Active Brands

Active Brands

The challenge:

For an e-com brand moving from one platform to another can be an opportunity to upgrade their digital offer. But what qualifies as the perfect shopping experience for people buying activewear online?


The process:

  1. Mapping existing service experience

  2. Discovery of relevant metrics/benchmarks

  3. Survey design and recruitment

  4. Archetypes creation

  5. Competitors analysis

  6. Creation of a new service experience map

  7. Strategy and visual mockups

“My data-driven self is shedding tears of joy looking at the work you have done ”

“My data-driven self is shedding tears of joy looking at the work you have done ”

Charlene Walkoff

Director Customer Engagement, Active Brands

SURVEY KEY FINDINGS

The main factors of decision when buying online were the ability to check quality of material, followed by fit and aces to trust-worthy reviews.

People needs started to emerge: while some users needed a guided and simplified experience to purchase the right gears, some others didn't need guidance and wanted access to very detailed information. They qualified as experts.

WHAT I LEARNED

Costumer service representatives are often underestimated. They are the people closer to the users and have direct access to users' feedback. Convincing the stakeholder to include customer service representative helped to prioritise current issues.


I learned that a survey should be always piloted to a small quantity of real users before being launched. Active Brands experienced multiple technical problems because of their refusal to pilot.

The main factors of decision when buying online were the ability to check quality of material, followed by fit and aces to trust-worthy reviews.

People needs started to emerge: while some users needed a guided and simplified experience to purchase the right gears, some others didn't need guidance and wanted access to very detailed information. They qualified as experts.

SURVEY KEY FINDINGS

Costumer service representatives are often underestimated. They are the people closer to the users and have direct access to users' feedback. Convincing the stakeholder to include customer service representative helped to prioritise current issues.


I learned that a survey should be always piloted to a small quantity of real users before being launched. Active Brands experienced multiple technical problems because of their refusal to pilot.

WHAT I LEARNED

TEAM & ROLE

I worked in a team of 2 with a Design Director for an 8 weeks period


WHAT I DID

I interviewed internal stakeholders, customer service representatives and conducted a survey. I produced high fidelity UI to illustrate the new experience

WHAT I DELIVERED

Interview reports, workshops, survey and analysis, user journey map, high fidelity UI


WHAT I DELIVERED

deck with findings about the interviews, workshops and survey. I also delivered user journey map and high fidelity UI


PROJECT OUTCOME

Map of current users real needs and design of how implementation should look like

PROJECT OUTCOME

Understanding of users needs and how design implementations should look like

Mapping the current service experience

Active Brands is an incubator for online activewear brands in the Nordics. In its portfolio there are 5 main brands. Those brands are distinct from each others but share the same online experience. The first step was to identify the future vision by each brand and e-com manager. During 10 hours of interviews I was able to collect opinions on the current situation and outline the objectives of each brand manager for the online shopping experience.

I discovered specific and common problems and created an initial map to correlate users goals, current journey and all the ideas that emerged from the interviews.

This was presented in a workshop to the client, where I explained the findings and sought alignment to define success among stakeholders.

Please request access to Figjam below here.

Costumer Service workshop and Vision Experience Map

The costumer service workshop highlighted specific usability issues with the website, specifically in the check-out area, payment methods and the application fo discount codes.

It also brought to light some possible improvements to the service and the necessity to collect costumers feedback to share with the wider company.

As part of the deliverables I designed a Vision Experience map in Figma, to use it as road map for future development. I added analytics benchmarks and a rating system to guide the business into prioritasation.

The rating systems followed the classic MoSCow model.

Note: the map is very large so if you want to see it in all its completeness please request access here

Final delivery

The final delivery consisted in a large deck with all the findings and recommendation emerged by interviews with costumer service representatives, stakeholders and the survey.

I also analysed common pattern from competitors and compared to the current state of the website suggesting a future visions of the interface.

