The webinar discussed the results of a study on how the tablet shopping experience will impact holiday retail sales. 300 users completed tasks on 3 brands' sites and provided feedback. Key findings were that UnderArmour performed best on search, browse, checkout and had the highest likelihood of online purchases. Issues with filters and checkouts were common. Those with a better experience had more positive brand perceptions and were more likely to purchase online versus in-store.

1. Agenda
WEBINAR: How the Tablet Shopping Experience
Will Impact Holiday Retail Sales
www.userzoom.com

2. Agenda for today
1. Introductions
2. Fashion Industry Mobile/Tablet Benchmark Study
– Details & Design
– Study from the participant’s perspective
– Study Results
•
Search & Browse experience
•
Checkout usability feedback
•
Overall Attitudes on the online- tablet experience
3. Q&A
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3. Meet Our Speakers
Sneha Kanneganti
Alfonso de la Nuez
UX Researcher
Co-Founder & Co-CEO
Twitter hashtag: #uzwebinar
www.userzoom.com

4. About UserZoom
 All-in-one Enterprise software solution that helps
Businesses cost-effectively test, measure and improve UX
over websites & mobile apps.
 Offer online or remote user research & testing
solutions, saving UXers time, money, effort,
and a lot of actionable insights
 UX Consultants since ’01, SaaS since ‘09
 In Sunnyvale (CA) Manchester (UK), Munich
(DE) and Barcelona (Spain)
 90% renewal rate, 50% revenue growth rate
in the last 3 years
www.userzoom.com

5. Panel Vendor
SSI is the premier global provider of sampling, data collection and
data analytic solutions for survey research, reaching respondents in
78 countries via Internet, telephone, mobile/wireless and mixedaccess offerings. Additionally, SSI staff operates from 26 offices in
18 countries, offering CATI, questionnaire design consultation,
programming and hosting, online custom reporting and data
processing. SSI’s 3,100 employees serve more than 3,000 clients
worldwide. For additional information, please visit
www.surveysampling.com
*Product name provided
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6. Study Details
Task-based unmoderated remote usability testing
300 Users | 100 per brand
The study had a between-subjects design
Data collected between Oct 28 – Nov 3
Screened
Male & Female
Ages 25-55
Initial
questions
Randomly assigned
to 1 of 3 brands
4
purchase
related
tasks
Final
questionnaire
Regularly make
purchases on
their tablet
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7. Study Details
• How effective is the tablet experience?
• Which brand offers better usability?
• How is it likely to influence the consumer's final
shopping decision?
• How does it affect the overall brand experience?
*Product name provided
www.userzoom.com

8. Study Details
3 3 Brands
4 4 Tasks
1.
2.
Use filters & categories to pick an item that suits your
style, size, color preference & price range.
3.
Spend 2 minutes exploring the product image. Click
on the various image viewing options and filters.
4.
*Product name provided
Browse and find a jacket that you like.
Add the jacket to cart & proceed to complete the
steps in the Checkout.
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9. Study Through Participant’s Perspective
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10. Study Results
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11. Results | Top 5 Findings
Top Performer: UnderArmour performs consistently well on search, browse,
select & checkout tasks.
Good UX linked to Better Brand Perception: UnderArmour’s NPS rating of
+4, linked directly to consistent positive UX ratings.
Likely to Make Online Purchase: 56% of the UnderArmour users would
have made the purchase online based on their Tablet experience.
Good UX linked to More Trust: Users that have a good UX, are more
trusting of websites with their information.
Unnecessary Registration: Users are unlikely to register on a site that they
may not visit more than once a year.
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12. Pre–task brand perception
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13. Pre-task Brand Perception
?
Have you heard of or purchased merchandise from this brand before?
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14. Pre-task Brand Perception
?
How would you rate your perception of the brand?
UnderArmour
4.2
NorthFace
4.5
Columbia
4.2
1
2
3
4
5
6
7
www.userzoom.com

15. Pre-task Brand Perception
?
How would you rate your perception of the brand?
“Well made and durable”
“I think favorably of
UnderArmour because
I see professional
athletes wear it.”
“Seems like [they have]
quality [goods].”
“More expensive
brand but good
quality.”
“If it is the clothing brand, they
make good winter jackets.”
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16. Results: Search & Findability
1. Browse and find a jacket that you like.
2. Use filters & categories to pick an item that suits your style, size,
color preference & price range.
3. Spend 2 minutes exploring the product image. Click on the
various image viewing options and filters.
www.userzoom.com

