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Zappos final presentation

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Zappos final presentation

  1. 1. Zappos Team Ruby Slippers: Alyssa Kata Felicia Li Anna Richardson Stacey Lavender Allison Bailey Caitlin Rozich Sarah Sherman
  2. 2. Zappos.com
  3. 3. Fearless purchasing not buying items you're stuck with Assembling an entire look (and furnishing your home) on one site not just picking out a pair of shoes Receiving customer service how and when it is convenient for you not waiting until it is a good time for someone else to help you Back It Up to Volume Zero
  4. 4. Elevator Pitch For ________who have _________, ________ is an ________that___________. Unlike _________, the product______________. From Gamestorming by David Gray, James Macanufo and Sunni Brown online shoppers online retail store Zapposa need for a one-stop-shop shoes.com or JCPenney.com is not limited to one main category - products are for various aspects of day-to-day life, yet they are also leaders in online shoe merchandising. provides the best possible customer service
  5. 5. Business Model Canvas PARTNERS Vendors Shipping Companies Affiliate Marketing Bill Me Later Amazon ACTIVITIES Acquire the product Present product on the website Sell the product Analyze site activity Get customer product ASAP Provide customer support RESOURCES Warehouses Data systems Products Humans Analysis tools Call center building VALUE PROP Excellent customer service Largest online shoe selection Large selection of apparel and home goods Free shipping Free returns Next-day shipping for apparel Guaranteed shipping in 4-5 days; product often arrives sooner Several secure payment options CUSTOMER RELATIONSHIPS Their go-to site to browse and order new, fashionable items, where they can rely on free, fast shipping Their most delightful and satisfying experience with Customer Service CHANNELS Website Mobile | Tablet App Phone E-mail Blog CUSTOMER SEGMENTS 25-49 YO Women: Fashion forward and media savvy 25-49 YO Men Brides COST STRUCTURE Marketing | Shipping Costs | Cost of product | Cost of maintaining warehouses | Cost of running the website | Train, pay, & retain employees REVENUE STREAMS Retail sales from all product categories From Gamestorming by David Gray, James Macanufo and Sunni Brown
  6. 6. Performance Analysis Availability Findability current target Displaying information in the most clear, descriptive way possible Displaying information multiple locations current target
  7. 7. ORIGINAL IA & TAXONOMY
  8. 8. Zappos: Top-Down Taxonomy Shoes Clothing Bags & Handbags At Home Beauty - Women's Shoes - Men's Shoes - Girl's Shoes - Boy's Shoes - Specialty Shoes - Wide - Narrow - Women's Clothing - Boy's Clothing - Men's Clothing - Girl's Clothing - Get Into Fashion! - Accessories - Specialty Clothing - Handbags - Wallets - Luggage - Hydration Packs - Lumbar Packs - Messenger Packs - Laptop Bags - Backpacks - Briefcases - Duffle Bags - Diaper Bags - Lunch Bags - Travel Bags - Outdoor Bags - Shop Clearance - Popular Handbags - Kitchen - Bedding - Bath - Cosmetics - Makeup (page only) - Nails (Beauty only) - Skin Care - Bath and Spa - Fragrances - Hair Care
  9. 9. Zappos: Top-Down Continued Accessories Shop By Men's Women's Kids - Women's Accessories - Men's Accessories - Girls' Accessories - Boy's Accessories - Eyewear - Jewelry - Watches - Women's - Men's - Shop Men's - Men's Clothing - Men's Shoes - Men's Sale - Shop Women's - Women's Clothing - Women's Shoes - Women's Sale - New Arrivals - Kids' - Girls' - Boys' - Baby Shop - Wintertime - Kids' Outfits - Shop Girls' Clearance - Shop Boys' Clearance
