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DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 1eCommerce User Experience
Table of Contents
Executive Summary........
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 2eCommerce User Experience
Executive Summary
The Omnichannel Team h...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 3eCommerce User Experience
Customer Experience OSAT Data
The follow...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 4eCommerce User Experience
Customer Experience Time-Of-Day Fulfillm...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 5eCommerce User Experience
Customer Experience Verbatims
The follow...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 6eCommerce User Experience
CX & UX Competitive Research ‘White Glov...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 7eCommerce User Experience
CX & UX Competitive Research Appointment...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 8eCommerce User Experience
CX & UX Competitive Research Shipping Te...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 9eCommerce User Experience
CX & UX Competitive Research Iconography...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 10eCommerce User Experience
CX & UX Competitive Research Iconograph...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 11eCommerce User Experience
User Test Results
Have you ever shopped...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 12eCommerce User Experience
User Test Results
If you ordered someth...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 13eCommerce User Experience
User Test Results
If you ordered someth...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 14eCommerce User Experience
User Test Results
If you ordered someth...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 15eCommerce User Experience
User Test Results
When ordering somethi...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 16eCommerce User Experience
User Test Results
Which of the followin...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 17eCommerce User Experience
User Test Results
What do you expect is...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 18eCommerce User Experience
Study Findings
Shipping Verbiage Findin...
DSG Shipping Options
USABILITY STUDY | 10.06.2016
Page 19eCommerce User Experience
Recommendations
Add ‘White Glove’ Text
...
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Shipping Options Optimization Study

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The Omnichannel Team has requested that the UX Team complete usability testing for shipping methods during checkout for the current production website.

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Shipping Options Optimization Study

  1. 1. 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 DSG Shipping Options Usability Study | 10.06.2016 Tim Broadwater
  2. 2. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 2eCommerce User Experience 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.
  3. 3. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 3eCommerce User Experience 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
  4. 4. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 4eCommerce User Experience 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)
  5. 5. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 5eCommerce User Experience 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.”
  6. 6. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 6eCommerce User Experience 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.
  7. 7. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 7eCommerce User Experience CX & UX Competitive Research Appointment / Contact / Scheduling
  8. 8. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 8eCommerce User Experience CX & UX Competitive Research Shipping Terminology
  9. 9. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 9eCommerce User Experience CX & UX Competitive Research Iconography / Shipping Information
  10. 10. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 10eCommerce User Experience CX & UX Competitive Research Iconography / Shipping Terminology
  11. 11. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 11eCommerce User Experience 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
  12. 12. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 12eCommerce User Experience 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 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 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%. *
  13. 13. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 13eCommerce User Experience User Test Results If you ordered something online, and you wanted your 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 Accelerated Shipping 0.00% 0 2 Business Day Shipping 42.00% 21 Expedited Shipping 4.00% 2 2 Day Shipping 40.00% 20 Express Shipping 4.00% 2 2 Day, 2 Business Day Shipping 2.00% 1 Answer % Count Accelerated Shipping 0.00% 0 2 Business Day Shipping 42.00% 21 Expedited Shipping 4.00% 2 2 Day Shipping 40.00% 20 Express Shipping 4.00% 2 2 Day, 2 Business Day Shipping 2.00% 1 Priority Shipping 8.00% 4 Rush Shipping 0.00% 0 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%. * *
  14. 14. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 14eCommerce User Experience User Test Results 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? 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
  15. 15. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 15eCommerce User Experience 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
  16. 16. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 16eCommerce User Experience 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
  17. 17. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 17eCommerce User Experience 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. *
  18. 18. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 18eCommerce User Experience 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. • 20% of users expect that 6:00 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). • 10% of users expect that 9:00 P.M. is an appropriate order cut-off time for next-day shipping.
  19. 19. DSG Shipping Options USABILITY STUDY | 10.06.2016 Page 19eCommerce User Experience 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

The Omnichannel Team has requested that the UX Team complete usability testing for shipping methods during checkout for the current production website.

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