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E-COMMERCE & PERSONAS What are the buying behavior of online customers in Italy F. Gabrielli – Digital Experience Managing Director / Assist M. Pierangeli – UX Researcher Jr / Assist 04.10.2013

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FRANCESCA GABRIELLI

WHO WE ARE...

@FrancescaG

FRANCESCA GABRIELLI Digital Experience Managing Director Assist

@FrancescaG

linkedin.com/in/gabriellif

@FrancescaG

MICHELE PIERANGELI UX Researcher Jr Assist

@serradino

linkedin.com/in/michelepierangeli

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1.  OBJECTIVES AND METHODOLOGY

2.  ONLINE PURCHASING EXPERIENCE

3.  CUSTOMER PERSONAS

4.  UX MATTERS

 

 

 

 

 

 

 

 

 

 

 

 

 

 

.    

AGENDA

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Understand the main aspects that influence online purchasing behavior in Italy

RESEARCH OBJECTIVES

Who are the users? What do they do online?

What device do they use? What kind of purchases?

What are the critical elements in the purchasing experience?  

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OBJECTIVES & METHODOLOGY

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QUALITATIVE RESEARCH May 2013

STEP 1

INTERVIEWS and USER TEST (25 users), All smartphone and e-commerce users.

PERSONAS QUALITATIVE ELABORATION  

WHAT WE HAVE DONE

QUANTITATIVE RESEARCH September 2013

STEP 2

ONLINE SURVEY (1000 users), all e-commerce users

PERSONAS QUANTITATIVE VALIDATION  

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PERSONAS represent goals and behaviors of real users groups

WHAT PERSONAS ARE?

Carefree offer hunter girl

The pleasure of finding the best offer and buying without worries

MARTA

“what they do… not what they are”

o  Age o  Behavior o  Device o  Buying drivers o  Yearly average budget o  Purchase frequency o  Methods of payment

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HOW TO BUILD PERSONAS?

QUALITATIVE ANALYSIS

ELABORATION OF PERSONAS

VALIDATION (qualitative OR

quantitative)

USER REQUIREMENTS

USER EXPERIENCE

DESIGN

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STEP #1 QUALITATIVE RESEARCH

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QUALITATIVE RESEARCH

May 2013

STEP 1

WHAT WE HAVE DONE?

INTERVIEWS and USER TEST (25 users), All smartphone and e-commerce users:

- FIRST INTERVIEW on purchasing behavior -  5 SCENARIOS of online purchase (THINK

ALOUD) -  USER TEST LAB users free to web surfing

with preferred device

-  QUALITATIVE PERSONAS ANALYSIS AND ELABORATION

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PROPOSED SCENARIOS TICKETS AND TRAVEL Round trip ticket to Rome

in a day Urgent ticket to Milan due to strike

Holiday with family (travel / car / hotel)

CONCERTS AND SHOWS Cinema ticket for Iron Man 3D Concert ticket -Jovanotti Theater ticket

ELECTRONICS AND MOBILE PHONES

Samsung Galaxy with tariff plan Ipad Mini Gift Camera purchase on holiday

BOOKS AND MEDIA Gift Umberto Eco book E-book Dan Brown Dvd Harry Potter

FASHION AND HOME FURNITURE Nike runner shoes Gift sun glasses Memory Foam Mattress

FOOD AND PERSONAL CARE

Online purchase Calenduala creams and Chamomile Three fine wines

INSURANCE AND HOLDING COMPANIES

Car insurance for theft and fire Deposit account Loan for car purchase

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WEBSITE EVALUATED BY USERS FOOD AND PERSONAL CARE

TICKETS AND TRAVEL

BOOKS AND MEDIA

FASHION AND HOME FURNIT.

INSURANCE AND HOLDING COMP.

