ASOS - RedEye€¦ · ASOS COMPETITOR BENCHMARKINGR ESEARCH THE CHALLENGE In early 2010 ASOS...
1
www.redeye.com ASOS COMPETITOR BENCHMARKING RESEARCH THE CHALLENGE In early 2010 ASOS approached RedEye to investigate how key elements of the website user experience could be improved. The RedEye UX team had run one to one usability tests for ASOS in the preceding two years, which had contributed to an already excellent user experience the fastest growing online retailers. On this occasion the brief was more wide ranging: – Explore product selection and add to basket journeys – Explore users’ use of, and attitudes towards, the product viewing options available – How does the user experience compare with key competitor sites across different types of product? – Gauge reactions to a proposed new look and feel – Gather user feedback on what would create greater engagement with the site. – Analyse differences in all the above between gender THE RESULTS: The strength of this approach is the richness of the insights it generates. As RedEye is able to record and analyse actual interaction as well as individual and group feedback, detailed timings of drop down menu behaviour in relation to user mouse action) are able to be made. At the same time RedEye was able to make recommendations about the most effective ways to present viewing of products to suit the differing needs of male and female customers, in the context of different product types. RedEye was also able to provide comparative ratings for the shopping experience on ASOS and reference websites for different product types, and make recommendations based on these. recommendations regarding: – Main category groupings for the website – Style, positioning and behaviours of main navigation menus – Product viewing functionality, imagery and video for men and women – Product detail information – Add to basket journey – Proposed look and feel changes Most of the recommended changes have been integrated into the ASOS site as it now is. ASOS continues to be a phenomenally successful site, defying retail trends as fourth quarter performance saw overall retail sales rise 58% to £324.8m in the year to March 31 2011. THE SOLUTION RedEye recommended its Competitor Benchmarking way to meet the broad objectives of the brief. The approach combines individual site usage, questionnaire completion and group discussion in one integrated session. It enables comparative analysis of actual interaction with a number of websites, and capture of of dynamic group interaction to generate more creative user feedback. For the investigation RedEye ran eight groups over two days. The groups were divided by gender discussion explored respondents’ favourite fashion retail shopping in-store. The core of the sessions examined how the actual types of items on ASOS compared with key online competitors. The next part of the session looked at the potential of blogs, magazine style content and user generated content to increase customer engagement. Lastly participants were exposed to potential changes regarding the look and feel of the site. This explored how potential changes might impact customer perceptions of the site and brand. www.redeye.com RedEye International Ltd 35-38 New Bridge Street Blackfriars London EC4V 6BW Registered in England No. 4035064
Transcript of ASOS - RedEye€¦ · ASOS COMPETITOR BENCHMARKINGR ESEARCH THE CHALLENGE In early 2010 ASOS...
www.redeye.com
ASOS COMPETITOR BENCHMARKING RESEARCH
THE CHALLENGEIn early 2010 ASOS approached RedEye to investigate how key elements of the website user experience could be improved. The RedEye UX team had run one to one usability tests for ASOS in the preceding two years, which had contributed to an already excellent user experience
the fastest growing online retailers.
On this occasion the brief was more wide ranging:
– Explore product selection and add to basket journeys– Explore users’ use of, and attitudes towards, the product viewing options available– How does the user experience compare with key competitor sites across different types of product?– Gauge reactions to a proposed new look and feel– Gather user feedback on what would create greater engagement with the site.– Analyse differences in all the above between gender
THE RESULTS: The strength of this approach is the richness of the insights it generates. As RedEye is able to record and analyse actual interaction as well as individual and group feedback, detailed
timings of drop down menu behaviour in relation to user mouse action) are able to be made. At the same time RedEye was able to make recommendations about the most effective ways to present viewing of products to suit the differing needs of male and female customers, in the context of different product types.RedEye was also able to provide comparative ratings for the shopping experience on ASOS and reference websites for different product types, and make recommendations based on these.
recommendations regarding:– Main category groupings for the website– Style, positioning and behaviours of main navigation menus – Product viewing functionality, imagery and video for men and women– Product detail information– Add to basket journey – Proposed look and feel changesMost of the recommended changes have been integrated into the ASOS site as it now is. ASOS continues to be a phenomenally successful site, defying retail trends as fourth quarter performance saw overall retail sales rise 58% to £324.8m in the year to March 31 2011.
THE SOLUTIONRedEye recommended its Competitor Benchmarking
way to meet the broad objectives of the brief. The approach combines individual site usage, questionnaire completion and group discussion in one integrated session. It enables comparative analysis of actual interaction with a number of websites, and capture of
of dynamic group interaction to generate more creative user feedback. For the investigation RedEye ran eight groups over two days. The groups were divided by gender
discussion explored respondents’ favourite fashion retail
shopping in-store.The core of the sessions examined how the actual
types of items on ASOS compared with key online competitors.The next part of the session looked at the potential of blogs, magazine style content and user generated content to increase customer engagement. Lastly participants were exposed to potential changes regarding the look and feel of the site. This explored how potential changes might impact customer perceptions of the site and brand.
www.redeye.com
RedEye International Ltd35-38 New Bridge Street
BlackfriarsLondon
EC4V 6BWRegistered in England No. 4035064
