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Zappos
Team Ruby Slippers:Alyssa Kata
Felicia Li
Anna Richardson
Stacey Lavender
Allison Bailey
Caitlin Rozich
Sarah Sherman
Zappos.com
Fearless purchasing not buying items you're stuck with
Assembling an entire look (and furnishing your home) on one site not just picking out a pair of shoes
Receiving customer service how and when it is convenient for you not waiting until it is a good time for someone else to help you
Back It Up to Volume Zero
Elevator Pitch
For ________who have _________, ________ is an ________that___________. Unlike _________, the product______________.
From Gamestorming by David Gray, James Macanufo and Sunni Brown
online shoppers
online retail store
Zappos
a need for a one-stop-shop
shoes.com or JCPenney.comis not limited to one main category - products are for various aspects of day-to-day life, yet they are also leaders in online shoe merchandising.
provides the best possible customer service
Business Model CanvasPARTNERS
Vendors
Shipping Companies
Affiliate Marketing
Bill Me Later
Amazon
ACTIVITIES
Acquire the product
Present product on the website
Sell the product
Analyze site activity
Get customer product ASAP
Provide customer support
RESOURCES
Warehouses
Data systems
Products
Humans
Analysis tools
Call center building
VALUE PROP
Excellent customer service
Largest online shoe selection
Large selection of apparel and home goods
Free shipping
Free returns
Next-day shipping for apparel
Guaranteed shipping in 4-5 days; product often arrives sooner
Several secure payment options
CUSTOMER RELATIONSHIPS
Their go-to site to browse and order new, fashionable items, where they can rely on free, fast shipping
Their most delightful and satisfying experience with Customer Service
CHANNELS
Website
Mobile | Tablet App
Phone
Blog
CUSTOMER SEGMENTS
25-49 YO Women: Fashion forward and media savvy
25-49 YO Men
Brides
COST STRUCTURE
Marketing | Shipping Costs | Cost of product | Cost of maintaining warehouses | Cost of running the website | Train, pay, & retain employees
REVENUE STREAMS
Retail sales from all product categories
From Gamestorming by David Gray, James Macanufo and Sunni Brown
Performance Analysis
Availability Findability
current target
Displaying information in the most clear, descriptive way possible
Displaying information multiple locations
current target
ORIGINAL IA & TAXONOMY
Zappos: Top-Down Taxonomy
Shoes Clothing Bags & Handbags At Home Beauty
- Women's Shoes- Men's Shoes- Girl's Shoes- Boy's Shoes- Specialty Shoes- Wide- Narrow
- Women's Clothing- Boy's Clothing- Men's Clothing- Girl's Clothing- Get Into Fashion!- Accessories- Specialty Clothing
- Handbags- Wallets- Luggage- Hydration Packs- Lumbar Packs- Messenger Packs- Laptop Bags- Backpacks- Briefcases- Duffle Bags- Diaper Bags- Lunch Bags- Travel Bags- Outdoor Bags- Shop Clearance- Popular Handbags
- Kitchen- Bedding- Bath
- Cosmetics- Makeup (page only)- Nails (Beauty only)- Skin Care- Bath and Spa- Fragrances- Hair Care
Zappos: Top-Down Continued
Accessories Shop By Men's Women's Kids
- Women's Accessories- Men's Accessories- Girls' Accessories- Boy's Accessories- Eyewear- Jewelry- Watches
- Women's - Men's
- Shop Men's- Men's Clothing- Men's Shoes- Men's Sale
- Shop Women's- Women's Clothing- Women's Shoes- Women's Sale- New Arrivals
- Kids'- Girls'- Boys'- Baby Shop- Wintertime- Kids' Outfits- Shop Girls' Clearance- Shop Boys' Clearance
Zappos: Shoes
Women's Shoes Men's Shoes Girl's Shoes Boy's Shoes
Eco-friendlyOrthotic FriendlyDiabetic Approved
BootsSneakersSandalsOxfordsSlippersInfantToddlerYouthNew ArrivalsSale and Clearance
BootsSneakersFlatsSandalsSneakersInfantToddlerYouthNew ArrivalsSale and Clearance
Casual shoesDress shoesAthletic ShoesWork shoesCareer shoesSneakersBootsLoafersSandalsOxfordsBoat ShoesSlippersNew ArrivalsSale and Clearance
Casual shoesDress shoesAthletic ShoesWork shoesCareer shoesHeelsBootsFlatsSandalsSlippersSneakersWedgesPlatformsNew ArrivalsSale and Clearance
Specialty ShoesWide
Narrow
Zappos: All Departments
Shoe CategoriesClothing CategoriesTop Searches
New Arrivals Shoes ClothingBags &
HandbagsAccessories
Baby ShopBeauty
Entertainment Eyewear At Home JewelrySporting Goods
Watches Women
Men Kids Gift Cards Gift IdeasSale &
ClearanceProduct
Indexes
Taxonomy Bottom-Up: Main Areas
• Product view space
• Options for product viewo Brando Similar itemso Item info/images
• Pricing/delivery information
• "You might also like..."