SHOWS AND CONCERT

ELECTRONICS AND MOB PHONE

Allacortedibacco.com Alitalia App Amazon.com Amazon.com Assicurazione.it Groupalia.it Amazon.it

Bottegaverde.it Alitalia.it Amazon.it Cisalfasport.it Cercaassicurazioni.it Legiraffe.it Apple.it

Callmewine.com Easyjet.com Annunci.ebay.it Decathlon.it Contoadesso.it Letsbonus.com Groupalia.it

Ebay.it Edreams.it Ebay App Dormireclick.it Directline.it Mymovies.it Mediaworld.it

Ecco-verde.it Expedia.it Ebay.it Ebay.it Facile.it Thespacecinema.it Prezzofelice.it

Esselunga App Italotreno.it Ibs.it Emiflex.com Ingdirect.it Ticketbis.it Saturn.it

Esselunga.it Kayak App Lafeltrinelli App Glance24.com Prestitionline.it Ticketone App Softprice.com

Farmaplanet.it Ryanair.it Lafeltrinelli.it Materassi.com Prestiti-online.info Ticketone.it Tim.it

Ilgirastore.com Ticketone.it   Materassinlinea.it Rendimax.it Ucicinemas.it Tre.it

Natsabe.it Trenitalia App Tablet   Occhiali.it Segugio.it Viagogo.it Vodafone.it

Sanninovini.com Trenitalia.it   Privalia App Webank.it    

Vinitalyclub.com Volagratis.it   Ray-ban.com      

    Vistaexpert.it      

    Zalando.it      

60 WEB SITE/ APP SPONTANEOUSLY VISITED 125 SCENARIOS

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STEP #2 QUANTITATIVE RESEARCH

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QUANTITATIVE RESEARCH September 2013

STEP 2

WHAT WE HAVE DONE?

ONLINE SURVEY (1000 users), e-commerce users.

-  STATISTICS QUESTIONS about habits and preferences of online buying.

-  BEHAVIORAL QUESTIONS extracted from Personas characteristic to allow their validation.

-  PERSONAS REVIEW AND ANALYSIS crossing quantitative data

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SAMPLE Online panel (1000 respondents) with preset quotas

LOCATION

Italian sample. Source: European Digital Behaviour Study 2013 Contactlab e Netcomm

North West

North East

Central

South&Island

32%

16%

20%

32%

GENDER

Male

Female

60%

40%

AGE

16-20

25-34

35-44

45-54

55-65

16% 29% 29%

19% 7%

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ONLINE PURCHASE EXPERIENCE

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HOW FREQUENTLY AND WHERE online users purchase?

ONLINE PURE PLAYER

RETAILER  

68%

AUCTION OR PRIVATE NOTICE  

MULTI BRAND RETAILERS WITH OFFLINE SHOPS

COUPONING SITES   OFFICIAL BRAND E-COMMERCE  

PRICE COMPARISON SITES

 

53%

45%

31%

26%

22%

BUY AT LEAST ONCE A MONTH AVERAGE MONTHLY TICKET      

50%

40€

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WHAT THEY BUY AND IN WHICH CHANNEL?

OFFLINE INDIFFERENT ONLINE

TICKETING AND TRAVEL

SOFTWARE AND APPLICATIONS

EVENTS: CONCERTS AND SHOWS

BOOKS, FILM AND MUSIC

ELECTRONICS

INSURANCE AND FINANCIAL SERVICES

FASHION AND ACCESSORIES

HOME FURNITURE

FOOD AND PERSONAL CARE

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HOW IMPORTANT THE BRAND IS?

BUY ONLY ALREADY KNOWN BRANDS 60%

I know this website. It’s been promoted, it is clear and The number of customers is shown

KEY FACTORS: - Accurate graphic and communicational design

- Company info (“About”)

- Easy experience

- Marketing and massive communication

- Customer care points of contact are shown

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IMPULSE PURCHASE OR NOT?

