Barrats Shoes User experience review

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Barrats Shoes User experience review

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Barrats Shoes User experience review

  1. 1. Website customer experience review © Copyright 2013 Tony Minides
  2. 2. Website customer experience Presentation Road map 1. Usability 2. User journeys 3. Sales Channels 4. The Gap 5. Past work © Copyright 2013 Tony Minides
  3. 3. Website customer experience Usability & User Journeys © Copyright 2013 Tony Minides
  4. 4. Usability First Impressions Website customer experience The site “as is” What it does: • • • • • Functional does what it says on the tin Unappealing design Reactive Product-focused What it doesn't do • • • • Does not know me Treats all customers equally It is unable to “understand” what I want Not mobile friendly © Copyright 2013 Tony Minides
  5. 5. Usability Proposed Improvements Website customer experience Existing Design • • • • • • • Unappealing Harsh Strong edges Strong colours No communication No personalisation Scrolling • Engage a good creative agency © Copyright 2013 Tony Minides
  6. 6. Usability Proposed Improvements Website customer experience Banner • • • • • In your face Not targeted for me Bland Covers the site Confusing Needs to go! © Copyright 2013 Tony Minides
  7. 7. Usability Proposed Improvements Website customer experience Predictive search • When I want to search, as a website user I want to see returned matches to whatever I am typing © Copyright 2013 Tony Minides
  8. 8. Usability Proposed Improvements Website customer experience Personalised Content Personalization can radically change what is shown on the website by service content customised and suited to each visitor’s profile. Quality content is key and the more personalised the content is, the higher is the perceived quality. © Copyright 2013 Tony Minides
  9. 9. Usability Proposed Improvements Summary Website customer experience Predictive search Banner Site Design Personalised Content © Copyright 2013 Tony Minides
  10. 10. User Experience Website customer experience User Journeys This is the journey of “Mark” your typical customer… © Copyright 2013 Tony Minides
  11. 11. User Experience User journeys Website customer experience Discovery Mark is vising the site and is looking to buy high heel sandals for his wife The site is offering predictive search, navigation and live chat to help him find what he wants Mark now is “engaged” and he’s shown the products © Copyright 2013 Tony Minides
  12. 12. User Experience User journeys Website customer experience Discovery Consider Mark is looking at the various products and he is now think which one to buy The site is offering a number of choices that match Mark’s criteria Mark is considering… © Copyright 2013 Tony Minides
  13. 13. User Experience User journeys Website customer experience Discovery > Consider Select Mark has now decided the pair for shoes he wants for his wife and he selects The site is confirming the selection and is offering various options like colour, size, packaging etc. Mark is pleased he has made a decision… © Copyright 2013 Tony Minides
  14. 14. User Experience User journeys Website customer experience Discovery > Consider > Select Buy Mark has now looking at what he is about to buy and he is given the opportunity to cancel if needed The site is re-confirming the item(s) and is now cross-selling other products like cleaning aids and delivery options, packaging etc. Mark is re-assured that his item will arrive soon… © Copyright 2013 Tony Minides
  15. 15. User Experience User journeys Website customer experience Discovery > Consider > Select > Buy Fulfilment Mark has now received his wife’s shoes and he is pleased with the whole experience. The site is inviting Mark to review the product Mark is re-assured that his item will arrive soon… © Copyright 2013 Tony Minides
  16. 16. Initial Experience User journeys Website customer experience Discovery > Consider > Select > Buy > Fulfilment After-sales care Mark gets all the credit! He feels good, proud, and he had a pleasant experience The site is inviting Mark to • review the product • Feedback any criticism • Buy other products © Copyright 2013 Tony Minides
  17. 17. User Experience User journeys Website customer experience Discovery > Consider > Select > Buy > Fulfilment > After-sales Share Mark feels good and he remembers the plea experience he had Mark wants to share his experience and • • • • • • Post to social networking sites Tell his friends Review the site Get more offers from the site Buy more Feel good © Copyright 2013 Tony Minides
  18. 18. User Experience Website customer experience Sales Channels © Copyright 2013 Tony Minides
  19. 19. User Experience Sales Channels Website customer experience Sales Channels - Today PC Customer Services Store © Copyright 2013 Tony Minides
  20. 20. User Experience Sales Channels Website customer experience Omni-Channel Customer Journey “Seamless experience through all available shopping channels” PC Tablet Phone Customer Services Store <?XML API?> b2b Multiple Touchpoints © Copyright 2013 Tony Minides
  21. 21. User Experience Sales Channels Website customer experience Sales Channels - GAP Tablet Phone <?XML API?> b2b © Copyright 2013 Tony Minides
  22. 22. User Experience Sales Channels Website customer experience Sales Channel Customer Journey - Today Consider Select Buy today today today today today today today Fulfil Aftersales Share today Discover today © Copyright 2013 Tony Minides
  23. 23. User Experience Sales Channels Website customer experience Omni-Channel Customer Journey - Future “Seamless experience through all available shopping channels” Consider Select Buy today today today today ? ? ? ? ? ? Fulfil ? Aftersales ? Discover ? today ? ? ? ? today Share ? ? today today today © Copyright 2013 Tony Minides
  24. 24. User Experience Sales Channels Website customer experience Omni-Channel Customer Journey – GAP Discover Consider Select Buy Fulfil Aftersales ? ? ? ? ? ? ? ? ? ? ? ? Share ? ? ? © Copyright 2013 Tony Minides
  25. 25. User Experience Sales Channels Website customer experience Why Omni-Channel? • integrated seamless ales experience • Eliminates physical location need • Provides an information-rich experience • Multi-point access • Single source of information • Single login • Can facilitate personalised shopping • Merges online and local shopping experience © Copyright 2013 Tony Minides
  26. 26. Customer Experience Review Website customer experience Previous Work – Omni-Channels © Copyright 2013 Tony Minides
  27. 27. Customer Experience Review Previous Work - MDM Website customer experience Master Data Management <?XML API?> Call Centre Admin CMS Marketing Finance © Copyright 2013 Tony Minides
  28. 28. Customer Experience Review Website customer experience Previous Work – Examples
  29. 29. Customer Experience Review Summary • • • • Website customer experience Website Redesign Customer-focused content Omni-Channels Mobile App © Copyright 2013 Tony Minides
  30. 30. Initial Experience Sales Channels Website customer experience Thank you Q&A Discussion © Copyright 2013 Tony Minides

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