H O W U S E R E X P E R I E N C Egot a seat in the boardroom

MARKO BONGLOBAL DIRECTOR, USER EXPERIENCE, BROOKS BROTHERS

TUCSON, ARIZONA, MAY 16 2013

A M E R I C A’ S O L D E S T R E T A I L E R195 years of Heritage

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“ W E A R E N O T G O O D B E C A U S E W E A R E O L D , B U T R A T H E R

W E A R E O L D

because we are good.”- Claudio Del Vecchio, CEO

A M E R I C A’ S O L D E S T R E T A I L E R195 years of Heritage

A U S E R E X P E R I E N C E P R I M E Rone guy’s perspective at least

User Experience Design

BusinessBranding

A U S E R E X P E R I E N C E P R I M E Rcrossovers with related disciplines

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A U S E R E X P E R I E N C E P R I M E Rwho we are and where we came from

T E C H N O L O G Y T E S T I N G C R E A T I V E JavaScript, CSS & HTML5 Gurus

Information Architects Human-Computer Interaction (HCI) Majors

Cognitive & Behavioral Psychology ResearchersProduction Artists, Designers

Art Directors, & Creative Directors

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A U S E R E X P E R I E N C E P R I M E Rthe path from Creative to UX

M U L T I V A R I A T E T E S T I N G S K E T C H Y W I R E F R A M E Sor how a colleague from Analytics made an offer I couldn’t refuse or how to communicate from one side of the brain to the other

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A U S E R E X P E R I E N C E P R I M E R... but that doesn’t answer how to end up here

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1 . THE SITE DESIGN PROCESS

2. POST LAUNCH OPTIMIZATION

3. TECHNOLOGY INNOVATION

T H E U S E R E X P E R I E N C E R O L E& how we got a seat in the boardroom

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Who is our customer?

What are their needs?

Where are our touch points?

( & how do we build the right team? )

RIGHT BRAIN QUESTIONS LEFT BRAIN QUESTIONS

What are our business goals?

Who is our target market?

Where do we measure success? W

W

W

T H E S I T E D E S I G N P R O C E S Sthe questions we tend to ask ourselves

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Functional Design

Content Analysis

IA, ID, UI Design,Usability

ProductionEngineering

Discovery & Research Interaction Design Visual Design Engineering

User Research

Requirements

Content Inventory

Content Analysis Content Mapping

Site Map

Card SortingBusiness Objectives

User Goals

Technology Selection

Wireframes

Usability Testing

Content Migration Plan

Visual Comps

Style Guide

CMS Framework HTML CSS Template

Content Migration

Testing

Launch

T H E S I T E D E S I G N P R O C E S SUX has a role in nearly every phase

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R E - A R C H I T E C T I N G the I N T R A N E TBy running card-sorting exercises with colleagues across every Division

D E F I N I N G J A P A N U S E R N E E D SBy teaching colleagues in the Japan Office How to do a Site Audit

T H E S I T E D E S I G N P R O C E S SUX engages across silos, divisions, regions

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T E C H N O L O G Y & T I M E L I N E R E C O M M E N D A T I O N Sbased on business objectives & user requirements

T H E S I T E D E S I G N P R O C E S Sa key boardroom presentation

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S H O R T T E R M O P T I M I Z A T I O Nfor the existing site

F I L T E R I N G B Y C A T E G O R Yfor the proposed site

P R O D U C T T A X O N O M Yfor the proposed site

T H E S I T E D E S I G N P R O C E S Spre launch optimization & IA

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users engaging in the left navigation filters

WERE SPENDING 6 TIMES MORE...than users who didn’t engage in the left nav

P O S T L A U N C H O P T I M I Z A T I O None particular a-ha moment

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Hypothesis:Collapse “Categories” so that the user has easier access to the grid filters.

Test:Explore Messaging and Furled vs. Unfurled Variations.

LEFT NAV TEST 1 LEFT NAV TESTS 2&3 LEFT NAV TESTS 4&5

Hypothesis:We can further optimize against Winner of Test 1

Test:Change sequence of filters, prioritizing Fit, Size or Color

Hypothesis:Successes in Men’s Left Nav are not necessarily applicable to Women’s.

Test:Change sequence of filters, prioritizing Fit, Size or Color

P O S T L A U N C H O P T I M I Z A T I O Na deeper dive into the left nav filters

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FIT GUIDE TEST 1

Hypothesis:We can do more to educate our new and existing customers on Dress Shirt Fits

Test:Include Fit information on Mood Bannersfor both Unrefined and Refined grids.

unrefined refined6 possible

experiences

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WINNER: CHALLENGER C METHODOLOGY

P O S T L A U N C H O P T I M I Z A T I O Ntaking filter learnings one step further

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WINNER: CHALLENGER D

LIFT:

3.4%

WINNER: CHALLENGER A

LIFT:

2.1%

WINNER: CHALLENGER F

LIFT:

10.9%

WINNER: CHALLENGER D

LIFT:

7.8 %

WINNER: CHALLENGER A

LIFT:

4.1%

WINNER: CHALLENGER A

LIFT:

5.8%

P O S T L A U N C H O P T I M I Z A T I O Nreporting our successes

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C R E A T I V E / U S E R E X P E R I E N C E E D I T SMonthly CRUX Review with CEO

T E C H . R E L E A S E N O T E SWeekly Code Replication Updates

P O S T L A U N C H O P T I M I Z A T I O Ngathering feedback mid-project & reporting on fixes, updates

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W E E K L Y S I T E R E P O R T W E E K L Y E M A I L R E P O R T M O N T H L Y S I T E U S A G E R E P O R TPresented by Analytics to the Creative Team

P O S T L A U N C H O P T I M I Z A T I O Nreporting “downward” not just “upward”

Presented by Analytics to the Creative Team Presented by Analytics to the Creative Team

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“ D O better,RIGHT NOW.”

- 8th Floor Motto

T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation

faster, more,

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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation

“ W E L C O M E M A T ” C O M M U N I C A T I N G C O S T & S H I P P I N Gsimplifying the complexities of a phased launch

INTERNATIONAL SITE LAUNCH

across all touch points of the site experience

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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation

M O B I L E S I T E D E S I G N F U N C T I O N A L S P E C I F I C A T I O N SVendor, Tech PM, & UX6 weeks, designed purely by UX

RESPONSIVE DESIGN

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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation

T H E F I N I S H E D P R O D U C Tthe Design Your Own experience

S E L L I N G T H E P H O T O S H O O Tarticulating the vision upward, securing budgets

W I R E F R A M I N G P R O C E S Sintense collaboration with the merch-data team

PRODUCT CUSTOMIZATION

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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation

C O M P E T I T I V E L A N D S C A P E S T U D YBest Practice Research on Apple, Crate&Barrel, REI, BestBuy

C O M P L E T E W I R E F R A M E S E TBuy Online Pickup InStore User Experience

OMNICHANNEL

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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation

L A N D I N G P A G E S N U L L S E A R C H R E S U L T S

H O M E P A G E P R O D U C T D E T A I LP A G E S

E M A I L

PERSONALIZATION

mbon@BROOKSBROTHERS.COM