CUSTOMERS PURCHASING AFTER A RATIONAL BEHAVIOUR

COLLECT MORE INFORMATION, COMPARING SEVERAL PRODUCTS BEFORE PURCHASING

PREFER TO BUY WELL KNOWN PRODUCTS OR ALREADY “SEEN AND TOUCHED” OFFLINE

FEEL SAFE IN PURCHASING VIA INTERNET

70%

58%

44%

25%

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WHICH PAYMENT METHODS?

PREPAID DEBIT CARDS 52%

47%

23%

19%

14%

10%

DIGITAL WALLET

CREDIT CARDS

CASH ON DELIVERY

BANK TRANSFER

GIFT CARDS

Most preferred payment methods:

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Entertainment and communication device  

WHICH DEVICES DISTRIBUTION?

It’s the main online search and purchasing device.

Browsing, reading and news updates.

SMARTPHONE COMPUTER TABLET

96% 77% 41%

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BEFORE PURCHASING I USE TO COLLECT INFO THROUGH

4%

3%

9%

9%

21%

36%

30%

75%

54%

57%

COMPUTER

TABLET

SMARTPHONE

MAI UNA O DUE VOLTE ALL'ANNO

VARIE VOLTE AL MESE PIÙ VOLTE ALLA SETTIMANA

NEVER

SEVERAL TIMES A MONTH SEVERAL TIMES A WEEK

ONES OR TWICE A YEAR

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I BUY THROUGH...

14%

40%

38%

37%

28%

46%

38%

24%

15%

11%

7%

COMPUTER

TABLET

SMARTPHONE

MAI UNA O DUE VOLTE ALL'ANNO

VARIE VOLTE AL MESE PIÙ VOLTE ALLA SETTIMANA

NEVER

SEVERAL TIMES A MONTH SEVERAL TIMES A WEEK

ONES OR TWICE A YEAR

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ORDER AND INFO

96% 90%

87%

61%

49%

31%

COMPUTER TABLET SMARTPHONE INFORMAZIONI ACQUISTO

Through which device the most addicted buyer are being informed?

Huge Gap particularly on smartphone and tablet orders

ORDER INFO

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51%

56%

26%

45%

26%

20%

42%

30%

22%

24%

32%

25%

COMPUTER

TABLET

SMARTPHONE

IMPORTO TOTALE

SCENARIO COMPLETATO CON FACILITÀ SCENARIO COMPLETATO CON DIFFICOLTÀ SCENARIO NON COMPLETATO

HOW EVALUATE USER EXPERIENCE RELATED TO ONLINE PURCHASING?

SCENARIO EASILY ACCOMPLISHED SCENARIO NOT ACCOMPLISHED SCENARIO ACCOMPLISHED WITH DIFFICULTY

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NEGATIVE UX WHEN...

- Too long purchasing experience process - Issues related to data entry during the registration process - Low usability and not effective browsing (ex. pop-up, flash elements, not compatible JS) - Responsive site are not common - Sometimes “incomplete” experience (es. Low payment methods flexibility, mobile registration not allowed)  

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IN GENERAL USERS PREFER USING MOBILE SITES VERSUS MOBILE APPS

MORE ABOUT SMARTPHONE AND TABLETS

WHY? -  App only for a frequent use and with known brands - Users think too much Apps affect smartphone

performances - M-site can be found more easily through search

engines  

21% 28% 51%

APPLICAZIONI ENTRAMBE SITI WEB APP BOTH WEB SITE

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WEBSITE NOT OPTIMIZED

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BEHAVIOR PROBLEMS

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90% interaction criticalities are on check out/payment phase

FREQUENT PROBLEMS: - Too long and complicated registration process - Unwillingness to provide sensitive information for single purchase (e.g.fiscal code) - Check put process too complex - Limitations in the payment method - Sheeping cost too high and not clear from the beginning

CHECK OUT: THE MOST CRITICAL POINT OF PURCHASING PROCESS

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SOME EXAMPLES

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REGISTRATION: ‘NON’ REGISTRATION WINS!

