e-commerce personas: what are the buying behavior of online customers in italy (eng)
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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%
41
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%
42
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 [email protected]
Michele Pierangeli [email protected]
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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