  10. 10. Zappos: Shoes Women's Shoes Men's Shoes Girl's Shoes Boy's Shoes Eco-friendly Orthotic Friendly Diabetic Approved Boots Sneakers Sandals Oxfords Slippers Infant Toddler Youth New Arrivals Sale and Clearance Boots Sneakers Flats Sandals Sneakers Infant Toddler Youth New Arrivals Sale and Clearance Casual shoes Dress shoes Athletic Shoes Work shoes Career shoes Sneakers Boots Loafers Sandals Oxfords Boat Shoes Slippers New Arrivals Sale and Clearance Casual shoes Dress shoes Athletic Shoes Work shoes Career shoes Heels Boots Flats Sandals Slippers Sneakers Wedges Platforms New Arrivals Sale and Specialty Shoes Wide Narrow
  11. 11. Zappos: All Departments Shoe Categories Clothing Categories Top Searches New Arrivals Shoes Clothing Bags & Handbags Accessories Baby Shop Beauty Entertainment Eyewear At Home Jewelry Sporting Goods Watches Women Men Kids Gift Cards Gift Ideas Sale & Clearance Product Indexes
  12. 12. Taxonomy Bottom-Up: Main Areas • Product view space • Options for product view o Brand o Similar items o Item info/images • Pricing/delivery information • "You might also like..." • Customer reviews of product • Products viewed by others interested in current product
  13. 13. Taxonomy Analysis The sheer number of options available makes it crucial for Zappos to create clear, understandable categories. Some examples of where that isn't happening: Existing Taxonomy Suggestion At Home For the Home Coffee and Tea Coffee and Tea Accessories Work Shoes vs. Career Shoes Clarify difference Shoes > Other Categorize Face vs. Skincare Necessary distinction? Entertainment Pet Supplies
  14. 14. Revised High-Level IA SPIDER CHART
  15. 15. ZAPPOS SPIDER CHART
  16. 16. COMPARISON CHART
  17. 17. Revised High-Level IA REVISED HIGH-LEVEL IA
  18. 18. Zappos: Shoes Women's Shoes Men's Shoes Girl's Shoes Boy's Shoes Eco-friendly Orthotic Friendly Diabetic Approved Boots Sneakers Sandals Oxfords Slippers Infant Toddler Youth New Arrivals Sale and Clearance Boots Sneakers Flats Sandals Sneakers Infant Toddler Youth New Arrivals Sale and Clearance Casual shoes Dress shoes Athletic Shoes Work shoes Career shoes Comfort Sneakers Boots Loafers Sandals Oxfords Boat Shoes Slippers New Arrivals Sale and Clearance Casual shoes Dress shoes Athletic Shoes Work shoes Career shoes Comfort Heels Boots Flats Sandals Slippers Sneakers Wedges Platforms New Arrivals Sale and Clearance Specialty Shoes Wide Narrow Remove Career Shoes and Work Shoes categories, as they do not clearly indicate what their results will be. Comfort Shoes is a better name for the results you get for Work Shoes.
  19. 19. Zappos: Clothing Women’s Clothing Specialty Clothing Men’s Clothing Get Into Fashion! Stylists’ Picks Latest Trends Shirts Shorts Swimwear Kids’ Sets Coats & Outerwear Pants Jeans Hoodies & Sweatshirts New Arrivals Sale & Clearance Socks* Sweaters* Baby One Pieces* Underwear* Blazers & Jackets* Suits* Casual Clothing Dress Clothing Athletic Clothing Shirts Hoodies & Sweatshirts Pants Jeans Shorts Blazers & Jackets Suits Coats & Outerwear Swimsuits Sleepwear Underwear New Arrivals Sale & Clearance Socks* Sweaters* Women’s Petite Women’s Plus Size Maternity Clothing Men’s Big & Tall Casual Clothing Dress Clothing Athletic Clothing Tops Pants Jeans Shorts Skirts Dresses Coats & Outerwear Swimsuits Sleepwear Intimates New Arrivals Sale & Clearance Underwear & Intimates* Socks* Sweaters* Hoodies & Sweatshirts* Blazers & Jackets* Jumpsuits & Rompers* Suits* Scarves* Accessories Boys' Clothing Women’s Men’s Girls’ Boys’ New Arrivals Sale & Clearance Girls' Clothing Tops Dresses Swimwear Kids’ Sets Pants Shorts Coats & Outerwear Sleepwear Jeans Skirts New Arrivals Sale & Clearance Hoodies & Sweatshirts* Baby One Pieces* Sweaters* Socks* Jumpsuits & Rompers* Underwear* Blazers & Jackets* Suits* * = category currently only on View All... page, Those in red should be moved to homepage drop-down menu for revised high-level IA Combine Intimates with Underwear & Intimates
