Josh Shaw - Project Example
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Checkout Optimization & Simplified Sign In
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GREEN MOUNTAIN COFFEE ROASTERS
Project Overview
This project’s mission is to provide a recommendation for optimization of the cart, sign in
and checkout process for Keurig.com and to oversee the implementation of said
recommendation based on stakeholder buy-in and technical feasibility. !
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Project Assumptions !
The scope of this project includes the full and mobile experience of the shopping cart
through order confirmation and does not venture into visitor acquisition, retention or reactivation strategy.
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GREEN MOUNTAIN COFFEE ROASTERS
Project Overview
This project’s mission is to provide a recommendation for
and checkout process for
recommendation based on stakeholder buy-in and technical feasibility.
!
!
Project Assumptions !
The scope of this project includes the full and mobile experience of the shopping cart
through order confirmation and does not venture into visitor acquisition, retention or reactivation strategy.
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GREEN MOUNTAIN COFFEE ROASTERS
Key Topics
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Current State Analysis - Full Site
• What is working?
• Areas of opporunity? Target State Definition - Full Site
• How can we do it better?
Current State Analysis - Mobile Site
• State of the Platform
Target State Definition - Mobile Site
• How can we do it better?
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Survey Question: What suggestions, if any, would you make on how your experience on
Keurig.com could be improved?
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!
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Survey Question: What suggestions, if any, would you make on how your experience on
Keurig.com could be improved?
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None. I think your website is well
designed and user friendly.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Survey Question: What suggestions, if any, would you make on how your experience on
Keurig.com could be improved?
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Totally satisfied!
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Survey Question: What suggestions, if any, would you make on how your experience on
Keurig.com could be improved?
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It is all GOOD...Thank you!!!
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Survey Question: What suggestions, if any, would you make on how your experience on
Keurig.com could be improved?
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Keurig.com is one of the best websites on the net. I
can't think of another way you could make it a more
pleasant experience. Its one of the best out there.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Cart
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Cart
58%
Visitors who View Cart
5
$
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Cart
The visual hierarchy of products in the
cart and the surrounding functionality
of updating quantity makes it easy to
effect items in the cart.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Cart
The call to sign in is prominent,
reminding visitors that they can see
their membership price if they do so.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Cart
Applied discounts and order total stand
out which give customers comfort that
they are receiving the price and
discounts that they expect.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Cart
The presence of the Norton Antivirus
icon also adds to a sense of security.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Cart
Should a visitor need to clarify any
questions that they have, the FAQ
section can assist them in accessing
the information that they desire.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Sign In
Currently Sign In enjoys prominence in
the top right of the page with account
access and the cart access.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Sign In
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Sign In
72%
Sign In
Visitors to Cart
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Checkout
Coremetrics shows us that of the repeat
buyers that visited their cart 99% of
them proceeded to checkout. This
indicates an easily learned interface
and an application of best practices
that customers are comfortable with.
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Confiden2al informa2on removed.
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - What is Working? - Checkout
Checkout steps are clearly labeled
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GREEN MOUNTAIN COFFEE ROASTERS
Here’s what we need to do. (aka business goals)
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GREEN MOUNTAIN COFFEE ROASTERS
Here’s what we need to do. (aka business goals)
1%
Conversion
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GREEN MOUNTAIN COFFEE ROASTERS
Here’s what we need to do. (aka business goals)
Cart Abandonment
1%
5%
Conversion
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GREEN MOUNTAIN COFFEE ROASTERS
Here’s what we need to do. (aka business goals)
Cart Abandonment
1%
Conversion
15
5%
1%
Sign-In
GREEN MOUNTAIN COFFEE ROASTERS
Reduced Fear Uncertainty and Doubt:
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GREEN MOUNTAIN COFFEE ROASTERS
Reduced Fear Uncertainty and Doubt:
Priceless
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity?
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity?
Allow ability to save all and add all as well as
being able to do it for each individual coffee. If I
have 10 items in save for later it is easier for me to
add them all and save some time then clicking on
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity?