• Customer reviews of product
• Products viewed by others interested in current product
Taxonomy AnalysisThe sheer number of options available makes it crucial for Zappos to create clear, understandable categories. Some examples of where that isn't happening:
Existing Taxonomy Suggestion
At Home For the Home
Coffee and Tea Coffee and Tea Accessories
Work Shoes vs. Career Shoes Clarify difference
Shoes > Other Categorize
Face vs. Skincare Necessary distinction?
Entertainment Pet Supplies
Revised High-Level IA
SPIDER CHART
ZAPPOS SPIDER CHART
COMPARISON CHART
Revised High-Level IA
REVISED HIGH-LEVEL IA
Zappos: Shoes
Women's Shoes Men's Shoes Girl's Shoes Boy's Shoes
Eco-friendlyOrthotic FriendlyDiabetic Approved
BootsSneakersSandalsOxfordsSlippersInfantToddlerYouthNew ArrivalsSale and Clearance
BootsSneakersFlatsSandalsSneakersInfantToddlerYouthNew ArrivalsSale and Clearance
Casual shoesDress shoesAthletic ShoesWork shoesCareer shoesComfortSneakersBootsLoafersSandalsOxfordsBoat ShoesSlippersNew ArrivalsSale and Clearance
Casual shoesDress shoesAthletic ShoesWork shoesCareer shoesComfortHeelsBootsFlatsSandalsSlippersSneakersWedgesPlatformsNew ArrivalsSale and Clearance
Specialty ShoesWide
Narrow
Remove Career Shoes and Work Shoes categories, as they do not clearly indicate what their results will be. Comfort Shoes is a better name for the results you get for Work Shoes.
Zappos: ClothingWomen’s Clothing
Specialty Clothing
Men’s Clothing Get Into Fashion!
Stylists’ PicksLatest Trends
ShirtsShortsSwimwearKids’ SetsCoats & OuterwearPantsJeansHoodies & SweatshirtsNew ArrivalsSale & ClearanceSocks*Sweaters*Baby One Pieces*Underwear*Blazers & Jackets*Suits*
Casual ClothingDress ClothingAthletic ClothingShirtsHoodies & SweatshirtsPantsJeansShortsBlazers & JacketsSuitsCoats & OuterwearSwimsuitsSleepwearUnderwearNew ArrivalsSale & ClearanceSocks*Sweaters*
Women’s PetiteWomen’s Plus SizeMaternity ClothingMen’s Big & Tall
Casual ClothingDress ClothingAthletic ClothingTopsPantsJeansShortsSkirtsDressesCoats & OuterwearSwimsuitsSleepwearIntimatesNew ArrivalsSale & ClearanceUnderwear & Intimates*Socks*Sweaters*Hoodies & Sweatshirts*Blazers & Jackets*Jumpsuits & Rompers*Suits*Scarves*
Accessories
Boys' Clothing
Women’sMen’sGirls’Boys’New ArrivalsSale & Clearance
Girls' Clothing
TopsDressesSwimwearKids’ SetsPantsShortsCoats & OuterwearSleepwearJeansSkirtsNew ArrivalsSale & ClearanceHoodies & Sweatshirts*Baby One Pieces*Sweaters*Socks*Jumpsuits & Rompers*Underwear*Blazers & Jackets*Suits*
* = category currently only on View All... page, Those in red should be moved to homepage drop-down menu for revised high-level IA
Combine Intimates with Underwear & Intimates
Global Navigation: Bags & Handbags
Local Navigation: Bags & Handbags
Zappos: Bags & Handbags (part 1)
Handbags
Backpacks
Wallets Luggage
Carry OnsTravel AccessoriesTravel TotesUpright SuitcasesDuffle BagsGarment BagsNew ArrivalsSales & Clearance
