Gerard Loosschilder - Festival of New MR - 2014

12/2/2014 1Gerard Loosschilder, SKIM, The Netherlands
Festival of NewMR, December 2014
2014 Platinum Sponsor
Gerard Loosschilder
Chief Innovation Officer
SKIM, The Netherlands
Turning online retail into a happy place

WE TAILOR THE
WEB STORE TO
CUSTOMER PROFILES
AND PERSONAS

To watch
videos from
my couch
To take
with me
on a trip
To play
games
To do
domestic
chores
Customer profiles
based on usage situations

This is
Sarah
Sarah is
a traveler
Sarah wants a
notebook that she
can take with her
on her trips

OFF
THE
ROAD

IN
THE
BAG

`
This is
Eva
Eva is
domesticated
Eva wants a
notebook that she
can use at home

SCREENING

SCREENING
What
Why
How
VALUE PROPOSITION

Feature and
specification
Promise
“What’s in it for
you?”
Benefit
“Why is this
valuable to you?”
Value propositions
based on usage profiles

Usage profiles
Traveler or domestic
Battery life: 4 hours  Watch that movie undisturbed  domestic
Battery life: 6.5 hours  Enjoy staying on the couch forever  domestic
Battery life: 9 hours  Be ready for that long trip  traveler
Battery life: >10 hours  Be ready for that long haul  traveler

UX DESIGNSCREENING
What
Why
How
VALUE PROPOSITION

WE CREATED
OUR OWN
PLAYGROUND

This is our playground.
It has 44 notebooks.

Visitors can use a filter
to narrow the search

Visitors get exposed
to assist their search
Benefit
information
Pop up
summaries
Ratings Callouts

We focus on
battery life,
connectivity,
material and
weight
We adapt the
promise and
benefit
descriptions to
“traveler”

We focus on
graphics,
screen size
and viewing
angle
We adapt the
promise and
benefit
descriptions to
“entertainment”

Visitors can dig deeper
to examine a product
… specs …

Visitors can dig deeper
to see ratings and reviews
Ratings … … reviews
We systematically
vary both

WE LEARNED THAT WE
CAN IMPACT USER
SEARCH AND TRADE
THEM UP BY TAILORING
TO THEIR PROFILES

2.5
$764
1 4
Participate againJoy
Satisfaction
Easy to find Purchase intent
Price
1 5
3.7
3.3
1 5
3.1
1 5 1 11
7.5
$315 $2,018
Joe Average

2.5
$764
1 4
Satisfaction
Price
1 5
3.7
3.3
1 5
3.1
1 5 1 11
7.5
$315 $2,018
Eva Domesticated
3.2
3.2
3.6
8.3
$832
2.4

2.5
$764
1 4
Satisfaction
Price
1 5
3.7
3.3
1 5
3.1
1 5 1 11
7.5
$315 $2,018
Sarah Traveler
3.2
3.2
3.7
7.5
$797
2.4

What’s in it for you?

MARKET
RESEARCHERS
WE HAVE COMBINED SEVERAL
RESEARCH APPROACHES TO IMPACT
ONLINE SHOPPER BEHAVIOR.
LET’S CONTINUE THE QUEST

VISITORS
WE HAVE CUSTOMIZED THE WEBSTORE
ENVIRONMENT TO MAKE IT EASIER TO
FIND THE RIGHT OPTION.
CAN WE MAKE IT EVEN EASIER?

WEB STORES
WE HAVE SEGMENTED VISITORS
AND TRADED THEM UP.
IS IT DUE TO OUR UI DESIGN?

BRANDS
WE HAVE INTRODUCED VALUE
PROPOSITIONS IN THE WEB STORE.
CAN WE DISPLAY THEM MORE
EFFECTIVELY?

Gerard Loosschilder
Chief Innovation Officer
SKIM, The Netherlands
THANK YOU!

The Festival of NewMR 2014 would not be possible without our sponsors. Thanks to:
Our Platinum Sponsor for 2014
Silver Sponsors
Americas Session SponsorMedia Partner Festival Supporters
• Schlesinger Associates
• Lightspeed GMI
• krea
The Festival of 2014
• Dub

Time for
Questions & Answers
Sue York Gerard Loosschilder
SKIM

Thank you!
Interaction design
www.skimgroup.com
@SKIMGroup @Gloosschilder
g.loosschilder@skimgroup.com

Gerard Loosschilder - Festival of New MR - 2014

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Gerard Loosschilder - Festival of New MR - 2014