17. Results – Search & Findability
?
Ease of finding a jacket
0
7
6
6
0
+1
6.2 ★
5.7
5
4
3
2
1
UnderArmour
NorthFace
Columbia
www.userzoom.com

18. Results – Search & Findability
?
Search & Findability - Comments
“The ease of searching
is much better than
other sites…”
“It was easy but if I
specify "jackets,”
pants shouldn’t
come up in the
result as well.”
“…very easy and
lots of sorting
options.”
“The images are too
large, you can’t filter by
price, and the images
don’t slide back and
forth nicely.”
“What would be nice is if there
might be a pop up description to go
with the different specialty fabrics.”
“Very user friendly.
All subsequent
windows opened
appropriately and
without any delays.”
www.userzoom.com

19. Results – Search & Findability
!
Search & Findability – What was difficult?
“Not responsive and too many
options set in a visually
unappealing way.”
“The pages didn’t
move fluidly, but
jumpily and slow to
respond. Also, slow
to load.”
“It was clunky. I'd rather scroll
down a page to find what I
want than to sift through drop
down or expandable menus.”
“The website would
force quit when I picked
a different color or if I
tried to look at the back
of the coat.”
“The site was not
very user friendly. It
almost seemed like
a catalogue”
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20. Results – Search & Findability
?
Ease of finding a jacket
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21. Results – Search & Findability
?
Accuracy of search results
+1
7
★6.1
★6.1
6
+1
+1
5.9
5
4
3
2
1
UnderArmour
NorthFace
Columbia
www.userzoom.com

22. Results – Search & Findability
?
Satisfaction with using filters
+2
+1
+1
5.7
Price filter
5.1
4.6
6.1
6
5.9
Color filter
UnderArmour
NorthFace
6.2
Size filter
6
Columbia
5.7
5.9
Fit filter
4.9
5.4
0
1
2
3
4
5
6
7
www.userzoom.com

23. Results – Search & Findability
!
Issues with using filters - comments
“The colors were not very
obvious, I picked what I
thought was bright red
and got bright orange. “
“I am not sure if it
was the website’s
fault or not, but I got
bumped off of the
site 3 times when
trying to use the
filters”
“I couldn’t find the price filter”
“Really
slow, sometime
s unresponsive”
“The price slider would not
react to the touch input. I was
using an iPad2 for this test.”
“The price
bracket is hard to
interact with.”
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24. Results – Search & Findability
?
Price Filters
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25. Results – Search & Findability
?
Satisfaction with the product images
+3
+1
+1
6.3
6.3
6.1
Quality of the image
6
Enlarging the image
UnderArmour
5.6
Northface
5.2
Columbia
6.2
Different product angles
5.4
4.4
1
2
3
4
5
6
7
www.userzoom.com

26. Results – Search & Findability
?
Satisfaction with the product images - comments
“I would like detailed views of every
color. Not just 3 pictures of the selected
color & then 3 pictures of the details
with still the stock pictures.”
“The zoom feature said to tap, but
that immediately zoomed in all the
way. The pinch motions work, but
are a little sensitive. I’d work on
that. Rotate would also be nice.”
“The images were by default large
- they took up the entire screen a
of my nexus 10.”
“I would have liked
to see a picture of
the inside of the
jacket as well.”
“I could not
enlarge it or
look at
different
angles.”
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27. Results – Search & Findability
?
Image Zoom-in
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28. Task – 2 Checkout usability feedback
4. Add the jacket to cart & proceed to complete the steps in the
Checkout.
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29. Checkout Usability Feedback
?
Issues when adding the jacket to cart.
100%
★ 92%
+4
90%
+1
+2
★79%
80%
70%
59%
60%
50%
41%
40%
30%
21%
20%
10%
8%
0%
UnderArmour
NorthFace
Yes
Columbia
No
www.userzoom.com

30. Checkout Usability Feedback
!
Issues when adding the jacket to cart – Reasons.
“Glitchy, jumped
around the page by
itself.”
“The buttons didn’t
work right
away, seemed like old
web site design, really
slow and difficult to
use.”
“The cart icon kept wanting to
go back up after I tapped it to
come down. It barely gave me
the chance to tap the checkout
button.”
“Hard to tell when the
jacket was added, so
hit it three times, just
deleted two of them
once it worked and
continued.”
“They didn’t have the right size
for the color I picked & I didn’t
realize it until check-out.
The size was confusing.”
www.userzoom.com

31. Checkout Usability Feedback
!
Issues when proceeding to checkout.
100%
★ 92%
+5
90%
+1
+3
★79%
80%
70%
60%
48%
50%
52%
40%
30%
21%
20%
10%
8%
0%
UnderArmour
NorthFace
Yes
Columbia
No
www.userzoom.com