  20. 20. Global Navigation: Bags & Handbags Local Navigation: Bags & Handbags
  21. 21. Zappos: Bags & Handbags (part 1) Handbags Backpacks Wallets Luggage Carry Ons Travel Accessories Travel Totes Upright Suitcases Duffle Bags Garment Bags New Arrivals Sales & Clearance Bi-Folds* Checkbook Wallets* Coin & Card Cases* Tri-Folds* Money Clips* New Arrivals Sales & Clearance Cross Body Shoulder bags Totes Clutches Satchel Hobos Briefcases Laptop Bags Duffle Bags Hydration Packs Lumbar Packs Messenger Packs This category is also found under Outdoor Bags This category should be moved under Luggage Add these subcategories to Luggage * = category currently only on View All... page, Those in red should be moved to homepage drop-down menu for revised high-level IA
  22. 22. Zappos: Bags & Handbags (part 2) Travel Accessories Upright Suitcases Carry ons Travel Totes Garment Bags Mini Bags Leather Handbags Studded Detail Crossbody Bags Neutral Colored Bags Wristlets $50.00 and Under $100.00 and Under $200.00 and Under $200.00 and Over Hydration Packs Gear Bags Backpacks Child Carriers Diaper Bags* Lunch Bags* Travel Bags Outdoor Bags* Shop Clearance* Popular Handbags Add this section to the homepage dropdown Remove this category because it is duplicated in Luggage
  23. 23. Zappos: At For the Home Kitchen Bedding Bath Towels Bath accessories Shower curtains Bath rugs Sheets Bedding Sets Pillows Blankets and quilts Comforters and duvets Bedskirts Dining Cookware Bakeware Kitchen appliances Cutlery Tools and gadgets Coffee and tea accessories Storage and organization Kitchen Linens Specify that they are selling accessories, not actual coffee or tea Change category name to be more descriptive
  24. 24. Global Navigation: Beauty Local Navigation: Beauty Page
  25. 25. Zappos: Beauty Cosmetics (global nav drop-down) Nails Skin Care Cleansers Spa Treatments Body Moisturizers Bath and Spa Sets New Arrivals Gift Sets Shaving & Hair Removal Spa Treatments Foot Care Facial Moisturizers Skin Treatments Cleansers and Makeup Removers New Arrivals Facial Cleansers Body Moisturizers Facial Moisturizers Body Cleansers Skin Treatments Sun protectors Eye care Self Tanning Lip Care Nail Polish Nail Treatments Tools Eyes Lips Face Tools & Bags Gift Sets New Arrivals Bath and Spa Women's Men's Scents Gift sets Lotions Shower gels Aftershaves Deodorants Fragrance s Extensions Styling products Shampoo Conditioner Styling tools Hair color Hair care sets Hair CareMakeup Lips Eyes Face Tools & Bags Makeup Sets Facial Moisturizers
  26. 26. Zappos: Accessories Women's Accessories Hats Belts Scarves Gloves HairAccessories Tech* Laptop Bags* Necklaces* LumbarPacks* Swimwear* Umbrellas* Wallets&Accesso ries* Men's Accessories Hats Belts Gloves Ties Scarves Cufflinks* Girls' Accessories Hats Gloves Belts Scarves Hair Accessories* Umbrellas* Boy's Accessories Hats Belts Gloves Umbrellas* Ties* Eyewear Shop All* Shop by Occasion* Shop by Gender* Shop by Style* Shop by Face Shape* Shop by Feature* Jewelry Jewelry* Earrings* Necklaces* Bracelets* Watches* Men’s Jewelry* Watches Watches* Shop by Occasion* Shop by Color* Shop by Display* Shop by Face Shape* Categories in red currently only appear under View All, but are commonly used enough to be moved to appear in drop-down menu on homepage.
