Como os usuários estão interagindo com a Oppa?

WHAT DOES
USER EXPERIENCE
DESIGN MEANS?

What user experience design?
"I invented the term, because I thought human interface and usability were
very restricted concepts. I wanted to cover all aspects of the person's
experience within the system, including the graphics aspects of industrial
design, user interface, and interaction, both physical and manual. Since then
the term has spread widely, and it is starting to lose its meaning."
Donald Norman
The user experience is not a simple direct action, it is a cycle with crossed
connections that try to satisfy hopes, dreams, needs and desires.

The target of the UX team
”To design physical or psychological interactions between customers and Oppa,
aiming at a comfortable relationship, that tries to result in a sense of satisfaction
from our customers and a feeling of accomplishment in the company.”

WHAT DOES
THE UX TEAM
DEVELOPS?

What the UX team develops:
• Information Architecture
• Interaction Design
• Usability analysis
• Ergonomic evaluation (the interface and tasks)
• Inquiry and user research
• Heuristic Analysis
• Concepts of User-Centered Design
• Concepts of HCI (Human-Computer Interaction)

Research Report
INSIGHTS FOR PROJECTS
FOCUSED ON IMPROVING
USER EXPERIENCE

OBJECTIVE
AND METHOD USED
Insigts for projects focused on improving the user experience

OBJECTIVE
This research aims to compile inputs about the behavior and preferences of
users; it was applied in exploratory mode, without a statistic commitment,
because we only need samples of user behavior. The focus is on perceptions
about the site, the feelings, the intentions of users. We also try to understand
behaviors, motivations and week points in the interface, coming from the
viewpoint of users.
The end result should be a list of insights for new projects that improve the
customer experience throughout the whole process, not only in the purchase
moment. The project looks forward building a better relationship with Oppa’s
brand as a whole.
METHOD
We applied a mixed questionnaire (open and closed) with qualitative approach;
in exploratory mode, it was conducted as an online form to capture insights in
an unsystematic way.
We worked with a non-probability sample of 106 initial customers who had
already made at least one purchase on our site. Once reaching the answers and
evaluate the data saturation, we decided to conclude the study.

MAPPED PROFILE

Profile reached
106 surveyed
Age group
20 to 25
years
26 to 30
years
31 to 35
years
36 or older
Single Engaged Married Separated
or Divorced

THE BRAND’S REACH

The brand’s reach
The data in this research is about users with some experience regarding the
brand. This users also presented a proficient level in the learning curve of the
use of the website.
How long have you known the site of Oppa?
Up to 2 months 3 to 6 months More than 6 months

The brand’s reach
Taking into consideration that a number of factors inhibit an impulse purchase at
a store like Oppa, it is natural that the process of decision making of users is
quite slow.
How long after seeing the site, you made the first purchase?
up to 1 month 1 to 2 months 3 to 6 months more than 6
months

The brand’s reach
The number of visits to the site Oppa between the time the user is aware they
were exposed the brand until the completion of the first purchase is part of the
decision making process.
How many times have you visited the site before finalizing your first purchase?
1 visit 2 to 4 visits 5 or more visits

WHAT MOTIVATED THE
USERS TO LOOK FOR
NEW PRODUCTS?

What motivated users to look for a new piece of furniture or decoration?
The motivation for searching more products appears when renovations are in
order, maybe a new home, or changing the interior design in a room for a more
intimate atmosphere or even the wish to customize the environment with
pieces that define a personal style.
weddingnew home
confort
decoration renovations
design personal style
living arrangements

WHEN CHOOSING A
PIECE OF FURNITURE,
WHAT FEATURES ARE
IMPORTANT?

When choosing a piece of furniture, what features are important?
The most influential aspect about the design is the emotional value generated. A
second layer of visual interest is how the object is able to represent the
personality of the customer.
After this first unconscious approach, users think in more rationally, looking for
price, quality and reliability. Specially in an online store, some aspects turn out to
be crucial for the decision process.
confort designpayment terms
quality durability
functionalityprice
delivery time
Information about the product
the company’s reputation
specific need

WHAT IS DIFFERENT
WHEN BUYING ONLINE?

HOW DO WE
INFLUENCIATE THE
DECISION MAKING
PROCESS?

