Upload
billy-choi
View
181
Download
6
Embed Size (px)
Citation preview
Being Micro-moments:
6 insights of e-commerce experience
with case studies
2017Billy(최병호)/[email protected]
Seoul Social Economy Center Strategy consultant/중앙대학교 교수/
성균관대학교 일반대학원 휴먼ICT융합학과 교수/홍익대학교 영상대학원 강사(HCI개론 강의)/
연세대학교 공학대학원 강사(서비스디자인경영 강의)/InnoUX CEO/
Research Data: http://www.slideshare.net/BillyChoi/Blog: http://blog.naver.com/soularchitec
Twitter/Facebook: ILOVEHCI
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Table of Contents
1. First Impressions with Rest case and others
2. Sustainability with Mindzai case
3. Habit change and Innovation with Weeklyshirts case and others
4. Mind share and Innovation with TOMS case
5. Back to basic and Conversational commerce with Schuh case and chatbot
guidelines
6. Predictive commerce
1
1. First Impressions with Rest case and others
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(1/3)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(1/3)(cont.)
Site: https://getrest.co/
• Features1. 화면 전체를 꽉 채운 하나의
이미지(스크롤 다운 하기 전까지 유효)2. 자동으로 플레이 되는 동영상3. 동영상은 배경으로 동작
• Insights1. 시각의 지배2. 주의(Attention)의 지배3. 간접 학습의 효과4. 결국, 체류 시간의 증가
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(2/3)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(2/3)(cont.)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(2/3)(cont.)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(2/3)(cont.)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(2/3)(cont.)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(2/3)(cont.)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(2/3)(cont.)
Site: https://getrest.co/
• Features1. 첫 번째 스크롤 다운 시 볼 수 있는 화면2. 제품별 마우스 오버 시 제품 활용의
이미지 시연
• Insights1. 흥미와 재미 촉발의 트리거2. 제품이 줄 수 있는 가치의 이해 상승3. 결국, 스크롤 다운 경험의 기대치 강화로
정보 습득의 에너지 투입을 유도하는 성과획득
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(3/3)
Site: https://getrest.co/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/3): Rest(3/3)(cont.)
Site: https://getrest.co/
• Features1. 두 번째 스크롤 다운 시 볼 수 있는 화면2. 총화적인 이미지 제공3. 간결한 주요 설명 제공4. 흥미로운 부가 기능 설명
제공(Magnetically Connected)
• Insights1. 경험의 완결 추구2. 잔재미(Magnetically Connected)로
브랜드 아이덴티티 제고 유도3. 결국, 첫 번째 인상 제공으로부터 스크롤
다운이라는 행위 유도는 정교한 시나리오기반의 시간 지배 전략 추구
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(2/3): Lobagola
Site: http://www.lobagola.com/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(2/3): Lobagola(cont.)
Site: http://www.lobagola.com/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(2/3): Lobagola(cont.)
Site: http://www.lobagola.com/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(2/3): Lobagola(cont.)
Site: http://www.lobagola.com/
• Features1. 화면 전체를 거의 꽉 채운 하나의
이미지(스크롤 다운 없음)2. 자동으로 화면이 이동하는 화면3. 조작으로 화면 이동 가능4. 화면 이동 시 360도 뷰 제공
• Insights1. 시각의 지배2. 흥미와 재미 촉발의 트리거3. 주의(Attention)의 지배4. 결국, 체류 시간의 증가와 클릭의 유도
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(1/2)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(1/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(1/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(1/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(1/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(1/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(1/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
• Features1. 화면 전체를 꽉 채운 하나의 이미지2. 스크롤 다운 시 제시되는 흥미로운 시각
이미지
• Insights1. 시각의 지배2. 이미지 자체가 흥미와 재미 촉발의 트리거3. 결국, 스크롤 다운 경험의 기대치 강화로
체류 시간의 증가와 클릭의 유도
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(2/2)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(2/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(3/3): Acne studios(2/2)(cont.)
