The user experience at Zappos.com
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The user experience at Zappos.com

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Digital marketing Final Project

Digital marketing Final Project

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The user experience at Zappos.com Presentation Transcript

  • 1. Lior Agassi Valeria Deserto Anurag Jaiswal Einar Jóhannesson Shirley Kleinman Roberta Narikawa Carlo Stimamiglio Ruchita VoraTHE USER EXPERIENCE
  • 2. THE IDEAHas anybodybought shoes or apparel online?
  • 3. THE IDEAWho would be willing to buy shoes without trying them on? Zappos Solution Free Shipping both ways 365 day return policy 24/7 “best in the industry” customer service
  • 4. THE BUSINESS MODEL Goods Sold Inventory Costs Shipping Returns Marketing “Happiness & Delight” Revenues Sales of Shoes, Fast, Strategy Easy, FriendlyApparel, House wares Experience for Users Apparel & Footwear Any Gender, Young & Customers Collaborators Brands, Delivery Tech Savvy Companies
  • 5. PURCHASE PROCESS User Purchase Process Search on Search on Receipt of Purchase Feedback Google Zappos.com goodsSEO/SE Categorization Secure Return Policy Excellent M Customer Appealing Website Payment Free Shipping Support Zappos’ focus to enhance this experience
  • 6. USER EXPERIENCE Branding UsabilityFunctionality Content
  • 7. BRANDING Aesthetics and desired projection of the organizational image and messageBrand visibility Delivery of the brand-promise Visual impact of the site
  • 8. USABILITYProcesses, applications and interactivity Live Help Categorization Personalization
  • 9. USABILITY
  • 10. USABILITY Thematic Shopping
  • 11. FUNCTIONALITYEase of use, navigation and accessibility Search with predictive text Custom Search
  • 12. CONTENTContent of the site (text, multimedia, images) and information architechture Link density
  • 13. CONTENT PredictiveUser reviews Suggestions Price Availability Product Attributes
  • 14. CONTENT Multimedia and Graphics
  • 15. CONTENT Crowdsourced Tags Customer Reviews
  • 16. BEST• PRACTICES Great SEO/SEM strategy which boosts visibility• Great use of digital marketing tools , great user engagement! – Zappo’s channel in YouTube Zappo’s for Android and iOS devices
  • 17. BEST PRACTICES BESTPresence in social PRACTICES media
  • 18. BESTFacebook app PRACTICES Blogs and communities
  • 19. BEST PRACTICES• GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock• RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
  • 20. BEST PRACTICES• GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock• RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
  • 21. BEST PRACTICES• HUMANIZATION OF ONLINE SHOPPING EXPERIENCE – Customers know people behind the website • product descriptions • ads • employees section on the website with pictures. – Free returns no questions for one year overcome the try, feel touch barrier – Opportunity for the customer to make a tour in the company – Gifts (flowers example)• GREAT COMPANY CULTURE – Family – Values – Work and fun http://www.youtube.com/watch?v=IjUoexLNTvc
  • 22. COMPETITORS OTHER ONLINE SHOE SELLERS OTHER ONLINE FASHIONCLOTHES/ ACCESS. ONLINE SELLERS RETAILERS ONLINE SALE E-COMMERCE OF ZAPPOS’ WEBSITES BRANDS
  • 23. COMPETITORS unique visitors
  • 24. COMPETITORS COMPETITORS
  • 25. COMPETITORS COMPETITORS
  • 26. COMPETITORS• Appealing websites• Collaborations (virtual dresses)• Fashion content to engage fashion conscious people
  • 27. COMPETITORS • Made to order • Customized products • Augmented reality
  • 28. PAIN POINTSLow Personalization, No DynamismWebsite too clutteredHave to wait to try on
  • 29. SOLUTIONSVRM, User experience ZN application Walk through – 3DAugmented Reality Feature – “Dress Me” app
  • 30. THANK YOU FOR CALLINGZAPPOS CUSTOMERSERVICE….HOW HAS BEENYOUR EXPERIENCE?