MOBILE ONLINEversus

health & beautyTuesday, July 9, 13

OUR GOALTo obtain a better understanding of how health and beauty companies are transitioning their

online sites to mobile

Tuesday, July 9, 13

OUR METHODWe took 10 popular health and beauty

companies, and went shopping. From skincare to eyeshadow to hair treatments, we shopped around for a variety of goods and compared

how our experiences on our phones measured up to our experiences online.

Tuesday, July 9, 13

THE COMPETITION

Who can best translate their online shopping experience to a much smaller

mobile screen?

Tuesday, July 9, 13

THE FRONT-RUNNERS

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websiteSimple, straightforward

reviews

Purchase details small; overwhelmed by

surrounding product info

Big emphasis on rest of product line and

other recommended items

Tuesday, July 9, 13

mobile

Tabs include all info from website

Sliders help showcase the same amount of related products

Same for social media icons

With product info organized into tabs, much easier to find purchase buttons

Tuesday, July 9, 13

the take-away

Sliding frames and collapsible tabs allow graphics to be large without feeling cluttered

THE GOOD

No practical issues

THE BAD

Tuesday, July 9, 13

the take-away

Though it takes a bit of scrolling to get through all the stacked frames, the mobile site is just as good as the

online experience (and does a better job of highlighting certain features).

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

Tuesday, July 9, 13

websiteVery condensed

product details, no separate frames to

organize

Social media icons

Few recommended products, but users allowed to add products to bag without

going to new page

Does not display customer reviews

Tuesday, July 9, 13

mobileMobile display includes all features/info as online

Can expand details for related products and add to cart without moving to new screen

Social media icons prominent

Same product details as online

Mobile only “Add More at a Time” feature

Tuesday, July 9, 13

the take-away

Easy to buy multiple products without navigating through many screens

THE GOOD

NO REVIEWS (either online or mobile)

THE BAD

Retains all online product info

Tuesday, July 9, 13

the take-away

Though in part due to the simplicity of its online counterpart, the Victoria’s Secret mobile site accomplishes the rare feat of exceeding the online

shopping experience by adding extra features for easier browsing.

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

THE MIDDLE OF THE PACK

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websiteOnly purchase details up

top, no product details until further down

Short reviewer profiles

Product description, usage tips, and ingredients all condensed in overview

Recommended products and easy links to rest of related

product line

Tuesday, July 9, 13

mobile

Social media icons not found online

Condensed reviewer profile

Features products in related line in sliding frame

Retains all product details from online

Tuesday, July 9, 13

the take-away

Extremely navigable expandable/collapsable interface

THE GOOD

No practical issues

THE BAD

Retains all online product info (but not all social shopping features)

Has social media options not online

Tuesday, July 9, 13

the take-away

While the mobile site is almost a perfect companion to its online counterpart, it

skimps on related products and customer review features.

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

Tuesday, July 9, 13

websiteAll product details located up top

with purchase information

Unique live chat function

Very connected to social media

Reviewer profiles come with Origins-specific consumer history

Tuesday, July 9, 13

mobile

All info organized into two tabs

Retains same product info from online

No recommended products or “Did You Know?” tab

Retains same review

structure from online

No review tags

Tuesday, July 9, 13

the take-away

Able to keep clean and minimal interface while retaining most details

THE GOOD

No recommended products or reviewtags toolbar

THE BAD

Tuesday, July 9, 13

the take-away

The mobile site only compromised the recommended products and a few peripheral features, but for a design so minimal, the mobile experience feels

especially lacking.

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

Tuesday, July 9, 13

websiteFour tabs of distinct product info

Social media marketing strategy

blatant

Extended consumer forum to discuss product features

Consumer profiles help reviewers relate to other users

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Only one social shopping function, and no social media icons

Four online tabs distilled to one(no “How to Use” and “Shipping Info” tabs)

Reviews expand, but lack customer profile option found online

Fewer related products

mobile

Tuesday, July 9, 13

Easy-to-navigate, uncluttered interface

Contains all basic product info, reviews

THE GOOD

the take-away

Much more limited user reviews

THE BAD

Tuesday, July 9, 13

the take-away

No tailored communal shopping features - detailed reviewer profile,

social media options, consumer forum - that made online site so revolutionary.

