The Zappos User Experience
•
4 j'aime•1,608 vues
Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation analyzes the user experience of Zappos.com along four dimensions - branding, usability, functionality, and content. The presentation also compares Zappos with its nearest competitors and identifies the gaps and the measures to fill those gaps in terms of digital user experience.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (12)
Similaire à The Zappos User Experience
Similaire à The Zappos User Experience (20)
Plus de Anurag Jaiswal
Plus de Anurag Jaiswal (8)
Dernier
Dernier (20)
The Zappos User Experience
- 1. Anurag Jaiswal Carlo Stimamiglio Einar Jóhannesson Lior Agassi Roberta Narikawa Ruchita Vora Shirley Kleinman Valeria Deserto THE USER EXPERIENCE
- 2. THE IDEA Has anybody bought shoes or apparel online?
- 3. THE IDEA Who would be willing to buy shoes without trying them on? Zappos Solution Free Shipping both ways 365 day return policy 24/7 “best in the industry” customer service
- 4. THE BUSINESS MODEL Goods Sold Inventory Costs Shipping Returns Sales of Marketing “Happiness & Delight” Revenues Shoes, Apparel, House Fast, Strategy Easy, Friendly wares Experience for Users Apparel & Footwear Any Gender, Young & Customers Collaborators Brands, Delivery Tech Savvy Companies
- 5. PURCHASE PROCESS User Purchase Process Search on Search on Receipt of Purchase Feedback Google Zappos.com goods SEO/SE Categorization Secure Return Policy Excellent M Customer Appealing Website Payment Free Shipping Support Zappos’ focus to enhance this experience
- 6. USER EXPERIENCE Branding Usability Functionality Content
- 7. BRANDING Aesthetics and desired projection of the organizational image and message Brand visibility Delivery of the brand-promise Visual impact of the site
- 8. USABILITY Processes, applications and interactivity Live Help Categorization Personalization
- 9. USABILITY
- 10. USABILITY Thematic Shopping
- 11. FUNCTIONALITY Ease of use, navigation and accessibility Search with predictive text Custom Search 0/5
- 12. CONTENT Content of the site (text, multimedia, images) and information architechture Link density
- 13. CONTENT Predictive User reviews Suggestions Price Availability Product Attributes
- 14. CONTENT Multimedia and Graphics
- 15. CONTENT Crowdsourced Tags Customer Reviews
- 16. BEST • PRACTICES Great SEO/SEM strategy which boosts visibility • Great use of digital marketing tools , great user engagement! – Zappo’s channel in YouTube Zappo’s for Android and iOS devices
- 17. BEST PRACTICES BEST Presence in social PRACTICES media
- 18. BEST Facebook app PRACTICES Blogs and communities
- 19. BEST PRACTICES • GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock • RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
- 20. BEST PRACTICES • GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock • RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
- 21. BEST PRACTICES • HUMANIZATION OF ONLINE SHOPPING EXPERIENCE – Customers know people behind the website • product descriptions • ads • employees section on the website with pictures. – Free returns no questions for one year overcome the try, feel touch barrier – Opportunity for the customer to make a tour in the company – Gifts (flowers example) • GREAT COMPANY CULTURE – Family – Values – Work and fun http://www.youtube.com/watch?v=IjUoexLNTvc
- 22. LIFE AT COMPETITORS ZAPPOS
- 23. COMPETITORS OTHER ONLINE SHOE SELLERS OTHER ONLINE FASHION CLOTHES/ ACCESS. ONLINE SELLERS RETAILERS ONLINE SALE E-COMMERCE OF ZAPPOS’ WEBSITES BRANDS
- 24. COMPETITORS unique visitors
- 27. COMPETITORS • Appealing websites • Collaborations (virtual dresses) • Fashion content to engage fashion conscious people
- 28. COMPETITORS • Made to order • Customized products • Augmented reality
- 29. PAIN POINTS Low Personalization, No Dynamism Website too cluttered Have to wait to try on
- 30. SOLUTIONS VRM, User experience ZN application Walk through – 3D Augmented Reality Feature – “Dress Me” app
- 31. THANK YOU FOR CALLING ZAPPOS CUSTOMER SERVICE…. HOW HAS BEEN YOUR EXPERIENCE?