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Designing for Complex Business Models
     Online > Offline > Online > Conversion
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
The pros and cons of online/offline?
User experience doesn’t end
           online.
In order to maximize conversion in
  an online and offline world, you
     need to have a consistent
experience across all touch points.
Online Experience   Offline Experience
Translating Offline to Online
     (and Vice Versa)
What Do These Glasses Look Like
      On Someone’s Face?
What face shape do you have?
“Narrow forehead and eye
line that widen at the cheeks
         and the chin.”




          TRIANGLE
SQUARE


 “Angular face with a strong
jaw line, broad forehead and
  square chin. Proportional
       length and width.”
Tim Riley, Warby Parker, Warm Gun 2012
“You Should Use Product Videos!”

     Zappos increased sales 6% to 30%
    Ice.com increased conversion 400%
Shoeline.com improved conversion rate by 44%

       ….on product pages with videos
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
2.5 to 3.5x
  HIGHER CONVERSION RATE
@warbyparker: how do your new
 blue mirror sunglasses look?
Tim Riley, Warby Parker, Warm Gun 2012
40
  AVERAGE VIEWS PER VIDEO




         50%
RETWEETED BY THEIR RECIPIENTS
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Buy or Build
                                                 a Factory




                                                               AMOUNT OF RESOURCES
                                       Purchase Tons of
                                           Inventory


                                 Inventory
                                Management


               Recommendation
Out of Stock        Tool
 Message




                       FIXING THE PROBLEM
The blend of online and offline
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Tim Riley, Warby Parker, Warm Gun 2012
Visual Merchandizing by shape = filter
              function
Tim Riley, Warby Parker, Warm Gun 2012
Visual Merchandizing by shape = filter
              function
Experiment.
Tim Riley, Warby Parker, Warm Gun 2012

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Tim Riley, Warby Parker, Warm Gun 2012