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Portfolio · Discovery & Delivery

Customer studies: from usage to mobile first

The in-between space of what the figures say and what customers experience, in store and on screen.

Role
Head of Design
Client
ïdkids Group, all brands
Deliverables
The "E-shop & customer 2016" infographic, in-store shadowing and sales staff interviews, multichannel journeys and site structure, benchmark of mobile home pages
Period
2016-2017
Context
Ahead of the website redesign
"E-shop & client 2016" infographic: customers by gender, web customers by age (average age 37) and the average age of web customers abroad and in store.

The intent

We were about to tackle the website redesign. Before drawing anything, the risks and opportunities had to be established: for a specific population, for a product that was still fairly new, the e-shop.

Two questions guided the work: how do you establish these risks and opportunities? And how do you turn research into a list of actions?

The mechanics

The challenges

  1. Making people understand who our customer is.
  2. Showing the rise of mobile.
  3. Increasing the scope for 360 journeys, between the store and the screen.

The plan

  • An infographic, built from CRM data and national statistics (INSEE): who buys, on which channel, how often, with what basket, and on which screen.
  • Presenting it to the brand director.
  • Fieldwork: in-store shadowing and interviews with sales staff.
  • Multichannel journeys, all reviewed, especially the visibility of promotions.

What struck people was not the sales figures: it was the practices and uses, and the number of types of screen in use.

Infographic, how the site is used: sessions split between mobile (46%), tablet (17%) and computer (37%), the split by screen size, half of all visits going through the home page, and the average volume of visits hour by hour.

The site structure: the home page and its journeys to product pages, looks and the inspiration hub; the header and the purchase journey, from basket to confirmation; the footer.

The mobile home page: the annotated zoning (product marketing, brand, product with personalisation), next to examples drawn from the benchmark of mobile home pages.

Evidence and deliverables

  • The “E-shop & customer 2016” infographic: customers, channels, baskets, screens.
  • Multichannel journeys and the site structure, from the home page to payment.
  • The benchmark of mobile home pages, with the zoning of the new home page.

The impact

The redesign started from one priority: mobile.