user-curated browsing

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USER-CURATED BROWSINGWhat are we trying to accomplish? What is the purpose? What does the end goal, long-term vision look like?

GINAOur project idea is adding user-curated browsing to the Zappos site. We want our Best Customers to not view Zappos as just a transactional site. We want a website that our BCs would use to browse, curate, and shop for products1

INNOVATION DISTINGUISHES BETWEEN A LEADER AND A FOLLOWER STEVE JOBS (1955-2011)GINA (contd)This project would give customers the opportunity to choose how they navigate the website:They can personalize how they shop;Curate the home page and landing pages;They dont have to follow our pre-defined categories and filters.This will differentiate ourselves from other online retailers as an innovator in the online shopping and browsing experience.2

NATALIEWe looked at a couple of different shopping sites, and here are a few examples. There are similarities in the way the user searches for products thru filtering by categories and sorting by attributes such as size, price, and color.

Since most online retailers offer a process similar to this experience, online shoppers already expect filtering. Sorting by the aforementioned attributes (size, price, etc.) is no longer enough. With this user-curated browsing experience, we will be able to attract and gain loyalty from our Best Customers.

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SHOPPERS ARE DRAWN TO BRANDS THAT [] ARE MORE THAN JUST A TRANSACTION. ZAPPOS UX TEAM BCS RESEARCHNATALIE (contd)We know our Best Customers are stylish and fashion-savvy. What they wear is an expression of their personality. If executed correctly, our website will increase engagement from our Best Customers.

Another advantage is that we will be able to collect a lot of data so that we can continuously improve the experiences of our Best Customers in the future. Ultimately, due to increased loyalty and engagement, we will see conversion rates go up.

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NATALIE (contd)Websites are trying to personalize and curate the experience already. We can see this in Pinterest, which is about sharing, Polyvore, which is about building look-books, and our stand-alone website Glance, which has pages that are curated by style experts.

Looking at studies done on customer behavior, its been shown that when you give people fewer but better products with more context, people will buy them and recommend them to their friends. Our site in its current state has a lot of stuff. We want it to be simple and straightforward; easy for anyone to use but with enough tools to personalize the experience.5

WHATS NEXT?NATALIE (contd)We were unable to find a developer to help build a prototype, so we put something together with our trusty friend, Microsoft Paint. In terms of making this project a reality, we were thinking it could be built and tested as a stand-alone website or as an alternative version to the home page. The biggest challenge is that the best way to measure success for a project like this would be to actually build this tool as a long-term value prop.

We want to stress that the following example is only a visual representation of our idea. We dont want you to get caught up on the design, placement, colors, etc. The point is to start a conversation about how our Best Customers browse and ultimately buy from our website.6

GINAThis is the ideal homepage. When youre logged in, the products and images on the right side of the page are specific to you. Examples:Your favorite brands;Outfit ideas that have items youve previously purchased;Recommended products or services based on your previous searches and purchases.

Our main focus is the left-hand search bar. When you type into the search bar, you are creating a tag that can be separated by commas. Based on what you type, the words will populate in the ADD or EXCLUDE boxes below.

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GINA (contd)As you can see, when entering the tags to search for a blue maxi dress, the right-hand side populates with images that match what youre looking for. Now for the curation8

GINA (contd)I want a strapless dress, so what I might do as a customer is type no straps into the search bar9

GINA (contd)And this will automatically direct the word to the EXCLUDE box. I want to find a dress for the beach10

GINA (contd)so I would create the beach tag, and the results will again automatically populate.

Id like you to keep in mind that there wouldnt be this much white space the page would constantly be evolving and updating to suit your tastes. The page moves (is dynamic) as you search, which means that the page and search results will always look different based upon the user. Even if two different people searched the exact same tags, they will receive different results based on their previous search history that may be more size-, style-, and price-relevant to them.11

GINA (contd)This is just a brief example of what we can achieve by offering a user-curated browsing experience. Our customers are already buying on our website, so what more can we do to engage them?

Again, we want to stress that this is a conversation-started to consider the future of online shopping and browsing. Hopefully this will lead us to be at the forefront of the online shopping experience. This concludes our presentation, thank you!12