Poli15 Tiger

“Tiger is a place you go to explore, a place where it is fun to shop.
Tiger’s products are ownbranded, simple and colourful, with a Scandinavian touch”
www.tiger-stores.it

- SECTOR AND COMPETITOR
- BENCHMARKS
- TARGET
- Sara
- Miguel
- Karl
- TASK MATRIX
- EVALUATION PARAMETERS
- ANALYSIS OF WEBSITES
- RESULTS OF EVALUATION
- PROPOSALS
- REDESIGN CONCEPT
INDEX

SECTOR AND GOALS
We chose to anilize the website of Tiger.
Tiger is a Danish chain of cheap gift shops.
The first store opened in Copenhagen in
1995 and now it is known throughout
Europe.
www.tiger-stores.it
The goal of the website is to show products
and entice people to go in stores.

BENCHMARKS
www.hema.nl
www.muji.eu
www.poundland.co.uk
www.ikea.com
Department store for common men where
products are sold at cheap prices. It stay for
simplicity, clarity, quality and honesty.
Producing of clothing, furnishings and
accessories, and is known for his minimalist
style and free of logos and symbols.
Swedish multinational company specializing
in the sale of furniture, furnishings and
other household items.
Poundland is a British variety store chain
which sells most items in its stores for £1.

Description
Sara spends most of her time caring about her child and
doing housework. She’s got an hobby in decoupage and
also in gardening.
She often visits the website to find creative inspirations
for her projects and handmade toys for her daughter.
She is usually looking for some new Tiger products.
TARGET: 1st PERSONA
ID card
Name: Sara
Age: 36
Job: housewife
Citizenship: italian
Married
How she experiences the website
- On the homepage she’s attracted by 5 main product.
- She clicks on one of that but she notices that at the
bottom of the page she can see more than 5 products!
- She clicks on one product than she notices a little
arrow on the right.
- She supposed that by clicking there she can have more
details about the product. Instead the arrow is linked to
another product.
- She feels disappointed beacuse she wanted more
information and pictures about products.

ID card
Name: Miguel
Age: 21
Job: student
Citizenship: spanish
Single
Description
Miguel is an exchange student of the faculty of Design
at Polytechnic University of Milan. He doesn’t have a big
budget and is interested in anonymous design.
Technical expertise
He has proper skills to navigate and work on Mac.
Platform
Key goals
He often visits the website to find sales and learn about
new design products.
TARGET: 2nd PERSONA
How he experiences the website
- On the homepage he is attracted by new Tigers
products and clicks on ‘New for October’.
- He remembers that he has to found a copybook and
moves the mouse un the link ‘Tiger Office’ that shows a
drop down menu with some subcategories. He clicks on
‘Paper Products’ and appear a page with some objects
like pencils, diaries, post-it, copybooks.
- He would like to compare all the copybooks in order
to chose the best one but they are all shuffled with the
other objects and organized in a messy way.
- He checks the copybooks one by one and he signs the
price and the information on a sheet of paper.

ID card
Name: Karl
Age: 27
Job: lawyer
Citizenship: finnish
Single
Description
Karl is a lawyer that just moved in Milan by himself.
He lives alone and wishes to make his house more
welcoming.
He checks the website to know about opening and
closing hour. He’d like to shop online too.
TARGET: 3rd PERSONA
How he experiences the website
- In the homepage he move the mouse on the link
‘Tiger Home’ and appear a drop down menu with some
subcategories but he decide to click on ‘Tiger Home’.
- When the page opens he sees the pictures of some
spices and he feels confused because he wants to
consult design objects.
- He slides down the page and he notices some design
products at the bottom of the page. There are a lot
of pictures of product very closed to each other that
confused him.
- He dicide to go first at the shop. So he returns on the
homepage and he looks for nearest Tiger shop.

TASK MATRIX
Getting informations about new products
Getting informations about sales/discounts
Getting informations about opening hours
Looking for a specific product
Looking for inspirational content
Searching for Tiger stores
Sara Miguel Karl

EVALUATION PARAMETERS
Opening speed
Fun to use
Ease to use
Brand coherence
Ease to buying online
Clarity of products organizzation
Show prieces
Possibility to compare products
Time it takes to switch from one page to
another.
The affordance of the site and the easiness
to navigate on the site.
Ability to compare products and prices.
Clarity and price displays.
Graphic coherence in each part of the site
and connection to brand.
Possibility and facility to buy products
on-line.
Elements that make surfing enjoyable.
Ease and speed of visually recognize the
product.

