2. Words of Wisdom!
“What creates a truly successful e-commerce experience is
a dynamic synergy between usability, power, persuasion,
and branding.!
!
It is through balancing these forces that e-tailers fulfill their
business goals and create a joyful user experience that
customers will want to return to again and again.”!
!
!!
! ! ! ! ! ! ! ! ! ! ! !-Human Factors International!
3. Online Marketing Competitive Analysis!
• Evaluated 10 of the top 500 Internet Retailers:!
– Build-A-Bear, Disney, LeapFrog, Shutterfly, Snapfish, Target, Toys R Us,
Vistaprint, Walmart, Zazzle!
• Display Advertising: All !
• Search Engine Marketing: All (pay per click)!
• Search Engine Optimization: All !
• Affiliate Marketing: 90% have affiliate program!
– 45% Linkshare!
– 33% Commission Junction!
– 22% Google Affiliate!
• Shopping Classifieds/Platforms: Amazon, Shopping.com, eBay!
– Build-A-Bear & LeapFrog!
• Email Marketing!
– Avg. 1 weekly promotional email!
• Social Media Marketing: !
– Avg. 166,981 Facebook Friends!
• Mobile Marketing!
– LeapFrog, Build-A-Bear, Shutterfly, Toys R Us, Target, Disney Store!
5. Website Goals and Objectives!
• Create dynamic scalable & easy to update website.!
• Improve the user experience with user generated content to keep visitors
loyal and engaged.!
• Ensure site reflects Kidlandia brand and is cohesive to the activity on site.!
• Drive traffic to Kidlandia site, build brand awareness, and increase revenue.!
!
6. Core Challenges!
• For Marketing!
– Flexibility!
– Scalability for Campaigns, Brand Positioning & Messaging!
• For Users (UX)!
– Cohesive Look &Feel!
– Effort of Usability!
• For Kidlandia !
– Time !!
– Budget!
– Humans !
8. Current Design Challenges!
• Current platform is a database and is data driven. Any changes made to site must be
done by developer.!
• Home page is static and lacks design & marketing flexibility.!
• Site skin & design lacks flexibility needed for monthly promotional or marketing
campaigns. !
• Content pages do not have a “content specific” unique style sheet. !
• Flash Application navigation, look & feel are much different than the current website.!
• Use of Horizontal & Vertical menu for primary navigation limits site real estate and no
room to have secondary navigation.!
• Product Pages are cluttered with tons of product and color.!
• Patterned background make layout appear more cluttered.!
9. Current Navigation Challenges!
• Multiple navigation schemes primary (top level) navigation: characters, home décor,
gifts: each of these navigate in different ways.!
• Front end navigation does not match the database's taxonomy.!
• Primary top level navigation breaks on SKU product page.!
• SKU product pages use 3rd level of navigation for product description.!
• Global Navigation breaks in Flash application & check out pages.!
• Broken primary navigation/top level on SKU level page. !
• Current Navigation will be challenging to scale as we add more KL product and
licensed brands.!
Same
Product:
Gallery
Wrapped
Canvas.
Characters
&
Themes
>
Disney
Princess
>
Disney
Princess
>
Princesses
Aurora,
Belle
&
Cinderella
Home
Decor
>
Gallery
Wrapped
Canvas
>
Disney
Princess
>
Princesses
Aurora,
Belle
&
Cinderella
Example:
Growth
Charts>Toy
Story>Toy
Story>Toy
Story
11. Site Search Functionality!
Global!
• Some existing functionality is not available on site !
• Missing user & search engine friendly site map!
• No cross linking or related product links on any pages!
• No recommendation engine or "you might also like"!
Refine/Filter Results!
• No Recommended age for product!
• No recently viewed items!
• Whatʼs new!
• Price Range!
Keys to Success!
• Implement Product criteria before pushing live to enable search ex: keywords and
creating a content rich product descriptions on page. !
12. Character Page!
Challenges!
• Substrates are not labeled and grouped together.!
• Patterned backgrounds make layout appear more cluttered.!
• Redundant navigation.!
• No clear “user cues” on what the user is trying to accomplish. !
• Icons are not consistent in color, look and feel.!
!
Keys to Success!
• Group related items together with design and layout.!
• Base your pages on a clear and consistent grid structure.!
• Emphasize the page elements that need the most attention!
• Be clear about what task(s) the user is trying to accomplish !
and donʼt overwhelm with secondary items like promotions!
13. Marketing and Partnerships!
• Messaging: Site lacks clear marketing message and customer engagement. !
• Product/Brand Unique Pages: Licensed partners do not have their own unique branded page for
effective marketing campaigns
ex: Disney Branded Page ex: for brand specific campaigns!
• Landing Pages: Subcategory pages are not suited for marketing landing pages. We lack the
flexibility to create campaign landing pages to measure itʼs success.
For example: We run a campaign promoting our Disney Princess license. Current landing page
has multiple substrates and different designs and lacks organization and “user cues”!
• Distribution Feeds are Needed: Shopping Feeds: Amazon, Shopzilla, etc!
• Analytics: Current partner integration does not provide accurate analytics or tracking. Example:
visitors from Snapfish are counted as visitors to our site. In reality users are Snapfish visitors and
are only using our application. !
• Content Creation is Limiting: create new or update content pages
Pages promoting Kindlandia Kingdoms & Kreechurs.
Blogs/Articles to engage user and user generated content: Reviews, ratings, articles.
No RSS feeds (pull content)
Needed: Dissemination of content pages (push content out to social sites like dig, stumble upon,
Facebook, circle of mom, etc.)!
• Need more call to action: Registration & Checkout are only combined as one call to action. This
eliminates the type of userʼs information we can collect. Needed: multiple ways to collect the userʼs
email address: enter to win contest, subscribe to our feed, register to upload a photo, etc. !
14. My Account Dashboard!
• My Account/Dashboard lacks look and feel of a “dashboard” for user. !
• Core functionality exists but is not presented in a straight forward manner!
Account
Status/History
x
Buy
Online/Pick
up
Store
Currency
Convertor
EsLmated
Shipping
Date
x
Express
Checkout
Live
Chat/Email
Order
ConfirmaLon
x
Order
Status
x
Real
Time
Inventory
Check
Ship
to
MulLple
Address
Shipping
Cost
Calculator
Shipping
Tracking
x
Toll
Free
Number
x
15. Website Solution!
Create CMS or front-end framework layered on top of our existing back-end & database.
Use a modular approach to increase design and marketing flexibility. New modules &
page templates can be introduced as the business continues to expand.
!
Front End Admin Tool to control page template & modules examples/ideas:!
• Product Module!
• Flex Menu Module!
• FAQ Module!
• News Module!
• Blog Module!
• Kreechur Module!
• Explore the Kingdoms Module!
• Media Module!
• Page Template Module!
• My Account Dashboard Module!
