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Webinar <br />Online Fashion UX Benchmarking Study<br />An examination of four major online retailers <br />1st June 2011<...
2<br />Overview<br /><ul><li>Introductions
Study Background
Methodology and Technology
Findings and Opportunities
Questions and Comments
UserZoom at a glance
Whatusersdo at a glance</li></ul>2<br />
3<br />Introductions <br />Arthur Moan<br />Country Manager UK & Ireland at UserZoom<br />Giuseppe Sorrentino<br />User Ex...
4<br />Today’s Session Goals<br /><ul><li>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 met...
5<br />Study Background <br />5<br />
6<br />Methodology and Technology <br />6<br />
7<br /><ul><li>Here’s how we’d define UX Benchmarking:The process of comparing a website’s performance, specifically in re...
8<br />10 must-dos with UX Benchmarking<br />Define measurable & comparable UX-related KPIs (key performance indicators)<b...
About unmoderated remote usability testing<br /><ul><li>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</li></li></ul><li>Unmoderated Scenario / Task based research<br />
Natural context<br />
Analyze data real-time using UZ Analytics<br />Effectiveness + efficiency ratios<br />
Analyze data using UZ Analytics<br />Qualitative feedback collected. Easy visualization through ‘text clouds’<br />
14<br />UserZoom Results - Behavioural<br />14<br />
15<br />Study structure<br />Introduction:<br /><ul><li>For each study, participants were asked to conduct three tasks wit...
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</li></ul>Post-task:<br /><ul><li>Perceived Ease of Use (SEQ)
Perceived usability of  the internal search engine
Perceived usability of the product page </li></ul>Wrap-up:<br /><ul><li>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)</li></ul>15<br />
16<br />Participants Demographics<br /><ul><li>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</li></ul>16<br />
Executive Summary <br /><ul><li>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</li></ul>17<br />
Findings and Opportunities <br />18<br />
Top level overview of Task 1 across all retailers: “Find a specific pair of Diesel jeans, select your size and add it to y...
Task 1 – Performance Metrics<br />
Task 1 – Performance Metrics<br />
Task 1 – Performance Metrics<br />
Task 1 – Self Reported Metrics<br />
Task 1 – Search Usability<br />
Task 1 – Very Search<br />
Task 1 – Very Navigate<br />
Heatmaps First 3 Clicks: Very home page<br />Overall 98% were successful<br /><ul><li> 69% used the search within the firs...
Heatmaps First 3 Clicks: John Lewis home page<br />Overall 92% were successful<br /><ul><li> 64% used the search within th...
Heatmaps First 3 Clicks: Next home page<br />Overall 91% were successful<br /><ul><li>62% used the search within the first...
Heatmaps First 3 Click: ASOS home page<br />Overall 90% were successful<br /><ul><li> 62% used the search within the first...
Task 1 – Search Usability<br />
Task 1 – Search Results Page<br />32<br />
Task 1 – Search Results Page<br />33<br />
Task 1 – John Lewis Search<br />34<br />
Top level overview of Task 2 across all retailers“Find a top of your choice to complete the outfit” <br />35<br />
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UK Online Fashion UX Benchmarking slides

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  1. 1. Webinar <br />Online Fashion UX Benchmarking Study<br />An examination of four major online retailers <br />1st June 2011<br />
  2. 2. 2<br />Overview<br /><ul><li>Introductions
  3. 3. Study Background
  4. 4. Methodology and Technology
  5. 5. Findings and Opportunities
  6. 6. Questions and Comments
  7. 7. UserZoom at a glance
  8. 8. Whatusersdo at a glance</li></ul>2<br />
  9. 9. 3<br />Introductions <br />Arthur Moan<br />Country Manager UK & Ireland at UserZoom<br />Giuseppe Sorrentino<br />User Experience Researcher at UserZoom<br />3<br />
  10. 10. 4<br />Today’s Session Goals<br /><ul><li>See how young women shop online for fashion, to identify:
  11. 11. The features they find appealing
  12. 12. The factors that affect brand perception
  13. 13. How well retailers achieve cross-sell and up-sell
  14. 14. If the delivery options are easy to understand, specifically for non-registered customers
  15. 15. To compare performance across 4 major online fashion retailers
  16. 16. Introduction and review of UX Benchmarking methodology
  17. 17. Introduction and review of UserZoom software solution for conducting this type of research complimented by whatusersdo methodology</li></ul>4<br />
  18. 18. 5<br />Study Background <br />5<br />
  19. 19. 6<br />Methodology and Technology <br />6<br />
  20. 20. 7<br /><ul><li>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.</li></ul>7<br />