Have my shopping cart visible while
viewing website
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity?
“Focus on the user
and all else will follow.”
Source: h@p://www.google.com/about/company/philosophy/
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity?
16%
84%
New Visitors - Q2FY13
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Repeat Visitors - Q2FY13
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity?
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity?
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
140
105
70
35
0
Visit
View Product
New Unique Visitors
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Add To Cart
Previous Visitors
Buy
Buy 2+
Previous Unique Buyers
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
140
105
70
35
0
7.65%
Visit
View Product
New Unique Visitors
22
Add To Cart
Previous Visitors
Buy
Buy 2+
Previous Unique Buyers
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
Recommendation:
Add a Perpetual Cart
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Allow visitors to view items in their
cart without accessing the cart page
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Ann Taylor does a nice job with their
quick view cart.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
Recommendation:
Add security messaging to cart page
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LLBean does a nice job addressing
the security question.
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Kristin and Nathan called out the
need for better security messaging in
their assessment as well.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
Recommendation:
Add an upsell feature to the cart.
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We added an upsell feature to
GMC.com and saw 34% of buying
sessions/viewing sessions taking
advantage of this feature in Q2.
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Note: Would be good to utilize
monetate for this and test “recently
viewed” vs “others who bought this
also bought”
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
Before Log In
Recommendation:
Save cart past session for future
purchases.
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LLBean uses this as an enticement
to either login or create an account.
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After Log In
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
Recommendation:
Merchandise in the Just Added To
Cart feature.
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Underarmour and Lands End do a
nice job with this.
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Note: JATC should receed to cart icon
if it is not a feature to the cart
dropdown to indicate to visitors
where to access.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Cart
Recommendation:
Dynamically update subtotal in cart
when quantity is changed or
dynamically add an update link to
prompt the user to manually update.
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Amazon has a very elegant solution.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Sign In
72%
Sign In
Visitors to Cart
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Sign In
72%
9%
Sign In
Forgot
Password
Visitors to Cart
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Sign In
72%
Sign In
9%
Forgot
Password
13%
Visitors to Cart
Exit
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Sign In
Recommendation:
Password Recovery should be easy.
Zappos makes it easy, but with
potentially 6 steps.
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1. !!
4.
5.
3.
6.
2.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Sign In
2.
Recommendation:
Password Recovery should be easy.
LLBean shines through with this
three step process.
1.
!
!
!
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3.
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Sign In
Recommendation:
Same page sign in. give users a
modal or an expanded box to sign in
to keep them on the page.
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These are good examples from
Moosejaw and Lands End.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Checkout
Recommendation:
Guest Checkout
Ann Taylor’s approach to guest
checkout is really a hybrid approach.
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LLBean is straight forward, but notes
that an account can be created later.
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!
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Sign In
Recommendation:
Stay signed in! Utilize the Amazon
model of keeping visitors signed in
unless they choose to sign out and
validate login info when they access
secure pages.
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!
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Checkout
Recommendation:
Add an easy method of returning to
shopping. Here we show how
elegantly Moosejaw and
Underarmour address this.
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!
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Checkout
Recommendation:
Auto-populate billing address with
shipping by default. This is
Moosejaw’s version, pretty standard.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Checkout
Recommendation:
Make sure Customer Care Phone # is
visible at all times. Underarmour
goes a step further and has a widget
that is sticky to the side of the page
as you scroll.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Checkout
Recommendation:
Offer multiple payment options.
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Lands End and Zappos both offer
PayPal with their credit card info.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Checkout
Recommendation:
Give the option to save credit card
information. Amazon is huge, yes,
but they sure do make it easy to
shop!
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Full Site - Areas of Opportunity - Checkout
Recommendation:
Banner ads should be able to be
specified by page. They should only
show up in the checkout if they are
relevant.
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!