WEBSITE ANALYSIS: TIGER
Homepage
The homepage of Tiger presents some main products and the different types of products the company sells. It divides them under
different areas (catalogue, social button, language selection, research, location finder, login to the newsletter).

Products catalogue (prices and details)
The products are reachable through the
menu found in the top of the website in
all pages (top-left), divided in multiple
categories. Some products are featured
in the homepage. Choosen one of the
categories, is show a main product (top-
centre) and, on the low part of the page,
the othre products. The catalogue can be
arranged according to price, popularity or
alphabetical order (tip-right). Clicking on
a product, a page opens and shows the
details and prices. The small orange arrows
allow you to switch to another product.

About the company
The website presents two different about
pages. The first one (top) is international
and shows and shows all the shops in
the world. There is there is also a short
description of the company’s brand.
Clicking on ‘tutto si Tiger’ at the bottom of
the page we can read a longer and detailed
description.

Store locator (opening hours and location)
Section ‘store locator‘
is easy to find because
it is located on the
homepage. Entering
the city, a map
showing all the shops
indicating the address,
opening times and
contact details. A
photo shows the
entrance to the store.

Additional services
E-commerce
External advertising
The website presents no external advertising.
Is not possible tu buy product on-line on Tiger website.
The site offers additional services. By subscribing to the newsletter you can receive all
the new projects and products. Other additional services include the ability to send your
resume online to work with the company. A version is available by phone.

Contacts Languages
Graphic design and brand coherence
The list of
languages is at
the top of the
homepage so is
easily accessible.
Includes all
European
languages
At the bottom of
the website the
addresses of the
shops are listed
with telephone
numbers.
The style of the site is very minimal. The
main color is orange that recurs throughout
the site. The graphics of the site is
consistent with the brand. Tiger sometimes
do competitions to engage the customer
and collaborate in the creation of graphics
and brand.

Website organization
Products are organized in categories placed in the top bar, with subcategories when clicked.
The footer presents a list of pages with helpful informations for buying and customer service; a list of pages with most popular items
in certain areas; contact informations; newsletter form; company informations; shipping and payment details; technical pages for
privacy, copyright and terms. It also links to a mobile version of the website.

Homepage
The homepage of Hema presents the products and the different types of products the company sells. It divides them under different areas, browsable by category. In the the
top area, it presents the search engine of the website, the login area, the basket for e-commerce and links to the newsletter and other pages.

The products are reachable through the menu found in
the top of the website in all pages (top-left), divided in
multiple categories. Some products are featured in the
homepage (top-center). The areas in which products
in the categories are displayed can be filtered with
different options and list them with an image, name and
price (left). The product page (top-right) explains the
product, measures, materials and other details. It can
also check the availability in stores. Online purchase
stars here with the button.

About the company
The website presents two different about pages: one
(top) is about the brand and its company in the UK, its
values, social accountability and distribution services.
The other (bottom) talks about the main commpany and
its international presence.
The two of them are displayed through links in the top
and in the footer, that have the same name.

Customers can reach this list of stores (left) through
the link at the top and the link under “HEMA” in the
footer. It lists both the address and opening hours
of the stores. When clicked on “more information”,
it sends the customer to the details as shown in the
bottom picture.

Additional services
Users can subscribe to a newsletter and also sign up
to complete purchases. It also offers the option to put
some products in a favorite area. The sign up module is
quite long.

E-commerce
Products can be added to the basket though the botton
the in the product details page. The basket contains the
details for the payment and the client can choose where
to receive the products. In the footer, details about the
security and way of payments are listed.

Contacts
Languages External advertising
Graphic design and brand coherence
At the bottom of the website a telephone number is
listed, but it is suggested to send an e-mail as they are
experiencing technical difficulties.
The website is available in the different languages of the
countries that HEMA is present in, with different URLs.
The website presents no external advertising, but some
banners to present deals and sales internal to the
company.
The website’s colors are mainly red, as featured in the logo, and blue, which gives the website freshness
compared to the warmth of the core branding. It has big banners with products divided by interests, types and
eventual holidays. Cozyness is the feeling that is suscitated mostly. Images are big and clear, usually with white
background. It is not responsive.

Products are organized in categories placed in the top
bar, with subcategories when clicked.
The footer presents a list of pages with helpful
informations for buying and customer service; a list of
pages with most popular items in certain areas; contact
informations; newsletter form; company informations;
shipping and payment details; technical pages for
privacy, copyright and terms. It also links to a mobile
version of the website.

