Design, usability and information architecture for e-commerce - Gaëtan Belbéoc'h

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Gaëtan Belbéoc'h - Head Operações E-Commerce na Leroy Merlin fala sobre "Design, usability and information architecture for e-commerce" no Fórum E-Commerce Brasil 2014.

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  • http://www.strategyand.pwc.com/media/file/The_Path_Back_to_Retail_Growth.pdf
  • http://www.theguardian.com/business/2013/mar/17/supermarkets-realise-size-no-longer-key-to-universe
    http://www.lefigaro.fr/societes/2008/11/17/04015-20081117ARTFIG00347-carrefour-rapetisse-ses-grands-hypermarches-.php
  • Booze and Co 2010:
    “Retailers know they need to do a better job of “curating” the assortment,

    assuming the roles of selector and chief buyer on behalf of consumers.”
  • hybrid retailers (physical goods from digital shelves).
    cannot afford the space to stock the low-selling items beyond some point in the long tail

    En lisant cette étude je me suis demandé comment définir cette limite

    http://arxiv.org/pdf/0808.1655v2.pdf

    In such markets, peer-to-peer influence is acrucial factor in consumer choice
    The basic behavioural choice rule followed by consumers is based upon the well-known model
    of preferential attachment
  • Inspire se en entier
  • Ordered / clean facets
    Visual facets
    Customer oriented facets
  • We often look at page view, but we should consider screen view too.
  • Design, usability and information architecture for e-commerce - Gaëtan Belbéoc'h