Site: http://www.acnestudios.com/apac/en/home
• Features1. 메인 페이지에서 제품 클릭 시 열람 화면2. 동일 또는 유사 제품의 남녀 비교 제공3. 스크롤 다운 시 제시되는 흥미로운 시각
이미지
• Insights1. 시각의 지배2. 이미지 자체가 흥미와 재미 촉발의 트리거3. 잔재미로 브랜드 아이덴티티 제고 유도4. 결국, 첫 번째 인상 제공으로부터 하위
페이지의 자연스러운 이동을 유도하는시간 지배 전략 추구이며, 스크롤 다운경험의 기대치 강화로 체류 시간의 증가와클릭의 유도
2. Sustainability with Mindzaicase
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(1/3) – Daily Deals
Site: https://www.mindzai.com/collections/daily-deals
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(1/3) – Daily Deals(cont.)
Site: https://www.mindzai.com/collections/daily-deals
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(1/3) – Daily Deals(cont.)
Site: https://www.mindzai.com/collections/daily-deals/products/levi-attack-on-titan-pop-vinyl-figure-by-funko
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(1/3) – Daily Deals(cont.)
Site: https://www.mindzai.com/collections/daily-deals
• Features1. 하루 단위로 할인하는 제품 제공
• Insights1. 할인의 매력2. 예측 불가능성이라는 트리거3. 결국, 매일 매일 방문해야 하는 이유를
제시하여 반복구매 유도4. 놓치지 말아야 할 것은, 매일 매일
디자인하는 콘텐츠의 예측 불가능성 외에다른 예측 불가능성을 지속적으로 개발 및연동하여 기대치를 높임과 동시에어제와는 다른 경험을 할 수 있도록시나리오 디자인 필요
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(2/3) – Mystery Toy Box
Site: https://www.mindzai.com/products/mystery-toy-box
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(2/3) – Mystery Toy Box(cont.)
Site: https://www.mindzai.com/products/mystery-toy-box
• Features1. 한 달 단위로 배송하는 토이 패키지
• Insights1. 브랜드와의 지속가능한 터치를 디지털
채널과 직접적인 대면 채널로 동시 운영2. 직접 대면 채널은 주기성 확보로 브랜드
친숙성 강화3. 직접 대면 채널은 고객의 데이터 확보 및
데이터 기반의 선제 서비스 가능4. 배송되는 제품의 예측 불가능성으로
제품이 도착할 때의 과정 속에서 브랜드기대치 상승
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(3/3) – Apps
Site: https://www.mindzai.com/pages/mindzai-toy-shop-app
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(3/3) – Apps(cont.)
Site: https://www.mindzai.com/pages/mindzai-toy-shop-app
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Mindzai(3/3) – Apps(cont.)
Site: https://www.mindzai.com/pages/mindzai-toy-shop-app
• Features1. 앱스토어 및 앱 서비스
• Insights1. 웹사이트 채널, 직접 대면 채널 외 모바일
채널인 앱스토어 및 앱 서비스 제공2. Atom와 bit의 연동으로 다채로운 경험
유발 및 수익 강화 계기3. 모바일 채널 자체의 가격 할인 기회 제공
및 ‘특정 시간’ 지배 전략의 기회 확보가능
3. Habit change and Innovation with Weeklyshirtscase and others
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/2): Weeklyshirts
Site: http://www.weeklyshirts.co.kr/order/?idx=88
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/2): Weeklyshirts(cont.)
Site: http://www.weeklyshirts.co.kr/user
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/2): Weeklyshirts(cont.)
Site: http://www.weeklyshirts.co.kr/service
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/2): Weeklyshirts(cont.)
Site: http://www.weeklyshirts.co.kr/order
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(1/2): Weeklyshirts(cont.)
Site: http://www.weeklyshirts.co.kr/
• Features1. 셔츠 공유 모델2. 맞춤 셔츠 전용 세탁/다림질 대행 모델
• Insights1. 셔츠 구매가 아닌 셔츠 공유 경험2. 세탁소 관련 경험 혁신3. 결국, 셔츠 관련 습관을 변경하는 접근4. 또한, 사회적경제 모델로 응용 가능 (예)
교복 등 유니폼 공유 모델, 국내외사회적약자의 의복 공유 모델 등
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(2/2): Stitich fix
Site: https://www.stitchfix.com/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(2/2): Stitich fix(cont.)
Source: http://biz.chosun.com/site/data/html_dir/2017/05/17/2017051702772.html#csidx66a9020283afa998de9f1c94fd7ec48
스티치픽스(Stitch Fix)는 소비자들이 입력한 데이터만으로 의상을 추천하고 배송해주는의류 쇼핑몰이다.