What would help in the decision making process via the Internet?
We asked to review some tools that could help both visceral delight for the
product as assist in rational decision making, exploring in this way the whole
process of making the purchase decision.
3D Product
Opinion by buyers
Expert opinion in decor
Video Product
Zoom
Acclimated Photos
Photos for download in high
Manual
Fundamental Helpful Indifferent Not Helpful Hinders the decision

3D TOOL
Elementary: 32% • Net: 57% • Indifferent: 10% • It's not helpful: 0% • Hinders the decision: 1%
3D enables users to visualize the proportions of the product; while offering the angle of
choice to see the product, this tool minimizes doubts and shows the product more clearly. It
has a strong psychological effect on users.
VIEW OF BUYERS
Elementary: 42% • Net: 48% • Indifferent: 9% • Not useful: 1% • Hinders the decision: 0%
Every online purchase generates doubts and insecurity, so the opinion of another buyer is
evaluated as well.
VIEW DECORATING SPECIALISTS
People are more concerned with riding environments that have your personality, and the
opinion of an expert who does not know this loses credibility scenarios.

VIDEO PRODUCT
The evaluation depends on the expectation of content that each respondent imagines find,
but according to what they are seeking information about a product on the internet, video
can be a great tool to show textures, product applications in an environment and even
mounting goals.
ZOOM
Every process of enchantment gives way to rational at any given time of the selection
process, and this time the search is enhanced by details.
PHOTOS acclimated
It is crucial, because it feeds the imagination of the product inserted into your environment,
and how it interacts with other furniture and decorative objects.

PHOTOS AT HIGH FOR DOWNLOAD
Although details of the search for an efficient zoom seems to be sufficient in the view of
users.
MANUAL
The manual is an item of great importance in the aftermarket and not necessarily a decisive
resource for buying, but his absence may do more harm than good with their presence.

SITE NAVIGATION
SYSTEMS

Site Navigation Systems
What resources did you use to find the products you were looking for?
The main menu navigation, as expected, is used by the vast majority.
Items are not mutually exclusive, and there is a trend of migration to the search
tool after unsuccessfully looking for a specific product through the menu or if it
proves difficult to understand the navigation systems. This migration occurs
because the search provides objectivity and accuracy.
Usage of the navigation components to find the desired products

Navigation Menu X Search System
Only a more detailed test could give us an accurate conclusion, but considering that
about half of the users who used the menu also used the search, we consider it an
evidence that the result obtained by navigating through the menu was not
satisfactory, which advocates in favor of a migration to the search engines.
The search is more practical than finding a product via the navigation menu*, so
the data is carefully treated as this complementary forms of navigation have a
direct influence in the experience of using the site.
Navigation Menu X Search System
Search
Search and Menu
Menu
Krug, Steve - Don’t Make Me Think: A Common Sense Approach to Web Usability

What level of difficulty in finding the desired product Oppa?
When the mobile search is performed on the Oppa site, users first demonstrate no
trouble finding products, but some points deserve attention. The most frequently
mentioned were: difficulty in finding similar products or variations of colors and
sizes of the same product.
Evaluation of ‘findability’ of products *
very difficult difficult regular easy very easy
http://pt.wikipedia.org/wiki/Encontrabilidade

Systems Site Navigation
Evaluation of perceived usability
You consider the menu organization in the site
Product information provided in the site is
The clarity of the messages on the website is
Trying to return to the previous page is
Finding a desired product is
Using our shopping cart is
The payment process is
Registering in the site is
The search tool is
Learning how to use the site is
Order tracking is
Emails received during the process of purchase were
The SAC is
Awful Bad Average Good Very Good

CONCLUSION

CONCLUSION
This research allowed us to understand more clearly the whole process around a
purchase of a piece of furniture in Oppa’s site. We were able to come up with
several insights to improve the user experience of our clients, and with this
adjustments we’ll be able to continually walk towards a growing satisfaction
about our services.

CONCLUSION
The buying decision process
How do people get to know
the site?
1º On-line activation
2º Personal indications
What motivates the search
for products?
1º New home
2º Renovations
The decision background
The decision about what the
clients actually want has a
lot of emotional weight,
once users look for pieces
that translate their own
personality.
The choosing
When clients choose what
to buy, this selection is
based on details,
materials, textures and
dimensions.
There is an online specific
difficulty in this closing
moment because the
product characteristics
are very abstract (and
sometimes absent) of its
description.
When do clients perform
their first purchase?
Roughly 50% of the users
complete a first purchase
in the three months after
the first visit to the
website. And 56% of the
users visit the site 5
times before buying
anything.
This time lapse is due to
the difficulty of data
visualization and lack of
interaction with the
product on the screen.
The digital medium
requires a careful
approach from the user.