Bi-Folds*Checkbook Wallets*Coin & Card Cases*Tri-Folds*Money Clips*
New ArrivalsSales & Clearance
Cross Body Shoulder bagsTotesClutchesSatchel Hobos
Briefcases
Laptop Bags
Duffle Bags
Hydration Packs
Lumbar Packs
Messenger Packs
This category is also found under Outdoor Bags This category should be
moved under Luggage
Add these subcategories to Luggage
* = category currently only on View All... page, Those in red should be moved to homepage drop-down menu for revised high-level IA
Zappos: Bags & Handbags (part 2)
Travel AccessoriesUpright SuitcasesCarry onsTravel TotesGarment Bags
Mini BagsLeather HandbagsStudded DetailCrossbody BagsNeutral Colored BagsWristlets
$50.00 and Under$100.00 and Under$200.00 and Under$200.00 and Over
Hydration PacksGear BagsBackpacksChild Carriers
Diaper Bags*
Lunch Bags*
Travel Bags Outdoor Bags*Shop
Clearance*Popular
Handbags
Add this section to the homepage dropdown
Remove this category because it is duplicated in Luggage
Zappos: At For the Home
Kitchen Bedding Bath
TowelsBath accessoriesShower curtainsBath rugs
SheetsBedding SetsPillowsBlankets and quiltsComforters and duvetsBedskirts
DiningCookwareBakewareKitchen appliancesCutleryTools and gadgetsCoffee and tea accessoriesStorage and organizationKitchen Linens
Specify that they are selling accessories, not actual coffee or tea
Change category name to be more descriptive
Global Navigation: BeautyLocal Navigation: Beauty Page
Zappos: BeautyCosmetics (global nav drop-down)
Nails Skin Care
CleansersSpa TreatmentsBody MoisturizersBath and Spa SetsNew ArrivalsGift SetsShaving & Hair RemovalSpa TreatmentsFoot Care
Facial MoisturizersSkin TreatmentsCleansers and Makeup RemoversNew ArrivalsFacial CleansersBody MoisturizersFacial MoisturizersBody CleansersSkin TreatmentsSun protectorsEye careSelf TanningLip Care
Nail PolishNail TreatmentsTools
EyesLipsFaceTools & BagsGift SetsNew Arrivals
Bath and Spa
Women's Men'sScentsGift setsLotionsShower gelsAftershavesDeodorants
Fragrances
ExtensionsStyling productsShampooConditionerStyling toolsHair colorHair care sets
Hair CareMakeup
LipsEyesFaceTools & BagsMakeup Sets
Facial Moisturizers
Zappos: Accessories
Women's Accessories
HatsBeltsScarvesGlovesHairAccessoriesTech*Laptop Bags*Necklaces*LumbarPacks*Swimwear*Umbrellas*Wallets&Accessories*
Men's Accessories
HatsBeltsGlovesTiesScarvesCufflinks*
Girls' Accessories
Hats
Gloves
Belts
Scarves
Hair Accessories*
Umbrellas*
Boy's Accessories
HatsBeltsGlovesUmbrellas*Ties*
Eyewear
Shop All*Shop by Occasion*Shop by Gender*Shop by Style*Shop by Face Shape*Shop by Feature*
Jewelry
Jewelry*Earrings*Necklaces*Bracelets*Watches*Men’s Jewelry*
Watches
Watches*Shop by Occasion*Shop by Color*Shop by Display*Shop by Face Shape*
Categories in red currently only appear under View All, but are commonly used enough to be moved to appear in drop-down menu on homepage.
