1. Zappos
Team Ruby Slippers:
Alyssa Kata
Felicia Li
Anna Richardson
Stacey Lavender
Allison Bailey
Caitlin Rozich
Sarah Sherman

2. Zappos.com

3. Fearless purchasing not buying items you're stuck with
Assembling an entire look (and furnishing your home) on
one site not just picking out a pair of shoes
Receiving customer service how and when it is convenient
for you not waiting until it is a good time for someone
else to help you
Back It Up to Volume Zero

4. Elevator Pitch
For ________who have
_________, ________ is an
________that___________.
Unlike _________, the
product______________.
From Gamestorming by David Gray, James Macanufo and Sunni Brown
online shoppers
online retail store
Zapposa need for a one-stop-shop
shoes.com or
JCPenney.com
is not limited to one main category - products are
for various aspects of day-to-day life, yet they
are also leaders in online shoe merchandising.
provides the best possible
customer service

5. Business Model Canvas
PARTNERS
Vendors
Shipping Companies
Affiliate Marketing
Bill Me Later
Amazon
ACTIVITIES
Acquire the product
Present product on
the website
Sell the product
Analyze site activity
Get customer product
ASAP
Provide customer
support
RESOURCES
Warehouses
Data systems
Products
Humans
Analysis tools
Call center building
VALUE PROP
Excellent customer
service
Largest online shoe
selection
Large selection of
apparel and home
goods
Free shipping
Free returns
Next-day shipping
for apparel
Guaranteed
shipping in 4-5
days; product often
arrives sooner
Several secure
payment options
CUSTOMER
RELATIONSHIPS
Their go-to site to
browse and order
new, fashionable
items, where they
can rely on free,
fast shipping
Their most
delightful and
satisfying
experience with
Customer Service
CHANNELS
Website
Mobile | Tablet App
Phone
E-mail
Blog
CUSTOMER
SEGMENTS
25-49 YO Women:
Fashion forward
and media savvy
25-49 YO Men
Brides
COST STRUCTURE
Marketing | Shipping Costs | Cost of product | Cost of
maintaining warehouses | Cost of running the website |
Train, pay, & retain employees
REVENUE STREAMS
Retail sales from all product categories
From Gamestorming by David Gray, James Macanufo and Sunni Brown

6. Performance Analysis
Availability Findability
current target
Displaying information in the
most clear, descriptive way
possible
Displaying information
multiple locations
current target

8. ORIGINAL IA & TAXONOMY

10. Zappos: Top-Down
Taxonomy
Shoes Clothing Bags & Handbags At Home Beauty
- Women's
Shoes
- Men's
Shoes
- Girl's Shoes
- Boy's
Shoes
- Specialty
Shoes
- Wide
- Narrow
- Women's
Clothing
- Boy's Clothing
- Men's Clothing
- Girl's Clothing
- Get Into
Fashion!
- Accessories
- Specialty
Clothing
- Handbags
- Wallets
- Luggage
- Hydration Packs
- Lumbar Packs
- Messenger Packs
- Laptop Bags
- Backpacks
- Briefcases
- Duffle Bags
- Diaper Bags
- Lunch Bags
- Travel Bags
- Outdoor Bags
- Shop Clearance
- Popular Handbags
- Kitchen
- Bedding
- Bath
- Cosmetics
- Makeup (page
only)
- Nails (Beauty
only)
- Skin Care
- Bath and Spa
- Fragrances
- Hair Care

11. Zappos: Top-Down
Continued
Accessories Shop By Men's Women's Kids
- Women's
Accessories
- Men's
Accessories
- Girls'
Accessories
- Boy's
Accessories
- Eyewear
- Jewelry
- Watches
- Women's
- Men's
- Shop Men's
- Men's Clothing
- Men's Shoes
- Men's Sale
- Shop Women's
- Women's
Clothing
- Women's
Shoes
- Women's Sale
- New Arrivals
- Kids'
- Girls'
- Boys'
- Baby Shop
- Wintertime
- Kids' Outfits
- Shop Girls'
Clearance
- Shop Boys'
Clearance

12. Zappos: Shoes
Women's Shoes Men's Shoes Girl's Shoes Boy's Shoes
Eco-friendly
Orthotic Friendly
Diabetic
Approved
Boots
Sneakers
Sandals
Oxfords
Slippers
Infant
Toddler
Youth
New Arrivals
Sale and
Clearance
Boots
Sneakers
Flats
Sandals
Sneakers
Infant
Toddler
Youth
New Arrivals
Sale and
Clearance
Casual shoes
Dress shoes
Athletic Shoes
Work shoes
Career shoes
Sneakers
Boots
Loafers
Sandals
Oxfords
Boat Shoes
Slippers
New Arrivals
Sale and
Clearance
Casual shoes
Dress shoes
Athletic Shoes
Work shoes
Career shoes
Heels
Boots
Flats
Sandals
Slippers
Sneakers
Wedges
Platforms
New Arrivals
Sale and
Specialty Shoes
Wide
Narrow

