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Enhancing User Experience in traditional shopping
Marks & Spencer Brick & Mortar store

Indian Institute of Technology, Gu...
Problem statement

In the 21st century how do we reconcile paradox?
•

Diversity of market and increment in product ranges...
AIM: To enhance User experience in the brick & mortar store of Marks &
Spencer so that we increase the turnover and create...
Objectives

To analyze on customer shopping behavior

To identify difference between online and traditional shopping.
To f...
Analyzing current application
NOW
Easy navigation to cart

Overlapping bottom page navigation with iPad slider

Bottom cat...
Solution Proposed
• Personalize user experience for each user as he enters the store
• Convert every user interaction into...
Target Users

• High Profile Users
• Prefer High End Shopping Experience
• Brand Conscious

• Wish to be updated with late...
Card Sorting
After studying the M&S website, it was observed that there are many
small product categories which can be classified in to...
Home Screen

Home screen representing
broader categories
User Profile
The user Enters the store
and logs in the personal
profile
User Choses options
from Fashion, Lifestyle,
Food ...
Online Access
QuickWebsite M&SWidget

The user can open the
widget on the screen to
navigate inside the store

Quick acces...
Suggestive Popups

The indoor map
displays graphical popups suggesting which
all products are
available in which
areas.
Style Guide

User Selects a footwear

Offers
Suggestions according
to current selection

Favorites in wish list or
in prev...
Lifestyle Guide
User captures image of
lifestyle product
Image of object in data
base retrieved
He places the object in
an...
Selected Image

Home environment
Food & Beverages Guide
User can also customize
his menu by opening his
previous visit menus
Food recopies can be
make pers...
Mirror Mirror on the Wall
Often users find
themselves confused as
to what choice to make
It is generally observed
that peo...
User captures image
Suggestions
Conclusion
As per the proposed solutions the following parameters are hereby fulfilled:
• Personalize user experience for ...
References

http://www.marksandspencer.com accessed on 26-11-2013 at 9:00 am.
http://www.psfk.com/publishing/future-of-ret...
Enhancing UX in E-commerce
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Enhancing UX in E-commerce

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

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Enhancing UX in E-commerce

  1. 1. Enhancing User Experience in traditional shopping Marks & Spencer Brick & Mortar store Indian Institute of Technology, Guwahati Suman Meena Mdes, 124205026
  2. 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. 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. 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. 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. 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. 7. Target Users • High Profile Users • Prefer High End Shopping Experience • Brand Conscious • Wish to be updated with latest trends
  8. 8. Card Sorting
  9. 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. 10. Home Screen Home screen representing broader categories
  11. 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. 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. 13. Suggestive Popups The indoor map displays graphical popups suggesting which all products are available in which areas.
  14. 14. Style Guide User Selects a footwear Offers Suggestions according to current selection Favorites in wish list or in previous purchase
  15. 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. 16. Selected Image Home environment
  17. 17. 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
  18. 18. 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?
  19. 19. User captures image
  20. 20. Suggestions
  21. 21. 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
  22. 22. 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

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