  21. 21. 8<br />10 must-dos with UX Benchmarking<br />Define measurable & comparable UX-related KPIs (key performance indicators)<br />Select competitors to benchmark against<br />Define target audience<br />Identify common site activities/tasks (between-subjects design)<br />Conduct research using scenario-based testing<br />Gather both quantitative & qualitative data<br />Use the quantitative data to test for statistically significant differences between means or proportions<br />Use qualitative data to support your findings and understand the why <br />Research at least twice a year to measure design changes and trends in expectations<br />Use the right research solution/tool<br />8<br />
  22. 22. About unmoderated remote usability testing<br /><ul><li>Hundreds of users agree to participate in a study
  23. 23. In their natural context
  24. 24. From geographically spread locations
  25. 25. Users try to complete tasks(or goals) + answer questions
  26. 26. No human moderation needed
  27. 27. UZ browser bar connects users with UZ secure servers</li></li></ul><li>Unmoderated Scenario / Task based research<br />
  28. 28. Natural context<br />
  29. 29. Analyze data real-time using UZ Analytics<br />Effectiveness + efficiency ratios<br />
  30. 30. Analyze data using UZ Analytics<br />Qualitative feedback collected. Easy visualization through ‘text clouds’<br />
  31. 31. 14<br />UserZoom Results - Behavioural<br />14<br />
  32. 32. 15<br />Study structure<br />Introduction:<br /><ul><li>For each study, participants were asked to conduct three tasks within subject design e.g. on one retail website
  33. 33. Task 1: Find a specific pair of Diesel jeans, select a size and add them to the basket
  34. 34. Task 2: Browse for a top of their choice to complete outfit
  35. 35. Task 3: Locate delivery options</li></ul>Post-task:<br /><ul><li>Perceived Ease of Use (SEQ)
  36. 36. Perceived usability of the internal search engine
  37. 37. Perceived usability of the product page </li></ul>Wrap-up:<br /><ul><li>Self-reported evaluation of aesthetic
  38. 38. Perceived Trustworthiness
  39. 39. What was liked most/lease about the sites
  40. 40. Likelihood to recommend: (Net Promoter Score)
  41. 41. Perception of brands (Brand Polar Matrix)</li></ul>15<br />
  42. 42. 16<br />Participants Demographics<br /><ul><li>50 Participants for each site
  43. 43. Females , aged 18 to 30
  44. 44. Have bought clothes online often in the last three months and intend to do so in the near future
  45. 45. Not customers of the site used in the study, however; shop on various other online fashion sites</li></ul>16<br />
  46. 46. Executive Summary <br /><ul><li>Baseline results are quite high for all the sites
  47. 47. Site that offers the best direct search experience: Very
  48. 48. Site that offers the best product page: Very, John Lewis
  49. 49. Site that offers the best online customer support: Asos
  50. 50. Brand perceived as most exciting and inspiring: Asos, Very
  51. 51. Most likely to recommend to friends: Very</li></ul>17<br />
  52. 52. Findings and Opportunities <br />18<br />
  53. 53. 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” <br />19<br />
  54. 54. Task 1 – Performance Metrics<br />
  55. 55. Task 1 – Performance Metrics<br />
  56. 56. Task 1 – Performance Metrics<br />
  57. 57. Task 1 – Self Reported Metrics<br />
  58. 58. Task 1 – Search Usability<br />
  59. 59. Task 1 – Very Search<br />
  60. 60. Task 1 – Very Navigate<br />
  61. 61. Heatmaps First 3 Clicks: Very home page<br />Overall 98% were successful<br /><ul><li> 69% used the search within the first 3 clicks on the home page- 14% rolled over to the top navigation > women > jeans </li></ul>27<br />27<br />
  62. 62. Heatmaps First 3 Clicks: John Lewis home page<br />Overall 92% were successful<br /><ul><li> 64% used the search within the first 3 clicks on the home page- 26% rolled over to the top navigation > women > jeans </li></ul>28<br />28<br />
  63. 63. Heatmaps First 3 Clicks: Next home page<br />Overall 91% were successful<br /><ul><li>62% used the search within the first 3 clicks on the home page- 24% rolled over to the top navigation > women > jeans </li></ul>29<br />29<br />
  64. 64. Heatmaps First 3 Click: ASOS home page<br />Overall 90% were successful<br /><ul><li> 62% used the search within the first 3 clicks on the home page- 28% rolled over to the top navigation > women > jeans </li></ul>30<br />30<br />
  65. 65. Task 1 – Search Usability<br />
  66. 66. Task 1 – Search Results Page<br />32<br />
  67. 67. Task 1 – Search Results Page<br />33<br />
  68. 68. Task 1 – John Lewis Search<br />34<br />
  69. 69. Top level overview of Task 2 across all retailers“Find a top of your choice to complete the outfit” <br />35<br />
  70. 70. Task 2 – Product Page Usability<br />Integrated Usability Score<br />An single score based on six self reported likert scales:<br /><ul><li>Easiness of use of the size selector (Task 1)
