walgreens photo goes beyond multi-channel
DESCRIPTION
Presentation at UX Thursday, Chicago, 1/24/2013. Hosted by Jared Spool / UIE and Vitamin T.TRANSCRIPT
Proprietary & Confidential, Property of Walgreen Co.
Walgreens Photo Goes Beyond Multi-channel
John Yesko
@jyesko
E-Commerce
Photo by Walgreens
Pre-digital
Digital
Why do people print?
Decline of printing
2009 20140
20
40
60
80
100Image Captured Image Printed
69B
86B
17B14B
24% 16%
U.S. Consumer Photo Image Capturing & Printing 2009-2014
Source: Infotrends U.S. Personal Photo Activities Survey
“Traditional” multi-channel photo flow
Capture photos
Transfer to computer
Upload to service; edit if desired
Send to store
Pick up prints
Walgreens.com user flow
Customer comments – technical barriers“Photo upload stalled twice. First the the upload bar went to gray, second time the bar kept running, but even after 30 minutes, nothing.”
Customer comments – navigation barriers“The photo section places more emphasis on making albums and photo books. All I was trying to do was submit an order for prints only. Because of the too many options I had a little trouble finding just the basic ordering prints section.”
“Clean up the site. A lot of links and buttons all over the place.”
Mobile
Mobile barriers to printing
• Every step is slower, especially data input
•More chance of interruption / short windows of time
• Security concerns
• Technical know-how (getting the photos “out of the phone”)
Value of a photo over timeValu
e
Time
Source: Unknown / made up
Now Way in the future
Trapped in the phone?
QuickPrints flow: iPhone
QuickPrints from mobile app
What we kept:
• Picking photos
• Selecting size
•Choosing store (geo-located)
• Entering personal info (pre-populated)
What we left out:
•Registration
• Login
•Composing multi-photo products
• “Saving” images in account
•Online payment
UX takeaway
Speed = good experience
• Convenience can trump a full feature set
• What we leave out can be as important as what we put in
UX takeaway
Consider what tasks can (and should) be done on a mobile device
• Focus on mobile-optimized features
UX takeaway
We don’t have to own every part
of the ecosystem
Social
Average 250 million images uploaded to Facebook every day
Source: 1000memories.com, Sept. 2011
Flickr
Library of Congress
Flickr
Easy integration with Facebook
PrintWorthy flow
PrintWorthy flow
PrintWorthy flow
UX takeaways
Go where the customers are
Embrace the benefits of existing experiences
• Don’t try to be “The Facebook of…”
Walgreens commercial. See it at:
http://www.youtube.com/watch?v=OQZSs4U7JDQ