Homepage
MUJI features two different homepages. The left one is the one that can be seen reaching the .eu version of the website, dedicated to e-shopping and showing the different
products (best sellers, featured products, new ones, recently seen). The right one is a botique-like homepage found at .com that features audiovisual advertising for several
products and MUJI’s values; it however sends the buyer to the .eu version when shopping.

Products are organized in categories placed in the
left sidebar, expanding in several subcategories when
clicked on.
Subcategories are similar, but also lists the different
products instead of the categories.
The single products show a description, photos of the
product, name and price. There is a button to add the
product to the basket when shopping, and a selection of
products bought by other visitors.

About the company
When clicking on the “about us” link, two different
links are offered. One talks about the principles of the
company in design and simplicity, and the other more
informations about jobs and franchaising opportunities.

The Store Locator (“Punti vendita”, in the top bar) is
as simple as it can get: it has the names of the stores,
their address, and when hovering on “opening hours”
(“orari di apertura”) shows them in a neat table. It
also provides a popup with a map (with Google Maps
technology).

E-commerce
Contacts
Additional services
When adding products to the basket from the product
page, they get added to the small area called “basket”
(“carrello”) in the top area of the website, displaying
prices and products already in the basket. A click on
the button “buy” (“acquisto”) opens the page listing
the different products in the basket and the option to
complete the payment. Adding the shipping details and
payment details feels like a chore, with so many fields.
Paypal is supported.
MUJI’s website has an area in which users can leave
comments and suggestion to improve their operations
online, suggesting also that they answer to them.
The link in the footer redirects to the FAQ in which the
user is told to send emails to two different addresses,
for commercial or technical reasons.

Languages
Graphic design and brand coherence External advertising
As an international company, MUJI has different sites
for the countries in which it operates, but no choice of
changing languages for the local websites outside of the
official language of the area.
The website only features advertising for MUJI’s own
products, mostly in the .com version (http://www.muji.
com/it/).
Colors, shapes and typography all relate to the
general branding of MUJI; a feeling of natural warmth
and nature is the clear objective of it, together with
simplicity and clarity of pictures and elements. Photos
focus on products and there are no remainders of the
season or celebrations. The website feels generally fast
and easy to use.

The topbar provides links to the homepage, new
products, “about us”, the store locator, job listings and
a FAQ in which clients can find more informations about
the terms of the selling.
In the left sidebar are listed the categories of the
products sold on the online shop. Clicking on a
category expands it into subcategories.
The footer presents the products seen most recently
and some links, such as the best sellers and new
products of the month, categories, the website map,
a guide for sizes, terms and conditions, jobs, contact
details and a suggestion form (“Kaizen”).

WEBSITE ANALYSIS: IKEA
Homepage
Homepage is organized in a clear manner: the main bar at the top shows products, shops and the Log in area, in the center of the page
there is a sequence of 5 images that shows the main Sales and at the end there are other information like opening times, wishes List and
ikea catalogue online.

Products are divided in different themes that comprends main subdivision. When you choose a category there is the possibility to select
a specific detailed areas. At the end products are showed by images and prices, there is the possibility to buy online and choose the
quantity and the main characteristic of the product (colour, size..).

About the company
Info about ikea company are at
the end of the homepage in the
section: this is ikea. You can
find the concept of the brand,
characteristic of his design and
general information about the
history if the company.

In the main bar there is the shops
section; when you enter there is
the List of every cities in which you
can find a shop. After choosing
your preference there are principal
informations: address, opening
time and maps (how you can find
the shop)

Additional services
There is the costumer area in which client
can enter with the Log in (in the main
bar) and the possibility to download the
catalogue online.

