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How the Tablet Shopping Experience Will Impact Holiday Retail Sales

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Join UserZoom's UX Researcher, Sneha Kanneganti, and Alfonso de la Nuez, Co-CEO, in a new webinar that presents the results involving three well-known winter season retail brands: Columbia Sportswear, The North Face and Under Armour.

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How the Tablet Shopping Experience Will Impact Holiday Retail Sales

  1. 1. Agenda WEBINAR: How the Tablet Shopping Experience Will Impact Holiday Retail Sales www.userzoom.com
  2. 2. Agenda for today 1. Introductions 2. Fashion Industry Mobile/Tablet Benchmark Study – Details & Design – Study from the participant’s perspective – Study Results • Search & Browse experience • Checkout usability feedback • Overall Attitudes on the online- tablet experience 3. Q&A www.userzoom.com
  3. 3. Meet Our Speakers Sneha Kanneganti Alfonso de la Nuez UX Researcher Co-Founder & Co-CEO Twitter hashtag: #uzwebinar www.userzoom.com
  4. 4. About UserZoom  All-in-one Enterprise software solution that helps Businesses cost-effectively test, measure and improve UX over websites & mobile apps.  Offer online or remote user research & testing solutions, saving UXers time, money, effort, and a lot of actionable insights  UX Consultants since ’01, SaaS since ‘09  In Sunnyvale (CA) Manchester (UK), Munich (DE) and Barcelona (Spain)  90% renewal rate, 50% revenue growth rate in the last 3 years www.userzoom.com
  5. 5. Panel Vendor SSI is the premier global provider of sampling, data collection and data analytic solutions for survey research, reaching respondents in 78 countries via Internet, telephone, mobile/wireless and mixedaccess offerings. Additionally, SSI staff operates from 26 offices in 18 countries, offering CATI, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI’s 3,100 employees serve more than 3,000 clients worldwide. For additional information, please visit www.surveysampling.com *Product name provided www.userzoom.com
  6. 6. Study Details Task-based unmoderated remote usability testing 300 Users | 100 per brand The study had a between-subjects design Data collected between Oct 28 – Nov 3 Screened Male & Female Ages 25-55 Initial questions Randomly assigned to 1 of 3 brands 4 purchase related tasks Final questionnaire Regularly make purchases on their tablet www.userzoom.com
  7. 7. Study Details • How effective is the tablet experience? • Which brand offers better usability? • How is it likely to influence the consumer's final shopping decision? • How does it affect the overall brand experience? *Product name provided www.userzoom.com
  8. 8. Study Details 3 3 Brands 4 4 Tasks 1. 2. Use filters & categories to pick an item that suits your style, size, color preference & price range. 3. Spend 2 minutes exploring the product image. Click on the various image viewing options and filters. 4. *Product name provided Browse and find a jacket that you like. Add the jacket to cart & proceed to complete the steps in the Checkout. www.userzoom.com
  9. 9. Study Through Participant’s Perspective www.userzoom.com
  10. 10. Study Results www.userzoom.com
  11. 11. Results | Top 5 Findings Top Performer: UnderArmour performs consistently well on search, browse, select & checkout tasks. Good UX linked to Better Brand Perception: UnderArmour’s NPS rating of +4, linked directly to consistent positive UX ratings. Likely to Make Online Purchase: 56% of the UnderArmour users would have made the purchase online based on their Tablet experience. Good UX linked to More Trust: Users that have a good UX, are more trusting of websites with their information. Unnecessary Registration: Users are unlikely to register on a site that they may not visit more than once a year. www.userzoom.com
  12. 12. Pre–task brand perception www.userzoom.com
  13. 13. Pre-task Brand Perception ? Have you heard of or purchased merchandise from this brand before? www.userzoom.com
  14. 14. Pre-task Brand Perception ? How would you rate your perception of the brand? UnderArmour 4.2 NorthFace 4.5 Columbia 4.2 1 2 3 4 5 6 7 www.userzoom.com
  15. 15. Pre-task Brand Perception ? How would you rate your perception of the brand? “Well made and durable” “I think favorably of UnderArmour because I see professional athletes wear it.” “Seems like [they have] quality [goods].” “More expensive brand but good quality.” “If it is the clothing brand, they make good winter jackets.” www.userzoom.com
  16. 16. Results: Search & Findability 1. Browse and find a jacket that you like. 2. Use filters & categories to pick an item that suits your style, size, color preference & price range. 3. Spend 2 minutes exploring the product image. Click on the various image viewing options and filters. www.userzoom.com
