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  • 1. Webinar
    Online Fashion UX Benchmarking Study
    An examination of four major online retailers
    1st June 2011
  • 2. 2
    Overview
    • Introductions
    • 3. Study Background
    • 4. Methodology and Technology
    • 5. Findings and Opportunities
    • 6. Questions and Comments
    • 7. UserZoom at a glance
    • 8. Whatusersdo at a glance
    2
  • 9. 3
    Introductions
    Arthur Moan
    Country Manager UK & Ireland at UserZoom
    Giuseppe Sorrentino
    User Experience Researcher at UserZoom
    3
  • 10. 4
    Today’s Session Goals
    • See how young women shop online for fashion, to identify:
    • 11. The features they find appealing
    • 12. The factors that affect brand perception
    • 13. How well retailers achieve cross-sell and up-sell
    • 14. If the delivery options are easy to understand, specifically for non-registered customers
    • 15. To compare performance across 4 major online fashion retailers
    • 16. Introduction and review of UX Benchmarking methodology
    • 17. Introduction and review of UserZoom software solution for conducting this type of research complimented by whatusersdo methodology
    4
  • 18. 5
    Study Background
    5
  • 19. 6
    Methodology and Technology
    6
  • 20. 7
    • 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.
    7
  • 21. 8
    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
    8
  • 22. About unmoderated remote usability testing
    • Hundreds of users agree to participate in a study
    • 23. In their natural context
    • 24. From geographically spread locations
    • 25. Users try to complete tasks(or goals) + answer questions
    • 26. No human moderation needed
    • 27. UZ browser bar connects users with UZ secure servers
  • Unmoderated Scenario / Task based research
  • 28. Natural context
  • 29. Analyze data real-time using UZ Analytics
    Effectiveness + efficiency ratios
  • 30. Analyze data using UZ Analytics
    Qualitative feedback collected. Easy visualization through ‘text clouds’
  • 31. 14
    UserZoom Results - Behavioural
    14
  • 32. 15
    Study structure
    Introduction:
    • For each study, participants were asked to conduct three tasks within subject design e.g. on one retail website
    • 33. Task 1: Find a specific pair of Diesel jeans, select a size and add them to the basket
    • 34. Task 2: Browse for a top of their choice to complete outfit
    • 35. Task 3: Locate delivery options
    Post-task:
    • Perceived Ease of Use (SEQ)
    • 36. Perceived usability of the internal search engine
    • 37. Perceived usability of the product page
    Wrap-up:
    • Self-reported evaluation of aesthetic
    • 38. Perceived Trustworthiness
    • 39. What was liked most/lease about the sites
    • 40. Likelihood to recommend: (Net Promoter Score)
    • 41. Perception of brands (Brand Polar Matrix)
    15
  • 42. 16
    Participants Demographics
    • 50 Participants for each site
    • 43. Females , aged 18 to 30
    • 44. Have bought clothes online often in the last three months and intend to do so in the near future
    • 45. Not customers of the site used in the study, however; shop on various other online fashion sites
    16
  • 46. Executive Summary
    • Baseline results are quite high for all the sites
    • 47. Site that offers the best direct search experience: Very
    • 48. Site that offers the best product page: Very, John Lewis
    • 49. Site that offers the best online customer support: Asos
    • 50. Brand perceived as most exciting and inspiring: Asos, Very
    • 51. Most likely to recommend to friends: Very
    17
  • 52. Findings and Opportunities
    18
  • 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”
    19
  • 54. Task 1 – Performance Metrics
  • 55. Task 1 – Performance Metrics
  • 56. Task 1 – Performance Metrics
  • 57. Task 1 – Self Reported Metrics
  • 58. Task 1 – Search Usability
  • 59. Task 1 – Very Search
  • 60. Task 1 – Very Navigate
  • 61. 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
    27
    27
  • 62. Heatmaps First 3 Clicks: John Lewis home page
    Overall 92% were successful
    • 64% used the search within the first 3 clicks on the home page- 26% rolled over to the top navigation > women > jeans
    28
    28
  • 63. Heatmaps First 3 Clicks: Next home page
    Overall 91% were successful
    • 62% used the search within the first 3 clicks on the home page- 24% rolled over to the top navigation > women > jeans
    29
    29
  • 64. Heatmaps First 3 Click: ASOS home page
    Overall 90% were successful
    • 62% used the search within the first 3 clicks on the home page- 28% rolled over to the top navigation > women > jeans
    30
    30
  • 65. Task 1 – Search Usability
  • 66. Task 1 – Search Results Page
    32
  • 67. Task 1 – Search Results Page
    33
  • 68. Task 1 – John Lewis Search
    34
  • 69. Top level overview of Task 2 across all retailers“Find a top of your choice to complete the outfit”
    35
  • 70. 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)
    • 71. Easiness to recognize and read the product price (Task 1)
    • 72. Easiness to understand the product information
    • 73. Effectiveness in helping the user to complete the task
    • 74. Perceived utility of “other products” suggestion
    • 75. Easiness to use the image gallery
  • Task 2 – Product Page Usability
  • 76. Task 2 – Product Page Usability
    C.I. 90%
  • 77. Task 2 – Size Selector
    PLUS
  • Task 2 – Product Page Usability
  • 80. Task 2 – John Lewis Similar Items
  • 81. Task 2 – Design Details
  • 82. Task 2 – Design Details
  • 83. Top level overview of Task 3 across all retailers: “Find the cost of a specific delivery option”
    44
  • 84. Task 3 – Performance Metrics
  • 85. Task 3 – Performance Metrics
    C.I. 90%
  • 86. Task 3 – Performance Metrics
    C.I. 90%
  • 87. Task 3 – Self Reported Metrics
    C.I. 90%
  • 88. Task 3 – Customer Support Usability
    C.I. 90%
  • 89. Task 3 – Customer Support Usability
    C.I. 90%
  • 90. Task 3 – Customer Support Usability
    Integrated Usability Score
    An single score based on six self reported likert scales:
    • Easiness to understand the customer support information
    • 91. Effectiveness of the customer support structure in helping the user to complete the task
  • Task 3 – Customer Support Usability
  • 92. 53
    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!!!
    53
  • 93. 54
    John Lewis Basket
    54
  • 94. 55
    Successful Solutions
    55
  • 95. Final Questionnaire
    56
  • 96. 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;
    • 97. Attractiveness;
    • 98. Use of colour;
  • Final Questionnaire – Design
  • 99. 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
    • 100. I would feel safe buying a product on this website
  • Final Questionnaire – Trustworthiness
  • 101. Final Questionnaire – Brand Perception
  • 102. Final Questionnaire – Net Promoter Score
    6%
    -18%
    -4%
    -8%
  • 103. 63
    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.
    • 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. 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. John Lewis is not appealing to this demographic as reflected in their key overall performance.
    • 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.
    63
  • 108. Return On Investment
    £ >Attract > Convert > Retain
  • 109. 65
    Q & A
    65
  • 110. 66
    About UserZoom
    • Leading online (remote) user experience research software company
    • 111. 10 years experience in UX research & consulting
    • 112. Offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)
    • 113. Created because traditional UX research methods are great but not enough
    66
  • 114. 67
    About whatusersdo
    • Europe's leading remote video based research tool
    • 115. Based in the UK, established 2008
    • 116. Serving top tier online customers including BT, TUI, Comet, Northern Rock and Nectar and 100's of SMEs
    • 117. Large panel of UK internet users, now expanding into France, Germany, Italy and Spain
    • 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.
    67
  • 119. A selection of UserZoom’s clients
  • 120. 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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