    1. 1. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Latest trends in E-Merchandising Usability and Information Architecture on large e-commerce catalogs 12 Augusto 2014
    2. 2. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Gaëtan Belbéoc’h Over 12 years on e-Commerce &Web @ France @ China (6 years) @ Brazil (since 2013) Laredoute.fr France no1 in e-commerce of Apparel L’Oreal world’s no1 in Cosmetics Adeo Group & Leroymerlin world no3 in DIY
    3. 3. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization About Leroy merlin mission: “Helping people improve their living environment Constrution DIY Decoração Gardening  16 years in Brasil  7.200 colaborators  32 stores  2 CD e 2 Platforms
    4. 4. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization  Cross Channel approach / sharing the same resources with the rest of the company  100 K products and 1000 complex categories 1. Few product experts available 2. 25% product renovation / year 3. A very « low-tech » supplier base 4. Hard to get data and low quality pictures Our main challenges
    5. 5. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization with the maximum efficiency  through automated rules, easy to operate by anyone Capture knowledge and experience from experts Less fully automatic « big data » intelligence More semi automatic human-created algorithms
    6. 6. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization A short history 01/ 2013 May Nov May 2014 V1 V2 Soon
    7. 7. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization  X 3 - 60 000 products in 1 year  largest online catalog in Brazil home segment  70% of product range « cleaned » in 1,5 year Catalog offering Usability  Online customer satisfaction > 8.5 / 10 for 1 year  Scored no 1 on 15 out of 16 items on survey « revista REVENDA » june 2014 (2000 participants)  One of the first responsive website in Brazil Our sucesses 2013-2014
    8. 8. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization  x 5 in 1,5 year  healthy organic growth : Bounce rate 20%  number one in home centers & decoration pure players in Brazil (Alexa)  from 6th to 2nd position worldwide in groupAdeo Traffic Our sucesses 2013-2014
    9. 9. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Shopping before 1920: ask the sales attendant!
    10. 10. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Self Service
    11. 11. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization then it grew Largest carrefour 25500 m2 (1972) Over 200 000 sku
    12. 12. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Clients: struggling to choose between similar products Retailers: « Is such a huge choice really profitable ?
    13. 13. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Carrefour downsized his largest stores by 6000 sqm to improve profitability Lefigaro.fr 11/2008 Tesco finds its mega stores are a waste of space [reduce size by selling to restaurants, gyms…] the Guardian august 2013 Walmart US accelerates small store growth news.walmart.com 2/2014
    14. 14. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Study on a leading grocery retailer 25% of its stocked items accounted for almost 2010 100% of its profits (On a set of core categories) By
    15. 15. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization This is the origin of Merchandising maximize profitability per square meter? How do I planning involved in marketing the right product at the right place, at the right time, in the right quantities, and at the right price.
    16. 16. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization From the 70’s to now: Merchandising is improving profitability / M2
    17. 17. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization What about theWeb?  Few profitable e-commerce players yet  Focused on growth first (profitability later)  Increasing catalog size (Amz > 200 millions items)  Launching market places
    18. 18. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Amazon (shampoo, yesterday screenshot)  Isnt’t merchandising important for theWWW?
    19. 19. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 3] Micro merchandising 1] Catalog organization [macro-merch] 4]Visual merchandising Web Merchandising 2] Searchandising
    20. 20. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 1] Catalog organization A – Contents and products relations C- Multiple depth classification B - Multi exposition of categories D- Multi – trees arborescences
    21. 21. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization A – Content and products relations Top level category: generic subjects
    22. 22. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization All contents about « ar condicionado » 2nd level of hierarchy: « ar condicionado »
    23. 23. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 3rd level => produt list « ar condicionado split »
    24. 24. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Product content relations Product tagging (like facebook face-tagging)
    25. 25. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization [1] [2] B - Multi exposition of categories
    26. 26. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 1 Case 1: 4-levels hierarchy C- Multiple depth classification
    27. 27. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 2
    28. 28. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 3
    29. 29. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 4
    30. 30. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization
    31. 31. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 1 Case 2: 2-levels hierarchy
    32. 32. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization
    33. 33. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization  By style  For professionals  By projects  By brands…  Landing pages for SEO …develop multiple ways to access products and content: D- Multi – trees arborescences
    34. 34. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 1st level: By room 2nd level: By style First test: navigation by style « inspire-se »
    35. 35. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization  Navigation is mixed between browsing and searching  Send visitors to hand-organized categories preferably 2] Search(andizing) Better search experience Better catalog organization
    36. 36. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization A. Quick-search / suggest
    37. 37. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization
    38. 38. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization B. Shortcuts Funnel and guide visitors through the catalog
    39. 39. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization > How it works Categories Products Content Customer data Search Facets Quick-srch Main srch indexes
    40. 40. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 3] Micro merchandising A - Facets - Ordered / clean facets - Visual facets - Customer oriented facets B – Cross / Upsell - Hand picked cross-selling - Big data automated cross - Rule based semi automated cross - Advanced case
    41. 41. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization A – Facets > clean characteristics first
    42. 42. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization visual facets : ideal when it’s hard to expressA – Facets >
    43. 43. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization customer oriented facetsA – Facets >
    44. 44. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization
    45. 45. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization B – Cross / Upsell
    46. 46. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization B – Cross / Upsell - Hand picked cross-selling - Big data (affinity analysis) - Rule based semi-automated cross - Advanced case
    47. 47. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization hand picked cross/up selling high value, small product range B – Cross / Upsell >
    48. 48. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Doing a pretty good job at the start Probably lower affinity score, Should we display this? big data, collaborative filteringB – Cross / Upsell >
    49. 49. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization rule-based cross-selling Rule: Same voltage + Similar power + With cable (no battery) B – Cross / Upsell >
    50. 50. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Rule: Compatible drill bits
    51. 51. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization advanced case Specify the surface needed B – Cross / Upsell >
    52. 52. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 4]Visual merchandising A- Responsive-design B- Differenciated merchandising
    53. 53. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization A- Responsive-design 4 break points - Big screen - Computer -Tablet - Mobile
    54. 54. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Results:  Very positive effect on mobile traffic ( + 60% )  Better use of available sreen = Better usability !  Optimize image size for mobile  Standardise all your interfaces ( pattern labs )  Test on real machines too ( touch screen ) Our learnings:
    55. 55. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 24 products on 1 screen
    56. 56. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Only 4 products on the same screen
    57. 57. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization B - Differenciated merchandising
    58. 58. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 1. Kitchen products (lm.br)
    59. 59. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 1. Kitchen specialist website
    60. 60. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 2. Category painting (lm.br)
    61. 61. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 2. Category painting: specialist
    62. 62. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 3. Hardware category (lm.br)
    63. 63. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization 3. Hardware specialist
    64. 64. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Our organization Around 30 people including - Product / supplier team - WebTech/Marketing team - E-Business team
    65. 65. Intro  1. catalog  2. search  3. micro merch  4. visual merh  5. organization Working agile with a touch of Do itYourself ^o^/ Thanks you partner, too ;)

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