13. Zappos: All Departments
Shoe Categories
Clothing
Categories
Top Searches
New Arrivals Shoes Clothing
Bags &
Handbags
Accessories
Baby Shop
Beauty
Entertainment Eyewear At Home Jewelry
Sporting
Goods
Watches Women
Men Kids Gift Cards Gift Ideas
Sale &
Clearance
Product
Indexes

15. Taxonomy Bottom-Up:
Main Areas
• Product view space
• Options for product view
o Brand
o Similar items
o Item info/images
• Pricing/delivery information
• "You might also like..."
• Customer reviews of product
• Products viewed by others interested in
current product

16. Taxonomy Analysis
The sheer number of options available makes it crucial for
Zappos to create clear, understandable categories. Some
examples of where that isn't happening:
Existing Taxonomy Suggestion
At Home For the Home
Coffee and Tea Coffee and Tea Accessories
Work Shoes vs. Career Shoes Clarify difference
Shoes > Other Categorize
Face vs. Skincare Necessary distinction?
Entertainment Pet Supplies

17. Revised High-Level IA
SPIDER CHART

18. ZAPPOS SPIDER CHART

19. COMPARISON CHART

20. Revised High-Level IA
REVISED HIGH-LEVEL IA

21. Zappos: Shoes
Women's Shoes Men's Shoes Girl's Shoes Boy's Shoes
Eco-friendly
Orthotic Friendly
Diabetic
Approved
Boots
Sneakers
Sandals
Oxfords
Slippers
Infant
Toddler
Youth
New Arrivals
Sale and
Clearance
Boots
Sneakers
Flats
Sandals
Sneakers
Infant
Toddler
Youth
New Arrivals
Sale and
Clearance
Casual shoes
Dress shoes
Athletic Shoes
Work shoes
Career shoes
Comfort
Sneakers
Boots
Loafers
Sandals
Oxfords
Boat Shoes
Slippers
New Arrivals
Sale and Clearance
Casual shoes
Dress shoes
Athletic Shoes
Work shoes
Career shoes
Comfort
Heels
Boots
Flats
Sandals
Slippers
Sneakers
Wedges
Platforms
New Arrivals
Sale and Clearance
Specialty Shoes
Wide
Narrow
Remove Career Shoes and Work
Shoes categories, as they do not
clearly indicate what their results
will be. Comfort Shoes is a better
name for the results you get for
Work Shoes.

22. Zappos: Clothing
Women’s
Clothing
Specialty Clothing
Men’s Clothing Get Into Fashion!
Stylists’ Picks
Latest Trends
Shirts
Shorts
Swimwear
Kids’ Sets
Coats & Outerwear
Pants
Jeans
Hoodies & Sweatshirts
New Arrivals
Sale & Clearance
Socks*
Sweaters*
Baby One Pieces*
Underwear*
Blazers & Jackets*
Suits*
Casual Clothing
Dress Clothing
Athletic Clothing
Shirts
Hoodies & Sweatshirts
Pants
Jeans
Shorts
Blazers & Jackets
Suits
Coats & Outerwear
Swimsuits
Sleepwear
Underwear
New Arrivals
Sale & Clearance
Socks*
Sweaters*
Women’s Petite
Women’s Plus Size
Maternity Clothing
Men’s Big & Tall
Casual Clothing
Dress Clothing
Athletic Clothing
Tops
Pants
Jeans
Shorts
Skirts
Dresses
Coats & Outerwear
Swimsuits
Sleepwear
Intimates
New Arrivals
Sale & Clearance
Underwear & Intimates*
Socks*
Sweaters*
Hoodies & Sweatshirts*
Blazers & Jackets*
Jumpsuits & Rompers*
Suits*
Scarves*
Accessories
Boys' Clothing
Women’s
Men’s
Girls’
Boys’
New Arrivals
Sale & Clearance
Girls' Clothing
Tops
Dresses
Swimwear
Kids’ Sets
Pants
Shorts
Coats & Outerwear
Sleepwear
Jeans
Skirts
New Arrivals
Sale & Clearance
Hoodies & Sweatshirts*
Baby One Pieces*
Sweaters*
Socks*
Jumpsuits & Rompers*
Underwear*
Blazers & Jackets*
Suits*
* = category currently
only on View All... page,
Those in red should be
moved to homepage
drop-down menu for
revised high-level IA
Combine
Intimates
with
Underwear
& Intimates

