20140627 UX Lab debrief V1

Customer Study
1.0x

20140627 UX Lab debrief V1

Created 2 years ago

Duration 0:00:00
lesson view count 34
Select the file type you wish to download
Slide Content
  1. User experience lab

    Slide 1 - User experience lab

    • July 1st 2014
    • Debrief
  2. Overview of “Purchase path” work package

    Slide 2 - Overview of “Purchase path” work package

    • SOURCE: Purchase path team
    • Focus of today
    • Key activities
    • How
    • Conversion rate increase
    • Purpose
    • UX lab
    • Intercept survey
    • Improve
    • Prove/ disprove hypothesis from UX lab
    • Prioritize on actions that matter most
    • Refine intercept survey to put quantitative data behind site improvement actions
    • Test and refine
    • Constantly monitor results of improvements
    • Refine improvements based on results
    • Implement A/B testing capabilities e.g., Optimizely, and test improvements
    • Additional tools
    • Generate more data around detailed on-site browsing behavior e.g., clickmaps, most commonly read text
    • Implement on-site flow tools e.g., Crazyegg
    • Improve site features that matter most to consumers and increases likelihood of conversion
    • Implement prioritized site features
    • Generate hypothesis for site improvement actions
    • Understand customer purchase flow and where/how store can influence them
    • Invite 10 consumer from Shanghai for a natural online shopping session, with follow-up interview
  3. Research plan for user experience lab

    Slide 3 - Research plan for user experience lab

    • SOURCE: Purchase path team
    • Observe natural online shopping session
    • Interview
    • 1-2 hours
    • Methodology
    • Samples
    • Invite users to come to a set-up location and do a natural online shopping session
    • Look over their shoulder through unidirectional glass
    • Have them verbally comment on each activity and site they visit, while the moderator takes notes
    • “Enforce” a visit to store.com and Tmall flagship store if they were not in the natural flow
    • Follow up on their session with detailed questions around
    • What they were looking for at each stage and what features they used on each site
    • What could be improved on store.com and Tmall flagship store
    • Recruit 12 samples of potential online tablet shoppers
    • Across different stages of the purchase journey i.e., consideration, evaluation, purchase and post-purchase
    • Who consider to buy Microsoft Surface
    • Even split between male and female
  4. Slide 4

    • Respondent profiles
    • SOURCE: Ipsos
    • Females
    • Males
    • 陈莉
    • Li Chen
    • Age: 20
    • Family status: Unmarried
    • Occupation: Student
    • Purchase stage: Early stage, searching devices
    • 钱晓佳
    • Xiaojia Qian
    • Age: 25
    • Family status: Married with children
    • Occupation: Admin in ship building company
    • Purchase stage: Early stage, searching devices
    • 李祺
    • Qi Li
    • Age: 32
    • Family status: Married with children
    • Occupation: HR manager in construction company
    • Purchase stage: Comparing devices
    • 周雨佳
    • Yujia Zhou
    • Age: 23
    • Family status: Unmarried
    • Occupation: Admin in abroad education company
    • Purchase stage: Comparing devices
    • 张媛
    • Yuan Zhang
    • Age: 31
    • Family status: Married with children
    • Occupation: Customer service rep in export company
    • Purchase stage: Shortly before purchase
    • 王艳丽
    • Yanli Wang
    • Age: 28
    • Family status: Married with children
    • Occupation: Programmer in graphical solutions company
    • Purchase stage: Shortly before purchase
    • 钱宁
    • Ning Qian
    • Age: 34
    • Family status: Married without children
    • Occupation: Doctor
    • Purchase stage: Early stage, searching devices
    • 祁灵骏
    • Lingjun Qi
    • Age: 23
    • Family status: Unmarried
    • Occupation: Manager in car dealership
    • Purchase stage: Shortly before purchase
    • 黄维列
    • Weilei Huang
    • Age: 41
    • Family status: Married with children
    • Occupation: Admin in law firm
    • Purchase stage: Early stage, searching devices
    • 蒋昶晨
    • Changchen Jiang
    • Age: 22
    • Family status: Unmarried
    • Occupation: Student
    • Purchase stage: Shortly before purchase
    • 寿晨飞
    • Chenfei Shou
    • Age: 27
    • Family status: Married with children
    • Occupation: Manager in HR company
    • Purchase stage: Comparing devices
    • 王强
    • Qiang Wang
    • Age: 28
    • Family status: Unmarried
    • Occupation: Senior manager in Sinopec
    • Purchase stage: Shortly before purchase
  5. Summary of UX lab findings