CONCLUSION
Purchase experience cycle
The buying experience includes all the steps between first contact with the brand and the
final use of the product. All intermediary moments are crucial to the construction of a
positive experience.
Purchase proccess
1 – Search for a product
2 – Weighing options and analyzing technical details
3 – Product selection
4 – Size and color selection
5 – Checking of prices and delivery conditions
6 – Order placement
7 – Payment

It is not enough to mind only about practical functionality...
The relationship we are talking about also happens in moments not included in
the direct use of site and products.

BRAND INTERACTION
People, products and context related experiences (of all sorts) contribute to the
constitution of a singular experience.
INTERACTION IN THE WEBSITE
Micro interactions, micro experiences

CONCLUSION
How can we grade an experience as positive?
To John Rheinfrank and Shelley Evenson (from XEROX), an experience is considered positive
when the user is able to complete a full cycle of interactions.
A satisfactory cycle might be characterized by:
1. Connect and attract
First impression, effective and affective conection,
the ‘pull’ towards brand and products.
2. Orientation
Explanation of what can be accomplished through/with
the brand and the products.
3. Interaction
Direct interaction with the brand through all its channels.
4. Extend and hold
Constant visits to the site constitute a certain
fidelity and extend the degree of interaction
between brand and user.
5. Pride and bragging
When the user spontaneously talks about the brand
and comments on products and social actions.

CONCLUSION
The experience in this relationship with Oppa
We were able to collect several stories of plain satisfaction with oppa; but among the users
evaluations some quite dissatisfactory points appeared consistently.
To affirm with absolute certainty about this overall feeling with the brand we would have to
resort to a different method of research, but it was quite alarming that we were not able to
find users spontaneously taking pride in owning one of our products.
“My biggest frustration wasn’t about the
site, which is great in my opinion, it was
about the follow up and the logistics that
really disappointed me.
I mentioned I would buy on the website
again, but I wasn’t really sure.
I also mentioned that I do not recommend
the site on account of this one badly
handled experience.”
Participant #73
Farthest reach
of Oppa’s users

CONCLUSION
Cycle of experience with Oppa’s brand
The buying cycle is just a step of the relationship between Oppa’s brand and the client. In
order to provide a great buying experience, it is necessary to observe all involved before
and after the actual purchase.
Buying cycle experience
Customer dissatisfaction
appears
Customer dissatisfaction appears during the post-sell moments, but this doesn’t remove the
online portion from the equation, because a great deal of what the complaints are about
relate directly to transactional e-mails and order tracking.
1 – First contact with the brand
2 – Motivation by a need
3 – Falling in love with a product
4 – Making a purchase
5 – Delivery and use experiences with acquired product
6 – Prolonged usage experience with product
6.1 – Replacement and devolution
7 – Are the needs fulfilled? (practical and emotional)
8 – Pride and bragging connected to the product

BRAND INTERACTION
People, products and context related experiences (of all sorts) contribute to the
constitution of a singular experience.
1 – First contact with the brand
2 – Motivation by a need
3 – Falling in love with a product
4 – Making a purchase
5 – Delivery and use experiences with acquired product
6 – Prolonged usage experience with product
7 – Are the need fulfilled? (practical and emotional)
8 – Pride and bragging connected to the product

CONCLUSION
CONTEXT
(NEED)
CONCEPT
(BRANDING)
PRODUCT
(FURNITURE AND
ACCESSORIES)
BUY
(SITE - SHOWROOM
DELIVERY - SAC)
OPPA
EXPERIENCE

What is the experience we
want to offer our clients?

Insights for new projects
• Better information detailing of a product (storytelling / text, imagery and videos)
• Dimensions diagram
• On site photography is one of the better tools to be explored as a purchase argument
• Manual / assembly videos
• Navigation coherence and reliability
• Search optimization
• Include the Zoom tool in all products
• Tracking will be needed to measure how users respond to changes in the site
• Transactional emails must be activated
• Real time synchronization of the purchase status
• Post-sell monitoring: check for satisfaction (or lack of it) with the whole process
• Develop ways to extend the experience in the showroom to a post-visit contact
• Work on the objectivity on messages and call to actions (that should be more direct).
• Target user’s life changing moments in our campaigns, syncing with preferences and comments of users
• SAC: try to raise the number of activation through phone, empowering the personal, humane interaction.
• Improve data on schedule of production and delivery and extinguish the inconsistency between what is informed in the
site and on direct contact.
• Bazar’s page: work on it’s development and release.

THAT IS ALL, THANK YOU

Como os usuários estão interagindo com a Oppa?

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