AO - Tailored customer experience
Client — AO.com
Type — Ecommerce
Deliverables — UX & UI Design, User Research, Concept
During my time working at AO I created a long term vision, which has also influenced the full site strategy for the company which involves creating a tailored experience for every customer across the website.
As well as this I have been working on strategic projects that touch on the full customer journey. The most recent being “Attach” which involved user focused design to solve the business need.
Approach
AO.com became famous for selling white goods online, and they were pretty good at it. However now they have branched out into a wide variety of electronic categories their product page isn’t being optimised to its fullest.
We set out to establish if the problem existed and to see if customers were really getting the right information they need to feel confident with their purchase.
While we are trying to validate our hypothesis we went into customer lab with some first passes based on our own bets and from old data we currently had We thought there might be 4 “templates” depending on what the product was, and whether it was simple, complex, lifestyle or functional.
What we learnt
Not every customer is the same
Some customers really liked that the different templates but others found it confusing
Templates are not the answer
Even though we saw that the customers preferred the information presented depending on the product, they found that different templates are confusing
Content is key
Customers appreciated that the pages were tailored to that product instead of a generic page where it might not answer all their questions
We still can’t be sure
Even though most of the feedback was positive we still cant be 100% sure we are filling a customer need and if this is a problem that even exists.