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Introducing a culture of testing & optimisation
The document discusses Stuart McMillan's approach to fostering a culture of testing and optimization at Schuh Ltd., focusing on the challenges and strategies in the evolving e-commerce landscape. It highlights the importance of mobile-first design and collaboration to enhance user experience and meet customer expectations. Additionally, it emphasizes adapting to technological advancements and integrating online and offline retail for improved customer service.
Introducing a culture of testing & optimisation
- 1. Introducing a cultureof testing & optimisation Doing more than just getting the shoes on the shelf. Stuart McMillian Schuh LTD. Deputy Head of Ecommerce @mcmillan stu
- 2. Who is thisguy?! • Scottish • Geek • Favourite board game: Monopoly @mcmillan stu
- 3. What we’ll cover •The schuh context • Building a testing culture • The new normal • Tomorrow’s world @mcmillan stu
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- 5. A bit ofschuh background • Founded 1981 • 99 stores • Multichannel • Customer service focused • Systems driven @mcmillan stu
- 6. Ecom Challenges –A multi device world @mcmillan stu
- 7. Ecom Challenges –A multi device world @mcmillan stu 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P1 P2 P3 P4 P5 P6 P7 p8 p9 p10 p11 p12 P1 P2 P3 P4 P5 P6 Traffic by device since Feb 2012 Desktop Mobile Tablet
- 8. Ecom Challenges –A multi device world @mcmillan stu Results you can’t always measure
- 9. Ecom Challenges –A multi device world @mcmillan stu Increasingly competitive marketplace
- 10. Ecommerce Mobile Site November 2011 TabletSite November 2012 Responsive Pilot November 2013 Schuh Responsive August 2014 Trading Online 2001 @mcmillan stu
- 11. Head of Ecommerce Digital Marketing Digital Merchandising Online Development & Optimisation WebEditorial Analytics Insight Deputy Head of Ecommerce Ecommerce – Team Structure @mcmillanstu
- 12. What is agood user experience? @mcmillan stu
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- 14. This is notan anti-agency rant… @mcmillan stu
- 15. Status Quo Ante •Conversion focused • Systems driven • Customer-centric • Self Reliant • ‘Project cycles’ • Backlog/Dev resource • Poor instrumentation • Self Reliant Strengths Weaknesses @mcmillan stu
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- 17. Stop, collaborate andlisten @mcmillan stu
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- 19. Growing the team,widening the effort • Identify bottlenecks, resource appropriately • Democratisation of effort to entire department & beyond @mcmillan stu
- 20. Tools of thetrade @mcmillan stu
- 21. Training, Development &Support Broaden Horizons • GA • PRWD • Optimizely • Conferences • The Internet! Set New Standards 1. Mobile first 2. User-centric design 3. Standards compliant 4. Analytics ready 5. SEO as standard @mcmillan stu
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- 23. Areas of improvement @mcmillan stu Thesearen’t the results you’re looking for Test Analysis
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- 25. Danger! Don’t build newwalls! @mcmillan stu
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- 28. Mobile First @mcmillan stu What doesthat even mean?! “It’s not a device, it’s a context!” Another guru “It’s a paradigm shift” Some guru “It’s just a smaller screen” Yet another guru
- 29. Mobile First –A practical approach @mcmillan stu Smartphone represents our largest audience segment They have the biggest hardware challenges Slow connection Small screen Technically challenging to down-scale an experience to mobile Other devices can “afford” to pick up the overhead of up- scaling from mobile We treat mobile as our baseline, if something is important to how we do e-business it starts on mobile (SEO, for example) Mobile design is bleeding in to desktop design (thankfully).
- 30. Mobile First –Challenges @mcmillan stu 2013 Eptica Mobile CX study lists the top 3 consumer pet-hates: Sites that lack functionality compared to desktop sites Sites that were slow to load Sites that were difficult to navigate on a small screen Usability best practice for 2014/2015 must address these! bare minimum
- 31. Mobile First –Best Practice @mcmillan stu Where I think we should be aiming: Search-ready. Turn off styles, how does it look? Sites that load in 1-2 seconds via 3G App-like Interaction Design, fully realising touch Seamless user journeys between screens Integrated fully with physical retail Retail infrastructure needs to adapt to mobilised consumer (e.g. fulfilment options)
- 32. Mobile First –Speed Tips @mcmillan stu A few things to think about: Perception is everything. It’s not about the numbers, it’s about how the user perceives the speed of your site. For mobile, the network layer is still very much the major bottleneck. Optimising for available bandwidth is key. 4G won’t fix this!
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- 34. @mcmillan stu High street innovation Innovationof the mundane: Many retailers still working towards a single view of stock Fulfilment options not yet meeting customer expectations Integration of offline and online still very basic Payment technologies could be improved
- 35. @mcmillan stu Apps The App isDeadLong Live the App?
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- 37. @mcmillan stu If you alwaysdo what you’ve always done, you’ll always get what you always got
- 38. Contact Info Stuart McMillan SchuhLTD. Deputy Head of Ecommerce Email: StuartM@schuh.co.uk @mcmillan stu Questions?