Webinar “Turning online shops into a happy place” from the Festival of #NewMR

12/5/2014 1 Gerard Loosschilder, SKIM, The Netherlands

Festival of NewMR, December 2014

2014 Platinum Sponsor

Gerard Loosschilder

Chief Innovation Officer

SKIM, The Netherlands

Turning online retail into a happy place











WE TAILOR THE

WEB STORE TO

CUSTOMER PROFILES

AND PERSONAS



To watch

videos from

my couch

To take

with me

on a trip

To play

games

To do

domestic

chores

Customer profiles

based on usage situations



This is

Sarah

Sarah is

a traveler

Sarah wants a

notebook that she

can take with her

on her trips



OFF THE

ROAD



IN THE BAG



`

This is

Eva

Eva is

domesticated

Eva wants a

notebook that she

can use at home







SCREENING



SCREENING

What

Why

How

VALUE PROPOSITION



Feature and

specification

Promise

“What’s in it for

you?”

Benefit

“Why is this

valuable to you?”

Value propositions

based on usage profiles



Usage profiles

Traveler or domestic

Battery life: 4 hours Watch that movie undisturbed domestic

Battery life: 6.5 hours Enjoy staying on the couch forever domestic

Battery life: 9 hours Be ready for that long trip traveler

Battery life: >10 hours Be ready for that long haul traveler



UX DESIGN SCREENING

What

Why

How

VALUE PROPOSITION



WE CREATED

OUR OWN

PLAYGROUND



This is our playground.

It has 44 notebooks.



Visitors can use a filter

to narrow the search



Visitors get exposed

to assist their search

Benefit

information

Pop up

summaries

Ratings Callouts



We focus on

battery life,

connectivity,

material and

weight

We adapt the

promise and

benefit

descriptions to

“traveler”



We focus on

graphics,

screen size

and viewing

angle

We adapt the

promise and

benefit

descriptions to

“entertainment”



Visitors can dig deeper

to examine a product

… specs …



Visitors can dig deeper

to see ratings and reviews

Ratings … … reviews

We systematically

vary both



WE LEARNED THAT WE

CAN IMPACT USER

SEARCH AND TRADE

THEM UP BY TAILORING

TO THEIR PROFILES



2.5

$764

1 4

Participate again Joy

Satisfaction

Easy to find Purchase intent

Price

1 5

3.7

3.3

1 5

3.1

1 5 1 11

7.5

$315 $2,018

Joe Average



2.5

$764

1 4


Satisfaction


Price

1 5

3.7

3.3

1 5

3.1

1 5 1 11

7.5

$315 $2,018

Eva Domesticated

3.2

3.2

3.6

8.3

$832

2.4



2.5

$764

1 4


Satisfaction


Price

1 5

3.7

3.3

1 5

3.1

1 5 1 11

7.5

$315 $2,018

Sarah Traveler

3.2

3.2

3.7

7.5

$797

2.4



What’s in it for you?



MARKET

RESEARCHERS

WE HAVE COMBINED SEVERAL

RESEARCH APPROACHES TO IMPACT

ONLINE SHOPPER BEHAVIOR.

LET’S CONTINUE THE QUEST



VISITORS

WE HAVE CUSTOMIZED THE WEBSTORE

ENVIRONMENT TO MAKE IT EASIER TO

FIND THE RIGHT OPTION.

CAN WE MAKE IT EVEN EASIER?



WEB STORES

WE HAVE SEGMENTED VISITORS

AND TRADED THEM UP.

IS IT DUE TO OUR UI DESIGN?



BRANDS

WE HAVE INTRODUCED VALUE

PROPOSITIONS IN THE WEB STORE.

CAN WE DISPLAY THEM MORE

EFFECTIVELY?




Gerard Loosschilder

Chief Innovation Officer

SKIM, The Netherlands

THANK YOU!



The Festival of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Platinum Sponsor for 2014

Silver Sponsors

Session Sponsors

Media Partner Festival Supporters

• Schlesinger Associates • GMI • krea

The Festival of 2014




Time for

Questions & Answers

Sue York Gerard Loosschilder SKIM



Thank you!

Interaction design

www.skimgroup.com

@SKIMGroup @Gloosschilder

[email protected]

Documents

Webinar “Turning online shops into a happy place” from the Festival of #NewMR