    Slide 5 - Summary of UX lab findings

    • SOURCE: Team analysis
    • 2 different purchase journeys based on tech savviness
    • Tech savvies are more present on professional sites and KOL on social media, rely on online stores to check negative user reviews and prices/promotions
    • Tech unfamiliars rely more on search engines to get information, also rely on stores for user reviews and price/promotion checks
    • Multiple levers for Store to capture these consumers
    • Traffic: Early awareness building required to be considered potential purchase channel
    • Conversion: User generated content for acknowledgement of buying the right device, and more payment/delivery options
    • AOV: NPTB engine to make accessory choice more convenient
    • Consumers expect to complete different tasks on each page type, page design should be optimized to make these tasks as smooth as possible
    • Home: Find hottest products and best deals
    • Category page: Compare and find the fitting device
    • PDP: Get info from other users and check best deals; understand what accessories were bought by others
    • Cart: Bookmark observed items and regularly check on deals; make sure that the correct item is being bought
    • Checkout/Payment: Maximize value of payment via loyalty points and schedule delivery
  6. Slide 6

    • Contents
    • Consumer shopping journey
    • MS Store site feedback
  7. 2 distinct online purchase paths based on tech savviness

    Slide 7 - 2 distinct online purchase paths based on tech savviness

    • SOURCE: UX lab June 2014; team analysis
    • What MS Store should increase
    • Path 2 (Tech unfamiliars)
    • 2
    • 23 year old female
    • Little understanding of technology
    • Shops for latest trendy products
    • Path 1 (Tech savvies)
    • 1
    • 28 year old male
    • Tech enthusiast, frequently visits tech websites
    • Looks for functionality and technical specs
    • Awareness / traffic
    • Conversion, AOV
    • Conversion
    • Conversion
    • Awareness / traffic
    • Search
    • Purchase
    • Pay
    • Fulfill
    • Loyalty
    • Asks friends
    • Searches on Baidu and lands on semi-professional comparison sites
    • Visits stores for customer feedback
    • Is influenced by design, needs intuitive and easy site
    • Looks for best deals
    • Wants convenience
    • Looks for benefits e.g., credit card loyalty points
    • Can wait a few days
    • Needs a clear promise on when it will arrive
    • Tends to become brand loyalist based on usage experience
    • Will not inform themselves about tech until they see ads on TV/video sites or when new device is needed
    • Browses professional tech websites for reviews
    • Visits others stores for customer feedback
    • Does not look at site design much
    • Mainly looking for best deals
    • Looks for benefits e.g., credit card loyalty points
    • Wants to have devices as soon as possible
    • Shares experience with others, especially tech unfamiliars
    • Continues checking on latest tech trends
    • Less brand loyal
  8. Tech savvies are influenced by professional and real user reviews, and try to maximize the value of their purchase

    Slide 8 - Tech savvies are influenced by professional and real user reviews, and try to maximize the value of their purchase

    • SOURCE: UX lab June 2014
    • 1
    • Key benefits sought after
    • 3rd party payment e.g., WeChat
    • COD credit card payment
    • Loyalty points that are useful, potentially other loyalty partners
    • Key benefits sought after
    • Price match / low price guarantee
    • Free goodies / accessories
    • Original, new (unrefurbished) devices / safety feeling
    • Accessory recommendations based on what others bought
    • Many bundle options
    • Easy checkout and account options
    • Key benefits sought after
    • Same-day delivery
    • High-speed delivery for premium price
    • Key benefits sought after
    • Acknowledgement as “tech professional” from others
    • After-sales service for technical issues, preferable offline or over phone
    • ZOL
    • PC Home
    • Engadget
    • Social
    • OEM sites
    • Other stores
    • Purpose
    • Read professional articles
    • Understand pain points of devices
    • Check user comments
    • Get latest tech news
    • Check official tech specs
    • See hottest selling products
    • Understand realistic and negative customer reviews
    • Search
    • Purchase flow
    • Shop
    • Pay
    • Fulfill
    • Loyalty
    • Sites visited
  9. Tech unfamiliars rely more on search engines and WOM, while also trying to get the best deals

