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