewis Task Abandonment: Finding Next Day Delivery
Couldn't find the next day delivery information anywhere on website
I didn't want to put in all of my personal information and this seemed the only option to complete the task, in a general circumstances i would like to know how much delivery will cost before i get to this stage. I tried to click on help and this was unhelpful and basic.
When looking at the items in my basket there was no option for delivery and no information box clearly showing prices
To locate delivery prices I guess I had to continue but as I have no account with them I could not do this. It did say free delivery on purchases over £30 but I would assume that is within 3 working days! Not very clear at all!!!
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John Lewis Basket
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Successful Solutions
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Final Questionnaire
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Final Questionnaire – Design Score
Design Score
An single score based on self reported semantic differential scales on three characteristics of the website design:
Page format;
Attractiveness;
Use of colour;

Final Questionnaire – Design

Final Questionnaire – Trust and Preference Score
Trustworthiness Score
An single score based on the self reported level of agreement on two sentences:
I would buy a product on this website
I would feel safe buying a product on this website

Final Questionnaire – Trustworthiness

Final Questionnaire – Brand Perception

Final Questionnaire – Net Promoter Score
6%
-18%
-4%
-8%

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Top 5 findings / Learning's
Searching for a specific product is preferred over navigation by most. Site users expect fast, relevant and accurate search results all the time. Anyway if the results page is not effective this sector of users is able to integrate browsing and search.
Young females find the whole area of negotiating the size options online to be ‘scary’ site owners therefore must work harder to elevate this experience and make it easier and a less daunting experience.
Young females relate very well to the catwalk video view of products we found that on a number of occasions participants opened a secondary tab to find this option online and in most cases ended up on the ASOS site even if they are shopping elsewhere.
John Lewis is not appealing to this demographic as reflected in their key overall performance.
Delivery transparency can be the deal breaker in acquiring new customers. Forcing registration before the deliver price is confirmed must be addressed as it has a direct impact on conversion, as a minimum providing a clear link to where accurate information can be found within the basket.
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Return On Investment
£ >Attract > Convert > Retain

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Q & A
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About UserZoom
Leading online (remote) user experience research software company
10 years experience in UX research & consulting
Offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)
Created because traditional UX research methods are great but not enough
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About whatusersdo
Europe's leading remote video based research tool
Based in the UK, established 2008
Serving top tier online customers including BT, TUI, Comet, Northern Rock and Nectar and 100's of SMEs
Large panel of UK internet users, now expanding into France, Germany, Italy and Spain
We have made it simple, fast and affordable for website owners to observe real people using their websites and hear their spoken thoughts. It takes just 5 minutes to setup tests online and results (in the form of narrated videos) are available within 48 hours.
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A selection of UserZoom’s clients

Thanks so much for your time!
Check out our upcoming events at www.userzoom.com
Sunnyvale (USA)
440 N. Wolfe Rd. Sunnyvale,
CA 94085
Phone: +1 (408) 524 7445
Contact: Alfonso de la Nuez
Barcelona (Spain)
Av. Diagonal 419 3º 2ª 08008 Barcelona Phone: +34 93 414 7554 Fax: +34 93 209 8380 Contact: Xavier Mestres
Cheshire (UK)
Booths Park. Chelford Road, Knutsford, Cheshire WA16 8GS
Phone: + 44 (0)1565 759890
Cell: + 44 (0)7900 472 920
Contact: Arthur Moan

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UK Online Fashion UX Benchmarking slides

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