Shipping Options Optimization Study

DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 1eCommerce User Experience
Table of Contents
Executive Summary........................................................................
Customer Experience.....................................................................
CX & UX Competitive Research....................................................
User Test Results............................................................................
Study Findings.................................................................................
Recommendations.........................................................................
2
3
6
11
18
19
Usability Study | 10.06.2016
Tim Broadwater

Executive Summary
The Omnichannel Team has requested that the UX Team complete usability testing for shipping methods during checkout for
the current production website. 1-day and 2-day shipping methods account for 7% of overall fulfillment methods by DSG online
customers. Of the 3% of 1-day shipping orders, approximately 12% of customers call in to the customer service center and
want to know status of the shipment / delivery. 1-day shipping is the biggest pain point for WIZMO (where is my order) calls
and therefore should be a focal point for this research.
Research Methodology
Competitive research was conducted by both the CX and UX Teams, and UserTesting.com was used to develop and
administer remote usability tests for the Omnichannel Team’s analysis. Tests focused on shipping verbiage, terminology,
iconography, and user expectations/understanding of business days and timing.
Research Objectives
• Evaluate user understanding and expectation for different shipping options.
• Determine expected user information and interaction for additional shipping information.
• Test functionality, iconography, and verbiage against user expectations.
• Understand user preference to view more information around shipping methods.
• Assess user understanding as to the meaning of business day.
• Estimate user expectations for cut-off times for business/next-day shipping.

Customer Experience OSAT Data
The following are Contact Rates and OSAT by fulfillment:
FULFILLMENT
METHOD
ORDERS
SURVEY SEND
RATE
SURVEY
RESPONSE RATE
OSAT TOP BOX
TIMELINESS
TOP BOX
TIMING INFO
TOP BOX
2 DAY 165,279 34% 4.1% 69.3% 69.8% 69.5%
GROUND 4,863,840 30% 6.7% 73.1% 71.4% 72.9%
LTL 21,132 26% 9.4% 43.4% 41.1% 43.4%
NEXT DAY 102,755 39% 3.8% 60.4% 59.9% 58.9%
5,208,748 30% 6.6% 72.6% 71.0% 72.5%
LTL Fulfillment
In terms of LTL, (Less-Than-Truckload) fulfillment:
• Overall, the volumes of LTL shipments are low and therefore, the number of impacting contacts is not a huge percentage to total.
• Apart from the Wizmo rates for one-day shipments, LTL scores are the lowest across every other metric.
OSAT data provided by SMG. Due to a data configuration
issue on SMG’s end, there is some partial survey response
data included in the dataset. This is being addressed with
SMG and will be updated shortly

Customer Experience Time-Of-Day Fulfillment
The following are shipping rates by time-of-order:
One & Two Day Shipping Options Same-Day Shipping Options (by Channel)

Customer Experience Verbatims
The following partial customer verbatims are just some from the last year, concern one-day and two-day shipping, and were provided by the CX Team:
“I ordered 2 shirts as gifts and selected 2 day delivery... after receiving shipping
confirmation and tracking the items I realized that something that I ordered on
Monday would not arrive till Thursday even with 2 day shipping. If the intent is to
say it takes 1-2 days to process the order then it should read “Please allow 1-2
business days for order processing” as an indicator that it really isn’t available for
1-2 business day shipping.”
“I ordered a product online that was in stock and... I read the terms below and it
stated that if i placed the order before 12pm the order would ship out that day. I
placed the order early in the morning way before that time so i assumed that my
item would be arriving today. I specifically ordered this product early Monday
morning, paid the extra cost for one day shipping because I needed it to arrive by
Wednesday for a birthday present!“
“I placed an order and paid for 2 day shipping and got half my order. Apparently when
you pay for 2 day shipping it’’s actually 5 day. I could have ordered through Amazon
and got free 2 day shipping and got my daughter’’s birthday gift on time. I feel if you
ask your customer to pay for 2 day shipping it should be 2 day.”
“I ordered a shirt for my son on Tuesday, 11/3/15 at 11:16am and paid $13.99 for
2 day shipping so he could wear it to the Florida Gator football game this Saturday.
As of right now, Thursday 11/5/15 at 2:08pm the shirt has yet to be shipped. I
canceled the order and will never shop at Dicks again.”
“Irritated that I paid for 2 day shipping and the promised delivery is 4 days from
now. Looking for putter grip in San Antonio.”
“Ordered a bushell gps golf watch on line, 5 days ago. No conformation e-mail, also
the add offered free 2 day shipping no product received yet. No way to track this
product after order from web site. This seems to be the only way to contact anyone!
Don’’t believe that I’’ll get a response on this.”
“Paid extra for 2 day shipping and it did not come. Called the customer service
number to see where it is and it has yet to ship. Was in a time crunch for this item for
my daughter and dicks online has failed me thanks a lot.”
“When you pay for one day shipping they should tell you that they take 2 days to
process the order, and that you are wasting your money.”
“We needed a pair of cleats for a weekend tournament. We placed the order online
the evening of 6/8, expecting that they would ship by EOD 6/9 overnight, delivering
Friday 6/10. I paid extra to receive them within 36-48 hours of order, and no where on
the order did it indicate that it would take 1 business day to process rush orders.”