  71. 71. Easiness to recognize and read the product price (Task 1)
  72. 72. Easiness to understand the product information
  73. 73. Effectiveness in helping the user to complete the task
  74. 74. Perceived utility of “other products” suggestion
  75. 75. Easiness to use the image gallery</li></li></ul><li>Task 2 – Product Page Usability<br />
  76. 76. Task 2 – Product Page Usability<br />C.I. 90%<br />
  77. 77. Task 2 – Size Selector<br />PLUS<br /><ul><li>size guide
  78. 78. no abbreviations
  79. 79. UK sizes</li></li></ul><li>Task 2 – Product Page Usability<br />
  80. 80. Task 2 – John Lewis Similar Items<br />
  81. 81. Task 2 – Design Details<br />
  82. 82. Task 2 – Design Details<br />
  83. 83. Top level overview of Task 3 across all retailers: “Find the cost of a specific delivery option” <br />44<br />
  84. 84. Task 3 – Performance Metrics<br />
  85. 85. Task 3 – Performance Metrics<br />C.I. 90%<br />
  86. 86. Task 3 – Performance Metrics<br />C.I. 90%<br />
  87. 87. Task 3 – Self Reported Metrics<br />C.I. 90%<br />
  88. 88. Task 3 – Customer Support Usability<br />C.I. 90%<br />
  89. 89. Task 3 – Customer Support Usability<br />C.I. 90%<br />
  90. 90. Task 3 – Customer Support Usability<br />Integrated Usability Score<br />An single score based on six self reported likert scales:<br /><ul><li>Easiness to understand the customer support information
  91. 91. Effectiveness of the customer support structure in helping the user to complete the task</li></li></ul><li>Task 3 – Customer Support Usability<br />
  92. 92. 53<br />John Lewis Task Abandonment: Finding Next Day Delivery<br />Couldn't find the next day delivery information anywhere on website<br />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.<br />When looking at the items in my basket there was no option for delivery and no information box clearly showing prices<br />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!!! <br />53<br />
  93. 93. 54<br />John Lewis Basket<br />54<br />
  94. 94. 55<br />Successful Solutions<br />55<br />
  95. 95. Final Questionnaire<br />56<br />
  96. 96. Final Questionnaire – Design Score<br />Design Score<br />An single score based on self reported semantic differential scales on three characteristics of the website design:<br /><ul><li>Page format;
  97. 97. Attractiveness;
  98. 98. Use of colour;</li></li></ul><li>Final Questionnaire – Design<br />
  99. 99. Final Questionnaire – Trust and Preference Score<br />Trustworthiness Score<br />An single score based on the self reported level of agreement on two sentences:<br /><ul><li>I would buy a product on this website
  100. 100. I would feel safe buying a product on this website</li></li></ul><li>Final Questionnaire – Trustworthiness<br />
  101. 101. Final Questionnaire – Brand Perception<br />
  102. 102. Final Questionnaire – Net Promoter Score<br />6%<br />-18%<br />-4%<br />-8%<br />
  103. 103. 63<br />Top 5 findings / Learning's<br /><ul><li>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.
  104. 104. 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.
  105. 105. 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.
  106. 106. John Lewis is not appealing to this demographic as reflected in their key overall performance.
  107. 107. 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.</li></ul>63<br />
  108. 108. Return On Investment<br />£ >Attract > Convert > Retain<br />
  109. 109. 65<br />Q & A<br />65<br />
  110. 110. 66<br />About UserZoom<br /><ul><li>Leading online (remote) user experience research software company
  111. 111. 10 years experience in UX research & consulting
  112. 112. Offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)
  113. 113. Created because traditional UX research methods are great but not enough</li></ul>66<br />
  114. 114. 67<br />About whatusersdo<br /><ul><li>Europe's leading remote video based research tool
  115. 115. Based in the UK, established 2008
  116. 116. Serving top tier online customers including BT, TUI, Comet, Northern Rock and Nectar and 100's of SMEs
  117. 117. Large panel of UK internet users, now expanding into France, Germany, Italy and Spain
  118. 118. 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.</li></ul>67<br />
  119. 119. A selection of UserZoom’s clients<br />
  120. 120. Thanks so much for your time!<br />Check out our upcoming events at www.userzoom.com<br />Sunnyvale (USA)<br />440 N. Wolfe Rd. Sunnyvale,<br />CA 94085 <br />Phone: +1 (408) 524 7445 <br />Contact: Alfonso de la Nuez<br />Barcelona (Spain)<br />Av. Diagonal 419 3º 2ª 08008 Barcelona Phone: +34 93 414 7554 Fax: +34 93 209 8380 Contact: Xavier Mestres<br />Cheshire (UK)<br />Booths Park. Chelford Road, Knutsford, Cheshire WA16 8GS<br />Phone: + 44 (0)1565 759890<br />Cell: + 44 (0)7900 472 920<br />Contact: Arthur Moan<br />
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