User Experience: Providing an Effective and Personal User Experience

User Experience: Providing an Effective and Personal User Experience How can A/B testing result in a more effective site experience? What tools can be used to analyse user experience in a fashion environment?

Providing an effective and personalised user experience: A/B testing and ‘the tools of the trade’

A few things about Charles Tyrwhitt

• Jermyn Street retailer of men's formal wear

• Renowned for quality of service and product

• The business was set up by Nick Wheeler in 1986

• We’ve been in the Sunday Times Profit Track 100 in the last two years

• 70% revenue through direct and 30% sales through retail

• We’ve achieved 25% growth for each of the last 3 years

• Our 20th store opened in New York late last year, Leeds about to open

Going from boy to man!

Personalisation means relevance.Relevance means £££

We started with vanilla

We started with vanilla as our redesigned website base flavour

Our ‘secret’ vanilla recipe contained:• Standard web analytics (visits, orders,

buying patterns, technology profiles)• Net Promoter Score research and

customer feedback• Usability and brand focus group research• feefo feedback and reviews• Call listening & retail shadowing• A dose or two of ‘gut feeling’

Best practice vanilla design Making any purchase as easy as possible on any site is crucial to effective user experience and commercial success

of a website. But never more so than when marketing to a predominantly male market share.

Best practice vanilla design We introduced ‘no-faff features’ that seamlessly smoothe the buying process online

Best practice vanilla design We offered a quicker and more simplified purchase path

Optimising the vanilla experience

WHO DECIDES?HiPPO?

Marketing

CEO

Legal

IT

Creative studio

Online team

Customer-led optimisation

Who decides? HiPPO?

Marketing

CEO

Legal

ITCreative studio

Online team

THE CUSTOMER

What is AB and MVT testing?

1/3 visits

1/3 visits

1/3 visits

+13% basket

+7% basket

+5% basket

£££

Building the testing roadmap

Benefit (££)

Traffi

cPreviously optimised

pages

Final checkout pages

Home pages

Landing pages

Early checkout pagesEditorialHelp section/legal

Product listings

Product pages

Building our task model

How the task model can influence testsThis task model informs the work we do with MVT testing, but also simple merchandising.

Don’t forget operational goals!• Driving relevance, or customer personalisation, always supported our business goals and tied back to overall strategy

Driving relevance to the businessWe found that ABn and MVT programmes can help to drive relevance with our customers but also with internal stakeholders By allowing customers to decide what works best, we made more £££

Portraying the brandFashion ecommerce sites all have the same features in common. We flexed ours so that they reflected the Charles Tyrwhitt brand and supported our core business

Adding flavour

Tie & cufflink matcher

Basket value

Quick buy vs browse • Not all male customers like to browse, but some do

• We also know that our customers’ online shopping behaviour changes throughout the course of the day, and at weekends

• So we provide functionality both for the hurried buy and for the leisurely browse, the browse route being usually more interactive

Self-serve, or interactive, functionality is essentially personalisation. The customer decides what he sees.

“Buy the outfit”

Shortlists

What we’ve learnt• That standard analytics packages and MVT can really

quantify the ‘value of relevance’ and feed back into the product development life cycle. Become friends with your data

• We got ecommerce basics right, and really understood who our customers were (both external and internal)

• Not to be blinded by technology: even the best off-the-shelf products need to be guided by strategy and insight

• We worked out what personalisation meant to us as a business. “Personalisation” is more than a set of calculations applied to a landing page; it’s a series of innovations, optimisation and data analysis

• How to indulge the inner geek! Have fun!

Thank you