32. Checkout Usability Feedback
!
Issues when proceeding to checkout – Reasons.
“The page was jumping
around, I was having a hard
time entering info”
“Had to hit the ‘proceed to
checkout’ button about 6-7
times before it advanced to the
customer info page.”
“Not optimized for use on a
tablet; very buggy.”
“From the payment page, I was
directed to a legal disclaimers
page. From there, I had no idea
how to complete my order.
Could not edit items.”
“I did not notice at first that the
proceed to checkout was in the
box that came up. It took two
attempts for me to choose it.”
“It was not clearly defined of
what or where the “proceed to
checkout” was within the
checkout window.”
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33. Overall Shopping Attitudes
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34. Overall Shopping Attitudes
?
How do you feel about registering on a website before making a purchase from your Tablet?
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35. Overall Shopping Attitudes
?
How do you feel about registering on a website before making a purchase from your Tablet? - Comments
“If it is a one time purchase and
I don’t see myself purchasing
anything in the immediate
future, I don’t register.”
“It depends on the site and if I
trust them.”
“I’ll register if it is a site I use often.”
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36. Overall Shopping Attitudes
?
Do you think it's important to have a fast payment process when shopping online using your Tablet?
www.userzoom.com

37. Overall Shopping Attitudes
?
Is it important to have a fast payment process when shopping online using your Tablet? – Comments.
"Security is very important these
days and it would make me more
comfortable using my tablet
knowing it was more secure.”
“Only if I have a working security
system, and that I am guaranteed
that the site is legitimate, and
secure itself.”
www.userzoom.com

38. Overall Shopping Attitudes
?
Based on today's browsing experience, how likely are you to make a purchase…
35%
Likely
In a store
56%
Online
50%
Indifferent
34%
15%
Unlikely
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
www.userzoom.com

39. Overall Shopping Attitudes
?
Based on today's browsing experience, how likely are you to make a purchase…
41%
Likely
30%
In a store
Online
37%
Indifferent
37%
22%
Unlikely
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
www.userzoom.com

40. Overall Shopping Attitudes
?
Based on today's browsing experience, how likely are you to make a purchase…
62%
Likely
45%
In a store
Online
31%
Indifferent
45%
7%
Unlikely
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
www.userzoom.com

41. Overall Shopping Attitudes
?
Based on today's browsing experience, how likely are you to make a purchase…
Comparing the three sites on likelihood to make a purchase.
56%
UnderArmour
35%
Online
30%
NorthFace
In a store
41%
45%
Columbia
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
www.userzoom.com

42. Net Promoter Score - NPS
4
-7
- 26
+5
Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred
Reichheld. © 1996-2013. Bain & Company
+1
+3
www.userzoom.com

43. Net Promoter Score - NPS
“Great selection of products, the
site is easy to navigate, the
images are clear and detailed
and the process is easy”
“Expensive”
“Adding information on
Checkout page was TERRIBLE.
Screen kept scrolling and
jumping. If this was a real
purchase I would have given up
and you would have lost my
business.”
“The whole website experience
lessened my overall perception of
this brand!.”
Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred
Reichheld. © 1996-2013. Bain & Company
“I wish their winter coat
selection came in bigger sizes.
When it gets to be 30 below, it is
nice to have a jacket that fits
over multiple layers.”
www.userzoom.com

44. Conclusion
How effective is the tablet experience? All sites tested
• Image, price filters and product description need to be precise
to entice purchases online.
• Price filters on the sites performed poorly. Users rely heavily on
this filter while sorting their choices online.
• Checkout usability has much to be desired. A lot of users
couldn’t locate the Add to cart and checkout buttons.
www.userzoom.com

45. Conclusion
Which brand offers better usability?
• UnderArmour had the best overall usability and more likely to
have online conversions than any other site.
• 56% of the UnderArmour users would have made the purchase
online based on their Tablet experience.
www.userzoom.com

46. Conclusion
How is it likely to influence the consumer's final shopping
decision?
• 56% of the UnderArmour users would have made the purchase
online based on their Tablet experience. (35% in store).
• 30% of the NorthFace users were more likely to make a
purchase in the store. (41% in store).
www.userzoom.com

47. Conclusion
How does it affect the overall brand experience?
• UnderArmour users rated the site most preferably and was the
only site to have a positive NPS score (+4).
• Columbia had an NPS rating of -7 and NorthFace had -26
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48. Questions?
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