23. Global Navigation: Bags & Handbags
Local Navigation:
Bags & Handbags

24. Zappos: Bags & Handbags
(part 1)
Handbags
Backpacks
Wallets Luggage
Carry Ons
Travel Accessories
Travel Totes
Upright Suitcases
Duffle Bags
Garment Bags
New Arrivals
Sales & Clearance
Bi-Folds*
Checkbook Wallets*
Coin & Card Cases*
Tri-Folds*
Money Clips*
New Arrivals
Sales & Clearance
Cross Body
Shoulder bags
Totes
Clutches
Satchel
Hobos
Briefcases
Laptop Bags
Duffle Bags
Hydration
Packs
Lumbar
Packs
Messenger
Packs
This category is also
found under Outdoor
Bags This category should be
moved under Luggage
Add these subcategories
to Luggage
* = category currently
only on View All... page,
Those in red should be
moved to homepage
drop-down menu for
revised high-level IA

25. Zappos: Bags & Handbags
(part 2)
Travel
Accessories
Upright
Suitcases
Carry ons
Travel Totes
Garment Bags
Mini Bags
Leather Handbags
Studded Detail
Crossbody Bags
Neutral Colored
Bags
Wristlets
$50.00 and Under
$100.00 and Under
$200.00 and Under
$200.00 and Over
Hydration Packs
Gear Bags
Backpacks
Child Carriers
Diaper Bags*
Lunch Bags*
Travel Bags Outdoor Bags*
Shop
Clearance*
Popular
Handbags
Add this section to the
homepage dropdown
Remove this category
because it is duplicated in
Luggage

26. Zappos: At For the Home
Kitchen Bedding Bath
Towels
Bath
accessories
Shower curtains
Bath rugs
Sheets
Bedding Sets
Pillows
Blankets and
quilts
Comforters and
duvets
Bedskirts
Dining
Cookware
Bakeware
Kitchen
appliances
Cutlery
Tools and
gadgets
Coffee and tea
accessories
Storage and
organization
Kitchen Linens
Specify that they are
selling accessories, not
actual coffee or tea
Change category name to
be more descriptive

27. Global Navigation: Beauty
Local
Navigation:
Beauty
Page

28. Zappos: Beauty
Cosmetics
(global nav
drop-down)
Nails Skin Care
Cleansers
Spa Treatments
Body
Moisturizers
Bath and Spa
Sets
New Arrivals
Gift Sets
Shaving & Hair
Removal
Spa Treatments
Foot Care
Facial Moisturizers
Skin Treatments
Cleansers and
Makeup Removers
New Arrivals
Facial Cleansers
Body Moisturizers
Facial Moisturizers
Body Cleansers
Skin Treatments
Sun protectors
Eye care
Self Tanning
Lip Care
Nail Polish
Nail
Treatments
Tools
Eyes
Lips
Face
Tools & Bags
Gift Sets
New Arrivals
Bath and
Spa
Women's
Men's
Scents
Gift sets
Lotions
Shower gels
Aftershaves
Deodorants
Fragrance
s
Extensions
Styling
products
Shampoo
Conditioner
Styling tools
Hair color
Hair care sets
Hair CareMakeup
Lips
Eyes
Face
Tools &
Bags
Makeup Sets
Facial
Moisturizers

29. Zappos: Accessories
Women's
Accessories
Hats
Belts
Scarves
Gloves
HairAccessories
Tech*
Laptop Bags*
Necklaces*
LumbarPacks*
Swimwear*
Umbrellas*
Wallets&Accesso
ries*
Men's
Accessories
Hats
Belts
Gloves
Ties
Scarves
Cufflinks*
Girls'
Accessories
Hats
Gloves
Belts
Scarves
Hair
Accessories*
Umbrellas*
Boy's
Accessories
Hats
Belts
Gloves
Umbrellas*
Ties*
Eyewear
Shop All*
Shop by
Occasion*
Shop by
Gender*
Shop by Style*
Shop by Face
Shape*
Shop by
Feature*
Jewelry
Jewelry*
Earrings*
Necklaces*
Bracelets*
Watches*
Men’s
Jewelry*
Watches
Watches*
Shop by
Occasion*
Shop by Color*
Shop by
Display*
Shop by Face
Shape*
Categories in red currently only
appear under View All, but are
commonly used enough to be moved
to appear in drop-down menu on
homepage.