In order to do so I created high fidelity mockups of the enhanced experience on key screens.

In spite of the high price tag for the items on sale, an online experience could still become extremely rewarding for users if their needs are taken in consideration and the exchange value expectations are met.

In order to do so the websites had to achieve an experience that would go beyond the standard offering perks like fit finder, good photography, focus on materials and brand storytelling.

The survey

This survey collected around 1600 responses from existing Active Brands customers, I used Survey Money and both open and closed answers where included. It run in 5 countries and focussed on online/offline purchasing habits, factors of decision making when buying online and behaviours of existing customers.

The survey

This survey collected around 1600 responses from existing Active Brands customers, I used Survey Money and both open and closed answers where included. It run in 5 countries and focussed on online/offline purchasing habits, factors of decision making when buying online and behaviours of existing customers.

The survey

Active Brands survey collected around 4000 responses from existing customers, I used Survey Monkey to design 20 open and closed questions.

The survey run in 5 countries and 2 languages, focussing on online/offline purchasing habits, factors in decision making and behaviours of existing customers.

Costumer Service workshop and Vision Experience Map

The costumer service workshop highlighted specific usability issues with the website, specifically in the check-out area, payment methods and the application fo discount codes.

It also brought to light some possible improvements to the service and the necessity to collect costumers feedback to share with the wider company.

As part of the deliverables I designed a Vision Experience map in Figma, to use it as road map for future development. I added analytics benchmarks and a rating system to guide the business into prioritasation.

The rating systems followed the classic MoSCow model.

Note: the map is very large so if you want to see it in all its completeness please request access here

Final delivery

The final delivery consisted in a large deck with all the findings and recommendation emerged by interviews with costumer service representatives, stakeholders and the survey.

I also analysed common pattern from competitors and compared to the current state of the website suggesting a future visions of the interface.

In order to do so I created high fidelity mockups of the enhanced experience on key screens.

In spite of the high price tag for the items on sale, an online experience could still become extremely rewarding for users if their needs are taken in consideration and the exchange value expectations are met.

In order to do so the websites had to achieve an experience that would go beyond the standard offering perks like fit finder, good photography, focus on materials and brand storytelling.

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SURVEY KEY FINDINGS


The main factors in decision when buying online were the ability to check the quality of material, followed by fit and access to trust-worthy reviews.

Patterns started to emerge: while some users needed a guided and simplified experience to purchase the right gear, some didn't need guidance but sought access to very technical information.

Customer Service Workshop and Vision Experience Map

The customer service workshop highlighted specific usability issues with the website, specifically around check-out area, payment methods and the application of discount codes.

It also brought to light some possible improvements to the service and the necessity to collect customers feedback to share with the wider company.

As part of the deliverables I designed a Vision Experience map in Figma, to use as a road map for future development. I added analytics, benchmarks and a rating system to guide the business into prioritisation.

The rating systems followed the classic MoSCow model.

Note: the map below is very large so please request access here

Final delivery

The final delivery consisted of a large deck with all the findings and recommendations collected from interviews with customer service representatives, stakeholders and users via survey.

I analysed common patterns from competitors and compared to the current state of the website, suggesting a future vision with high-fidelity mockups of the enhanced experience for the key screens.

In spite of the premium prices, an online experience could still become extremely rewarding for users if their needs are taken in consideration and the exchange value expectations are met.

In order to do so the websites had to achieve an experience that would go beyond the standard, offering perks like fit finder, good photography, focus on materials and effective brand storytelling.

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WHAT I LEARNED

Customer Service Representatives are often underestimated. They are the people closest to the users and have direct access to their feedback. Convincing the stakeholders to include customer service representative helped to prioritise significant issues.


I learned that a survey should always be piloted before launch. The client experienced multiple technical problems because of their refusal to pilot.

Previous Project

Next Project

hello@ilariaoberto.com

Linkedin

Dribbble

Resume

Medium

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