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Rachel Starling - Speedo Goggles - Nottingham Digital Summit


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This session will explore how the power of business insight, coupled with a deep understanding of who your user is can be translated into excellent digital experiences that generate a return for your business in the long-run for key product categories. Utilising a practical example, you will learn: ** How to couple business and user insight and translate that into a user experience that exceeds the needs and expectations of your user. ** How to create a user experience that generates return on investment for your business

Published in: Marketing
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Rachel Starling - Speedo Goggles - Nottingham Digital Summit

  1. 1. Speedo Goggles: Seeing through a new digital lens
  2. 2. Brand portfolio • Active World’s leading swim brand 100% owned World’s leading rugby brand 100% owned Outdoor performance brand 100% owned Team sports brand 100% owned Cycling apparel brand 85% owned©Pentland Brands Ltd 2018
  3. 3. Footwear Italian sports fashion brand Worldwide ownership (excluding Japan) UK’s leading brand of youth footwear UK licensee British fashion brand Worldwide licensee footwear Sports fashion footwear 100% owned ©Pentland Brands Ltd 2018 Brand portfolio
  4. 4. Rachel Starling • Advocate for the user • Focus on exceeding user expectations • Aligning user and business insight • Create experiences built in insight that deliver growth • Test first mentality ©Pentland Brands Ltd 2018
  5. 5. FOCUS How to leverage user and business insight to create a user experience that meets user needs and delivers return on investment ©Pentland Brands Ltd 2018
  6. 6. The link between user experience + return 1 Bring it to life Case study 2 Experience creation + user centred design 3 What was the impact? 4 Agenda # T i m e l i n e ©Pentland Brands Ltd 2018
  7. 7. Link between user experience and return. ©Pentland Brands Ltd 2018
  8. 8. Invision 2018 Customer Experience Impact Report 2011 Source “88% of consumers won’t return to a site after a bad experience” The link between user experience and performance “86% of consumers will pay more for a better customer experience” ©Pentland Brands Ltd 2018
  9. 9. Bringing it to life Goggle case study. ©Pentland Brands Ltd 2018
  10. 10. Goggle insight 145+Product variations #2Online product category MultipleAttributes per goggle ©Pentland Brands Ltd 2018
  11. 11. Evaluating the current experience How are our users interacting with the existing experience? ©Pentland Brands Ltd 2018
  12. 12. Address the moments that matter The value from understanding our users behaviour Create compelling experiences Increased ROI ©Pentland Brands Ltd 2018
  13. 13. How we understand our users behaviour and expectations Usability testing 1 In-store research 2 Competitor/Comparator 3 Data deep dive 4 ©Pentland Brands Ltd 2018
  14. 14. What did we learn 01 Difficulty choosing 02 Attributes 03 Shop by activity What we know about how users shop Goggles ©Pentland Brands Ltd 2018
  15. 15. ©Pentland Brands Ltd 2018
  16. 16. Work Title Small sample text here How do you make the Goggle category easier to shop? ©Pentland Brands Ltd 2018
  17. 17. Brand Collaboration is key UX Creative hub UI Analyst Trading Technical Digital Product Management CRO Cross functional working in a matrix environment Content CRM Customer service ©Pentland Brands Ltd 2018
  18. 18. Goggle tool experience creation + user centred design. ©Pentland Brands Ltd 2018
  19. 19. Hypothesis We know that [problem] We believe that by [lever] for [audience] we will [goal] We’ll know that we have achieved [goal] by testing [concept] on [area] and observing [KPI] for [duration] ©Pentland Brands Ltd 2018
  20. 20. Hypothesis We know that [users want support when shopping for Goggles] We believe that by [helping users shop the Goggle category] for [swimmers] we will [increase conversion rate of Goggles] We’ll know that we have achieved [a conversion rate increase] by testing [a selector tool] on [ecommerce] and observing [conversion rate] for [3 months] ©Pentland Brands Ltd 2018
  21. 21. 1 Insights 2 Sketch 3 Prototype 4 Test User centred design P u t t i n g y o u r u s e r s a t t h e h e a r t 5 Iterate 6 Solution ©Pentland Brands Ltd 2018
  22. 22. Work Title Small sample text here Work Title Small sample text here Work Title Small sample text here Sketch & Discovery ©Pentland Brands Ltd 2018
  23. 23. Wireframe - Prototype Test first mentality1 Iterative design2 Increased ROI probability3 ©Pentland Brands Ltd 2018
  24. 24. Step 1 – Who are you buying for? ©Pentland Brands Ltd 2018
  25. 25. Step 2 – What kind of swimming do you enjoy? ©Pentland Brands Ltd 2018
  26. 26. Step 3 – Lens options ©Pentland Brands Ltd 2018
  27. 27. What was the Impact? ©Pentland Brands Ltd 2018
  28. 28. 0 1 2 3 4 5 6 Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec 2015 2016 2017 Double digit growth Implementation ©Pentland Brands Ltd 2018
  29. 29. Customers who engaged with the tool had double the conversion rate of a user who does not engage with the tool ©Pentland Brands Ltd 2018
  30. 30. Summary. ©Pentland Brands Ltd 2018
  31. 31. Summary Business insight 1 User insight 2 Leverage the power of insight & collaboration User Centred Design Approach ROIExceed user needs Hypothesis ©Pentland Brands Ltd 2018
  32. 32. Thank you Website: WeChat: PentlandAsia Instagram: @pentlandbrands Facebook: Twitter: @pentlandbrands