Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation analyzes the user experience of Zappos.com along four dimensions - branding, usability, functionality, and content. The presentation also compares Zappos with its nearest competitors and identifies the gaps and the measures to fill those gaps in terms of digital user experience.

1. Anurag Jaiswal
Carlo Stimamiglio
Einar Jóhannesson
Lior Agassi
Roberta Narikawa
Ruchita Vora
Shirley Kleinman
Valeria Deserto
THE USER EXPERIENCE

2. THE IDEA
Has anybody
bought shoes
or apparel
online?

3. THE IDEA
Who would be willing to buy shoes
without trying them on?
Zappos Solution
Free Shipping both ways
365 day return policy
24/7 “best in the industry” customer
service

4. THE BUSINESS
MODEL
Goods Sold
Inventory
Costs
Shipping
Returns
Sales of Marketing
“Happiness & Delight”
Revenues
Shoes, Apparel, House Fast, Strategy
Easy, Friendly
wares Experience for Users
Apparel & Footwear
Any Gender, Young &
Customers Collaborators
Brands, Delivery
Tech Savvy
Companies

5. PURCHASE PROCESS
User Purchase Process
Search on Search on Receipt of
Purchase Feedback
Google Zappos.com goods
SEO/SE Categorization Secure Return Policy Excellent
M Customer
Appealing Website Payment Free Shipping Support
Zappos’ focus to enhance this experience

6. USER
EXPERIENCE
Branding Usability
Functionality Content

7. BRANDING
Aesthetics and desired projection of the organizational image and message
Brand visibility Delivery of the brand-promise
Visual impact of the site

8. USABILITY
Processes, applications and interactivity
Live Help
Categorization
Personalization

9. USABILITY

10. USABILITY
Thematic Shopping

11. FUNCTIONALITY
Ease of use, navigation and accessibility
Search with predictive text
Custom Search
0/5

12. CONTENT
Content of the site (text, multimedia, images) and information architechture
Link density

13. CONTENT
Predictive
User reviews Suggestions
Price
Availability
Product
Attributes

14. CONTENT
Multimedia and Graphics

15. CONTENT
Crowdsourced Tags
Customer Reviews

16. BEST
•
PRACTICES
Great SEO/SEM strategy which boosts visibility
• Great use of digital marketing tools , great user engagement!
– Zappo’s channel in YouTube Zappo’s for Android and iOS devices

17. BEST PRACTICES
BEST
Presence in social
PRACTICES
media

18. BEST
Facebook app
PRACTICES
Blogs and communities

19. BEST
PRACTICES
• GREAT CUSTOMER SERVICE!
 24/7 active call-center
 Great kindness (5 hours,57 secs the
 longest call)
 Support to customers in website navigation
 Suggestion of competitors when a product is
out of stock
• RELIABILITY/TRUST
 Great brand awareness
 Great refferrals!
 Clear policy
 Fast delivery: 365 overnight free shipping
 Free returns

20. BEST
PRACTICES
• GREAT CUSTOMER SERVICE!
 24/7 active call-center
 Great kindness (5 hours,57 secs the
 longest call)
 Support to customers in website navigation
 Suggestion of competitors when a product is
out of stock
• RELIABILITY/TRUST
 Great brand awareness
 Great refferrals!
 Clear policy
 Fast delivery: 365 overnight free shipping
 Free returns

21. BEST
PRACTICES
• HUMANIZATION OF ONLINE SHOPPING
EXPERIENCE
– Customers know people behind the website
• product descriptions
• ads
• employees section on the website with
pictures.
– Free returns no questions for one year
overcome the try, feel touch barrier
– Opportunity for the customer to make a
tour in the company
– Gifts (flowers example)
• GREAT COMPANY CULTURE
– Family
– Values
– Work and fun
http://www.youtube.com/watch?v=IjUoexLNTvc

22. LIFE AT
COMPETITORS
ZAPPOS

23. COMPETITORS
OTHER
ONLINE SHOE
SELLERS
OTHER ONLINE FASHION
CLOTHES/ ACCESS. ONLINE
SELLERS RETAILERS
ONLINE SALE
E-COMMERCE OF ZAPPOS’
WEBSITES BRANDS

24. COMPETITORS
unique visitors

25. COMPETITORS
COMPETITORS

26. COMPETITORS
COMPETITORS

27. COMPETITORS
• Appealing websites
• Collaborations (virtual dresses)
• Fashion content to engage fashion
conscious people

28. COMPETITORS
• Made to order
• Customized products
• Augmented reality

29. PAIN POINTS
Low Personalization, No Dynamism
Website too cluttered
Have to wait to try on

30. SOLUTIONS
VRM, User experience
ZN application
Walk through – 3D
Augmented Reality Feature – “Dress Me” app

31. THANK YOU FOR
CALLING
ZAPPOS
CUSTOMER
SERVICE….
HOW HAS BEEN
YOUR
EXPERIENCE?