    Slide 9 - Tech unfamiliars rely more on search engines and WOM, while also trying to get the best deals

    • SOURCE: UX lab June 2014
    • 2
    • Key benefits sought after
    • 3rd party payment e.g., WeChat
    • Instant banking (快捷银行)
    • Key benefits sought after
    • Price match / low price guarantee
    • Free goodies / accessories
    • Acknowledgement from others that they made the right choice
    • Easy-to-understand accessory recommendations based on other people’s choices
    • Easy checkout and account options
    • Key benefits sought after
    • Clear delivery promise
    • Fast delivery within 1-3 days
    • Key benefits sought after
    • Set-up and migration support
    • After-sales service, preferable offline or over phone
    • Purpose
    • Search
    • Purchase flow
    • Shop
    • Pay
    • Fulfill
    • Loyalty
    • Sites visited
    • Check discussions from real users
    • Search for general info and reviews about products
    • Check official tech specs
    • See hottest selling products
    • Read customer reviews
    • Baidu Zhidao
    • Baidu Tieba
    • Search engines
    • OEM sites
    • Other stores
  10. What MS Store can do differently to capture these consumers

    Slide 10 - What MS Store can do differently to capture these consumers

    • SOURCE: UX lab June 2014; team analysis
    • Awareness / earned traffic
    • Where to capture
    • AOV
    • On site
    • Conversion
    • On site
    • Potential lever
    • Next product to buy recommendation engine
    • Hottest accessories/bundles that were purchased by others
    • Site improvements
    • More videos about real-life use cases e.g., “Watch movies in bed”
    • More pictures of devices e.g., large 360 degree HD pictures
    • Enhanced, larger customer review section on the site
    • Partner with new delivery partner for more delivery options and promise
    • Inclusion of 3rd party payment methods
    • Free devices/exclusive benefits to authors on Pchome, ZOL, Engadget
    • Partner with BG and have them show store in their ads to build store awareness together with product awareness
    • Create sub-pages on store.com for product comparison, reviews, latest news/blogs, more customer generated content
    • Buy on other stores and leave comments about store.com in user review section
    • Recruit purchasers as KOL
    • Self-directed game with badges for people who set up their devices e.g., get badges for “Set up user account”, “Installed 3 apps from Metro store” with coupons for next purchase
    • Professional review sites
    • BG activities
    • SEO
    • Other retailer sites
    • Social
    • On site
  11. Slide 11

    • Contents
    • Consumer shopping journey
    • MS Store site feedback
    • Store.com
    • Tmall Flagship Store
  12. Slide 12

    • Contents
    • Consumer shopping journey
    • MS Store site feedback
    • Store.com
    • Tmall Flagship Store
  13. Consumers expect to complete different tasks on each page type

    Slide 13 - Consumers expect to complete different tasks on each page type

    • Search
    • Shop
    • Pay
    • Fulfill
    • Loyalty
    • Info about accessories
    • Find the hottest products
    • Compare and find the fitting device
    • Info about device and accessories from other users
    • Find the next upgrade products
    • Find the next upgrade products
    • Find the next upgrade products
    • Cart
    • Home
    • Category page
    • PDP
    • Checkout/Payment
    • Get loyalty points
    • Get information about payment options
    • Find information about payment options
    • Schedule delivery and get delivery time promise
    • Find info on delivery times and options and check if other users had problems with the store
    • Schedule delivery and get delivery time promise
    • Bookmark observed items and get info on special promotions and bundles
    • Find the best deals
    • Check prices of all different models
    • Get info on special deals and bundles
    • Check if the right item was bought
  14. Home should put more emphasis on bestsellers and deals

