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Solving problems for customers
- 1. Customer Experience Manager Solving problems for customers
- 2. Solving problems for customers Perception of speed Details do make a big difference Perception influences our shopping habits A/B testing Fresh content
- 3. Design Principles • • • • • Does it slow the site down? Does it make the site clearer? Does it make the site easier to use? Is it clear Is it consistent?
- 7. Basket Building - Fundamentals Size Colour Font Location Wording Remove Measure/s Price Y Y Y Y N N Conversion Sales Buy button Y Y Y Y Y N Conversion Quantity Picker Y Y Y Y Y N Items in basket Date code icon Y Y Y Y Y Y Fresh sales Frozen icon Y Y Y Y Y Y Frozen sales Email a friend Y Y Y Y Y Y Conversion Product code Y Y Y Y Y Y Conversion Expandable info Y Y Y Y Y Y Conversion
- 9. Fold
- 11. Ocado, Tesco and JS
- 24. Testing plan Q1 – Fundamentals Q2 – Fresh content Q3 – Get ready for Christmas Q4 – Deliver for our customers Price position Primary images Optimised content Wine Add button Date code Quantity Frozen icon Page clean up
Editor's Notes
- Details Perception of spped
- Design Principles A set of guidelines to help manage what goes on the site and to help customers use the site and colleagues to design for the site. Simplify Consistent
- Perception of speed – milliseconds make a difference to perception, expectation is high amongst customers Weekly site speed check of key pages and some agreed limits on page size that we never go over
- Details make a difference If I was Lenor I’m unsure how happy I’d be if Ariel was the first product I saw, also as a customer I’ve responded to an ad for Lenor The second banner doesn’t seem to fit properly and you have to scroll to make it fit?
- White space in the right place is fine but here it feels we’ve missed an opp to sell the benefits of the product? Applicable in both banners
- Basket building fundamentals would be the focus for Q1 Form the basis for an A/B testing plan I know you’ve just had the redesign and I’m unclear on what the key measures aare/were or if they’ve been hit or not Beauty of a/b testing is the simplicty of it, need to know what you are testing and what you hope to discover
- Test removing/moving the product code Clean up page Remove the ‘corporate’ feel – food shopping is both practical and emotional Email a friend? What do the analytics tell us re usage, what have our customers told us?
- Can I freeze this? Customers like value, but hate wasting food. As an ASDA customer it’s not immediately apparent if I can freeze certain foods?
- Ocado, Tesco and JS all have this feature. Morrisons undoubtedly will. We can go test our own frozen icon initially then test a different version that indicates how long you can freeze it for e.g. XXXX vs. X Test; adding a frozen icon Measure; linksave buy in, fresh sales, page conversion
- How long will this keep for? They always give me the out of date stuff Never get long enough date codes I’ll have to eat it all tonight Test; adding a date code icon on Fresh lines Measure/s; Page conversion, Sales, Fresh items in basket, Reduction in contacts re date code
- Fresh food needs to look good Morrisons will try to dominate fresh food online They feel they need to spray their veg in store We need to be prepared for what they deliver Show catalogue – a discounter has produced this? The photography is as good as anyone elses – it used to be our job to squeeze established fresh retailers??? I like to choose my own……. Fruit Veg Meat Fresh Food
- Never the most attractive raw food but this is a key line and we have the opportunity to test some different primary images and steal a march on the competition…..
- Game Pie, lumps of meat but they have gone to the trouble of styling it and adding the herb sprig – this is selling food online. Test a ‘lifestyle’ shot as the primary image on fresh meat Measure; Page conversion and Sales Opportunity to create a point of difference from the rest and get in before Morrsions do. Fresh guarantee Imagery exists within ASDA to deliver this test now.
- What’s in the tub Now with Toblerone?? But what else – this is Christmas the most important time of year for ASDA mum Why are we making this hard for her?
- Exactly the same as JS, I wonder where they get their content?
- We have an alternative image which is great but we could have an alternate for each sweet, this might feel like overkill but it’ll make it easier! Test; Add alternate images/list for confec tubs Measure; Page Conversion, Sales, Site satisfaction
- How the experts do it Hotel Chocolat – Listed more like a CD
- I’d like to know what wine to buy? Great we have description. Is the tone of voice on brand? Does it mean anything? Does it help the customer? Would like to test icons to indicate taste pairing – we have icons on the direct wine site, tested these on social news to see if they could be understood, 8 out 12 were, we redesigning the 4 that weren’t. Instant usability testing. Bulleted text Measure; Page conversion, Sales
- Top level view of what a test plan might look like
- Interesting approach, displaying different content based on one button click royalist or republican, clicking republican removed all stories relating to the royal baby – could this be adapted to just display ES at Christmas or SmartPrice in January.