30. Zappos: Shop By
Women's
What's New
Trends
Occasions
Your Style
Outfit
Lookbook*
Emerging Designers*
Make Some Fun*
Men's
What's New
Trends
Occasions
Your Style
Outfit
• Eliminate Shop By section -- duplicates other content
• Retain "Shop By" options within categories
• Retain "All Departments" narrowing mechanism

31. Zappos: Men's
Shop Men's Men's Clothing Men's Shoes Men's Sale
$50.00 and Under
$100.00 and Under
$200.00 and Under
$200.00 and Over
Sneakers & Ath. Shoes
Boots
Loafers
Oxfords
Sandals
Shirts & Tops
Socks
Coats & Outerwear
Pants
Swimwear
Shorts
Jeans
Hoodies &
Sweatshirts
Underwear
Sweaters
Shoes
Clothing
Accessories
Eyewear
Bags
Watches
Sporting Goods
Beauty
Jewelry
• Maintain current organization
• Allow quick access to high-level
categories & subcategories for two main
categories

32. Zappos: Women's
Shop Women's
Women's
Clothing
Women's Shoes
Sandals
Heels
Boots
Sneakers &
Athletic Shoes
Flats
View All
Shirts & Tops
Swimwear
Dresses
Underwear &
Intimates
Jeans
View All
Shoes
Clothing
Bags
Beauty
Eyewear
Accessories
View all
Order of items
changes for
different
seasons.
Women's Shop
Shop Women's
Trends
Occasions
Outfits
Lookbook
Women's
section was
redone from the
time of the first
high level IA.

33. Zappos: Kids' (1 of 2)
Kids'
Infant Shoes
Toddler Shoes
Infant Clothing
Toddler Clothing
For the Parents
Diaper Bags
Shop Clearance
Shop Girls' Shoes by
Age
Shop Girls' Clothing
by Age
Girls' Shoes
Girls' Clothing
Shop Girls'
Clearance
Girls' Bags
Girls' Accessories
Girls' Jewelry
Shop Girls
Shop Boys
Shop Easter (Ssnl)
Shop Outfits
Baby Shop
Shop Girls' Clearance
Shop Boys' Clearance
Girls' Boys'
Shop Boys' Shoes
by Age
Shop Boys' Clothing
by Age
Shop Boys'
Clearance
Boys' Shoes
Boys' Clothing
Boys' Bags
Boys' Accessories
Baby Shop
• Eliminate confusing use of "Shop" in facet search
headings
• Differentiate between style groupings and child age
groupings with different header names

34. Zappos: Kids' (2 of 2)
Easter (Seasonal)
Shoes
Clothing
Accessories
Sporting Goods
Bags
Eyewear
Easter Outfits
Girls' Outfits
Boys' Outfits
Girls' Action Wear
Shop Easter
Easter Shoes by Size
Age
Girls' Easter Dresses
Boys' Easter Clothing
Easter Accessories
Shop by Price
Shop Sale Items
Kids' Outfits
Shop Girls'
Clearance
Shoes
Clothing
Accessories
Sporting Goods
Bags
Eyewear
Shop Boys' Clearance
• Consistent category naming for boys/girls
• Descriptive naming that reflects contents (e.g., age vs.
size)
• Seasonal category updates frequently

35. Zappos: All Departments
Shoe Categories
Clothing
Categories
Top Searches
New Arrivals Shoes Clothing
Bags &
Handbags
Accessories Baby Shop Beauty
Entertainment Eyewear
At For the
Home
Jewelry
Sporting
Goods
Watches Women
Men Kids Gift Cards Gift Ideas
Sale &
Clearance
Product
Indexes

36. REVISED WIREFRAMES

37. • Removed "Shop By..." option to
reduce navigation confusion
• Maintained seasonal element
placement, consistent design
• Reduce options on lower
portions of homepage to
encourage navigation using top-
level navigation or high-level
faceted search (shown here)
• Renamed "Home" nav option

38. Use consistent naming for
areas ("Recommendations
for You" not "Shopping
Recommendations for
You")

39. • Eliminated unnecessary text
• Reduced size of footer
• Removed unnecessary reviews
• Overall simplification of "below the
fold" screen area to emphasize
primary navigation options

40. • Remove unnecessarily detailed text - poor placement, unused
• Highlight current category in Navigation bar to facilitate wayfinding
• Make the sidebar navigation and Beauty drop-down menu use the
same category/sub-category options to minimize cognitive
load/confusion

42. PRODUCT PAGE REVISIONS

43. Current
Product
Page
• Product image or
info appears here-
but not both
together
• Brand info is
assigned same
prominence as
product images and
info
This is also found in
'Similar items' above
Product name
& Image
Product name
& Image
Product
name & Image
Review By: [Name]
Star rating: [0-5]
Review Text:[xyz...]
Product name
& Image
Product name
& Image

44. Redesigned
Product
Page
No longer
duplicated
Product name
& Image
Product name
& Image
Product name
& Image
Product name
& Image
Product name
& Image
Product name
& Image
Review By: [Name]
Star rating: [0-5]
Review Text:[xyz...]