After choosing something, in the
products section you can buy online
selecting the quantity of the product.
You can also save your selection
in the shopping cart and then
continue following instructions to
pay. For Some items there isn’t the
possibility to buy online.
E-commerce

The website offers different selection
of languages. It is possible to choose
a different language on the top of the
homepage.
There are a lot if connection between the
concept of the brand and its weboage
graphic style. Colours, fonts and images
they show are homogeneous among
different section of the webpage.
The construction of the website is easy to
understand and the costumer can quickly
navigate in. From the homepage there is a
direct access to the selection product area
and products are perfectly organized by
themes.
There isn’t the presence of external
advertisement
ContactsLanguages
Graphic design and
brand coherence
External advertising

HOME PAGE
Home page with five different sections where you can see the latest promotions.
It is possible to see the different areas of the website at the beginning of the page

List of products are presented in the top
navigation bar.
When you choose a category of products
you have a more specific list with images
and prices, there is also the possibility to
buy them from there.
PRODUCTS CATALOGUE

ABOUT THE COMPANY
Information about the company are
showed at the end of the webpage

STORE LOCATOR AND
OPENING HOURS
There is a general map with every
location of the shop and a browser
where you can choose the city you are
interested in

ADDITIONAL SERVICES
Newsletter and possibility to create an
account to log in.
E-COMMERCE
After choosing a product, it goes in your basket
with quantities and prices

CONTACTS
LANGUAGES
The website doesn’t offer any language options.
GRAPHIC DESIGN AND BRAND COHERENCE
Brand approach is pretty efficient even if the style is not integrated amog the different sections of the website.
The organization is clear. It is easy and fast to navigate from the beginning to every other areas.
EXTERNAL ADVERTISING
The website doesn’t offer any external advertising.

TIGER
MUJI
POUNDLAND
IKEA
HEMA
a
b
c
d
e
f
g
h

TIGER
a Opening speed
b Fun to use
c Ease to use
d Brand coherence
e Ease to buying online
f Clarity of products organizzation
g Show prieces
h Possibility ti compare products
8
8
5
3
0
3
2
0
a
b
c
d
e
f
g
h

MUJI
a Opening speed
b Fun to use
c Ease to use
d Brand coherence
g Show prieces
5
4
7
7
5
8
4
7
a
b
c
d
e
f
g
h

POUNDLAND
a Opening speed
b Fun to use
c Ease to use
d Brand coherence
g Show prieces
9
8
2
3
9
4
9
7
a
b
c
d
e
f
g
h

IKEA
a Opening speed
b Fun to use
c Ease to use
d Brand coherence
g Show prieces
4
5
6
2
5
7
8
6
a
b
c
d
e
f
g
h

HEMA
a Opening speed
b Fun to use
c Ease to use
d Brand coherence
g Show prieces
7
4
3
2
6
3
3
4
a
b
c
d
e
f
g
h

PROS
TIGER
MUJI
POUNDLAND
IKEA
HEMA
CONS
Many informations on store and contacts
Easily accessed newsletter
Clear and easy disposition of elements
Easy access to informations
Form to send suggestions and hints from clients
Clear explanation on how to reach the stores
On-line catalog and selling
Small text
Forms are too dense
Not all products available online,
and it’s not clear
No contacts
Vague categories
Design is not really exciting
Confusing
Only english
Categories are too dense
Area for buying large stocks with discounts
sales
Clear design with big text
Periodic promotions
Ship to store
No e-commerce
Small text
No responsive

Adding e-commerce option
Store shipping option
On-line catalog
Grouping items for different lifestyles
and user models
PROPOSAL

Casa, cucina e spezie Ufficio e cartoleria Indispensabili Ragazzi e scuola Tempo libero e accessori
3,00€ Italia
Spezie (hover) Media Giocattoli Trucco
Cucina Prodotti per l’ufficio Festa Scuola Hobby e tempo libero
Candele, lampade Organizzazione ufficio Fai-da-te Giochi Vestiti, occhiali e accessori
Orologi Cartoleria Bici Hobby Bagno e cosmetici
Cornici e contenitori
Acciaio
Batterie (categoria attiva)
Trova un negozio vicino a te! Il tuo indirizzo...

3,00€ Italia
TUTTO SU TIGER
Contattaci Trovaci vicino a te
Mandaci i tuoi consigli
LAVORA CON NOI TOUR VIRTUALE JOIN VENTURE
ORA IN 27 NAZIONI CON 505 NEGOZI

3,00€ Italia
SCATOLE MENSOLA LAVAGNETTA
PORTADOCUMENTI MENSOLARADIO
€3 €3 €3
€3 €3 €3
SAN VALENTINO
NOVITÀ COLAZIONE FRESCA

3,00€ Italia
ANETO PEPERONCINO AGLIO A FETTE
CARDAMOMO BASILICO
€ 2 € 2 € 2
€ 2 € 2 € 2
NOVITÀ ESTRAGONE
PEPE DI CAYENNA€ 2
Home Casa, cucina e spezie Ordina: Prezzo / Popolarità / Alfabetico Mostra: 25
SEMI DI PAPAVERO ERBE DI PROVENZA
AGLIO
SPEZIE BBQ
€ 2 € 2 € 2
€ 2