옷을 파는 쇼핑몰이지만 흔한 옷 사진 하나 없다. 비결은 인공지능 프로그램이다. AI가데이터를 분석해 좋아할 만한 옷을 뽑아내고, 전문 스타일리스트가 이 중 5가지를 골라고객에게 배송한다. 고객들은 옷을 입어보고 마음에 들지 않으면 반품하면 된다.
놀랍게도 고객 중 80%가 추천한 옷 중 한 벌을 구매하고, 80%의 고객은 첫 구매 후 90일내 재구매를 했다. 포브스에 따르면 스티치픽스는 2016년(회계연도 기준) 7억3000만달러(약 8166억원)의 매출을 달성했고, 3년 연속 수익을 올렸다.
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study(2/2): Stitich fix(cont.)
Site: https://www.stitchfix.com/
• Features1. 판매하는 제품 이미지가 없는 스토어2. 엄청난 입력 필드
• Insights1. 예측 불가능성의 가치 극대화2. 선택의 이중성(즐거움과 피곤함) 위탁
모델3. 제품 선택의 정해진 고유 패턴 고려 접근;
데이터 기반의 선제 서비스 가능4. 결국, 옷장 지배 전략이자 제품 구매
습관의 변화 유도5. 그러나, 최초의 과도한 입력은 심각하게
재고 필요
4. Mind share and Innovation with TOMS case
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: TOMS
Site: http://www.toms.com/improving-lives
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: TOMS(cont.)
Site: http://www.toms.com/improving-lives
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: TOMS(cont.)
Site: http://www.toms.com/improving-lives
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: TOMS(cont.)
Site: http://www.toms.com/improving-lives
• Features1. Shop과 동등한 레벨로 How We Give
메뉴를 제공하는 웹사이트 채널
• Insights1. 판매와 Impact를 동등하게 접근하는
기업가 정신이 투영된 메뉴 구조2. 구매한 만큼 social impact가 강화되는
구조3. 매일 신발을 신을 때마다 social impact가
떠오르는 브랜드 경험4. 결국, mind share가 market share로,
그리고 social impact로, 지속가능한 유저경험과 경영 구조의 탄생
5. Back to basic and Conversational commerce with Schuh case and Chatbot guidelines
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Schuh
Site: http://www.schuh.co.uk/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Case Study: Schuh(cont.)
Site: http://www.schuh.co.uk/
• Insights1. 오프라인 매장에서는 ‘대화’가 기본. 이에
비해 ‘입이 없이’ 불친절하게 탄생한웹사이트. 이제 다시 ‘대화’의 시대이자‘대화’가 곧 ‘커머스’ 자체가 됨
2. 365일 운영되는 디지털 채널 특성 상‘사람과 인공지능’이 결합된 ‘대화형커머스’ 시도 필요
3. 디지털 채널에 접속하자마자 자동으로제시되는 ‘대화 창구’ 필요
“Use” Users For UX
“Buy” Customers For CX or Service
“Talk” Player For PX(Playful eXperience)(Saying/Typing and Respond)
Design For Customer eXperience or Service experience
Design For User eXperience or (Interactive) product experience
Design For Player’s Playful eXperience(embodied (interactive) product experience and service experience)
“Use” Users For UX
“Buy” Customers For CX or Service
“Talk” Player For PX(Playful eXperience)(Saying/Typing and Respond)
“He has a magic lamp with a genie inside, who grants wishes.”
Design For Player’s Playful eXperience(embodied (interactive) product experience and service experience)
Design For Customer eXperience or Service experience
Design For User eXperience or (Interactive) product experience
“Talk” Player(Saying/Typing and Respond)
“He has a magic lamp with a genie inside, who grants wishes.”
For PX(Playful eXperience)
• Creating a magic lamp with a genie(Craft a Personality); Creating a genie-like UX
• Personalized god in a box; Era of IPA(Intelligent Personal assistant)
• Conversation-as-a-Platform(CaaP); Software-as-a-Service (SaaS); Platform-for-Everything
Design For Player’s Playful eXperience(embodied (interactive) product experience and service experience)
Designing Conversations: Conversational interfaces, Bot Interactions, Chatbot as personalities
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
착각과 통찰
• The More the Better(대화 요청 빈도와 시기, 대화의 양, 대화의 속도 등) & Less is More(사용자의 컨텍스트 추적 기반의 알고리즘적 접근, 일정 수준의 정해진 행동패턴을반영한 자동 처리) for conversation?!
