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Walgreens Photo Goes      Beyond Multi-channel      John Yesko      @jyeskoProprietary & Confidential, Property of Walgree...
E-Commerce
Photo by Walgreens
Pre-digital
Digital
Why do people print?
Decline of printing          U.S. Consumer Photo Image Capturing & Printing 2009-2014                         Image Captur...
“Traditional” multi-channel photo flow                          Upload to service;                          edit if desire...
Walgreens.com user flow
Customer comments – technical barriers“Photo upload stalled twice. First the the upload barwent to gray, second time the b...
Customer comments – navigation barriers“The photo section places more emphasis on makingalbums and photo books. All I was ...
Mobile
Mobile barriers to printing                 • Every step is slower, especially                   data input               ...
Value of a photo over time   Value           Now                                Way in the future                         ...
Trapped in the phone?
QuickPrints flow: iPhone
QuickPrints from mobile appWhat we kept:              What we left out:• Picking photos           • Registration• Selectin...
UX takeawaySpeed = good experience  • Convenience can trump a full feature set  • What we leave out can be as important as...
UX takeawayConsider what tasks can(and should) be doneon a mobile device  • Focus on mobile-optimized features
UX takeawayWe don’t have to own every partof the ecosystem
Social
Average 250 million images uploaded toFacebook every day                   Flickr              Instagram              Libr...
Easy integration with Facebook
PrintWorthy flow
PrintWorthy flow
PrintWorthy flow
UX takeawaysGo where the customers areEmbrace the benefits of existingexperiences  • Don’t try to be “The Facebook of…”
Walgreens commercial. See it at:http://www.youtube.com/watch?v=OQZSs4U7JDQ
Thank youJohn Yesko@jyeskojohn.yesko@walgreens.com
Walgreens Photo Goes Beyond Multi-channel
Walgreens Photo Goes Beyond Multi-channel
Walgreens Photo Goes Beyond Multi-channel
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Presentation at UX Thursday, Chicago, 1/24/2013. Hosted by Jared Spool / UIE and Vitamin T.

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Walgreens Photo Goes Beyond Multi-channel

  1. 1. Walgreens Photo Goes Beyond Multi-channel John Yesko @jyeskoProprietary & Confidential, Property of Walgreen Co.
  2. 2. E-Commerce
  3. 3. Photo by Walgreens
  4. 4. Pre-digital
  5. 5. Digital
  6. 6. Why do people print?
  7. 7. Decline of printing U.S. Consumer Photo Image Capturing & Printing 2009-2014 Image Captured Image Printed 100 90 86B 80 69B 70 60 50 40 30 17B 20 14B 10 24% 16% 0 2009 2014 Source: Infotrends U.S. Personal Photo Activities Survey
  8. 8. “Traditional” multi-channel photo flow Upload to service; edit if desired Transfer to computer Send to store Capture photos Pick up prints
  9. 9. Walgreens.com user flow
  10. 10. Customer comments – technical barriers“Photo upload stalled twice. First the the upload barwent to gray, second time the bar kept running, buteven after 30 minutes, nothing.”
  11. 11. Customer comments – navigation barriers“The photo section places more emphasis on makingalbums and photo books. All I was trying to do wassubmit an order for prints only. Because of the toomany options I had a little trouble finding just the basicordering prints section.”“Clean up the site. A lot of links and buttons allover the place.”
  12. 12. Mobile
  13. 13. Mobile barriers to printing • Every step is slower, especially data input • More chance of interruption / short windows of time • Security concerns • Technical know-how (getting the photos “out of the phone”)
  14. 14. Value of a photo over time Value Now Way in the future Time Source: Unknown / made up
  15. 15. Trapped in the phone?
  16. 16. QuickPrints flow: iPhone
  17. 17. QuickPrints from mobile appWhat we kept: What we left out:• Picking photos • Registration• Selecting size • Login• Choosing store • Composing multi- (geo-located) photo products• Entering personal info • “Saving” images in (pre-populated) account • Online payment
  18. 18. UX takeawaySpeed = good experience • Convenience can trump a full feature set • What we leave out can be as important as what we put in
  19. 19. UX takeawayConsider what tasks can(and should) be doneon a mobile device • Focus on mobile-optimized features
  20. 20. UX takeawayWe don’t have to own every partof the ecosystem
  21. 21. Social
  22. 22. Average 250 million images uploaded toFacebook every day Flickr Instagram Library of Facebook Congress Flickr Source: 1000memories.com, Sept. 2011
  23. 23. Easy integration with Facebook
  24. 24. PrintWorthy flow
  25. 25. PrintWorthy flow
  26. 26. PrintWorthy flow
  27. 27. UX takeawaysGo where the customers areEmbrace the benefits of existingexperiences • Don’t try to be “The Facebook of…”
  28. 28. Walgreens commercial. See it at:http://www.youtube.com/watch?v=OQZSs4U7JDQ
  29. 29. Thank youJohn Yesko@jyeskojohn.yesko@walgreens.com
  • ErinManning

    Jan. 21, 2015
  • dmerms

    Feb. 6, 2013

Presentation at UX Thursday, Chicago, 1/24/2013. Hosted by Jared Spool / UIE and Vitamin T.

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