Using Data Driven Insights to Deliver a Great Global User Experience

Using Data Driven Insights to

Deliver a Great Global User

Experience

October 2013

Rick Medeiros

Executive Director, Lenovo.com Global User Experience

» WHO WE ARE

» PREPARING OUR FOUNDATION

» BUILDING A GREAT EXPERIENCE

» REALIZING OUR VISION

3

A >$34B global personal technology company with 30,000 people and customers in 160+ countries.

2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.4

PC USAGE“A Market Share Juggernaut”Wall Street Journal

#1 Worldwide share (IDC)

14 Straight quarters fastest growing major PC company

#3 Smart Connected Devices (IDC)

7% Share of Smart Connected Devices


“A Next Generation Global Enterprise…”

Global and Local: Investing in key markets and ensuring the right people are in the right places

Investing in PC+ Future: Growing on successes of PCs and focusing on new technologies

Strength in Diversity: 7 countries represented in our top 10 leaders, 17 in our top 100

» WHO WE ARE





It Starts With Rethinking Our Digital Approach…

Mass Marketing Digital Marketing Digital EngagementMETHOD: Mass MarketingFORMS: TV, Print, BillboardsKPI: Impressions & Awareness

METHOD: Targeted MarketingFORMS: Search & Display, VideoKPI: Page Visits

METHOD: Engagement MarketingFORMS: Collaborative Marketing and Relationship building KPI: Advocacy & Loyalty


PC USAGE…Building A Supporting .COM Vision…

• PC focused, not mobile

• Learn, Shop, Support, Social separate

• Brand not fully integrated, global inconsistencies

Genesis .COM 1.0/2.0 .Com 3.0…Evolution of Lenovo.com

DG/Search

ShopLearn

Next Gen.Com DG/

Search

Social

Next Gen.Com

TV

Learn, Shop,eSupport

Retail/eTail

• Learn & Shop well Integrated • Finding products is easy• Accommodates multiple screens

• Site for DOers

• Great experience across devices

• Site is tailored to my needs• Site represents global consistency and resonates brand promise


…While Navigating Org Complexities…

MEAAsiaBrasil India RU & CIS

ANZEU Latin America

USA & Canada

Business Needs

Site Updates

IT Infrastructure

Global Team

Perspective:• 20+ Direct

countries• 100+ Indirect

countries• Different

Products Per Country

• Different perspectives & executional skillsets

• Desire to continue to do things the “old way”


…And Improving Partnerships

From: “Parental Control” To: “Joint Custody”

CIO CMO CIO CMOMT

MT

IT maintains strong control over Marketing Technology (MT)

IT and marketing collaborate on Marketing Technology (MT).

» WHO WE ARE





PC USAGELenovo 1.0: What We Learned

1.Product Complexity & Navigation• Difficult to determine “which products are right for me”• Lack of simple tools to make choice• Product positioning weak

2.Simplify the Experience• Dual paths & duplicate pages (Learn & Shop) creating confusion• Purchase process complex

3.Lack of Brand Consistency• Colors, icons, and fonts inconsistent• Brand photography distracting


PC USAGEPartnership with Rosetta

Rosetta is a customer engagement agency specializing in unlocking and activating human behavior:

1. Develop deep understanding of the behaviors and motivations of customers in the marketplace.

2. Design experiences that unlock those behaviors to achieve results.


PC USAGEData-Driven Insights…

• Analytics and testing• Direct customer feedback

• Identify strengths and weaknesses• Measure against industry

benchmarks• Experience recommendations • Design and UX competitive

assessment• Deep understanding of customer

journeys

LeadingIndicators

ExpertAssessment

QuantitativeValidation

Applied comprehensive global segmentation that provided core direction of the key needs and wants of the target audience for every aspect of the new site

Designed to focus on the convergence of the needs of all customer types

Designing Lenovo.com for the Visitor

KevinGo-getter

CaraSocial Savvy

NickTech Trendsetter

SMB

Enterprise


PC USAGE1. Product Complexity & Navigation

OBJECTIVE #1:

Improve Product Complexity & NavigationLEGACY STATEDuplicative Navigation Between Products and Shop

Complex, nonintuitive PC Finder Tool (in US; no tool in other top countries)

Product Positioning Confusing

Brand Level

Series Level

Sub-Series Level


PC USAGEOBJECTIVE #2:

Simplify Flow & Improve Purchase ProcessCURRENT STATE

Dual paths and duplicate pages Long, confusing configuration process for CTOs

2. Simplify the Experience


PC USAGEOBJECTIVE #3:

Create Consistent tables, Colors, Icons, and FontsCURRENT STATE

Multiple instances of catalog pages with different content

Little differentiation in descriptions across subseries and models

Inconsistent calls-to-action, fonts, and colors

3. Lack of Brand Consistency


Usability“This website is easy to use.”“I am able to find what I need quickly on this website.”“It is easy to navigate within the website.”

Lenovo 1.0 Beta PerformanceAppearance“I found the website to be attractive.” “The website has a clean and simple presentation.”

Conversion+9% increase to product pages+5% to cart

Financial+14.53% increase in Revenue Per Visit+$20 - $70 Average Order Value*

Lenovo 2.0: Mobile Web Leadership?

• Inconsistent user experiences by country• Variation in breadth of global mobile footprint• No leader delivering an end-to-end solution – Learn, Shop &

Support

Lenovo must move quickly to deliver a differentiated mobile experience

What does that mean? Deliver a Lenovo Mobile-Optimized site

globally Leveraging 1.0 framework Includes support of key launch campaigns

Develop Mobile Expertise – Region & Global

Deliver an Integrated Experience across channels

Track Performance through Region Dashboards

Integrate Mobile Advertising into media plans

Must Deliver a Full Mobile Competency

1.

2.

3.

4.

5.


Indentifying the most helpful and important features across smartphone/tablet/desktop

Example of Data Driven Insights

One design that works for every screen size, regardless of device

Single country launch to test for 30–60 days

Usability study to assess “findability”

Rollout to 70+ countries

Lenovo 2.0: Responsive Approach

DEMO

http://lenovo.sparkboxqa.com/

» WHO WE ARE




Lenovo 3.0: Much More To Do!