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Como os usuários estão interagindo com a Oppa?

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Apresentação feita internamente com a intenção de mostrar aos colaboradores como os usuários estão se relacionando com a marca.

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Como os usuários estão interagindo com a Oppa?

  1. 1. WHAT DOES USER EXPERIENCE DESIGN MEANS?
  2. 2. What user experience design? "I invented the term, because I thought human interface and usability were very restricted concepts. I wanted to cover all aspects of the person's experience within the system, including the graphics aspects of industrial design, user interface, and interaction, both physical and manual. Since then the term has spread widely, and it is starting to lose its meaning." Donald Norman The user experience is not a simple direct action, it is a cycle with crossed connections that try to satisfy hopes, dreams, needs and desires.
  3. 3. What user experience design? The target of the UX team ”To design physical or psychological interactions between customers and Oppa, aiming at a comfortable relationship, that tries to result in a sense of satisfaction from our customers and a feeling of accomplishment in the company.”
  4. 4. WHAT DOES THE UX TEAM DEVELOPS?
  5. 5. What user experience design? What the UX team develops: • Information Architecture • Interaction Design • Usability analysis • Ergonomic evaluation (the interface and tasks) • Inquiry and user research • Heuristic Analysis • Concepts of User-Centered Design • Concepts of HCI (Human-Computer Interaction)
  6. 6. Research Report INSIGHTS FOR PROJECTS FOCUSED ON IMPROVING USER EXPERIENCE
  7. 7. OBJECTIVE AND METHOD USED Insigts for projects focused on improving the user experience
  8. 8. Insigts for projects focused on improving the user experience OBJECTIVE This research aims to compile inputs about the behavior and preferences of users; it was applied in exploratory mode, without a statistic commitment, because we only need samples of user behavior. The focus is on perceptions about the site, the feelings, the intentions of users. We also try to understand behaviors, motivations and week points in the interface, coming from the viewpoint of users. The end result should be a list of insights for new projects that improve the customer experience throughout the whole process, not only in the purchase moment. The project looks forward building a better relationship with Oppa’s brand as a whole. METHOD We applied a mixed questionnaire (open and closed) with qualitative approach; in exploratory mode, it was conducted as an online form to capture insights in an unsystematic way. We worked with a non-probability sample of 106 initial customers who had already made at least one purchase on our site. Once reaching the answers and evaluate the data saturation, we decided to conclude the study.
  9. 9. MAPPED PROFILE Insigts for projects focused on improving the user experience
  10. 10. Insigts for projects focused on improving the user experience Profile reached 106 surveyed Age group 20 to 25 years 26 to 30 years 31 to 35 years 36 or older Single Engaged Married Separated or Divorced
  11. 11. THE BRAND’S REACH Insigts for projects focused on improving the user experience
  12. 12. Insigts for projects focused on improving the user experience The brand’s reach The data in this research is about users with some experience regarding the brand. This users also presented a proficient level in the learning curve of the use of the website. How long have you known the site of Oppa? Up to 2 months 3 to 6 months More than 6 months
  13. 13. Insigts for projects focused on improving the user experience The brand’s reach Taking into consideration that a number of factors inhibit an impulse purchase at a store like Oppa, it is natural that the process of decision making of users is quite slow. How long after seeing the site, you made ​​the first purchase? up to 1 month 1 to 2 months 3 to 6 months more than 6 months
  14. 14. Insigts for projects focused on improving the user experience The brand’s reach The number of visits to the site Oppa between the time the user is aware they were exposed the brand until the completion of the first purchase is part of the decision making process. How many times have you visited the site before finalizing your first purchase? 1 visit 2 to 4 visits 5 or more visits
  15. 15. WHAT MOTIVATED THE USERS TO LOOK FOR NEW PRODUCTS? Insigts for projects focused on improving the user experience