    Slide 14 - Home should put more emphasis on bestsellers and deals

    • SOURCE: UX lab June 2014
    • Typical consumer improvement input on key site elements
    • 1
    • 4
    • 6
    • 5
    • 5
    • 5
    • 3
    • 7
    • 2
    • Site overview
    • 1
    • 4
    • 6
    • 3
    • 7
    • 2
    • Search/ Loyalty
    • Shop
    • 5
    • Navigation bar
    • “Should have Chinese language for all categories, if possible”
    • “Only category links are required, small text below and pre-launch info seems like clutter”
    • Pop-out navigation bar
    • Was not noticed by visitors in UX lab
    • QR code / social
    • “Unnecessary, should be smaller or removed”
    • Hero banner
    • “Current implementation is good, should continue showing hottest products and best deals”
    • Products
    • “New category “Soon to be launched” to avoid visitors who want to buy now to go to non-purchaseable products”
    • “Not enough products shown, increase density of products”
    • “Put all products together into one section, do not cut with store promise, consumer feedback, QR codes”
    • “Special deals should be highlighted”
    • Store promise
    • “I like it, but it is not important to see here, should be moved below products”
    • Customer feedback
    • “Seems fake, prefer realistic reviews”
    • “Taking up too much space”
  15. Slide 15

    • Typical consumer improvement input on key site elements
    • Site overview
    • Category pages need clearer prices and deeper comparisons
    • SOURCE: UX lab June 2014
    • 1
    • 2
    • 5
    • 4
    • 6
    • 3
    • 1
    • 2
    • 3
    • 3
    • 4
    • 5
    • 6
    • Search/ Loyalty
    • Shop
    • Hero banner
    • “Should not show something I cannot buy yet”
    • “Prefer to see best deals”
    • Device comparison
    • “I would like to see clearer prices for each model, not ‘starting at…’”
    • “What do the stars mean? Is the Surface 2 with 4 stars better than the Surface Pro 2, which is more expensive?”
    • “Comparisons are not detailed enough. What is the processing speed? Is the hard drive a SSD?”
    • “Would be great if I had all the info here and could purchase directly”
    • Video
    • “It is too small and hardly noticeable”
    • “They should have more videos, but focused on more real-life use cases. I want to see them play games at high FPS”
    • Ad text
    • “I don’t understand it, and clicking on it doesn’t bring me somewhere where I can get more information”
    • Accessories
    • “Why do you show accessories that haven’t launched first?”
    • Training
    • Skipped by visitors in UX lab
  16. Slide 16

    • Typical consumer improvement input on key site elements
    • Site overview
    • PDP pages should have more user generated content
    • SOURCE: UX lab June 2014
    • 1
    • 2
    • 4
    • 6
    • 3
    • Search/ Loyalty
    • Shop
    • Pay & fulfill
    • 7
    • 8
    • 1
    • 2
    • 3
    • 4
    • 7
    • 5
    • 6
    • 8
    • 4
    • 5
    • Product picture
    • “Want to see more pictures, especially real ones from users, not advertisement pictures”
    • “I want to see every detail, a 360degree picture in HD would be great”
    • Video
    • “It is too small and hardly noticeable”
    • “They should have more videos, but focused on more real-life use cases. I want to see them play games at high FPS”
    • Windows/Office benefits
    • “Looks interesting, but what does it mean? I cannot click it”
    • Tech specs
    • “I usually get the information from the official site”
    • “The information shown here is repetitive and long, I will not read it “
    • Accessories
    • “I want to know what other bought with this device”
    • “I cannot see enough accessories”
    • Training
    • Skipped by visitors in UX lab
    • User comments
    • “This is the most important thing and should be higher up”
    • “I want to group them by positive and negative”
    • “There are not many reviews, this place must be not a good place for people to buy”
    • CTA area
    • “I did not know you had bundles, it is hard to see and the vertical alignment is not natural”
    • “Before I buy, where can I see special promotions?”
    • “I cannot click the large blue button, what does it do?”
    • “What payment method can I use?”
    • “Are there options for delivery? How long does it take to get shipped?”
  17. Cart page should make better use of empty space by showing promotions and product recommendations

