The user experience at Zappos.com

THE USER EXPERIENCE

Lior AgassiValeria DesertoAnurag JaiswalEinar JóhannessonShirley KleinmanRoberta NarikawaCarlo StimamiglioRuchita Vora

THE IDEA

Has anybody bought

shoes or apparel online?

THE IDEA

Who would be willing to buy shoes without trying them on?

Zappos SolutionFree Shipping both ways

365 day return policy

24/7 “best in the industry” customer service

THE BUSINESS MODEL

Costs

MarketingStrategy

CollaboratorsCustomers

Revenues“Happiness &

Delight”Fast, Easy, Friendly

Experience for Users

Goods SoldInventoryShippingReturns

Apparel & Footwear Brands, Delivery

Companies

Any Gender, Young & Tech Savvy

Sales of Shoes, Apparel, House wares

PURCHASE PROCESS

Search on

Google

Search on

Zappos.com

Purchase

Receipt of

goods

Feedback

Excellent Customer Support

Return PolicyFree Shipping

SecurePayment

CategorizationAppealing Website

SEO/SEM

User Purchase Process

Zappos’ focus to enhance this experience

USER EXPERIENCE

Branding Usability

Functionality Content

BRANDINGAesthetics and desired projection of the organizational image and message

Brand visibility

Visual impact of the site

Delivery of the brand-promise

USABILITYProcesses, applications and interactivity

Categorization

Personalization

Live Help

USABILITY

USABILITY

Thematic Shopping

FUNCTIONALITY

Ease of use, navigation and accessibility

Search with predictive text

Custom Search

CONTENT

Content of the site (text, multimedia, images) and information architechture

Link density

Product Attributes

Availability

User reviews

Price

Predictive Suggestions

CONTENT

Multimedia and Graphics

CONTENT

Crowdsourced Tags

Customer Reviews

CONTENT

• Great SEO/SEM strategy which boosts visibility• Great use of digital marketing tools , great user engagement!

– Zappo’s channel in YouTube Zappo’s for Android and iOS devices

http://www.youtube.com/user/zappos#p/a/u/0/wmjw1lbZ2RM

BEST PRACTICES

Presence in social media

BEST PRACTICESBEST PRACTICES

Facebook app Blogs and communities

BEST PRACTICES

• GREAT CUSTOMER SERVICE!

24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website

navigation Suggestion of competitors when a product

is out of stock

• RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns

BEST PRACTICES

BEST PRACTICES

• GREAT CUSTOMER SERVICE!

24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website

navigation Suggestion of competitors when a product

is out of stock

• RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns

BEST PRACTICES

• HUMANIZATION OF ONLINE SHOPPING EXPERIENCE– Customers know people behind the website

• product descriptions• ads• employees section on the website with

pictures.

– Free returns no questions for one year overcome the try, feel touch barrier

– Opportunity for the customer to make a tour in the company

– Gifts (flowers example)

• GREAT COMPANY CULTURE– Family– Values– Work and funhttp://www.youtube.com/watch?v=IjUoexLNTvc

BEST PRACTICES

COMPETITORSLIFE AT ZAPPOS

COMPETITORS

FASHION ONLINE

RETAILERS

ONLINE SALE OF ZAPPOS’

BRANDSE-COMMERCE

WEBSITES

OTHER ONLINE SHOE

SELLERS

OTHER ONLINE CLOTHES/ ACCESS.

SELLERS

COMPETITORS

unique visitors

COMPETITORSCOMPETITORS

COMPETITORSCOMPETITORS

COMPETITORS

• Appealing websites• Collaborations (virtual dresses)• Fashion content to engage fashion conscious people

COMPETITORS

• Made to order• Customized products• Augmented reality

PAIN POINTS

Low Personalization, No Dynamism

Website too cluttered

Have to wait to try on

SOLUTIONS

VRM, User experience

ZN application

Walk through – 3D

Augmented Reality Feature – “Dress Me” app

THANK YOU FOR CALLING

ZAPPOS CUSTOMER

SERVICE….HOW HAS BEENYOUR

EXPERIENCE?