User experience - bol.com partner event 2014
description
Transcript of User experience - bol.com partner event 2014
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User eXperience
Rik Linssen
bol.com Partner Event
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Wat is User Experience?
Webdesign?
Klantvriendelijkheid?
Beleving van een gebruiker?
Iets met computers?
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Wat is User Experience?
Alle aspecten, van begin tot eind, die een mens ervaart bij het handelen binnen een ontworpen, gecreëerde context.
An umbrella term used to describe all the factors that contribute to a site user’s overall perception of a system. Is it easy to use, attractive and appropriate? Does it meet user needs?
User experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use.
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Plek in de organisatie
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6 pijlers van de UX
visie
bol.com is voor mij 1. een winkel met voor mij persoonlijk
interessante artikelen.2. een open en interactief platform.
Gelijkgestemde klanten helpen en inspireren elkaar.
3. een deskundige en inspirerende winkel. Ik krijg hulp en advies waar nodig. Een passend artikel kiezen is bij bol.com leuk en eenvoudig.
4. verleidelijk. Bij bol.com lijken artikelen net iets aantrekkelijker.
5. gemakkelijk. Het kost weinig inspanning om iets te bestellen.
6. Altijd binnen handbereik, op het apparaat van mijn voorkeur
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UX Visie (4/6)
bol.com is verleidelijk. Bij bol.com lijken artikelen net iets aantrekkelijker.
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UX Visie (5/6)
bol.com is gemakkelijk. Het kost weinig inspanning om iets te bestellen.
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UX Visie (6/6)
1. Altijd binnen handbereik, op het apparaat van mijn voorkeur
Mobile siteAppwww
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UX uitdagingen in online shopping
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De cijfers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2016 2017 2018 2019
Desktop
Tablet
Mobile
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De verschillen
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Hoe optimaliseren we de
User experience?
• De basis
• Webanalyse om knelpunten te ontdekken
• Ab testen om te bepalen wat werkt
• Gebruikersonderzoeken
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De basis
• Zorg dat je site werkt: op desktop, tablet en smartphone.
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multiselectzoeksuggesties
landvlag
Floating basket
Meer/minder slider op productpagina
Bugfixes at bol.com
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Webstatistieken
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Hoe goed is je UX gevoel?
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Wat is Ab testen
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Vraag 1: Prijsnotatie op lijst en productpagina
Versus
A B
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Antwoord 1: Variant B: hogere RPV
Versus
A B
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Vraag 2: copy op de winkelwagenpagina
Variant A
Variant B
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Antwoord 2: Variant A: hogere conversie
Variant A
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Version A Version B
Vraag 3: productpagina Tileclick
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Version B
Version B, with just the “free delivery” benefit, got a 27.3% lift in total number of purchases.
Antwoord 3: productpagina Tileclick
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Variant A Variant B
Vraag 4: Categorie pagina Dell
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Version A increased homepage clicks by 20% and increased revenue
per visitor (RPV) by 5.47%
Antwoord 4: Categorie pagina Dell
Variant A
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Variant A Variant B
Vraag 5: Kleur add to cart button
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Variant A
Antwoord 5: Kleur add to cart button
Version A, the green button, increased sales conversions in SAP’s online store by 14% at a 90% confidence level.
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Variant A Variant B
Vraag 6: Accessoire pagina bol.com
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Variant A
Vraag 6: Accessoire pagina bol.com
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Variant A Variant B
Vraag 7: Accessoire pagina bol.com op tablet
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Vraag 7: Accessoire pagina bol.com op tablet
Variant B
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Daarom dus AB testen
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Gebruiksonderzoek
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Gebruiksonderzoek bij bol.com
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Doel: knelpunten ontdekken
Methode: Thinking aloud• Respondenten doen opdrachten
achter een laptop en moetendaarbij hardop nadenken.
• Observeren, niet vragen
Kenmerken: • Eenvoudige usability test• Mobiel lab• 2 zaaltjes, waarvan 1 met beamer• 3 laptops, screenrecorder
software• 6-8 respondenten
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Gebruiksonderzoek in een
kleine organisatie
• Kijk mee als je collega, broer, zus, oudersof buurvrouw je site gebruikt
• Geef ze een opdracht en kijk wat ergebeurt
• Voer deze testen uit op desktop, tablet enmobile!
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Samengevat
• De basis
• Webstatistieken
• AB testen
• Gebruikersonderzoek
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Krijg feedback op je winkel
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