CX & UX Competitive Research ‘White Glove’ Terminology
The following competitive research was conducted by both the CX and UX Teams and focuses on delivery methods,
iconography, ‘white glove’ terminology , contact methods, scheduling, shipping terminology, and timing.

CX & UX Competitive Research Appointment / Contact / Scheduling

CX & UX Competitive Research Shipping Terminology

CX & UX Competitive Research Iconography / Shipping Information

CX & UX Competitive Research Iconography / Shipping Terminology

User Test Results
Have you ever shopped at DICK’s Sporting Goods
before today?
Default Report
Expedited Shipping Survey
October 6th 2016, 8:44 am MDT
Q1 - Have you ever shopped at DICK's Sporting Goods before today?
Answer % Count
No, I have not. 0.00% 0
Yes, I've shopped in one of the stores. 78.00% 39
Yes, I've shopped on the website. 18.00% 9
Yes, I've shopped both in the store and on the website. 4.00% 2
Total 100% 50
What level of ‘online shopper’ would you call yourself?
Q2 - What level of ‘online shopper’ would you call yourself?
Answer % Count
I rarely shop online 0.00% 0
Answer % Count
No, I have not. 0.00% 0
Yes, I've shopped in one of the stores. 78.00% 39
Yes, I've shopped on the website. 18.00% 9
Yes, I've shopped both in the store and on the website. 4.00% 2
Total 100% 50
Q2 - What level of ‘online shopper’ would you call yourself?
Answer % Count
I rarely shop online 0.00% 0
I shop online now and then 22.00% 11
I shop online a lot 42.00% 21
I prefer to shop online whenever I can 36.00% 18
Total 100% 50

User Test Results
If you ordered something online, and you wanted your
order in one business day, what would you expect the
shipping to be called?
Q3 - If you ordered something online, and you wanted your order in one business day,
what would you expect the shipping to be called?
Answer % Count
Priority Shipping 4.00% 2
1 Day Shipping 14.00% 7
Rush Shipping 4.00% 2
1 Business Day Shipping 20.00% 10
Overnight Shipping 6.00% 3
Answer % Count
Overnight Shipping 6.00% 3
Next-Day Shipping 48.00% 24
1 Day, 1 Business Day 2.00% 1
Accelerated Shipping 0.00% 0
Expedited Shipping 2.00% 1
Total 100% 50
*
The current ‘1 Day, 1 Business Day’ term meets 2% of user expectations, whereas
‘Next-Day Shipping’ term meets 48% of users expectations for the shipping method.
OSAT is at 60%, so this disconnect between naming versus overall satisfaction
represents a difference of 58% that could be reduced to 12%.
*

User Test Results
order in two business days, what would you expect the
shipping to be called?
Q4 - If you ordered something online, and you wanted your order in two business days,
what would you expect the shipping to be called?
Answer % Count
Express Shipping 4.00% 2
2 Day, 2 Business Day Shipping 2.00% 1
Answer % Count
Express Shipping 4.00% 2
2 Day, 2 Business Day Shipping 2.00% 1
Total 100% 50
*
The current ‘2 Day, 2 Business Day’ term meets 2% of user expectations,
whereas the ‘2-Day Shipping / 2 Business Day Shipping’ term meets a
combined 82% of users expectations for the shipping method. OSAT is
at 69%, so this disconnect between naming versus overall satisfaction
represents a difference of 67% that could be reduced to at least 29%.
*
*

User Test Results
order in three to six business days, what would you
expect the shipping to be called?
Q5 - If you ordered something online, and you wanted your order in three to six business
days, what would you expect the shipping to be called?
Answer % Count
Standard Shipping 26.00% 13
3-6 Business Days Shipping 16.00% 8
No-Rush Shipping 0.00% 0
3-6 Days Shipping 6.00% 3
Economy Shipping 0.00% 0
Normal Shipping 0.00% 0
Standard, 3-6 Business Days Shipping 52.00% 26
Total 100% 50
Answer % Count
Standard Shipping 26.00% 13
3-6 Business Days Shipping 16.00% 8
No-Rush Shipping 0.00% 0
3-6 Days Shipping 6.00% 3
Economy Shipping 0.00% 0
Normal Shipping 0.00% 0
Standard, 3-6 Business Days Shipping 52.00% 26
Total 100% 50

User Test Results
When ordering something
online, which link would
you click on for shipping
information?
Q6 - When ordering something online, which link would you click on for shipping
information?
Answer % Count
Details 58.00% 29
Information 26.00% 13
Learn More 12.00% 6
Read More 4.00% 2
Total 100% 50
When ordering something
online, which icon would
you click on to see more
information?
Q7 - When ordering something online, which icon would you click on to see more
information?
Answer % Count
a 2.00% 1
b 6.00% 3
Answer % Count
Details 58.00% 29
Information 26.00% 13
Learn More 12.00% 6
Read More 4.00% 2
Total 100% 50
Q7 - When ordering something online, which icon would you click on to see more
information?
Answer % Count
a 2.00% 1
b 6.00% 3
c 4.00% 2
d 0.00% 0
e 2.00% 1
f 86.00% 43
Total 100% 50