45. HOME: Being a homebody is SO in and so is our free shipping!
SHOP HOME BY DEPARTMENT
KITCHEN DINING BED BATH
RECOMMENDATIONS FOR YOU
SHOP OUR NEWEST HOME PRODUCTS
ABOUT HOME
HOME MAIN KITCHEN DINING BED &BATH
Remove redundant navigation buttons
just below page tagline to reduce visual
clutter and maintain internal
consistency
Remove the “About Home” section
• Unnecessary text - hard to read
• Poor placement
• Greater focus to primary
navigation methods

46. pervasiveness
PERVASIVENESS

47. Channels
• Online experience (desktop)
• Online experience (mobile)
• Mobile app experience
• Phone center/customer service
experience
o Multilingual option available
o Customer Service Center for
contact information and FAQ
only (unlike competitors'
broader options)
o Opportunity to chat online
• Package receiving experience
• Presence on social media
(Facebook & Twitter)
o No customer service offered
through these channels
Observations
• Sufficiently pervasive
o Strong online presence -
website, mobile app, mobile
site
o Channels interconnect
• Expansion into physical stores
not worth it - strengths relate to
power of online platform,
distribution strategy, connection
to large online audience

48. Channels: Mobile App
• Similar features to desktop site
o Homepage slideshow
o Faceted search, content areas
• Shopping experience consistent with
desktop site
o Cart/search
o Chat with customer service
• Mobile advantages taken, consistency
maintained
o Call customer service directly from
app on phone
o Familiar "Favorites" button (with
heart)
• Fewer categories in high-level IA (A-Z
Brands, Shoes, Clothing, Bags, More
Stuff, Gift Cards)

49. Evaluation
Placemaking: 8/10 - Strong attempt, but could be better
• Persistent presence of logo in all channels - including physical shipments
• Similar layout, color scheme in web environment encourage sense of place online
• Neutral design not as powerful at evoking place as it could be
Consistency: 7/10 - Strong attempt, but small violations in several places
o Good external consistency - Fairly consistent among different channels (mobile app, mobile site,
and desktop site), adheres to general naming conventions used on similar websites
 Same look-and-feel between all three channels
 Can search and browse by product type, gender, or brand on all
 Mobile site does not allow for customer service chat
o Good internal consistency
 Similar experience for different needs (gender and product type)
 Has considered different ways that users might search for products - gender, brand, varying
levels of specificity in type of product (shoes--> sandals--> wedges)
o Inconsistency on product categories presented on the home page vs. subsections of the site

50. Evaluation
Reduction: 7/10 - Still fairly complex
• Does pretty good job of categorizing large inventory of products but could be better
o Should remove "Shop By" category on global navigation toolbar because it is redundant
o Unnecessary paragraphs of "about" text should be removed on the product and
subcategory pages (e.g. "About Bags and Handbags")
o Includes variety of different search/navigation options on all pages -- helpful, but visually
taxing
o The homepage includes all recent product reviews which are not necessary and which
make the page more complex
Evaluation Against Competition
• Shoes.com: No mobile app, no chat option. Similar types of content, less extensive options
• JCPenney: Has a physical storefront, desktop site, and mobile site
o Physical store not necessary for Zappos
o JCPenney did not send a consistent message to their customers through their different
channels and lost a lot of business in the past year (see recent poor financial performance
and organizational restructure)

51. Suggestions
For Consistency
• Provide customer service chat on mobile site
• Standardize names for product categories on homepage and throughout subsites
• Standardize names for areas (such as "Recommendations for You")
• Eliminate duplicative navigation within "shop" pages (e.g., Home, Baby)
• Include the large drop-down menu under the global navigation toolbar on all pages
For Placemaking
• Reduce clutter and enhance design aesthetic on homepage to emphasize Zappos rather than
individual products, brands
For Reduction
• Remove redundant "Shop By" category on global navigation toolbar
• Remove unnecessary paragraphs of "about" text on the product and subcategory pages (e.g.
"About Bags and Handbags")
• Streamline the different search/navigation options on all pages to increase visual attractiveness,
simplicity
• Remove recent product reviews from the homepage - poorly placed and potentially negative

52. Questions?