tesco website redesign
DESCRIPTION
Website redesign task for Human Computer Interaction and E-Business course in University of Southampton.TRANSCRIPT
Tesco Online Shop Redesign
2012
Adedolapo O Egbeyemi, Giang T Le, Jurgis Salna, Martin Ivan Melendez Chacon, Xiao Zhang
http://www.ecodesk.com/uploads/2010/12/Tesco-Logo.jpghttp://jareddonovan.com/blog/wp-content/uploads/2009/03/mental_models-450px.png
Content
✤ Introduction
✤ E-Business Model
✤ The Registration And The Menu
✤ Sorting And Actions
✤ Symbols And Layout
✤ Filtering And Accessibility
✤ Conclusion
TESCO.COM
✤ Largest UK’s Retailer
✤ Originally Launched in 1996
✤ 1st Annual Turnover Of £25M
✤ Now, £1.5Bn
✤ Third After Amazon.com And Argos
✤ ASDA And Sainsbury’s Are Rising
http://dotcom.tesco-careers.com/page.cfm/content/What-is-Tescocom/)http://www.smeweb.com/index.php?option=com_content&task=view&id=2660&Itemid=101
The Users' Feedback 1.5 / 5
✤ “Told order had been delivered, but it has not!”
✤ “They take your money but do not deliver the goods”
✤ “Don't bother ordering online”
✤ “Appalling service - will never use again”
✤ “They cancelled my order and blamed it on my bank”http://www.reviewcentre.com/reviews145689.html#Reviews
E-Business Model
CUSTOMER RELATIONSHIP
INFRASTRUCTURE MANAGEMENT
PRODUCT
FINANCIAL ASPECT
Product
✤ Value Proposition: What is the company offering to the potential clients?
✤ Target: Customer Segment
✤ Capabilities: The firm must have the means to provide the proposed value
Customer Relationship
✤ Getting a Feel for the Customer: Improve the Relationship With the Customer by Using the Data Gathered
✤ Serving the Customer: Fulfilment, support and CRM. "Internet has a great potential to complement rather than cannibalise its business" (Torbay et. al., 2002)
✤ Branding: Relationship Dynamics, Ability to Engage Customers
Infrastructure Management
✤ Resources/Assets: Offline Staff Supporting Online Operation
✤ Activity and Processes: Remember Porter's Value Chain Framework?
✤ Partner Network: Vertical Disintegration to Create Partner Networks
Financial Aspects
✤ Revenue: How to Transform the Offered Value Into Money
✤ Cost: How Much Must the Firm Spend to Provide the Offered Value
✤ Profit: Create a Positive Cash-Flow
User experience research
✤ Nearly 50% of Online Shoppers Would Abandon Their Shopping
✤ Having to Register Before Buying 30%
Sources: econsultancy.com, Webcredible
Suggestion In Checkout Step
RegisterThanks for shopping at Tesco
Why don’t you register for more convenience for your next time?
Thanks for shopping at TescoHope to see you coming back!
Continue
Is It What You Have Expected?
Skipping The Registration Step
Give Up Or Register?
The $300 Million Button
✤ Taken Away The Registration Button
✤ Put A Continue Button With A Simple Message:
✤ "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."
Source: uie.com
Example
Site Navigation – Clear ?
Drop-down Menu
Drop-Down Menu vs. Multisearch?
Check Out Step - Registration
Tesco’s Choice
✤ Sorting Products Is Very Unspecific And Inflexible
✤ Perishable Goods Are Not Sorted By Shelf Life
In Comparison
✤ Asda’s Sorting Options Layout More Precise And Coordinated
✤ Gives Diversity Of Brands, Types And Sizes Of Products
✤ M&S Food Has Good Structure And Clarity
Proposed Group’s Choice
✤ Assuring And Coordinated
✤ Simple And Organised
✤ Easy Navigation
Tesco’s Take On History
✤ No Undo Functionality
✤ No Recently Viewed Option Or Page
✤ No Prior Confirmation Before Deleting
✤ Stress Issues When Retrieving Deleted Items
Compared With M&S
✤ Provision Of Recently Reviewed Items
✤ Easy Retrieval Of Deleted Items
✤ Complete Order History
Group Proposed Solution
✤ Create History Options
✤ Prompt Users Before Deleting An Item
✤ Create A Slot For Recently Viewed Items And Top Viewed Brands
Products Display: Symbolism
✤ Provides a Visual Representation of an Idea or Words
✤ Debate: Use Symbol, Text or Both?
✤ Communicating Meaning Quickly (Space Limited)
✤ Reduce Language Barriers (Transcend Language and Culture)
Symbolism Benefits
✤ Easily Be Distinguished, Found and Remembered
✤ Easily Incorporate Status Information
✤ Less Space
✤ Bring Visual Interest
✤ Whether Combine Text and Symbol or Not?
Products Display: Symbolism
✤ What’s Tesco Now:
Products Display: Symbolism
✤ Redesign suggestion:
Save more space here, allow to put more information and even some rating and review system in the future.
The meanings of symbols will be explained at the top of the products list.
Layout: List
✤ Eye-tracking
✤ People often click the first result – paying attention to the top 3 or so
Layout: Grid
✤ More common on category result pages
Critical Issues
✤ Which View Should You Show by Default?
✤ Which Brings More Customer Satisfaction
✤ Are They More Likely to Consider All the Available Products When Presented in List View?
✤ What’s Tesco Now
Tesco Provide Both Kinds of Layout, but List Is Default
Redesign Suggestion
✤ Hard to Say Which One Is Better
✤ Should Allow Customers to Choose Preferred Option
Filtering
✤ Allergens: Lactose, Gluten, Nuts
✤ Dieting: Low Fat, Low Carbs
✤ Religious: Kosher, Halal
✤ Nutrition: Vegetarian, Vegan
✤ Add Drop Down Menu
Accessibility
✤ Many Options
✤ Low Vision
✤ Screen Reader
✤ Keyboard Control
✤ Colour Blind
✤ Impossible To Access
Redesigned Menu And Sorting
New Landing Page & Accessibility
Optimised Layout