  17. 17. Results – Search & Findability ? Ease of finding a jacket 0 7 6 6 0 +1 6.2 ★ 5.7 5 4 3 2 1 UnderArmour NorthFace Columbia www.userzoom.com
  18. 18. Results – Search & Findability ? Search & Findability - Comments “The ease of searching is much better than other sites…” “It was easy but if I specify "jackets,” pants shouldn’t come up in the result as well.” “…very easy and lots of sorting options.” “The images are too large, you can’t filter by price, and the images don’t slide back and forth nicely.” “What would be nice is if there might be a pop up description to go with the different specialty fabrics.” “Very user friendly. All subsequent windows opened appropriately and without any delays.” www.userzoom.com
  19. 19. Results – Search & Findability ! Search & Findability – What was difficult? “Not responsive and too many options set in a visually unappealing way.” “The pages didn’t move fluidly, but jumpily and slow to respond. Also, slow to load.” “It was clunky. I'd rather scroll down a page to find what I want than to sift through drop down or expandable menus.” “The website would force quit when I picked a different color or if I tried to look at the back of the coat.” “The site was not very user friendly. It almost seemed like a catalogue” www.userzoom.com
  20. 20. Results – Search & Findability ? Ease of finding a jacket www.userzoom.com
  21. 21. Results – Search & Findability ? Accuracy of search results +1 7 ★6.1 ★6.1 6 +1 +1 5.9 5 4 3 2 1 UnderArmour NorthFace Columbia www.userzoom.com
  22. 22. Results – Search & Findability ? Satisfaction with using filters +2 +1 +1 5.7 Price filter 5.1 4.6 6.1 6 5.9 Color filter UnderArmour NorthFace 6.2 Size filter 6 Columbia 5.7 5.9 Fit filter 4.9 5.4 0 1 2 3 4 5 6 7 www.userzoom.com
  23. 23. Results – Search & Findability ! Issues with using filters - comments “The colors were not very obvious, I picked what I thought was bright red and got bright orange. “ “I am not sure if it was the website’s fault or not, but I got bumped off of the site 3 times when trying to use the filters” “I couldn’t find the price filter” “Really slow, sometime s unresponsive” “The price slider would not react to the touch input. I was using an iPad2 for this test.” “The price bracket is hard to interact with.” www.userzoom.com
  24. 24. Results – Search & Findability ? Price Filters www.userzoom.com
  25. 25. Results – Search & Findability ? Satisfaction with the product images +3 +1 +1 6.3 6.3 6.1 Quality of the image 6 Enlarging the image UnderArmour 5.6 Northface 5.2 Columbia 6.2 Different product angles 5.4 4.4 1 2 3 4 5 6 7 www.userzoom.com
  26. 26. Results – Search & Findability ? Satisfaction with the product images - comments “I would like detailed views of every color. Not just 3 pictures of the selected color & then 3 pictures of the details with still the stock pictures.” “The zoom feature said to tap, but that immediately zoomed in all the way. The pinch motions work, but are a little sensitive. I’d work on that. Rotate would also be nice.” “The images were by default large - they took up the entire screen a of my nexus 10.” “I would have liked to see a picture of the inside of the jacket as well.” “I could not enlarge it or look at different angles.” www.userzoom.com
  27. 27. Results – Search & Findability ? Image Zoom-in www.userzoom.com
  28. 28. Task – 2 Checkout usability feedback 4. Add the jacket to cart & proceed to complete the steps in the Checkout. www.userzoom.com
  29. 29. Checkout Usability Feedback ? Issues when adding the jacket to cart. 100% ★ 92% +4 90% +1 +2 ★79% 80% 70% 59% 60% 50% 41% 40% 30% 21% 20% 10% 8% 0% UnderArmour NorthFace Yes Columbia No www.userzoom.com
  30. 30. Checkout Usability Feedback ! Issues when adding the jacket to cart – Reasons. “Glitchy, jumped around the page by itself.” “The buttons didn’t work right away, seemed like old web site design, really slow and difficult to use.” “The cart icon kept wanting to go back up after I tapped it to come down. It barely gave me the chance to tap the checkout button.” “Hard to tell when the jacket was added, so hit it three times, just deleted two of them once it worked and continued.” “They didn’t have the right size for the color I picked & I didn’t realize it until check-out. The size was confusing.” www.userzoom.com
  31. 31. Checkout Usability Feedback ! Issues when proceeding to checkout. 100% ★ 92% +5 90% +1 +3 ★79% 80% 70% 60% 48% 50% 52% 40% 30% 21% 20% 10% 8% 0% UnderArmour NorthFace Yes Columbia No www.userzoom.com
  32. 32. Checkout Usability Feedback ! Issues when proceeding to checkout – Reasons. “The page was jumping around, I was having a hard time entering info” “Had to hit the ‘proceed to checkout’ button about 6-7 times before it advanced to the customer info page.” “Not optimized for use on a tablet; very buggy.” “From the payment page, I was directed to a legal disclaimers page. From there, I had no idea how to complete my order. Could not edit items.” “I did not notice at first that the proceed to checkout was in the box that came up. It took two attempts for me to choose it.” “It was not clearly defined of what or where the “proceed to checkout” was within the checkout window.” www.userzoom.com
