To enhance User experience in the brick & mortar store of Marks & Spencer so that we increase the turnover and create a loyal customer base.

1. Enhancing User Experience in traditional shopping
Marks & Spencer Brick & Mortar store
Indian Institute of Technology, Guwahati
Suman Meena
Mdes, 124205026

2. Problem statement
In the 21st century how do we reconcile paradox?
•
Diversity of market and increment in product ranges
•
Market is getting massive and becoming a challenge to
cater the population as individuals

3. AIM: To enhance User experience in the brick & mortar store of Marks &
Spencer so that we increase the turnover and create a loyal customer
base.

4. Objectives
To analyze on customer shopping behavior
To identify difference between online and traditional shopping.
To find out what draws high profile customers to the stores.
To analyze the drawbacks in the current website and applications.

5. Analyzing current application
NOW
Easy navigation to cart
Overlapping bottom page navigation with iPad slider
Bottom catalog scroll
Store
Appealing images
Purchase buttons difficult to notice
All products not easily visible
Purchase buttons on products
Catalog has to be downloaded online
Bookmarks
Virtual space decor
Multi Layered catalogs
Personalization
Lack of physical experience
Enhanced UX
Avatar Trials
Hardware / Software limitations
Personalization
In store navigation
Virtual space decor
Flawed heuristics
Virtual Merchandising
FUTURE

6. Solution Proposed
• Personalize user experience for each user as he enters the store
• Convert every user interaction into purchase opportunity
• Social check in with user’s previous shopping database
• Suggestions and Style guides
• Create customer loyalty with world class in store and after sales experience
• Customized products for high end buyers

7. Target Users
• High Profile Users
• Prefer High End Shopping Experience
• Brand Conscious
• Wish to be updated with latest trends

8. Card Sorting

9. After studying the M&S website, it was observed that there are many
small product categories which can be classified in to broader group for
Easy navigation and understanding.
To achieve this card sorting technique was used and the broader groups
obtained are as follows:
Fashion, Lifestyle, Food and Beverages
Women
Style
Lingerie
Fashion
Beauty
Men
Kids
Home
Lifestyle Food & Beverages
Flower & Gifts
Food & Wine
Food & Beverages
M&S Bank

10. Home Screen
Home screen representing
broader categories

11. User Profile
The user Enters the store
and logs in the personal
profile
User Choses options
from Fashion, Lifestyle,
Food & Beverages
The Profile page
automatically logs into all
social profiles of the user
and tracks all online
purchases in the recent
past
Preferred sizes ,
Brands & past
purchases
Coupons
Attractive
offers
Purchases can be
scanned and collected at
the billing counter
directly

12. Online Access
QuickWebsite M&SWidget
The user can open the
widget on the screen to
navigate inside the store
Quick access is a
widget that pop up to
help favorites navigate
the store.
In Store location
indicator
Friends who have visited the aisle
(higher visitors =popular)

13. Suggestive Popups
The indoor map
displays graphical popups suggesting which
all products are
available in which
areas.

14. Style Guide
User Selects a footwear
Offers
Suggestions according
to current selection
Favorites in wish list or
in previous purchase

15. Lifestyle Guide
User captures image of
lifestyle product
Image of object in data
base retrieved
He places the object in
an environment of his
own home
User can also keep two
or more objects together
to see how they look
Out of stock products are
also displayed so that
orders can be placed
Clicked photograph
Images in database

16. Selected Image
Home environment

18. Food & Beverages Guide
User can also customize
his menu by opening his
previous visit menus
Food recopies can be
make personal example:
User can choose his cake
base, cream layers icing
according to his choice.
Dining spaces can be
designed as per personal
requirements.
offers
Relevant suggestions
Favorites

19. Mirror Mirror on the Wall
Often users find
themselves confused as
to what choice to make
It is generally observed
that people take images
in the trial room
Talking mirror allows user
to capture an image of
them in the trial room
Typical User Behavior in Trial Room
This captured image is
processed and a smart
guide can answer our
questions like:
How do I look?
Does this colour suit me?
Do these clothes make
me look fat?

20. User captures image

21. Suggestions

22. Conclusion
As per the proposed solutions the following parameters are hereby fulfilled:
• Personalize user experience for each user as he enters the store: SOLVED
• Convert every user interaction into purchase opportunity: SOLVED
• Social check in with user’s previous shopping database: SOLVED
• Suggestions and Style guides: SOLVED
• Create customer loyalty with world class in store and after sales experience: SOLVED
• Customized products for high end buyers: SOLVED

23. References
http://www.marksandspencer.com accessed on 26-11-2013 at 9:00 am.
http://www.psfk.com/publishing/future-of-retail-2014 accessed on 26-11-2013 at 11:15 am
http://capillarytech.com/ accessed on 26-11-2013 at 11:45 am
http://www.slideshare.net/ accessed on 26-11-2013 at 2:00 pm
www.louisvuitton.com/ accessed on 26-11-2013 at 4:00 pm
http://www.gucci.com/us/home accessed on 26-11-2013 at 8:00 pm