UX Conversion Camp: Walmart Asda
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UX Conversion Camp is the UK's only brand-only conversion event, organised by Keep It Usable. 2017 was the best yet! Here are the slides from our fantastic presenter, Matt Watson-Power of Walmart Asda. For more information on UXCC, please visit www.uxconversioncamp.com
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UX Conversion Camp: Walmart Asda
- 2. FIRST SLOT AFTER A FREE LUNCH GUY I’M THE TRICKY
- 3. A USER, TREASURE HUNTING & SOME
- 4. WHO IS
- 7. “DEEP FRIED PIZZA AND BROWN SAUCE.”
- 11. EXPERIENCE RETROSPECTIVE ✓ Got to exactly what he wanted✓ Satisfied with his purchase✓ Service within acceptable tolerances✓ Likely to recommend to a friend✗ Up-sell opportunity missed
- 13. AYE! YE DANCER! DUNNAE FASH YERSEL. AWAY ’N BILE YER HEID! (yes please) (no thank you) (no thank you, please stop annoying me)
- 15. CONVERSION MEASUREMENTSORDER CONVERSION AVERAGE ORDER VALUE LOYALTY CUSTOMER PROMOTOR SCORE COST MARKET SHARE # ITEMS IN BASKETDELIVERY FREQUENCY PROFIT BOUNCE RATE NEW REGISTRATIONS DELIVERY PROMISE ME YOUGOV’S ‘EASY & HASSLE FREE’ TRACKER TRUST USABILITY SATISFACTION SPEED FOLLOWS LIKES ADD TO CARTS KEPT INFORMED
- 16. Q. HOW CAN YOU HELP THE USERS FIND THEIR
- 17. KNOWN ITEM “DEEP FRIED PIZZA AND BROWN SAUCE.”
- 21. HOW CAN WE HELP THE USER FIND THEIR TREASURE? Showing users things they can recognise improves usability over needing to recall items from scratch Recognition vs. Recall IMAGES
- 22. HOW CAN WE HELP THE USER FIND THEIR TREASURE? KNOWN & EXPLORATORY MODES Browse Filters and Sort Order Surface commonly used shortcuts Search tools, type ahead, image results in type ahead. Find the right balance Think about landing pages, curated content, social proof
- 24. Four Modes of Seeking Information and How to Design for Them Donna Spencer : 2006
- 25. Known-item Exploratory Don’t know what you need to know Re-finding
- 27. Marcia Bates’ Berrypicking (1989) The design of browsing and berry picking techniques for the online search interface.
- 28. A commonly-observed search strategy is one in which the information seeker issues a quick, imprecise query in the hopes of getting into approximately the right part of the information space Marcia Bates TEXT
- 30. NEVER LEAVE SOMEONE IN A CONTENT CUL-DE- SAC
- 31. Known-item Exploratory Don’t know what you need to know Re-finding
- 32. RE FINDING Memory Auto complete Leaving tabs open History Screen shot Email to self HOW CAN WE HELP THE USER FIND THEIR TREASURE?
- 33. The most important issue is not whether you notice a mode of seeking information that fits into one of these categories, but that a range of modes exist. Donna Spencer THE FOUR MODES OF SEEKING INFORMATION
- 35. Attracted 60% of shoppers Shoppers sampled 2 flavours on average 24 Choices of Jam 6 Choices of Jam 3% customers bought jam Attracted 40% of shoppers Shoppers sampled 2 flavours on average 30% customers bought jam
- 37. 0 0.3 0.6 0.9 1.2 1.5 before after TOTAL CART ADDITIONS (%) It didn’t feel right. We fixed it. HOME
- 38. BEFORE AFTER APP SHELF UI RE-DESIGN (ANDROID VERSION) 5% increase in conversion 7% increase in add to cart rate It didn’t look right. We re-designed it. SHELF
- 39. CHECKOUT
- 40. 😠 CHECKOUT
- 41. 40% 53% 65% 78% 90% 103% Aug '15 Dec '15 Mar '16 Jun16-Aug16 Asda Morrisons Ocado JS Tesco “KEPT INFORMED” WISMO ENHANCEMEN Insight told us something was wrong We designed new features. DELIVERY
- 44. CLICK & COLLECT
- 47. 1024
- 48. 1280
- 50. 3/27/2020 4/3/2020 4/10/2020 4/17/2020 4/24/2020 5/1/2020 5/8/2020 5/15/2020 5/22/2020 5/29/2020 6/5/2020 6/12/2020 6/19/2020 6/26/2020 7/3/2020 7/10/2020 7/17/2020 7/24/2020 7/31/2020 8/7/2020 8/14/2020 8/21/2020 8/28/2020 Chart Title Page Load Time APRIL 2016 MAY 2016 JUNE 2016 JULY 2016 AUGUST 20 SPEED & CONVERSION : GEORGE.COM 6.125 seconds 5.25 seconds 4.375 seconds HEADER, FOOTER, HOMEPAGE PDP & PLP
- 51. 3/27/2020 4/3/2020 4/10/2020 4/17/2020 4/24/2020 5/1/2020 5/8/2020 5/15/2020 5/22/2020 5/29/2020 6/5/2020 6/12/2020 6/19/2020 6/26/2020 7/3/2020 7/10/2020 7/17/2020 7/24/2020 7/31/2020 8/7/2020 8/14/2020 8/21/2020 8/28/2020 Chart Title Page Load Time APRIL 2016 MAY 2016 JUNE 2016 JULY 2016 AUGUST 20 6.125 seconds 5.25 seconds 4.375 seconds SPEED & CONVERSION : GEORGE.COM
- 52. SPEED & CONVERSION : GEORGE.COM Awarene… Reasear… Intereste… Buye… Added to cart, but did not purchase Placed an OrderViewed products Visited but did not view a product ENGAGEMENT ON MOBILE
- 56. UOC / Unilever study indicated that changing imagery on the Asda website would result in an increase in cart adds of specific products. HYPOTHESIS
- 57. Original Image Enhanced Image
- 58. Original Image Enhanced Image + New info
- 59. Original Image Enhanced Image + New info Original image + New info
- 60. Original Image Enhanced Image + New info Original image + New info Pot Noodle Cart Add Conversion, all viewports: from shelf 6.19% 6.06% 6.26%
- 62. ORDER CONVERSION Desktop Tablet Mobile george.com Asda
- 63. FOOD SHOPPING IS NOT OPTIONAL.