36%

59%

100%

39%

10%

0%

25%

31%

0%

REGISTRAZIONE OBBLIGATORIA

REGISTRAZIONE OPZIONALE

REGISTRAZIONE NON RICHIESTA

TASK RIUSCITO CON SUCCESSO TASK ESEGUITO CON DIFFICOLTÀ TASK NON RIUSCITO

MANDATORY REGISTRATION

OPTIONAL REGISTRATION

REGISTRATION NOT REQUESTED

SCENARIO EASILY ACCOMPLISHED SCENARIO NOT ACCOMPLISHED SCENARIO ACCOMPLISHED WITH DIFFICULTY

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FIRST STEP-REGISTRAZIONE / LOGIN

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FIRST REGISTRATION STEP / LOGIN

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TO SUM UP

o  MULTI-SCREEN USERS USERS START A PROCESS ON A DEVICE AND FINISH IT

ON ANOTHER DEVICE. UX HAS TO BE COHERENT AND CONTIGOUS.

o  NEGATIVE UX : THERE IS STILL A LOT TO DO, ESPECIALLY ON MOBILE

o  IT IS NECESSARY TO INVOLVE MORE END USERS!!

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CUSTOMER PERSONAS: WHO ARE THE USERS AND WHAT THEY DO ONLINE?

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CUSTOMER PERSONAS

Marta Paolo Roberto Lucia Arturo CAREFREE UNINHIBITED METICULOUS RATIONAL TRADITIONALIST

“The pleasure to find out the best offer and buy without worries“

“I easily buy sophisticated high quality products ”

“ Internet search always bring to best quality- price ratio”

“The convenience to buy online to spend more time with my family”

“ I find online all the product information I need ”

13% 17% 32% 11% 14%

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 Daily newsletter from couponing/flash sales: she tries not to miss any offer. If she find the right product, she buys it. Tools: smartphone to be always update and tablet to finalize the purchase Age: 31 Driver: saving, convenience, fun, comfort, sharing Yearly average budget: 700€ Buying frequency: weekly, impulse buy Payment with credit card

“THE PLEASURE TO FIND OUT THE BEST OFFER AND BUY WITHOUT WORRIES ”

MARTA: Carefree offer hunter girl

13%

40

He buys online everything and without hesitation, he trusts e-commerce site and use them to buy everthing. He got crazy for latest products. Tools: he uses smartphone, tablet and computer depending on the type of purchase and location Age: 35 Driver: quality, speed, sophistication, autonomy Yearly average budget: 900€ Buying frequency: weekly, easily Payment with digital wallet or revolving card

PAOLO: Uninhibited “I EASILY BUY SOPHISTICATED HIGH QUALITY PRODUCTS”

17%

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He always compares different offers in order to choose the best one at affordable prices. Before buying he wants to understand all the product characteristics. Device: smartphone just for monitoring, computer for purchase Age: 38 Driver: comparison, reliability, variety Yearly average budget: 400€ Buying frequency: monthly, rational purchases Payment with digital wallet or top up credit card  

ROBERTO: Meticulous

“INTERNET SEARCH ALWAYS BRING ME TO BEST PRICE-QUALITY RATIO”

32%

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She makes online purchase to save time. She mainly buys well-known products or products previously seen in the store. The brand of the product is fundamental Tools: tablet (always in her bag) to gather info, computer for more complex purchase Age: 45 Driver: convenience, savings, autonomy, choice Yearly average budget : 600€ Buying frequency: every three weeks, without worries Payment with bank transfer or top up credit card    

LUCIA: Rational “THE CONVENIENCE OF ONLINE PURCHASE TO SPEND MORE TIME WITH MY FAMILY”

11%

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He uses internet to gather information about the products, but he prefer buying them in a traditional manner or using classified ad sites. On internet he buys mainly “intangible” products: train/shows/cinema tickets Tools: Smartphone only to gather information and computer to finalize the purchase Age: 50 Driver: trust, confidence, informativeness Yearly Average Budget: 300€ Buying frequency: every 4 months, with reluctance Payment with cash on delivery or top up credit card  