    Slide 17 - Cart page should make better use of empty space by showing promotions and product recommendations

    • SOURCE: UX lab June 2014
    • Typical consumer improvement input on key site elements
    • 1
    • 2
    • 4
    • 3
    • 2
    • 4
    • 3
    • 1
    • Site overview
    • Search
    • Shop
    • Pay
    • Fulfill
    • Product recommendation
    • “I want to see more than just 3”
    • “What did others buy? I would like to be reminded if I forgot to buy something essential to my device”
    • “It would be better to show this in the empty area below the cart items”
    • Items in cart
    • “I want to see more specs to make sure I am buying the correct item”
    • Blank area below items in cart
    • “I use the cart to bookmark items that I am observing, it would be great to see special deals directly in the cart before I have to click to the product page again”
    • “I thought the page ended after the blank area, why is the vertical content on the right side not horizontal?”
    • “I want to continue shopping, how do I go back?”
    • Checkout
    • “It asks me to choose my payment option, but I cannot click any of the options”
    • “I need more info, is credit card on delivery available?”
    • “Is there only one standard option for delivery? What if I want extra fast delivery?”
    • “How long does it take to deliver?”
  18. Payment and delivery options are important, but still unclear or insufficient to customers

    Slide 18 - Payment and delivery options are important, but still unclear or insufficient to customers

    • SOURCE: UX lab June 2014
    • Typical consumer improvement input on key site elements
    • Site overview
    • 4
    • 2
    • 3
    • 2
    • 3
    • Shop
    • Pay
    • Fulfill
    • 4
    • 1
    • Items in cart
    • “I want to see more specs to make sure I am buying the correct item”
    • Fapiao
    • “Why is 个人发票 the standard options? I would like to have more information directly here instead of clicking the FAQ”
    • Payment
    • “I want a financing option, is that available? Is it free?”
    • “I currently only use WeChat payment, unfortunately I cannot find it”
    • “I want COD, but want to pay with my credit card on delivery. Who has 7,000RMB in cash lying around? It would be a big waste to not use my credit card for loyalty points for this”
    • “I prefer 快捷银行 for quick payment, but cannot find it here”
    • Delivery
    • “How long does delivery take?”
    • “I do not want to call customer service just to understand delivery times”
    • “I prefer having more delivery options”
    • “Can I have a technician to deliver to me and set it up with me?”
    • 1
  19. Slide 19

    • Contents
    • Consumer shopping journey
    • MS Store site feedback
    • Store.com
    • Tmall Flagship Store
  20. Consumers have mixed feelings about MS Tmall Flagship Store

    Slide 20 - Consumers have mixed feelings about MS Tmall Flagship Store

    • SOURCE: UX lab June 2014
    • Typical consumer improvement input on key sub-sites
    • Tmall site design has changed after UX lab (during 618), how relevant are these comments?
    • Home
    • Overall design
    • “I like the unique design of B&O or Apple store. It feels more premium and delivers a better shopping experience”
    • “I am more familiar and comfortable with the standard Tmall design. I can find everything easier this way”
    • Promotions
    • “It gives the site a very low, non-premium feeling. I would rather like to have 3-5 hottest products and promotions”
    • Products
    • “There are too many items, not even sorted by category. How am I supposed to find what I want?”
    • “It is not clear to me why MS Store is selling Lenovo products, is this store fake?”
    • Navigation bar
    • “It completely gets lost within all the chaos, I barely noticed it”
    • Category page
    • Product pictures
    • “It is too cluttered and mixed. Should be devices first and then accessories”
    • PDP
    • PDP area
    • “Pictures come too late, they should come before tech specs”
    • “There should be more videos for me to learn more about the product”
    • “I prefer product pictures over model pictures”
    • Recommendations
    • “These are very clear. It is standard Tmall style and very intuitive for me to see what is typically bought by other customers”
    • Chat
    • Skipped by visitors in UX lab
    • Ad area
    • “Why is Xbox showing up on a Surface page? It is not what I want and it is distracting me from my real purpose”