AN EASY SHOPPING EXPERIENCEUXD Course #5Holly Law

- Agenda -

BACKGROUNDPERSONASPC SITE & MOBILE SITECONTENT STRATEGIESUSER FLOWWIREFRAMEPROTOTYPEFEEDBACK

Backgroundover 100 department stores in Germany and Belgiumprime city centre locationsa modern retail brand and a competent multichannel retailer with well-known brands and high-quality own brandswww.galeria-kaufhof.de is launched in Oct 20111

and the mobile version is available two years later2

Almost a third of visits to “galeria.de” made during the 2014 Christmas shopping was via mobile devices3.

Persona #1

Nicole25

Auction Assistant

Pain Points:Hate shopping sites that are too messy, with lots of advertisements flashing aroundNo precise fitting data is givenDelivery is SLOW!!!

ShopaholicTravel oftenHate lining up for fittingType of device used for online shopping:

Persona #2

Yvonne30

Beauty Consultant

Pain Points:Sometimes I don’t know what the buttons are forLack of detailed specification (e.g. size and fit, colour, materials, etc.)Very few product photos, not many sites have video demonstration.

Beauty junkie who loves trying new productsWants to know the latest and hottest items in the marketType of device used for online shopping:

Persona #3

Mrs. Weber45+

Personal Assistant to Category Manager

Pain Points:Things are so tiny on the screen.If I could easily get my favourite products offline, I would not consider online shopping at all…

Working Mum with a teenage sonAvoid digital world after workLove to shop in real stores (Only online shop at Amazon)Type of device used for online shopping:

PC Site

Mobile Site

Content StrategiesSimple LayoutFaceted Filter for Refining Search ResultCart are linked to the selected products, for better review and purchase adjustment.Multiple View Options More proactive interaction with customers to cater the non tech-savvy senior population:

1. Interactive Rating of Best Selling Items Shown based on User Profile (if logged in)

2. Push Notification to alert Sales and Promotional Activities.

Wireframe - 1

Wireframe - 2

Wireframe - 3

Wireframe - 4

Prototype

http://invis.io/KX26F40TA

FEEDBACK

Thanks a lot!

Reference1. Hubert, Peter, arvato Systems Launches Online Shop for Galeria Kaufhof , 2011

2. Weber, Markus, Galeria Kaufhof startet neuen Mobile-Shop , 2013

3. Lommer , Ingrid, Kaufhof plant Responsive Relaunch für Juni , 2015