3,00€ Italia
Auricolari neri
€ 3
1
Ti aiutano a scappare
un pochino dalla noia
che ci circonda!
Aggiungi al carrello
Quantità
Auricolari bianchi
Home Ufficio e cartoleria Media Auricolari neri
Cuffie grandi
CUFFIE GRANDI
AURICOLARI
€ 8
€ 3
SPINA DOPPIA € 3 CARICATORE € 4CORNETTA € 5AURICOLARI € 3AURICOLARI € 4

3,00€ Italia
Home Cestino
Auricolari neri
1
Totale del carrello
Quantità
€ 3Totale
Elimina
Prodotti
Auricolari neri
Quantità
1
Prezzo
€ 3
Totale € 3
Procedi all’ acquisto
I prezzi non sono confermati fino alla pagina di conclusione
dell’acquisto.
30 giorni per il ritiro, tassa di ritorno e la tassa pacchi non
riscossi.

3,00€ Italia
Tutto su Tiger
Tiger è nata nel 1995 in Danimarca. Tutto è cominciato con un
piccolo negozio a Copenhagen, per diventare, nel tempo, una
catena di oltre 400 punti vendita, il cui numero è in continuo
aumento e che attualmente sono concentrati prevalentemente
in Europa, ma non solo: il Giappone conta 7 negozi!
In Danimarca, alla loro prima apparizione, i negozi Tiger pro-
vocarono una rivoluzione in ambito commerciale, dimostrando
al pubblico che i buoni prezzi, la qualità e il design dei mate-
riali possono essere parte dello stesso prodotto. Ora anche in
Italia è in atto questa rivoluzione commerciale!
Lo sviluppo di Tiger nei vari Paesi del mondo avviene attraver-
so il sistema della partnership commerciale (“join venture”).
Tiger non opera in franchising, bensì attraverso gestione diret-
ta su aree territoriali: Tiger Italia 1 ha un mandato territoriale
per l’area geografica del Nord Italia (comprese Emilia Roma-
gna e Toscana), Tiger Italia 2 per il Centro Italia, Tiger Italia
3 per il Sud Italia, compresa la Sardegna.
A Torino nel 2011 è stato aperto il primo negozio Tiger in
Italia, dove l’azienda è attualmente in forte espansione, con
nuovi punti vendita che aprono nel cuore delle principali città
del nostro Bel Paese.
Proponiamo alla clientela una grandissima varietà di prodotti
di qualità, di design, originali e attenti alla moda: sono articoli
che mensilmente si rinnovano e che vendiamo a prezzi sor-
prendentemente bassi (e “rotondi”: 1, 2, 3, 4, 5, 7, 10, 20,
Home Tutto su Tiger
ISTRUZIONI PRODOTTI
CONCORSI DI DISEGNO
ARTICOLI RIMOSSI
PARTER DI TIGER
SEGNALA LOCATION
SOCIALE

3,00€ Italia
Contattaci
Hai domande, suggerimenti oppure esperienze che desideri
comunicarci? In Tiger siamo sempre attenti ai suggerimenti
dei nostri clienti, sempre disposti a metterci in gioco per mi-
gliorare la nostra offerta. Compilando il presente form, potrai
farci avere direttamente le tue impressioni e sarà nostra cura
risponderti nel più breve tempo possibile.
Il tuo messaggio
Nome:
Indirizzo:
Codice postale:
Telefono:
Mail:
Home Contattaci
LAVORA CON NOI
CONTATTACI
Invia

3,00€ Italia
Home Trovaci vicino a te
Trova un negozio
vicino a te...
107
Via Meravigli 1
2013, Milano
Orari apertura
Lunedì - Domenica
(orario continuato)
10:00 - 20:00
Festività
24-dic chiusura alle 18:00
25-dic chiuso
26-dic chiuso
31-dic chiusura alle 18:00
01-gen chiuso
107
Via Meravigli 1
20123, Milano
102
Via Nerino 12, ang. via Torino
20123, Milano
127
Piazzale Cadorna 4
20123, Milano
115
Corso XXII Marzol, 28
20129, Milano
Indirizzo, CAP, Città
Telefono
E-mail
+39 02-89096708
info@tigeritalia.com
Tour virtuale

Poli15 Tiger

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