ARTURO: Traditionalist “ONLINE I FIND ALL THE PRODUCT INFORMATION I NEED”

14%

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13% “overlapping” profile: users with cross-profiles features without a clear predominance

OVERLAPPING PROFILE

Roberto / Marta She buys without worries 5%

Paolo / Roberto

He is crazy about latest products but only rational purchase

3%

Arturo / Roberto He is skeptical, but he buys even material products 3%

Lucia / Marta She buys only products on sale 2%

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1.  Guidance in user requirements definition and design of services

2.  High-level profiling tool enriched with qualitative and quantitative data

3.  Easily communication within project team

PERSONAS CAN BE USEFUL FOR..

AND THEN…?

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USER EXPERIENCE MATTERS!

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FROM PERSONAS TO PRODUCT FORM

Roberto: “I want to know all the product specs, otherwise I do not buy it.”  

Arturo: “Are we sure this site is reliable? Do the product arrive? How long does it take?”  

Paolo: “Let's see what other users say about this product ….”  

Lucia: “ I only need few clear information to decide.”  

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UX MATTERS: PRODUCT FORM

1.  Always show ther real product image.

2.  Highlight total price and shipping time.

3.  Display the product summary information and allow in depth analysis

4.  Display other users comments

5.  Use a tidy and simple layout highlighting customer service to give safety and reliability feeling.  

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FROM PERSONAS TO REGISTRATION PROCESS

Roberto: “I know how it works, if I give all my data, I can easily control my purchases”

Arturo: “I do not want to register, when I buy in a store I am not asked to sign a contract”  

Marta: “ I find difficult to register with my smartphone, I never find the typos.”  

Lucia: “I am ok with the registration, but please ask only needed information”  

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UX MATTERS: REGISTRATION PROCESS 1.  Always allow a light registration or a

purchase as guest.

2.  Maintain good proximity between labels and forms.

3.  Provide always contextual error messages and feedback during compilation.

4.  Ask shipping / billing information only at the time of first purchase.

 

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DIGITAL STRATEGY: Digital multi-device strategy taking into account the profiles of end-user behavior. PROVIDE THE RIGHT AFFORDANCE:

few clear actions on the UI allow the user to understand 'what to do'

MISTAKE MANAGEMENT: Facilitate the user to quickly identify and correct mistake without frustration

UX MATTERS: IT CAN MAKE A DIFFERENCE

INTERFACE ADAPTABILITY: Optimize the shopping experience depending on the type of device to enable seamless experiences. SEMPLIFY REGISTRATION PROCESS: Light registration process and buying as guest HELP THE USER:

Proactively support the user in the most critical moments of the buying process, with alternative methods of contact.

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THANK YOU! QUESTIONS? Francesca Gabrielli gabrielli@assist.it

Michele Pierangeli michele.pierangeli@assist.it

linkedin.com/in/gabriellif

@FrancescaG

linkedin.com/in/michelepierangeli

@Serradino

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Francesca Gabrielli Managing Director

Luca Petroni UX Director

Michele Pierangeli User Experience Researcher

Clara Corradi User Experience Researcher

RESEARCH TEAM

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UX ANALYSIS & USER RESEARCH

DESIGN & PROTOTYPING

USER EXPERIENCE MEASURING

Expert review §  UX expert review §  User Experience (UX)

Benchmark

User research §  In-context research §  Focus group §  Online Surveys

Multichannel Strategy §  Concept Brainstorming Concept Design §  Information & interaction

design §  Sviluppo creatività Prototyping §  Proof of concept §  Rapid Prototyping Detailed design & delivery §  User interface Specification §  Graphic design §  Content writing §  User interface front end

development

Qualitative §  Usability testing §  User focus group §  Card sorting Quantitative §  CSI and UX Surveys §  Web & Social

Analytics

Assist: Digital experience offering

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