UX without UI: a case study for adidas Mexico #IAS14
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UX without UI: a case study for adidas Mexico #IAS14

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My presentation for #IAS14 on how to shape experiences without being able to change the visual interface

My presentation for #IAS14 on how to shape experiences without being able to change the visual interface

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UX without UI: a case study for adidas Mexico #IAS14 Presentation Transcript

  • 1. IAS14
  • 2. @bibinex - #IAS14 #UXwithoutUI
  • 3. @bibinex - #IAS14 #UXwithoutUI
  • 4. @bibinex - #IAS14 #UXwithoutUI 1. Findability through on-site search 2. Form validation and feedback 3. Email communication 4. Language consistency 5. Product communication 6. Product availability 7. Customer Relationship Management 8. Processes and operations
  • 5. @bibinex - #IAS14 #UXwithoutUI
  • 6. @bibinex - #IAS14 #UXwithoutUI
  • 7. @bibinex - #IAS14 #UXwithoutUI
  • 8. @bibinex - #IAS14 #UXwithoutUI • Misspellings, • Items not properly labeled. • Site content that we called differently • Articles that the competition sells – I.E. Nike’s Hypervenom as a counterpart of our Nitrocharge. • Variations of sports names – I.E. Tae kwon do vs Taekwondo
  • 9. @bibinex - #IAS14 #UXwithoutUI October November December January February Sales trend from On-Site search
  • 10. @bibinex - #IAS14 #UXwithoutUI • What people were looking for, we didn’t have it. We were lacking the season products because of a business decision made a year before. Global campaigns announcing different new collections were triggering people to search for them locally. Thus, reducing the sales generated by on site search. Even though we did the best to make sure people found what they were looking for, this was a setback. • As a counter action, we made available for sale on the site what other channels had available in storage to ensure the product assortment and increased the article availability by 400.
  • 11. @bibinex - #IAS14 #UXwithoutUI
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  • 31. @bibinex - #IAS14 #UXwithoutUI 0 10 20 30 40 50 60 70 80 90 100 FMFAJSY NEWELW ESS3SWOVENSU VRACERNYLONCMFINF NCPOLYTEE SQCCRUNSSTW ADISTARRACER CRAZYCOOLW VLNEOCOURTCMFLOINF ESS3SCAP PORSCHE911SLOW RSPSST BRAZUCAGLIDER FUNLEGGINGS DAILYDOUBLE3 F10TRXFGJ WBARDRESSWIM F5TRXTF FCBAJSY ADISOCK12 TOPTENHIK PORSCHETYP64 ACMPRESSUIT F50MESSI ADIZEROBOSTON4W CCADIZEROTEMPAIAIII HIBPADDEDJKT ADIPURETR360W VENUS SIL3STRCP1PC ANKLESTREF3P FRANCEFBT PREDITOLZTRXTF Unitssold
  • 32. @bibinex - #IAS14 #UXwithoutUI
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  • 34. @bibinex - #IAS14 #UXwithoutUI • Processes and protocols • Products and technologies • Answered all doubts they had
  • 35. @bibinex - #IAS14 #UXwithoutUI • Sales by phone increased • Customer satisfaction increased • Executives had more information about products’ technologies and dimensions to give proper guidance.
  • 36. @bibinex - #IAS14 #UXwithoutUI
  • 37. @bibinex - #IAS14 #UXwithoutUI
  • 38. @bibinex - #IAS14 #UXwithoutUI Having documented processes for each use case of returns, refunds for every payment method, for non-available articles in the warehouse and for financial conciliation, allowed us to: • Get refunds done in time • Follow a proper procedure when returning an item, so it’s not recorded as loss on the books • Meet customers’ expectations
  • 39. @bibinex - #IAS14 #UXwithoutUI Our site was initially hit by fraudulent purchases: people with stolen credit cards making purchases and then the owners claiming the money back. We neither had the product, nor the money. So we had to set a security layer to avoid losing more money. This impacted in 1/3 of our genuine sales being rejected and customers being let down. • Currently we’re on a second phase where those sales are no longer being rejected and we’re not losing sales due to fraudulent transactions.
  • 40. @bibinex - #IAS14 #UXwithoutUI • Having a variety in payment options was also key to us. In Mexico, there are only 25M credit cards and 100M population. • Additionally, people who don’t buy online it’s mostly because they don’t want to give out their credit card information. • In january we took down the credit card payment completely and turns out People were very pleased to be able to pay with cash as an alternative to credit card. In fact, january was our highest sales month which completely surprised us.
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  • 49. @bibinex - #IAS14 #UXwithoutUI www.about.me/bibinex @bibinex You can call me Bibi