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

Tuesday, July 9, 13

websiteMinimal product info, emphasizes visuals

Short reviewer profile feature

Text descriptions are rather sparse; use video instead to supplement product descriptions

Tuesday, July 9, 13

mobile

Effectively displays color options and full consumer reviews/profiles without feeling cluttered

Without online video feature, details too sparse to make informed purchase

No related products

Tuesday, July 9, 13

the take-away

Retains aesthetically pleasing minimalist design from online site

THE GOOD

With lack of video, product details feeltoo sparse

THE BAD

Tuesday, July 9, 13

the take-away

Because the online site boasts so little in terms of product detail, the absence of

the video feature is especially noticeable on the mobile site.

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

THE STRAGGLER

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Tuesday, July 9, 13

websiteInnovative magazine layout

displays overwhelming amount of info for all

products

Consumer interaction sections extremely detailed for ultimate

social shopping experienceLinks to blog stories

Emphasizes external and internal social shopping

Ingredients given uniquely specialized

attention

Tuesday, July 9, 13

mobile

Retains product details from first three sections of online sidebar (omits blog posts and user activity)

Retains format of individual reviews and Q&A (but no summary of all reviews)

Other omissions: “How to Use” and “Ingredients”

frames, “Recently Viewed Products,” internal favorability meter, social

media icons

Tuesday, July 9, 13

the take-away

Boasts as many social shopping features as its top competitors (but still not as many as online site)

THE GOOD

Aesthetically overwhelming - too much text without enough framing

THE BAD

Omits almost half a dozen features

Tuesday, July 9, 13

the take-away

While one could argue that the Lush website boasts too many of them, the

omission of many online features on the mobile site makes customers lose the unique Lush shopping experience.

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

ON THE SIDELINES

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Tuesday, July 9, 13

website

Quick view feature provides only essential info for fast purchase

Social media icons

Purchase details accompanied with pithy product description

Ingredients and usage details expanded in streamlined section

Reviews include limited reviewer profile

Tuesday, July 9, 13

All the same basic product and purchase info, and same

recommended products as online

Does not display reviews

Individual product displays involve minimal scrolling

Same usage tips and ingredients as online

“mobile”

Quick view feature includes same details as online PLUS social media icons

Tuesday, July 9, 13

the take-away

Exceptionally streamlined online layout makes for a relatively easy-to-use pinch-and-zoom mobile site

THE GOOD

NO REVIEWS

THE BAD

Tuesday, July 9, 13

the take-away

While Philosophy does not have a mobile site per se, a user’s inability to check reviews from a smartphone is a

disappointing omission.

THE MOBILE TRADE-OFF

Tuesday, July 9, 13

Tuesday, July 9, 13

website

Sleek interface allows guests to browse products without changing

screens

Sliding frames and expandable tabs keep the

main frame clean and preserve the

showcase effect...

...but once you click for more info, results are disappointingly minimal

Tuesday, July 9, 13

mobile

NO MOBILE SITE

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the take-away

The showcase effect the Revlon website executes so well is completely

lost with pinch-and-zoom

THE RAMIFICATIONS OF NO MOBILE

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websiteRecommended products a mixture

from all its brands

In-depth product details, specs, and ingredients organized in frame and tabs to keep from feeling cluttered

“See More Details” expansion takes you straight to box below

Set of quick answer choices (Pros, Cons, and Best Uses) allows for quick comprehensive review

summary before individual posts

Tuesday, July 9, 13

mobile

NO MOBILE SITE

Tuesday, July 9, 13

the take-away

Because the online site handles little details and tabbed frames so well,

having to pinch-and-zoom on the mobile site is extra problematic.

THE RAMIFICATIONS OF NO MOBILE

Tuesday, July 9, 13

CONCLUSIONS

As L’Oreal Paris and Victoria’s Secret demonstrate, it is possible to retain all your online features in a sleek mobile interface.

Tuesday, July 9, 13

While online sites compete to incorporate more social shopping features - social media links,

multi-part reviews, etc. - they are generally the first to be excluded mobile sites.

CONCLUSIONS

Tuesday, July 9, 13

From utilizing slider frames to organizing info across numerous tabs, companies have found

ways to successfully translate all kinds of functions to mobile. Thus, no one has an

excuse to still be without a mobile site.

CONCLUSIONS

Tuesday, July 9, 13

Tuesday, July 9, 13