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User-Centered Information Architecture for e-Commerce
Søren Engelbrecht – Mobile App Manager, A.P. Møller - Mærsk A/S
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1. Introduction: How We Shop
2. Search and Browse
3. Needs Assessment Tools
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Commerce, Anno 1962
Source: Købmand A. Engelbrecht Jensen, Fredericia
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Are We Good Enough at Online Service ??
Only 22% of customers think that the average online retailer ”understands them” 22%
For their favourite online retailer, that figure is 37%
Source: The Consumer Conversation, IBM, 2015
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Customer Personas
A
Focused Customer:
Knows exactly which product he
wants
Search
B
Knowledgeable Customer: Knows basic
facts, but hasn’t decided yet
Browse
C
Clueless Customer:
Knows very little – might not even have an interest in the product
Needs Assessment
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Choice – A First World Problem
”A large array of options may discourage consumers, because it forces an increase in the effort that goes into making a decision.
So consumers decide not to decide, and don’t buy the product”
Barry Schwartz
Source: The Paradox of Choice – Why More is Less, Barry Schwartz, 2004
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Hypothesis
Supporting the decision process by applyinga customer mindset to your Information
Architecture will help increase conversion
…and might even help you succeed in a competitive market place without having the lowest price…
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måndag den 22 februari 2016
8
Search and Browse
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Case: Choosing a Kid’s Football Jersey
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Case: Choosing a Sofa
Patchwork
• Yell
• Doll
• Quant
• Alpine
• Fashionista
• Bronte
Contemporary
• Itsy
• Fling
• Idol
• Esther
Icons
• Safari
• Soda
Jewel Editions
• Sparkle
• Shimmer
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Case: Choosing a Wristwatch
180 collection
Freedom is expressed by the passion for adventure. Love for nature, effort, preparation and comparison
450 Collection
Watches with dynamic, fresh and versatile character, reinterpreted with a unique and Italian style of Sector
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Case: Choosing a Camera
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Case: Choosing a Camera
Sorting parameters:
• Camera name
• Resolution
• Optical zoom
• Card type
• Special features
• Price
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Case: Choosing a Pair of Trousers
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Case: Choosing a Pair of Trousers
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Case: Choosing a Pair of Trousers
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Case: Choosing a Pair of Trousers
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Summary of Search and Browse
1. Give products and categories meaningful names – cater for all three types of customer: Focused, Knowledgeable, and Clueless
2. Make sure that your Search Engine works like Google
3. Filters and sorting only make sense for large numbers of products
4. If you use filters or sorting, make sure that:
• Parameters are understandable to the customer
• Parameters correspond to the mind/needs of the customer
• Filter data are available across all products – and comparable
5. Use filtering for discrete values (e.g., Product type, Clothes size or Colour), and sorting for continuous values (e.g., Price or Product dimensions)
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Needs Assessment Tools
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The Challenge
How can we design an online tool to facilitate the decision process –
especially for complex products ??
Definition: A needs assessment is a systematic process for determining and addressing needs, or "gaps" between
current conditions and desired conditions or "wants".
Source: Wikipedia.org, 2016
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Case: Choosing a Camera
…talks to the friendly guybehind the counter…
…and is recommended to take a closer look at three cameras.
She goes for pink :-)
… goes to the Camera Store…
A customer, Eva...
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NeAT: The Needs Assessment Tool
NeedsAssessment
Tool
Proposed solution
for the customer to
review and adjust
Category
Options
Item
Product Structure and Logic
Category Category Category Category
Item Item Item Item
Option Option Option Option
Knowledge about the customer
Needs and data stated explicitly by the customer
Needs and data that can be assumed from experience
A key issue is that the customer should not feel limited, but instead perceive being positively assisted in delimiting the solution space
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Case: NeAT for an Insurance Engagement
Data and Associated Rules
Data on Eva (Individual level) Ex Ex+New
Data on similar customers (Group level) Ex+New Ex+New
Internal External
Identification
What can we tell about Eva and similar people ??
NeAT Level 1: Which product types match her Customer profile ??
NeAT Level 2: Which covers, sums, and services do we recommend ??
Recommended Engagement
Data, Rules Data, Rules Data, Rules Data, Rules Data, Rules Data, Rules
Login or other ID
Existing customer
New customer 3-6 basic questions
Relevant Products
Home Content Car Accident Travel Dog
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NeAT Implementation for Nordea
• Nordea sells insurances on behalf of Tryg in their branches
• Before, a classic ”Green-screen” interface was used
• Since March, 2014, Nordea uses a browser-based NeAT
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NeAT Concept for Volvo CE
• Sales today is face-to-face
• Customers are typically quite knowledgeable (Type A/B)
• Product configuration is very complicated – for both users and sales staff
• The Volvo CE website is focused entirely on PDF download
Vision: A NeAT designed to facilitate both self-serviced information foraging and
face-to-face sales
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NeAT Process
Customer page
NeAT Level 1
NeAT Level 2
A
B
C
What are the basic needs of the customer ?? 1. Purpose/application2. Type of machine3. Weight-class
Which solutions can Volvo offer ??Show 1-3 machines that fulfill the intended use, and the relevant Volvo USPs. The user picks one
How should the machine be configured ??Detailed configuration and choice of accessories focused on the intended use
PurchaseD Self-service: Generate a lead to the sales officeManned: Transfer the configured machine and accessories to the sales system
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Benefits from a Volvo NeAT
1. Convince the customer that Volvo have the right machines for the job and offer great support
2. Guide the customer the first steps down the sales funnel
3. Generate more – and better qualified – leads for the sales organization
4. Strengthening the Volvo brand
Increased likelihood of a sale
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Poor Man’s NeAT: Komplett.dk
• Komplett.dk/.no/.se have implemented ”Buying guides” for laptops and TVs on their website
• Especially the laptop guide is interesting, since it addresses only the intended use – not technology
Behind the scenes, this NeATsimply assists the non-expert user in applying suitable values for the existing product filters
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Summary of Needs Assessment
1. Aim to perform the same service online as a well-trained human could do in a physical store
2. Analyze to find the most important questions for your NeAT – the customer might be aware of some, but not all of them
3. Make sure that you ”give something back along the way” in the process (The law of reciprocity)
4. Keep the customer focused on needs, rather than price, for as long as possible
5. Make sure that you save all submitted information as cookies for later targeting
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Takeaways
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Five Key Take-Aways
If you have a “regular” web shop, implement sorting/filtering on these parameters. Choose carefully between fixed filters, flexible filters, and sorting – and make sure that your data quality is OK
Start by finding the decisive parameters in the decision process. Ask both customers and customer-facing employees
1
2
Consider building a ”Poor man’s NeAT” on top of your filters to assist the customer
3
If you go for a full-scale NeAT, find a balance between ”enough data for meaningful recommendations” and ”customer interrogation”
4
As always: Test early in the design phase and prepare for optimization after release (e.g., tracking, A/B testing)
5
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Thank You !!
e-mail: [email protected]
Mobile: +45 21 84 00 00
Social: #WIAD16 #Maersk
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