  16. 16. Insigts for projects focused on improving the user experience What motivated users to look for a new piece of furniture or decoration? The motivation for searching more products appears when renovations are in order, maybe a new home, or changing the interior design in a room for a more intimate atmosphere or even the wish to customize the environment with pieces that define a personal style. weddingnew home confort decoration renovations design personal style living arrangements
  17. 17. WHEN CHOOSING A PIECE OF FURNITURE, WHAT FEATURES ARE IMPORTANT? Insigts for projects focused on improving the user experience
  18. 18. Insigts for projects focused on improving the user experience When choosing a piece of furniture, what features are important? The most influential aspect about the design is the emotional value generated. A second layer of visual interest is how the object is able to represent the personality of the customer. After this first unconscious approach, users think in more rationally, looking for price, quality and reliability. Specially in an online store, some aspects turn out to be crucial for the decision process. confort designpayment terms quality durability functionalityprice delivery time Information about the product the company’s reputation specific need
  19. 19. WHAT IS DIFFERENT WHEN BUYING ONLINE? Insigts for projects focused on improving the user experience
  20. 20. HOW DO WE INFLUENCIATE THE DECISION MAKING PROCESS? Insigts for projects focused on improving the user experience
  21. 21. Insigts for projects focused on improving the user experience What would help in the decision making process via the Internet? We asked to review some tools that could help both visceral delight for the product as assist in rational decision making, exploring in this way the whole process of making the purchase decision. 3D Product Opinion by buyers Expert opinion in decor Video Product Zoom Acclimated Photos Photos for download in high Manual Fundamental Helpful Indifferent Not Helpful Hinders the decision
  22. 22. Insigts for projects focused on improving the user experience What would help in the decision making process via the Internet? 3D TOOL Elementary: 32% • Net: 57% • Indifferent: 10% • It's not helpful: 0% • Hinders the decision: 1% 3D enables users to visualize the proportions of the product; while offering the angle of choice to see the product, this tool minimizes doubts and shows the product more clearly. It has a strong psychological effect on users. VIEW OF BUYERS Elementary: 42% • Net: 48% • Indifferent: 9% • Not useful: 1% • Hinders the decision: 0% Every online purchase generates doubts and insecurity, so the opinion of another buyer is evaluated as well. VIEW DECORATING SPECIALISTS Elementary: 11% • Net: 38% • Indifferent: 44% • Not useful: 7% • Hinders the decision: 0% People are more concerned with riding environments that have your personality, and the opinion of an expert who does not know this loses credibility scenarios.
  23. 23. Insigts for projects focused on improving the user experience What would help in the decision making process via the Internet? VIDEO PRODUCT Elementary: 12% • Net: 59% • Indifferent: 28% • Not useful: 1% • Hinders the decision: 0% The evaluation depends on the expectation of content that each respondent imagines find, but according to what they are seeking information about a product on the internet, video can be a great tool to show textures, product applications in an environment and even mounting goals. ZOOM Elementary: 69% • Net: 29% • Indifferent: 2% • It's not helpful: 0% • Hinders the decision: 0% Every process of enchantment gives way to rational at any given time of the selection process, and this time the search is enhanced by details. PHOTOS acclimated Elementary: 51% • Net: 43% • Indifferent: 6% • It's not helpful: 0% • Hinders the decision: 0% It is crucial, because it feeds the imagination of the product inserted into your environment, and how it interacts with other furniture and decorative objects.
  24. 24. Insigts for projects focused on improving the user experience What would help in the decision making process via the Internet? PHOTOS AT HIGH FOR DOWNLOAD Elementary: 19% • Net: 32% • Indifferent: 41% • Not useful: 7% • Hinders the decision: 1% Although details of the search for an efficient zoom seems to be sufficient in the view of users. MANUAL Elementary: 34% • Net: 45% • Indifferent: 17% • Not useful: 1% • Hinders the decision: 3% The manual is an item of great importance in the aftermarket and not necessarily a decisive resource for buying, but his absence may do more harm than good with their presence.