Zappos: Shop By
Women's
What's NewTrendsOccasionsYour StyleOutfitLookbook*Emerging Designers*Make Some Fun*
Men's
What's NewTrends OccasionsYour StyleOutfit
• Eliminate Shop By section -- duplicates other content• Retain "Shop By" options within categories• Retain "All Departments" narrowing mechanism
Zappos: Men's
Shop Men's Men's Clothing Men's Shoes Men's Sale
$50.00 and Under$100.00 and Under$200.00 and Under$200.00 and Over
Sneakers & Ath. ShoesBootsLoafersOxfordsSandals
Shirts & TopsSocksCoats & OuterwearPantsSwimwearShortsJeansHoodies & SweatshirtsUnderwearSweaters
ShoesClothingAccessoriesEyewearBagsWatchesSporting GoodsBeautyJewelry
• Maintain current organization• Allow quick access to high-level
categories & subcategories for two main categories
Zappos: Women's
Shop Women'sWomen's Clothing
Women's Shoes
SandalsHeelsBootsSneakers & Athletic ShoesFlatsView All
Shirts & TopsSwimwearDressesUnderwear & IntimatesJeansView All
ShoesClothingBagsBeautyEyewearAccessoriesView all
Order of items changes for different seasons.
Women's Shop
Shop Women'sTrendsOccasionsOutfitsLookbook
Women's section was redone from the time of the first high level IA.
Zappos: Kids' (1 of 2)
Kids'
Infant ShoesToddler ShoesInfant ClothingToddler ClothingFor the ParentsDiaper BagsShop Clearance
Shop Girls' Shoes by AgeShop Girls' Clothing by AgeGirls' ShoesGirls' ClothingShop Girls' ClearanceGirls' BagsGirls' AccessoriesGirls' Jewelry
Shop GirlsShop BoysShop Easter (Ssnl)Shop OutfitsBaby ShopShop Girls' ClearanceShop Boys' Clearance
Girls' Boys'
Shop Boys' Shoes by AgeShop Boys' Clothing by AgeShop Boys' ClearanceBoys' ShoesBoys' ClothingBoys' BagsBoys' Accessories
Baby Shop
• Eliminate confusing use of "Shop" in facet search headings
• Differentiate between style groupings and child age groupings with different header names
Zappos: Kids' (2 of 2)
Easter (Seasonal)
ShoesClothingAccessoriesSporting GoodsBagsEyewear
Easter OutfitsGirls' OutfitsBoys' OutfitsGirls' Action Wear
Shop EasterEaster Shoes by Size AgeGirls' Easter DressesBoys' Easter ClothingEaster AccessoriesShop by PriceShop Sale Items
Kids' OutfitsShop Girls' Clearance
ShoesClothingAccessoriesSporting GoodsBagsEyewear
Shop Boys' Clearance
• Consistent category naming for boys/girls• Descriptive naming that reflects contents (e.g., age vs.
size)• Seasonal category updates frequently
Zappos: All Departments
Shoe CategoriesClothing CategoriesTop Searches
New Arrivals Shoes ClothingBags &
HandbagsAccessories Baby Shop Beauty
Entertainment EyewearAt For the
HomeJewelry
Sporting Goods
Watches Women
Men Kids Gift Cards Gift IdeasSale &
ClearanceProduct
Indexes
REVISED WIREFRAMES
• Removed "Shop By..." option to reduce navigation confusion
• Maintained seasonal element placement, consistent design
• Reduce options on lower portions of homepage to encourage navigation using top-level navigation or high-level faceted search (shown here)
• Renamed "Home" nav option
Use consistent naming for areas ("Recommendations for You" not "Shopping Recommendations for You")
• Eliminated unnecessary text• Reduced size of footer• Removed unnecessary reviews• Overall simplification of "below
the fold" screen area to emphasize primary navigation options
• Remove unnecessarily detailed text - poor placement, unused• Highlight current category in Navigation bar to facilitate
wayfinding• Make the sidebar navigation and Beauty drop-down menu use
the same category/sub-category options to minimize cognitive load/confusion
PRODUCT PAGE REVISIONS
Current Product Page
• Product image or info appears here- but not both together
• Brand info is assigned same prominence as product images and info
This is also found in 'Similar items' above
Product name & Image
Product name & Image
Product name & Image
Review By: [Name]Star rating: [0-5]Review Text:[xyz...]