  27. 27. Zappos: Shop By Women's What's New Trends Occasions Your Style Outfit Lookbook* Emerging Designers* Make Some Fun* Men's What's New Trends Occasions Your Style Outfit • Eliminate Shop By section -- duplicates other content • Retain "Shop By" options within categories • Retain "All Departments" narrowing mechanism
  28. 28. Zappos: Men's Shop Men's Men's Clothing Men's Shoes Men's Sale $50.00 and Under $100.00 and Under $200.00 and Under $200.00 and Over Sneakers & Ath. Shoes Boots Loafers Oxfords Sandals Shirts & Tops Socks Coats & Outerwear Pants Swimwear Shorts Jeans Hoodies & Sweatshirts Underwear Sweaters Shoes Clothing Accessories Eyewear Bags Watches Sporting Goods Beauty Jewelry • Maintain current organization • Allow quick access to high-level categories & subcategories for two main categories
  29. 29. Zappos: Women's Shop Women's Women's Clothing Women's Shoes Sandals Heels Boots Sneakers & Athletic Shoes Flats View All Shirts & Tops Swimwear Dresses Underwear & Intimates Jeans View All Shoes Clothing Bags Beauty Eyewear Accessories View all Order of items changes for different seasons. Women's Shop Shop Women's Trends Occasions Outfits Lookbook Women's section was redone from the time of the first high level IA.
  30. 30. Zappos: Kids' (1 of 2) Kids' Infant Shoes Toddler Shoes Infant Clothing Toddler Clothing For the Parents Diaper Bags Shop Clearance Shop Girls' Shoes by Age Shop Girls' Clothing by Age Girls' Shoes Girls' Clothing Shop Girls' Clearance Girls' Bags Girls' Accessories Girls' Jewelry Shop Girls Shop Boys Shop Easter (Ssnl) Shop Outfits Baby Shop Shop Girls' Clearance Shop Boys' Clearance Girls' Boys' Shop Boys' Shoes by Age Shop Boys' Clothing by Age Shop Boys' Clearance Boys' Shoes Boys' Clothing Boys' Bags Boys' Accessories Baby Shop • Eliminate confusing use of "Shop" in facet search headings • Differentiate between style groupings and child age groupings with different header names
  31. 31. Zappos: Kids' (2 of 2) Easter (Seasonal) Shoes Clothing Accessories Sporting Goods Bags Eyewear Easter Outfits Girls' Outfits Boys' Outfits Girls' Action Wear Shop Easter Easter Shoes by Size Age Girls' Easter Dresses Boys' Easter Clothing Easter Accessories Shop by Price Shop Sale Items Kids' Outfits Shop Girls' Clearance Shoes Clothing Accessories Sporting Goods Bags Eyewear Shop Boys' Clearance • Consistent category naming for boys/girls • Descriptive naming that reflects contents (e.g., age vs. size) • Seasonal category updates frequently
  32. 32. Zappos: All Departments Shoe Categories Clothing Categories Top Searches New Arrivals Shoes Clothing Bags & Handbags Accessories Baby Shop Beauty Entertainment Eyewear At For the Home Jewelry Sporting Goods Watches Women Men Kids Gift Cards Gift Ideas Sale & Clearance Product Indexes
  33. 33. REVISED WIREFRAMES
  34. 34. • Removed "Shop By..." option to reduce navigation confusion • Maintained seasonal element placement, consistent design • Reduce options on lower portions of homepage to encourage navigation using top- level navigation or high-level faceted search (shown here) • Renamed "Home" nav option
  35. 35. Use consistent naming for areas ("Recommendations for You" not "Shopping Recommendations for You")
  36. 36. • Eliminated unnecessary text • Reduced size of footer • Removed unnecessary reviews • Overall simplification of "below the fold" screen area to emphasize primary navigation options
  37. 37. • Remove unnecessarily detailed text - poor placement, unused • Highlight current category in Navigation bar to facilitate wayfinding • Make the sidebar navigation and Beauty drop-down menu use the same category/sub-category options to minimize cognitive load/confusion
  38. 38. PRODUCT PAGE REVISIONS
  39. 39. Current Product Page • Product image or info appears here- but not both together • Brand info is assigned same prominence as product images and info This is also found in 'Similar items' above Product name & Image Product name & Image Product name & Image Review By: [Name] Star rating: [0-5] Review Text:[xyz...] Product name & Image Product name & Image
  40. 40. Redesigned Product Page No longer duplicated Product name & Image Product name & Image Product name & Image Product name & Image Product name & Image Product name & Image Review By: [Name] Star rating: [0-5] Review Text:[xyz...]