  25. 25. SITE NAVIGATION SYSTEMS Insigts for projects focused on improving the user experience
  26. 26. Insigts for projects focused on improving the user experience Site Navigation Systems What resources did you use to find the products you were looking for? The main menu navigation, as expected, is used by the vast majority. Items are not mutually exclusive, and there is a trend of migration to the search tool after unsuccessfully looking for a specific product through the menu or if it proves difficult to understand the navigation systems. This migration occurs because the search provides objectivity and accuracy. Usage of the navigation components to find the desired products
  27. 27. Insigts for projects focused on improving the user experience Site Navigation Systems Navigation Menu X Search System Only a more detailed test could give us an accurate conclusion, but considering that about half of the users who used the menu also used the search, we consider it an evidence that the result obtained by navigating through the menu was not satisfactory, which advocates in favor of a migration to the search engines. The search is more practical than finding a product via the navigation menu*, so the data is carefully treated as this complementary forms of navigation have a direct influence in the experience of using the site. Navigation Menu X Search System Search Search and Menu Menu Krug, Steve - Don’t Make Me Think: A Common Sense Approach to Web Usability
  28. 28. Insigts for projects focused on improving the user experience Site Navigation Systems What level of difficulty in finding the desired product Oppa? When the mobile search is performed on the Oppa site, users first demonstrate no trouble finding products, but some points deserve attention. The most frequently mentioned were: difficulty in finding similar products or variations of colors and sizes of the same product. Evaluation of ‘findability’ of products * very difficult difficult regular easy very easy http://pt.wikipedia.org/wiki/Encontrabilidade
  29. 29. Insigts for projects focused on improving the user experience Systems Site Navigation Evaluation of perceived usability You consider the menu organization in the site Product information provided in the site is The clarity of the messages on the website is Trying to return to the previous page is Finding a desired product is Using our shopping cart is The payment process is Registering in the site is The search tool is Learning how to use the site is Order tracking is Emails received during the process of purchase were The SAC is Awful Bad Average Good Very Good
  30. 30. CONCLUSION Insigts for projects focused on improving the user experience
  31. 31. Insigts for projects focused on improving the user experience CONCLUSION This research allowed us to understand more clearly the whole process around a purchase of a piece of furniture in Oppa’s site. We were able to come up with several insights to improve the user experience of our clients, and with this adjustments we’ll be able to continually walk towards a growing satisfaction about our services.
  32. 32. Insigts for projects focused on improving the user experience CONCLUSION The buying decision process How do people get to know the site? 1º On-line activation 2º Personal indications What motivates the search for products? 1º New home 2º Renovations The decision background The decision about what the clients actually want has a lot of emotional weight, once users look for pieces that translate their own personality. The choosing When clients choose what to buy, this selection is based on details, materials, textures and dimensions. There is an online specific difficulty in this closing moment because the product characteristics are very abstract (and sometimes absent) of its description. When do clients perform their first purchase? Roughly 50% of the users complete a first purchase in the three months after the first visit to the website. And 56% of the users visit the site 5 times before buying anything. This time lapse is due to the difficulty of data visualization and lack of interaction with the product on the screen. The digital medium requires a careful approach from the user.
  33. 33. Insigts for projects focused on improving the user experience CONCLUSION Purchase experience cycle The buying experience includes all the steps between first contact with the brand and the final use of the product. All intermediary moments are crucial to the construction of a positive experience. Purchase proccess 1 – Search for a product 2 – Weighing options and analyzing technical details 3 – Product selection 4 – Size and color selection 5 – Checking of prices and delivery conditions 6 – Order placement 7 – Payment
  34. 34. Insigts for projects focused on improving the user experience It is not enough to mind only about practical functionality... The relationship we are talking about also happens in moments not included in the direct use of site and products.