Product name & Image
Product name & Image
Redesigned Product Page
No longer duplicated
Product name & Image
Product name & Image
Product name & Image
Product name & Image
Product name & Image
Product name & Image
Review By: [Name]Star rating: [0-5]Review Text:[xyz...]
HOME: Being a homebody is SO in and so is our free shipping!
SHOP HOME BY DEPARTMENTKITCHEN DINING BED BATH
RECOMMENDATIONS FOR YOU
SHOP OUR NEWEST HOME PRODUCTS
ABOUT HOME
HOME MAIN
KITCHEN DINING BED &BATH
Remove redundant navigation buttons just below page tagline to reduce visual clutter and maintain internal consistency
Remove the “About Home” section • Unnecessary text - hard to read• Poor placement
• Greater focus to primary navigation methods
pervasiveness
PERVASIVENESS
Channels• Online experience (desktop)• Online experience (mobile)• Mobile app experience• Phone center/customer service
experienceo Multilingual option availableo Customer Service Center for
contact information and FAQ only (unlike competitors' broader options)
o Opportunity to chat online • Package receiving experience• Presence on social media
(Facebook & Twitter)o No customer service offered
through these channels
Observations
• Sufficiently pervasiveo Strong online presence -
website, mobile app, mobile site
o Channels interconnect• Expansion into physical stores
not worth it - strengths relate to power of online platform, distribution strategy, connection to large online audience
Channels: Mobile App• Similar features to desktop site
o Homepage slideshowo Faceted search, content areas
• Shopping experience consistent with desktop siteo Cart/searcho Chat with customer service
• Mobile advantages taken, consistency maintainedo Call customer service directly from
app on phoneo Familiar "Favorites" button (with
heart)• Fewer categories in high-level IA (A-Z
Brands, Shoes, Clothing, Bags, More Stuff, Gift Cards)
Evaluation
Placemaking: 8/10 - Strong attempt, but could be better• Persistent presence of logo in all channels - including physical shipments• Similar layout, color scheme in web environment encourage sense of place online• Neutral design not as powerful at evoking place as it could be
Consistency: 7/10 - Strong attempt, but small violations in several placeso Good external consistency - Fairly consistent among different channels (mobile app, mobile site,
and desktop site), adheres to general naming conventions used on similar websites Same look-and-feel between all three channels Can search and browse by product type, gender, or brand on all Mobile site does not allow for customer service chat
o Good internal consistency Similar experience for different needs (gender and product type) Has considered different ways that users might search for products - gender, brand, varying
levels of specificity in type of product (shoes--> sandals--> wedges)o Inconsistency on product categories presented on the home page vs. subsections of the site
EvaluationReduction: 7/10 - Still fairly complex• Does pretty good job of categorizing large inventory of products but could be better
o Should remove "Shop By" category on global navigation toolbar because it is redundanto Unnecessary paragraphs of "about" text should be removed on the product and
subcategory pages (e.g. "About Bags and Handbags")o Includes variety of different search/navigation options on all pages -- helpful, but visually
taxingo The homepage includes all recent product reviews which are not necessary and which
make the page more complex
Evaluation Against Competition• Shoes.com: No mobile app, no chat option. Similar types of content, less extensive options• JCPenney: Has a physical storefront, desktop site, and mobile site
o Physical store not necessary for Zapposo JCPenney did not send a consistent message to their customers through their different
channels and lost a lot of business in the past year (see recent poor financial performance and organizational restructure)
Suggestions For Consistency• Provide customer service chat on mobile site• Standardize names for product categories on homepage and throughout subsites• Standardize names for areas (such as "Recommendations for You")• Eliminate duplicative navigation within "shop" pages (e.g., Home, Baby)• Include the large drop-down menu under the global navigation toolbar on all pages
For Placemaking• Reduce clutter and enhance design aesthetic on homepage to emphasize Zappos rather than
individual products, brands
For Reduction• Remove redundant "Shop By" category on global navigation toolbar• Remove unnecessary paragraphs of "about" text on the product and subcategory pages (e.g.
"About Bags and Handbags")• Streamline the different search/navigation options on all pages to increase visual attractiveness,
simplicity• Remove recent product reviews from the homepage - poorly placed and potentially negative
Questions?
