pres-irsurf2013-v11
TRANSCRIPT
CROCS.COM REDESIGN
LESSONS LEARNED
What We’ll Talk About
• About Crocs/Crocs.com/Me• Why Redesign• What We Did• How Did the Project Go?• Lessons Learned• Q&A
ABOUT CROCS/ME/CROCS.COM
Many famous companies started in a garage. Crocs started on a boat.
On a sailing trip in 2002, three friends had an idea for a better boat shoe. The original Crocs were light. Had good grip. Let water drain quickly. And they looked like nothing else.
We didn’t set out to create a shoe to help people run faster, or longer, or whatever.
We just created a shoe that was really, really comfortable. We didn’t tell people its purpose or how to wear it. We simply put it out there and let the world decide what to do with it.
Turns out people – millions of people – simply like being comfortable.
OUR GARAGE WAS A BOAT.
Overview
About Crocs
• 11 year old company• $1 billion in annual revenue • 547 retail locations in more than 90
countries• 200 million shoes sold since
inception (50 million/year currently)
About Me
• Global Director of Global eCommerce Operations
• 17 years experience building digital experiences for major brands including IBM, Volkswagen, American Express
• PMP, CSM
About Crocs.com
• 22 country sites in 4 regions and 15 languages supported by a global team and 3+ regional teams
• Generates $100M year in revenue• During the past 12 months, global
ecommerce traffic increased 25 percent.
WHY REDESIGN?
Why Redesign?
• Support brand message and seasonal marketing campaigns by leveraging digital platforms.
• Drive increased retention and conversion by creating a continuously-improving, best-in-class eCommerce user experience.
• Empower regional eCommerce teams by providing updated tools, processes and measurement.
WHAT WE DID
HOME PAGE
• Muted header colors bring out more of the brand• Cleaner lines/less clutter• Permanent place to feature a product
Home Page Comparison
CATEGORY PAGE
• Provided a place where we can tell a category story• Bigger marketing imagery• No product cards
Category Page Comparison
SUB-CATEGORY PAGE
• Cleaner lines allows product/marketing to be up front and center
• Bigger/cleared product images• Consistent banner messaging• Quick-View functionality
Sub-Category Page Comparison
PRODUCT DETAIL PAGE (PDP)
• No left navigation to give more space for product and user experience and less clutter• Better accommodation for tablet users
• Better way to feature product video• Unlimited image angles• Zoom• Elevate Risk-free shopping above the fold
PDP Comparison (Top Half)
• Recommendations algorithm • No more tabs to allow for more space for reviews• Main navigation anchors
PDP Comparison (Bottom Half)
CART/CHECKOUT
• Cleaner separation between product and interactions• Clearer/consistent calls to action
Cart/Checkout
• No top nav (harder to leave the checkout)• Clear direction to call customer service
Cart/Checkout
QUESTIONS?What We Did
HOW DID THE PROJECT GO?
How Did the Project Go?
• Smooth Project– 18 country sites in 15 languages, in 16 months
• Started in February 2012• Beta site (CA) in October 2012• Launch US/TW/NL in January 2013• Remaining rollouts complete by June 2013
– No disruptions
• Positive Feedback– Customer satisfaction on presentation went up 4 points and 2
points for the US and EU sites, respectively– Better brand alignment
• Internal and External users loved the look and feel
• Good Performance*– Recommendation demand increased nearly 5x– 4% increase in the amount of visitors who spend 1-30 minutes
on the site.– AOV went up by 1%*US data
LESSONS LEARNEDHindsight is Everything
SET TRIPWIRES FOR YOUR VENDOR
Lesson #1
Lesson #1: Set Tripwires for Your Vendor
• Original expectation: Get all sites launched before Holiday
• Used Sprints to manage key milestones– Sprint 1: Shopping Experience (US) (Mid
Summer)– Sprint 2: Checkout (US) (Late Summer)– Sprint 3: Remaining Features (Early Fall)– Sprint 4: Remaining Countries (Mid Fall)
• Adjusted schedule/project and set appropriate expectations when dates slip
SEPARATE FUNCTIONAL ENHANCEMENTS FROM MARKETING CHANGES
Lesson #2
#2: Separate Functional Enhancements From Marketing Changes
• Measurements are challenging when two dimensions are changing at the same time
• Phase the project so you can separate out look-and-feel from functionality
PILOT/TEST PILOT/TEST, (AND PERSONALIZE)
Lesson #3
#3: Pilot/Test Pilot/Test (And Personalize)
• Let your users dictate which things work better or worse– Provide experiences that are honed to
their particular needs
• Leverage multivariate testing to determine which things work and which don’t
SUMMARYKey Takeaways
Key Takeaways
• Successful execution–Much better brand alignment with a
great creative platform for the future– Performance gains
• There were challenges but we managed them effectively
• Put us in a new mindset: pilot, test/prove it, pilot some more