  35. 35. Insigts for projects focused on improving the user experience BRAND INTERACTION People, products and context related experiences (of all sorts) contribute to the constitution of a singular experience. INTERACTION IN THE WEBSITE Micro interactions, micro experiences
  36. 36. Insigts for projects focused on improving the user experience CONCLUSION How can we grade an experience as positive? To John Rheinfrank and Shelley Evenson (from XEROX), an experience is considered positive when the user is able to complete a full cycle of interactions. A satisfactory cycle might be characterized by: 1. Connect and attract First impression, effective and affective conection, the ‘pull’ towards brand and products. 2. Orientation Explanation of what can be accomplished through/with the brand and the products. 3. Interaction Direct interaction with the brand through all its channels. 4. Extend and hold Constant visits to the site constitute a certain fidelity and extend the degree of interaction between brand and user. 5. Pride and bragging When the user spontaneously talks about the brand and comments on products and social actions.
  37. 37. Insigts for projects focused on improving the user experience CONCLUSION The experience in this relationship with Oppa We were able to collect several stories of plain satisfaction with oppa; but among the users evaluations some quite dissatisfactory points appeared consistently. To affirm with absolute certainty about this overall feeling with the brand we would have to resort to a different method of research, but it was quite alarming that we were not able to find users spontaneously taking pride in owning one of our products. “My biggest frustration wasn’t about the site, which is great in my opinion, it was about the follow up and the logistics that really disappointed me. I mentioned I would buy on the website again, but I wasn’t really sure. I also mentioned that I do not recommend the site on account of this one badly handled experience.” Participant #73 Farthest reach of Oppa’s users
  38. 38. Insigts for projects focused on improving the user experience CONCLUSION Cycle of experience with Oppa’s brand The buying cycle is just a step of the relationship between Oppa’s brand and the client. In order to provide a great buying experience, it is necessary to observe all involved before and after the actual purchase. Buying cycle experience Customer dissatisfaction appears Customer dissatisfaction appears during the post-sell moments, but this doesn’t remove the online portion from the equation, because a great deal of what the complaints are about relate directly to transactional e-mails and order tracking. 1 – First contact with the brand 2 – Motivation by a need 3 – Falling in love with a product 4 – Making a purchase 5 – Delivery and use experiences with acquired product 6 – Prolonged usage experience with product 6.1 – Replacement and devolution 7 – Are the needs fulfilled? (practical and emotional) 8 – Pride and bragging connected to the product
  39. 39. Insigts for projects focused on improving the user experience BRAND INTERACTION People, products and context related experiences (of all sorts) contribute to the constitution of a singular experience. 1 – First contact with the brand 2 – Motivation by a need 3 – Falling in love with a product 4 – Making a purchase 5 – Delivery and use experiences with acquired product 6 – Prolonged usage experience with product 7 – Are the need fulfilled? (practical and emotional) 8 – Pride and bragging connected to the product
  40. 40. Insigts for projects focused on improving the user experience CONCLUSION CONTEXT (NEED) CONCEPT (BRANDING) PRODUCT (FURNITURE AND ACCESSORIES) BUY (SITE - SHOWROOM DELIVERY - SAC) OPPA EXPERIENCE
  41. 41. What is the experience we want to offer our clients? Insigts for projects focused on improving the user experience
  42. 42. Insigts for projects focused on improving the user experience Insights for new projects • Better information detailing of a product (storytelling / text, imagery and videos) • Dimensions diagram • On site photography is one of the better tools to be explored as a purchase argument • Manual / assembly videos • Navigation coherence and reliability • Search optimization • Include the Zoom tool in all products • Tracking will be needed to measure how users respond to changes in the site • Transactional emails must be activated • Real time synchronization of the purchase status • Post-sell monitoring: check for satisfaction (or lack of it) with the whole process • Develop ways to extend the experience in the showroom to a post-visit contact • Work on the objectivity on messages and call to actions (that should be more direct). • Target user’s life changing moments in our campaigns, syncing with preferences and comments of users • SAC: try to raise the number of activation through phone, empowering the personal, humane interaction. • Improve data on schedule of production and delivery and extinguish the inconsistency between what is informed in the site and on direct contact. • Bazar’s page: work on it’s development and release.
  43. 43. THAT IS ALL, THANK YOU Insigts for projects focused on improving the user experience

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