  41. 41. HOME: Being a homebody is SO in and so is our free shipping! SHOP HOME BY DEPARTMENT KITCHEN DINING BED BATH RECOMMENDATIONS FOR YOU SHOP OUR NEWEST HOME PRODUCTS ABOUT HOME HOME MAIN KITCHEN DINING BED &BATH Remove redundant navigation buttons just below page tagline to reduce visual clutter and maintain internal consistency Remove the “About Home” section • Unnecessary text - hard to read • Poor placement • Greater focus to primary navigation methods
  42. 42. pervasiveness PERVASIVENESS
  43. 43. Channels • Online experience (desktop) • Online experience (mobile) • Mobile app experience • Phone center/customer service experience o Multilingual option available o Customer Service Center for contact information and FAQ only (unlike competitors' broader options) o Opportunity to chat online • Package receiving experience • Presence on social media (Facebook & Twitter) o No customer service offered through these channels Observations • Sufficiently pervasive o Strong online presence - website, mobile app, mobile site o Channels interconnect • Expansion into physical stores not worth it - strengths relate to power of online platform, distribution strategy, connection to large online audience
  44. 44. Channels: Mobile App • Similar features to desktop site o Homepage slideshow o Faceted search, content areas • Shopping experience consistent with desktop site o Cart/search o Chat with customer service • Mobile advantages taken, consistency maintained o Call customer service directly from app on phone o Familiar "Favorites" button (with heart) • Fewer categories in high-level IA (A-Z Brands, Shoes, Clothing, Bags, More Stuff, Gift Cards)
  45. 45. Evaluation Placemaking: 8/10 - Strong attempt, but could be better • Persistent presence of logo in all channels - including physical shipments • Similar layout, color scheme in web environment encourage sense of place online • Neutral design not as powerful at evoking place as it could be Consistency: 7/10 - Strong attempt, but small violations in several places o Good external consistency - Fairly consistent among different channels (mobile app, mobile site, and desktop site), adheres to general naming conventions used on similar websites  Same look-and-feel between all three channels  Can search and browse by product type, gender, or brand on all  Mobile site does not allow for customer service chat o Good internal consistency  Similar experience for different needs (gender and product type)  Has considered different ways that users might search for products - gender, brand, varying levels of specificity in type of product (shoes--> sandals--> wedges) o Inconsistency on product categories presented on the home page vs. subsections of the site
  46. 46. Evaluation Reduction: 7/10 - Still fairly complex • Does pretty good job of categorizing large inventory of products but could be better o Should remove "Shop By" category on global navigation toolbar because it is redundant o Unnecessary paragraphs of "about" text should be removed on the product and subcategory pages (e.g. "About Bags and Handbags") o Includes variety of different search/navigation options on all pages -- helpful, but visually taxing o The homepage includes all recent product reviews which are not necessary and which make the page more complex Evaluation Against Competition • Shoes.com: No mobile app, no chat option. Similar types of content, less extensive options • JCPenney: Has a physical storefront, desktop site, and mobile site o Physical store not necessary for Zappos o JCPenney did not send a consistent message to their customers through their different channels and lost a lot of business in the past year (see recent poor financial performance and organizational restructure)
  47. 47. Suggestions For Consistency • Provide customer service chat on mobile site • Standardize names for product categories on homepage and throughout subsites • Standardize names for areas (such as "Recommendations for You") • Eliminate duplicative navigation within "shop" pages (e.g., Home, Baby) • Include the large drop-down menu under the global navigation toolbar on all pages For Placemaking • Reduce clutter and enhance design aesthetic on homepage to emphasize Zappos rather than individual products, brands For Reduction • Remove redundant "Shop By" category on global navigation toolbar • Remove unnecessary paragraphs of "about" text on the product and subcategory pages (e.g. "About Bags and Handbags") • Streamline the different search/navigation options on all pages to increase visual attractiveness, simplicity • Remove recent product reviews from the homepage - poorly placed and potentially negative
  48. 48. Questions?

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