Enhancing User Experience in traditional shopping

Marks & Spencer Brick & Mortar store

Suman Meena Mdes, 124205026 Indian Institute of Technology, Guwahati

In the 21st century how do we reconcile paradox?

Problem statement

• Diversity of market and increment in product ranges

• Market is getting massive and becoming a challenge to

cater the population as individuals

AIM: To enhance User experience in the brick & mortar store of Marks &

Spencer so that we increase the turnover and create a loyal customer

base.

Objectives

To analyze on customer shopping behavior

To identify difference between online and traditional shopping.

To find out what draws high profile customers to the stores.

To analyze the drawbacks in the current website and applications.

Appealing images

Bookmarks

Bottom catalog scroll

Store

Easy navigation to cart

Purchase buttons on products

Overlapping bottom page navigation with iPad slider

Purchase buttons difficult to notice

Catalog has to be downloaded online

All products not easily visible Flawed heuristics

Multi Layered catalogs

Enhanced UX

Personalization

In store navigation

Avatar Trials

Virtual space decor

Virtual space decor

Personalization Lack of physical experience

Hardware / Software limitations

Virtual Merchandising

Analyzing current application

FUTURE

NOW

• Personalize user experience for each user as he enters the store

• Convert every user interaction into purchase opportunity

• Social check in with user’s previous shopping database

• Suggestions and Style guides

• Create customer loyalty with world class in store and after sales experience

• Customized products for high end buyers

Solution Proposed

• High Profile Users

• Prefer High End Shopping Experience

• Brand Conscious

• Wish to be updated with latest trends

Target Users

Card Sorting

Women Style Lingerie Beauty Men Kids Home Flower & Gifts M&S Bank Food & Wine

Fashion Lifestyle Food & Beverages Food & Beverages

After studying the M&S website, it was observed that there are many

small product categories which can be classified in to broader group for

Easy navigation and understanding.

To achieve this card sorting technique was used and the broader groups

obtained are as follows:

Fashion, Lifestyle, Food and Beverages

Home Screen

Home screen representing broader categories

The user Enters the store and logs in the personal profile

User Choses options from Fashion, Lifestyle, Food & Beverages

The Profile page automatically logs into all social profiles of the user and tracks all online purchases in the recent past

Purchases can be scanned and collected at the billing counter directly

Preferred sizes , Brands & past purchases

Coupons Attractive offers

User Profile

Online Website M&S

Quick Access Widget

Quick access is a widget that pop up to help favorites navigate the store.

In Store location indicator

Friends who have visited the aisle (higher visitors =popular)

The user can open the widget on the screen to navigate inside the store

Suggestive Popups

The indoor map displays graphical pop-ups suggesting which all products are available in which areas.

Style Guide

User Selects a footwear

Suggestions according to current selection

Offers

Favorites in wish list or in previous purchase

Lifestyle Guide

User captures image of lifestyle product

He places the object in an environment of his own home

User can also keep two or more objects together to see how they look

Image of object in data base retrieved

Out of stock products are also displayed so that orders can be placed

Clicked photograph Images in database

Home environment

Selected Image

Food & Beverages Guide

Relevant suggestions

Favorites offers

User can also customize his menu by opening his previous visit menus

Food recopies can be make personal example: User can choose his cake base, cream layers icing according to his choice.

Dining spaces can be designed as per personal requirements.

Mirror Mirror on the Wall

Often users find themselves confused as to what choice to make

Talking mirror allows user to capture an image of them in the trial room

This captured image is processed and a smart guide can answer our questions like: How do I look? Does this colour suit me? Do these clothes make me look fat?

It is generally observed that people take images in the trial room

Typical User Behavior in Trial Room

User captures image

Suggestions

• Personalize user experience for each user as he enters the store: SOLVED

• Convert every user interaction into purchase opportunity: SOLVED

• Social check in with user’s previous shopping database: SOLVED

• Suggestions and Style guides: SOLVED

• Create customer loyalty with world class in store and after sales experience: SOLVED

• Customized products for high end buyers: SOLVED

Conclusion

As per the proposed solutions the following parameters are hereby fulfilled:

http://www.psfk.com/publishing/future-of-retail-2014 accessed on 26-11-2013 at 11:15 am

http://www.marksandspencer.com accessed on 26-11-2013 at 9:00 am.

References

http://capillarytech.com/ accessed on 26-11-2013 at 11:45 am

http://www.slideshare.net/ accessed on 26-11-2013 at 2:00 pm

www.louisvuitton.com/ accessed on 26-11-2013 at 4:00 pm

http://www.gucci.com/us/home accessed on 26-11-2013 at 8:00 pm