User Test Results
Which of the following are not business days?
(select all that apply)
Q9 - Which of the following are not business days? (select all that apply)
Answer % Count
Monday 0.00% 0
Tuesday 0.00% 0
Wednesday 0.00% 0
Thursday 0.00% 0
Friday 0.00% 0
Saturday 90.00% 45
Sunday 96.00% 48
Answer % Count
Monday 0.00% 0
Tuesday 0.00% 0
Wednesday 0.00% 0
Thursday 0.00% 0
Friday 0.00% 0
Saturday 90.00% 45
Sunday 96.00% 48
Holidays 94.00% 47
Weekends 90.00% 45
Total 100% 50

User Test Results
What do you expect is an appropriate cut-off time for
next-day shipping?
Q10 - What do you expect is an appropriate cut-off time for next-day shipping?
Answer % Count
12:00 P.M. Cut-Off Time 12.00% 6
3:00 P.M. Cut-Off Time 58.00% 29
6:00 P.M. Cut-Off Time 20.00% 10
9:00 P.M. Cut-Off Time 10.00% 5
Total 100% 50
You are about to checkout and you want to confirm
your shipping details. What would you expect to
happen if you clicked on the grey icons next to your
shipping options?
Q8 - You are about to checkout and you want to confirm your shipping details. What
would you expect to happen if you clicked on the grey icons next to your shipping
options?
Answer % Count
Answer % Count
12:00 P.M. Cut-Off Time 12.00% 6
3:00 P.M. Cut-Off Time 58.00% 29
6:00 P.M. Cut-Off Time 20.00% 10
9:00 P.M. Cut-Off Time 10.00% 5
Total 100% 50
Q8 - You are about to checkout and you want to confirm your shipping details. What
would you expect to happen if you clicked on the grey icons next to your shipping
options?
Answer % Count
A small informational modal would open up and tell you what your shipping options mean. 78.00% 39
A pop-up window would open a list of all shipping information in one window. 14.00% 7
A new web browser tab would open with a webpage of all of the shipping information, FAQs, and
terminology in one page.
4.00% 2
Nothing would happen. 4.00% 2
Total 100% 50
*
88% of users’ understanding of cut-off
time fails user expectation with DSG
Omnichannel’s cut-off time.
*

Study Findings
Shipping Verbiage Findings
Users prefer numbers, business days, and familiar terminology as opposed to redundant or confusing terminology:
• Next 1 Business Day Shipping (Price)
• 2 Business Day Shipping (Price)
• Standard 3-6 Business Day Shipping (FREE)
Shipping Iconography & Interaction Findings
Users understand the terminology ‘Details’, or ‘Information’ secondarily as access more shipping information. Users expect
the existing icon – with more contrast, pointer, and hover effects – and when clicking on this underlined link, that a ‘small
informational modal would open up and tell you what your shipping options mean’:
• Details  The UI Team should be consulted on styling, but both link and icon should be the same color.
Business Days & Times Findings
90% of users’ understanding of ‘business day’ is that it is Monday through Friday, omits Saturday and Sunday, and excludes
holidays. However, 4% to 10% of users feel that ‘business day’ encompasses holidays and weekends. User expectations
towards order cut-off times for next-day shipping are the following:
• 58% of users expect that 3:00 P.M. is an appropriate order cut-off time for next-day shipping.
• 12% of users expect that 12:00 P.M. is an appropriate order cut-off time for next-day shipping
(whch is DSG Omnichannel’s actual cut-off time).

Recommendations
Add ‘White Glove’ Text
Evaluate and Incorporate ‘White Glove’ text for the following:
• Big Item delivery Information
• Presence of customer on delivery
• Medium for notification of delivery
• Information about delivery (e.g. deliveries are made to mailbox
primarily, doorstep secondarily, or first dry area outside)
Change Shipping Terminology
• Standard 3-6 Business Day Shipping (FREE) Details 
• 2 Business Day Shipping (Price) Details 
• Next 1 Business Day Shipping (Price) Details 
Change Help Desk Link
1. Add ‘Details’ before icon and increase contrast to both
2. Add pointer and hover effects to link and icon
Add Informational Modal
1. On-click a small informational modal/tool-tip opens in-page speaking
to timeframe, business day meaning, and cut-off dates/time:
“Your full delivery timeframe includes both processing time and the
time your item is in transit. Business days are Monday to Friday and
do not include federal holidays within the United States. NOTE: Orders
placed after noon ET will ship the following business day.”
1
2
3
1
4
What Does This Mean? X
Your full delivery timeframe
includes both processing time and
the time your item is in transit.
Business days are Monday to Friday
and do not include federal holidays
within the United States. NOTE:
Orders placed after noon ET will
ship the following business day.
3
4
2

Shipping Options Optimization Study

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Shipping Options Optimization Study

Semelhante a Shipping Options Optimization Study (20)

Mais de Tim Broadwater

Mais de Tim Broadwater (20)

Último

Último (11)

Shipping Options Optimization Study