E-commerce integration, and an innovative feature to drive sales of under-performing Air-Fresheners are the main highlight of this project.
Project : Interactive Design
Contributors : Nikita Rochiramani.
Home Page design, Cross Selling, Cart reminders, Fast checkout process, Product Sampling.
The challenge at hand is that 95.9% of participants have indicated a strong preference for an offline purchasing option, emphasizing their desire to sample products before making a buying decision. Our task is to find a solution that can bring the offline shopping experience to our online platform.
To effectively integrate E-commerce, Baymard Institute was used to analyze the current website and identify improvements from a sales standpoint. It also helped to determine features the website could use to improve the customer's buying experience.
Overview of Improvements based on Baymard Analysis - Primary Research 1
Homepage and Category
-Showcase products on the nav bar and the home page
-Creating courtesy navigation and a prominent search bar
Product List & Filtering
- Introduced filtering & Sorting
- Product tags (ex- Clearance, out of stock etc)
- Introducing price, delivery and cart details
Product Page
-Introduced common E-commerce details like Buy now, product details, user reveiwws, specs etc
-Added cross sells
- Added recently viewed products
Customer Accounts
-Added logins with Social Media
-User dashboard with Order History
- Added contained acordian with necessary user account options
Primary Research - 2
Goal
-To understand the thought process and purchase decisions of the users involved in buying fragrance.
Objectives
-To understand need and frequency of product feature
-To make users feel motivated
-To identify areas of innovation
Recruiting Participants
-1:1 participants - diverse group of people of 6 students and 6 staffs of TJU. Also created google survey responses from 43 participants
Target Group
-Through secondary research- mostly women; aged 25-65; working professionals, students, and homemakers.
Research Findings
Identifying problem areas - The Research findings were mapped into 2*2 matrix to recognize the features which would enhance E-commerce experience.
Customer Journey Mapping - Created based on factors which influence purchase decisions. All activities involved in customer acquisition and retention were listed out based on customer needs, awareness, consideration, and decision making. Affinity mapping of complete journey was performed to understand the end-to-end activities we need to focus on to drive better sales.
Kano Cards - We brainstormed different features and categorized them into Basic, performance, and Delighter for users. This was a part of innovative solution which will drive sales to the brand.
Outcome - Product Sampling - Majority of the users prefer purchasing new products offline because they want to smell the product before buying it.
How Might We - HMW create an E-commerce experience that is not only user friendly but also attempts to partly bring the offline experience to the users doorstep
Benefits for Business
- Drive sales through Website
- Better online buying experience & customer
satisfaction
- Economical and Viable
- Assists in product evaluation before manufacturing in bulk
Benefits for Users
-They can try new fragrances
-Delivery at their doorstep
-Facilitates faster purchase decisions.
Landing Page: Courtesy Navigation, Top Product picks, Popular Fragrances, Brand Trust (Why Glade), Go Green Feature, and Adding story to every fragrance (Transform your mood)
Product Catalog: This page consisted of all the products under "Sprays" with all essential tags, and filters required for users.
Product Details: Specifications, reviews (with filters), FAQ's and Cross Selling. This page also includes Delivery details and gifting options accessible to users below the "Buy Now" button which further increases confidence within users.
Check out & Product Samples: Cross Selling (Wish list pop up, and You may also like), Shipping options, Product Samples (to increase sales)
Cart & Product Samples: Cross Selling (Wish list pop up, and You may also like), Shipping options, Product Samples (to increase sales)
Checkout page: This page is designed to reduce "Returns, Wrongly placed orders, and providing distraction free fast checkout" In the end a user satisfaction Survey is presented, along with Cross Selling
Post changes Baymard Analysis
KPI's to measure success
