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12/5/2014 1 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
2014 Platinum Sponsor
Gerard Loosschilder
Chief Innovation Officer
SKIM, The Netherlands
Turning online retail into a happy place
12/5/2014 6 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
WE TAILOR THE
WEB STORE TO
CUSTOMER PROFILES
AND PERSONAS
12/5/2014 7 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
To watch
videos from
my couch
To take
with me
on a trip
To play
games
To do
domestic
chores
Customer profiles
based on usage situations
12/5/2014 8 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
This is
Sarah
Sarah is
a traveler
Sarah wants a
notebook that she
can take with her
on her trips
12/5/2014 9 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
OFF THE
ROAD
12/5/2014 11 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
`
This is
Eva
Eva is
domesticated
Eva wants a
notebook that she
can use at home
12/5/2014 15 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
SCREENING
What
Why
How
VALUE PROPOSITION
12/5/2014 16 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
Feature and
specification
Promise
“What’s in it for
you?”
Benefit
“Why is this
valuable to you?”
Value propositions
based on usage profiles
12/5/2014 17 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
Usage profiles
Traveler or domestic
Battery life: 4 hours Watch that movie undisturbed domestic
Battery life: 6.5 hours Enjoy staying on the couch forever domestic
Battery life: 9 hours Be ready for that long trip traveler
Battery life: >10 hours Be ready for that long haul traveler
12/5/2014 18 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
UX DESIGN SCREENING
What
Why
How
VALUE PROPOSITION
12/5/2014 19 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
WE CREATED
OUR OWN
PLAYGROUND
12/5/2014 20 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
This is our playground.
It has 44 notebooks.
12/5/2014 21 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
Visitors can use a filter
to narrow the search
12/5/2014 22 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
Visitors get exposed
to assist their search
Benefit
information
Pop up
summaries
Ratings Callouts
12/5/2014 23 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
We focus on
battery life,
connectivity,
material and
weight
We adapt the
promise and
benefit
descriptions to
“traveler”
12/5/2014 24 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
We focus on
graphics,
screen size
and viewing
angle
We adapt the
promise and
benefit
descriptions to
“entertainment”
12/5/2014 25 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
Visitors can dig deeper
to examine a product
… specs …
12/5/2014 26 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
Visitors can dig deeper
to see ratings and reviews
Ratings … … reviews
We systematically
vary both
12/5/2014 27 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
WE LEARNED THAT WE
CAN IMPACT USER
SEARCH AND TRADE
THEM UP BY TAILORING
TO THEIR PROFILES
12/5/2014 28 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
2.5
$764
1 4
Participate again Joy
Satisfaction
Easy to find Purchase intent
Price
1 5
3.7
3.3
1 5
3.1
1 5 1 11
7.5
$315 $2,018
Joe Average
12/5/2014 29 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
2.5
$764
1 4
Participate again Joy
Satisfaction
Easy to find Purchase intent
Price
1 5
3.7
3.3
1 5
3.1
1 5 1 11
7.5
$315 $2,018
Eva Domesticated
3.2
3.2
3.6
8.3
$832
2.4
12/5/2014 30 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
2.5
$764
1 4
Participate again Joy
Satisfaction
Easy to find Purchase intent
Price
1 5
3.7
3.3
1 5
3.1
1 5 1 11
7.5
$315 $2,018
Sarah Traveler
3.2
3.2
3.7
7.5
$797
2.4
12/5/2014 31 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
What’s in it for you?
12/5/2014 32 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
MARKET
RESEARCHERS
WE HAVE COMBINED SEVERAL
RESEARCH APPROACHES TO IMPACT
ONLINE SHOPPER BEHAVIOR.
LET’S CONTINUE THE QUEST
12/5/2014 33 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
VISITORS
WE HAVE CUSTOMIZED THE WEBSTORE
ENVIRONMENT TO MAKE IT EASIER TO
FIND THE RIGHT OPTION.
CAN WE MAKE IT EVEN EASIER?
12/5/2014 34 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
WEB STORES
WE HAVE SEGMENTED VISITORS
AND TRADED THEM UP.
IS IT DUE TO OUR UI DESIGN?
12/5/2014 35 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
BRANDS
WE HAVE INTRODUCED VALUE
PROPOSITIONS IN THE WEB STORE.
CAN WE DISPLAY THEM MORE
EFFECTIVELY?
12/5/2014 36 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
2014 Platinum Sponsor
Gerard Loosschilder
Chief Innovation Officer
SKIM, The Netherlands
THANK YOU!
12/5/2014 37 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
The Festival of NewMR 2014 would not be possible without our sponsors. Thanks to:
Our Platinum Sponsor for 2014
Silver Sponsors
Session Sponsors
Media Partner Festival Supporters
• Schlesinger Associates • GMI • krea
The Festival of 2014
12/5/2014 38 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
2014 Platinum Sponsor
Time for
Questions & Answers
Sue York Gerard Loosschilder SKIM
12/5/2014 39 Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
Thank you!
Interaction design
www.skimgroup.com
@SKIMGroup @Gloosschilder