1. Webinar Online Fashion UX Benchmarking Study An examination of four major online retailers 1st June 2011

3. Study Background

4. Methodology and Technology

5. Findings and Opportunities

6. Questions and Comments

7. UserZoom at a glance

8. Whatusersdo at a glance2

9. 3 Introductions Arthur Moan Country Manager UK & Ireland at UserZoom Giuseppe Sorrentino User Experience Researcher at UserZoom 3

11. The features they find appealing

12. The factors that affect brand perception

13. How well retailers achieve cross-sell and up-sell

14. If the delivery options are easy to understand, specifically for non-registered customers

15. To compare performance across 4 major online fashion retailers

16. Introduction and review of UX Benchmarking methodology

17. Introduction and review of UserZoom software solution for conducting this type of research complimented by whatusersdo methodology4

18. 5 Study Background 5

19. 6 Methodology and Technology 6

21. 8 10 must-dos with UX Benchmarking Define measurable & comparable UX-related KPIs (key performance indicators) Select competitors to benchmark against Define target audience Identify common site activities/tasks (between-subjects design) Conduct research using scenario-based testing Gather both quantitative & qualitative data Use the quantitative data to test for statistically significant differences between means or proportions Use qualitative data to support your findings and understand the why Research at least twice a year to measure design changes and trends in expectations Use the right research solution/tool 8

23. In their natural context

24. From geographically spread locations

25. Users try to complete tasks(or goals) + answer questions

26. No human moderation needed

28. Natural context

29. Analyze data real-time using UZ Analytics Effectiveness + efficiency ratios

30. Analyze data using UZ Analytics Qualitative feedback collected. Easy visualization through ‘text clouds’

31. 14 UserZoom Results - Behavioural 14

33. Task 1: Find a specific pair of Diesel jeans, select a size and add them to the basket

34. Task 2: Browse for a top of their choice to complete outfit

36. Perceived usability of the internal search engine

38. Perceived Trustworthiness

39. What was liked most/lease about the sites

40. Likelihood to recommend: (Net Promoter Score)

41. Perception of brands (Brand Polar Matrix)15

43. Females , aged 18 to 30

44. Have bought clothes online often in the last three months and intend to do so in the near future

45. Not customers of the site used in the study, however; shop on various other online fashion sites16

47. Site that offers the best direct search experience: Very

48. Site that offers the best product page: Very, John Lewis

49. Site that offers the best online customer support: Asos

50. Brand perceived as most exciting and inspiring: Asos, Very

51. Most likely to recommend to friends: Very17

52. Findings and Opportunities 18

53. Top level overview of Task 1 across all retailers: “Find a specific pair of Diesel jeans, select your size and add it to your shopping basket” 19

54. Task 1 – Performance Metrics

55. Task 1 – Performance Metrics

56. Task 1 – Performance Metrics

57. Task 1 – Self Reported Metrics

58. Task 1 – Search Usability

59. Task 1 – Very Search

60. Task 1 – Very Navigate

65. Task 1 – Search Usability

66. Task 1 – Search Results Page 32

67. Task 1 – Search Results Page 33

68. Task 1 – John Lewis Search 34

69. Top level overview of Task 2 across all retailers“Find a top of your choice to complete the outfit” 35

71. Easiness to recognize and read the product price (Task 1)

72. Easiness to understand the product information

73. Effectiveness in helping the user to complete the task

74. Perceived utility of “other products” suggestion

76. Task 2 – Product Page Usability C.I. 90%

78. no abbreviations

80. Task 2 – John Lewis Similar Items

81. Task 2 – Design Details

82. Task 2 – Design Details

83. Top level overview of Task 3 across all retailers: “Find the cost of a specific delivery option” 44

84. Task 3 – Performance Metrics

85. Task 3 – Performance Metrics C.I. 90%

86. Task 3 – Performance Metrics C.I. 90%

87. Task 3 – Self Reported Metrics C.I. 90%

88. Task 3 – Customer Support Usability C.I. 90%

89. Task 3 – Customer Support Usability C.I. 90%

92. 53 John Lewis Task Abandonment: Finding Next Day Delivery Couldn't find the next day delivery information anywhere on website I didn't want to put in all of my personal information and this seemed the only option to complete the task, in a general circumstances i would like to know how much delivery will cost before i get to this stage. I tried to click on help and this was unhelpful and basic. When looking at the items in my basket there was no option for delivery and no information box clearly showing prices To locate delivery prices I guess I had to continue but as I have no account with them I could not do this. It did say free delivery on purchases over £30 but I would assume that is within 3 working days! Not very clear at all!!! 53

93. 54 John Lewis Basket 54

94. 55 Successful Solutions 55

95. Final Questionnaire 56

97. Attractiveness;

101. Final Questionnaire – Brand Perception

102. Final Questionnaire – Net Promoter Score 6% -18% -4% -8%

104. Young females find the whole area of negotiating the size options online to be ‘scary’ site owners therefore must work harder to elevate this experience and make it easier and a less daunting experience.

105. Young females relate very well to the catwalk video view of products we found that on a number of occasions participants opened a secondary tab to find this option online and in most cases ended up on the ASOS site even if they are shopping elsewhere.

106. John Lewis is not appealing to this demographic as reflected in their key overall performance.

107. Delivery transparency can be the deal breaker in acquiring new customers. Forcing registration before the deliver price is confirmed must be addressed as it has a direct impact on conversion, as a minimum providing a clear link to where accurate information can be found within the basket.63

108. Return On Investment £ >Attract > Convert > Retain

109. 65 Q & A 65

111. 10 years experience in UX research & consulting

112. Offices in Sunnyvale (CA), Cheshire (UK) and Barcelona (Spain)

113. Created because traditional UX research methods are great but not enough66

115. Based in the UK, established 2008

116. Serving top tier online customers including BT, TUI, Comet, Northern Rock and Nectar and 100's of SMEs

117. Large panel of UK internet users, now expanding into France, Germany, Italy and Spain

118. We have made it simple, fast and affordable for website owners to observe real people using their websites and hear their spoken thoughts. It takes just 5 minutes to setup tests online and results (in the form of narrated videos) are available within 48 hours.67

119. A selection of UserZoom’s clients

120. Thanks so much for your time! Check out our upcoming events at www.userzoom.com Sunnyvale (USA) 440 N. Wolfe Rd. Sunnyvale, CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuez Barcelona (Spain) Av. Diagonal 419 3º 2ª 08008 Barcelona Phone: +34 93 414 7554 Fax: +34 93 209 8380 Contact: Xavier Mestres Cheshire (UK) Booths Park. Chelford Road, Knutsford, Cheshire WA16 8GS Phone: + 44 (0)1565 759890 Cell: + 44 (0)7900 472 920 Contact: Arthur Moan