  33. 33. Overall Shopping Attitudes www.userzoom.com
  34. 34. Overall Shopping Attitudes ? How do you feel about registering on a website before making a purchase from your Tablet? www.userzoom.com
  35. 35. Overall Shopping Attitudes ? How do you feel about registering on a website before making a purchase from your Tablet? - Comments “If it is a one time purchase and I don’t see myself purchasing anything in the immediate future, I don’t register.” “It depends on the site and if I trust them.” “I’ll register if it is a site I use often.” www.userzoom.com
  36. 36. Overall Shopping Attitudes ? Do you think it's important to have a fast payment process when shopping online using your Tablet? www.userzoom.com
  37. 37. Overall Shopping Attitudes ? Is it important to have a fast payment process when shopping online using your Tablet? – Comments. "Security is very important these days and it would make me more comfortable using my tablet knowing it was more secure.” “Only if I have a working security system, and that I am guaranteed that the site is legitimate, and secure itself.” www.userzoom.com
  38. 38. Overall Shopping Attitudes ? Based on today's browsing experience, how likely are you to make a purchase… 35% Likely In a store 56% Online 50% Indifferent 34% 15% Unlikely 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% www.userzoom.com
  39. 39. Overall Shopping Attitudes ? Based on today's browsing experience, how likely are you to make a purchase… 41% Likely 30% In a store Online 37% Indifferent 37% 22% Unlikely 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% www.userzoom.com
  40. 40. Overall Shopping Attitudes ? Based on today's browsing experience, how likely are you to make a purchase… 62% Likely 45% In a store Online 31% Indifferent 45% 7% Unlikely 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% www.userzoom.com
  41. 41. Overall Shopping Attitudes ? Based on today's browsing experience, how likely are you to make a purchase… Comparing the three sites on likelihood to make a purchase. 56% UnderArmour 35% Online 30% NorthFace In a store 41% 45% Columbia 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% www.userzoom.com
  42. 42. Net Promoter Score - NPS 4 -7 - 26 +5 Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld. © 1996-2013. Bain & Company +1 +3 www.userzoom.com
  43. 43. Net Promoter Score - NPS “Great selection of products, the site is easy to navigate, the images are clear and detailed and the process is easy” “Expensive” “Adding information on Checkout page was TERRIBLE. Screen kept scrolling and jumping. If this was a real purchase I would have given up and you would have lost my business.” “The whole website experience lessened my overall perception of this brand!.” Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld. © 1996-2013. Bain & Company “I wish their winter coat selection came in bigger sizes. When it gets to be 30 below, it is nice to have a jacket that fits over multiple layers.” www.userzoom.com
  44. 44. Conclusion How effective is the tablet experience? All sites tested • Image, price filters and product description need to be precise to entice purchases online. • Price filters on the sites performed poorly. Users rely heavily on this filter while sorting their choices online. • Checkout usability has much to be desired. A lot of users couldn’t locate the Add to cart and checkout buttons. www.userzoom.com
  45. 45. Conclusion Which brand offers better usability? • UnderArmour had the best overall usability and more likely to have online conversions than any other site. • 56% of the UnderArmour users would have made the purchase online based on their Tablet experience. www.userzoom.com
  46. 46. Conclusion How is it likely to influence the consumer's final shopping decision? • 56% of the UnderArmour users would have made the purchase online based on their Tablet experience. (35% in store). • 30% of the NorthFace users were more likely to make a purchase in the store. (41% in store). www.userzoom.com
  47. 47. Conclusion How does it affect the overall brand experience? • UnderArmour users rated the site most preferably and was the only site to have a positive NPS score (+4). • Columbia had an NPS rating of -7 and NorthFace had -26 www.userzoom.com
  48. 48. Questions? Follow us for updates on future webinars! Twitter: @UserZoom LinkedIn: http://www.linkedin.com/company/userzoom Facebook: https://www.facebook.com/userzoom www.userzoom.com

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