Editor's Notes
- My name’s Matt Watson-Power, I’m a UX Principal and work for Walmart International eCommerce UK Market; so that's Asda & george.com
- I’m glad to see you so many of you stuck around after lunch, and didn’t slope off to the pub.
- Today, I’m going to present..
- So.. The User is the starting point of any UX thinking right? OK, I’m going to start off with a story to bring a particular experience user to life… So, not so long ago, I was in Scotland
- .. Where it looks like this.
- Stood in a chippy. Waiting to order. The fella in front of me - looked a lot like Herman Munster…
- So, when it was his turn to order he said….
- Without batting an eyelid, the server took a pizza straight from the chiller - it might have actually been straight from the freezer. .. dipped in batter, then dropped it straight into the hot oil.
- A few minutes later, it came out dripping in dripping. She folder it into a wad of newspaper & brown paper… Herman’s reaction?
- Happy as Larry!
- He then proceeded to go about emptying half a bottle of brown sauce onto his amuse bouche. Let’s break down the experience here.. ——————————————————————————————————————— ✓✓✓✓✓ ——————————————————————————————————————— Possibly the highlight of his day.. What else could they have done to lift his experience even further? Could have offered him one of the many popular soft drinks available in Scotland.
- But what would his reaction have been?
- 1 - AOV win! Herman is made up! ———————— 2 - No conversion uplift, but the outcome reaction was neutral. ImportantlyHerman is still satisfied with his purchase————————- 3 - Worse case scenario - Herman is annoyed and might visit another chippy next time to avoid being annoyed.
- Think beyond the rock stars of conversion such as ‘sales’. Especially if it’s potentially harming some other measure such as Customer Loyalty
- But what do we mean by ‘conversion’? If you move one dial, you might inadvertently move another. Herman example - you could increase AOV by trying to hard sell Iron Bru to every customer, but this might have a negative comp on retention. At Asda Groceries Home Shopping, we’ve got millions of customers. Change affects a lot of people. Average order value is very important, because it drives our costs down.
- Another way to look at the chip shop scenario is to consider that Herman was looking for something. Our job is to see to it that he finds it.
- Herman knew what he wanted and knew how to ask for it. He recognised it when he saw it. This is the classic ‘known item’ mode.
- According the this book… there’s another mode
- And this is broken down into two sub modes. No Intent describes the ‘killing time’ behaviour. Increasingly more important in the mobile space as more as more people get bigger and bigger data bundles with smart phone contracts. To win this mode, present stuff that required minimal user effort, maximum results. Requiring low cognitive load. Inspirational. Allow the user to cover a lot of ground in a short space of time.
- You’ve also got Exploratory with intent. Typically when people are learning a new subject - or buying a gift for someone else. Still want it easy to cover a lot of ground, but looking with a stronger need to purchase. The user wants to be guided, informed, steered. They’ve often come to you as the authority. You’ve got to keep that trust. They want to compare. They’re looking for social proof and to drill down to further info.
- Getting images right is incredibly important - not just because of the emotive response, but because Showing users things they can recognise improves usability over needing to recall items from scratch.
- Browse: Test your menu with tree test and card sort tests. Don't assume you’ve got it right. Filters and Sort Order: We recently introduced picture filtering on parts of George. It’s having a positive impact. Surface commonly used shortcuts: Help the user get straight to their treasure. Search tools, type ahead, image results in type ahead: In our experience, showing pictures in our type ahead converts better. Find the right balance: Information Not too much, not too little. Experiment with different levels. Does a wooden spoon need to carry the same depth of info as a sofa bed? Think about landing pages, curated content, social proof.: Big inspiring pictures, simple calls to action. Help the users explore their way to new treasures.