• The wisdom from the social science!!; 사회심리학적 지식의 응용 필요
58
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Watch your message pacing
• 아내의 속도에 맞게 대화를!Our A.I. can type a thousand words per minute, but that’s not what people want from a
chat interface.
• 아내의 호흡(사용자의 특성)에 맞게 탄력적으로(학습을 통해) 대화를!We intentionally pace how fast a user receives our messages to make the experience feel
more natural; Pace messages at human reading speed. If your bot blurts out too much text instantaneously, this can be jarring for users to keep up with.
We’ve tested a lot of different levels of speed and found that adding a .02 second delayhelps with engagement.
We hope to create a feature that will analyze the way a user interacts with our system and adjust the pacing for each individual, and we already have enough data to appropriately adjust the pace by age.
59
References: • http://venturebeat.com/2016/07/27/5-tips-for-writing-chatbot-scripts/• https://chatbotsmagazine.com/top-6-conversational-skills-to-teach-your-chatbots-ec4eb019a23d#.xt1h59xhu
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Limit the length and number of messages
• Engagement drops with every line of text over three lines, which we call the “glanceable tipping point.”
They need to be invested in the answer they are about to receive. If they ask for advice from a local doctor who accepts their insurance, they will take the time to read a long message because the information matters to them. We’ve also noticed that users don’t like receiving too many messages in a row without a break.
• We’ve now added a user input option after 4-5 messages to break up the text and give the user a few seconds to catch their breath. Even a simple response like “OK” or “cool” works to pace the influx of texts.
• Keep messages short, sweet, and readable!
60
Reference: http://venturebeat.com/2016/07/27/5-tips-for-writing-chatbot-scripts/
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Computers Are Social Actors
• Humans expect computers to act as though they were people and get annoyed when technology fails to respond in socially appropriate ways.(컴퓨터가 사람처럼행동하길 기대하고, 기술이 인간적인 방식으로 반응하지 않는 것에 불만을 가짐)
Show that people treat computers as if they were real people(컴퓨터와 미디어를사람처럼 대하는 사람들의 성향 관련 연구) Nass, C., and Brave, S. B. (2005). Wired for speech: How voice activates and
enhances the human computer relationship. Cambridge, MA: MIT Press. Reeves, B., and Nass, C. (1996). The media equation: How people treat
computers, television, and new media like real people and places. New York: Cambridge University Press.
* Source: Clifford Nass & Corina Yen, 2010
© 2017 Billy All rights reserved.Being Micro-moments: 6 insights of e-commerce experience with case studies
Natural Flow and Cadence: Don’t Be A Broken Record
You: What is your name?Mitsuku: My name is Mitsuku.
You: What is your name?Mitsuku: You just asked me that. It’s still Mitsuku. It hasn’t changed in the last 10
secs.
• Nobody likes being told the same thing over and over again, So why do chatbots keep doing it? Bots should detect when they’re about to repeat a
previously given answer and switch strategies.
As an egregious example, I ran into a bug with the 1–800-Flowers chatbot on Facebook Messenger. This chatbot presents categories and subcategories of bouquets you can choose from, but if you go into a subcategory card menu, the previous menus become deactivated and there’s no obvious way to go back to them. Pretty silly, eh?
62
References: • https://chatbotsmagazine.com/top-6-conversational-skills-to-teach-your-chatbots-ec4eb019a23d#.xt1h59xhu• http://designrfix.com/design/key-principles-chatbot-design
6. Predictive commerce
Predictive commerce is the key to meeting KPI challenges by analyzing both upstream and downstream data from internal and external sources of data - to produce surprisingly accurate forecasts.
Source: https://www.toolsgroup.com/images/danone-infographic-en.pdf
As more digital commerce experiences begin to use data to predict when and why consumers are likely to transact with them next, brands face a new challenge to hold onto consumer dialogues and relationships.
That’s because much of the anticipatory 'zero click' retailing is being pioneered not by brands, but aggregators like Amazon who, in 2014, filed a patent for anticipatory shopping – technology that ships products before a consumer has even placed an order.
Source: http://www.thedrum.com/opinion/2017/03/08/zero-clicks-given-will-predictive-commerce-kill-brands
경청해주셔서고맙습니다!