- So, I’ve talked about these two modes..
- In 2006 Donna Spencer wrote ‘Four Modes of Seeking Information and How to Design for them..
- She took the two modes and added two more - Don’t know what you need to know and Re-finding.
- The example might be like someone trying to find a cold shoulder dress. They've seen them, they like them but don’t know what they’re called. If only they could get into the right information space, they’d have a much richer experience. I think Herman would look lovely in that.
- Don’t know what you need to know is interesting. Way back in 1989 Marcia Bates wrote up
- Bottom left, quick. imprecise… Synonyms help, people who searched for this also searched for, tagging, relevant links out.. but I think the big rule of thumb though
- The final piece of the 4 modes puzzle.. pitnerest / Facebook - worth getting to grips with open graph protocol and schema.org meta data stuff - own the share experience.
- The important thing to remember is…
- A word of warning thought when thinking about these presenting these challenges..
- Sheena Iyengar. 2 tables. sheena iyengar jam experiment everyone samples 2 samples - no one wanted to look greedy.. People were attracted to the larger display, but when it came down to making a choice… the table with less sold more. On two consecutive Saturdays, neither of which fell on a long holiday weekend, a tasting booth was set up inside the grocery store. Over the course of these two 5-hr experimental periods, the behavior of approximately 754 shoppers was observed. Among the 386 customers present in the store during the hours when the extensive-choice booth was displayed, only 242 actually encountered the display. Among the 368 customers present in the store during the hours when the limited-choice booth was displayed, only 260 actually encountered the display. By observation, the customers who stopped at the booth were typically middle-aged Caucasians; approximately
- So as well as thinking about the modes of activity, widen your lens to see the whole engagement experience.
- So, as well as the obvious places like the home page.. Sometimes, a relatively simple improvement can have a massive impact. It’s worth revisiting existing functionality.
- Aesthetics, making things look better.
- Sometimes, you’ve got to go against the grain a bit. For example, We force them through this step when they are amend orders (we have to get them to authenticate again). . Now, this goes against the grain of what you might consider checkout ‘UX best practice’; it’s disruptive and distracting.. It’s a hurdle. It gets in people’s way.
- Might annoy some, but on the whole, people do use it, and it increases AOV and is worth a fortune to us.
- With home delivery, ‘Where is my order” (WISMO) was an area of huge focus last year. In summary, the customer can ask for an ETA of there order. A key metric was were you ‘Kept informed’ ?
- Think beyond the screen. As well as the journey, think about the environment, put the experience in context.
- Usability testing lab conditions is excellent - but remember there’s the mums and dads out there who’re trying to order school cloths needed for next day on a shitty old laptop whilst making sure the fish fingers don’t burn under the grill and answering homework questions. Whilst it might be really hard to test against these conditions, it’s defiantly worth considering that some user are under an incredible amount of stress whilst using your experience.
- Measures like Customer Satisfaction and Customer Promotor Score are influenced by is how quickly get get your shopping on arrival at the store. Minutes make a big difference here. When the customer is within 500m (pretty much the car park) of (so long as they’ve opted into this service) their app triggers Geo Fencing, which in turn we triggers a colleague process that bringing the shopping to the car before they’ve even parked up. Often by just 3 - 10 minutes, but this makes a big difference. If you think about the users environment, you’ll find experience improvement opportunities all over the place.
- Also, think about the different devices that your users use. They’re getting bigger AND smaller.
- It would be un credulous of me to stand here and describe how responsive is cool.
- But just in case you’d not thought if it yet - think ‘responsive up’… we’ve got all this wasted space at either side of , fixed screens design based on 1024,
- Base at 1280.. changes 4 to 5 column for - Subtle change, estimated to be worth a huge amount of conversion uplift for us.
- As well as making stuff smaller and bigger, Not just an engineering thing - we can enhance the perception of speed.
- We spent a lot of effort on george.com last year (ongoing) to improve load time as well as the perception of speed.
- Look how conversion maps over this same time scale. Decreasing Page Load Time increases page conversion. We’ve seen this effect at walmart.com as well.
- Positive impact to a whole range of micro conversions as well - all of these metrics are from the same time period.
- JUST because I’ve said something here and it works for us, doesn’t mean it’s going to work for everyone..
- These are ‘enhanced images’. Kind of a hyper real / stylised version of the real product. An artists impression if you like.
- Extensive studies between Unilever and University of Cambridge found that this formula for presenting product meant users were more likely to add to cart…
- We set up an A/B/n test to confirm or refute the hypothesis.
- Surprising results. Even <1% - at the scale of someone like Asda can obviously have a massive impact.
- As well as not believing the hype, remember that food shopping is different non food shopping
- george.com - similar to many other GM/Clothing websites is dwarfed by the comparison of Asda Home Shopping. In a similar way to how, if you’re standing in a chippy, you’re going to buy chips, if your on a grocery website, you’re going to buy groceries. And because unlike non grocery….
- If you don’t get food, you die.
- Finally, here’s a picture of my dog. Thank you.