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Shopping Cart
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Shopping Cart
Recommendation:
Added "thermometer" at top of page
showing Checkout status.
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Added second Checkout button at
top of page, above fold.
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Increased size and prominence of
Checkout buttons.
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Removed Extended Price column
from Cart.
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Added product upsell feature at
bottom of page with ability to add to
order without leaving Cart.
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Sign On
Recommendation:
Sign In box is given more
prominence, and advertising of site
features is downplayed to promote
ease of sign in.
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Tip added to password, indicating
rules in effect when the password
was created.
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Show Password Hint and Forgot Your
Password will drop down appropriate
fields on the same page, negating
the need to take users to another
page to complete.
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Not Shown: If user has come to this
page from the Shopping Cart, they
will be returned to the Shipping page
upon successful sign in to begin
Checkout.
!
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Guest Checkout without promo code
Recommendation:
Guest Checkout added in place of
Create an Account. (This step has
been moved to later in the Checkout
process.)
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Clicking on the Have a Promotion
Code link reveals an input field to
enter the code. The code is
automatically applied upon mousing
off of the input field.
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Customer Service number has been
added to the bottom of all pages in
case users are stuck.
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Attempted to clarify Order Summary
box design to clearly delineate
sections of the summary. This is
maintained throughout Checkout
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Guest Checkout with promo code
Recommendation:
Promotion code has been
automatically applied via URL from
clicking on an email or site
promotional link. Clicking Edit
reveals an input field populated with
the code, ready for editing. Mousing
off of the field applies the new code.
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Still need to resolve mechanism for
checking for "best deal" when
multiple codes are active...
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Shipping
Recommendation:
All required fields are now indicated
with standard asterisk on each field.
This will help for fields below the
fold and in the case of mobile.
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Made language of Continue buttons
more specific to indicate next step.
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Moved Business/Residential selector
to top. Clicking the checkbox will
reveal an input field prompting user
for Company Name.
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Combined First/Last name fields for
simplicity.
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continued...
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Shipping (cont.)
Recommendation:
Zip Code field will automatically
validate City and State upon
mousing off the field.
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Added tip to Phone field indicating
why it's needed. More can be done
here to clarify any ambiguous
requests for user info.
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Made signing up for offers an opt in
vs. opt out with prominent link to
privacy policy and placed near
prompt for email address. Selecting
the checkbox would reveal input
fields to enter password. (Would
default to showing the password
being typed with the option to mask
the password. This avoids having to
re-enter.).
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Billing
Recommendation:
Repeated default checkbox for using
shipping info for billing. Deselecting the checkbox will clear
those fields.
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Added prompt checkbox (opt in) for
creating a user account, since by
this point we'll have all necessary
info to do so.
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Added pictures of credit cards
accepted. These would be optional
fields - if one is selected, the first
four digits of the card number will
pre-populate.
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Combined First and Last Name fields
into single Name As It Appears on
Card field.
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Review Order
Recommendation:
No new changes on this page, other
than those carried over from
previous pages.
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Confirmation
Recommendation:
Moved Order Number to top of page,
additionally.
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Added prominent box to right
indicating possible next steps:
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Create an Account. Same behavior
as the checkbox on the Billing
step.
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Send Me Special Offers. Same
behavior as on Shipping step.
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Tell Your Friends. Posts the
products just purchased to the
selected social media site.
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Forget Something? Returns the
user to the main shopping page.
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Full Site - Email Confirmation
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Small-Display Site
???
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Small-Display Site
Our current system consists of separate (forked) content for desktop and mobile sites. This
approach is not sustainable from an ongoing maintenance standpoint. With current technology
and who knows what other devices will be coming out within the next several years which will
necessitate reaction to yet another form factor, it is in our best interest to take action
immediately.
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis
Small-Display Site
Karen McGrane and Kristina Halvorson are two of the leading proponents of well executed content
strategies. Their recommendations are largely what have driven our conclusion that we need to make a
revolutionary change to our data structure.
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Here are some resources:
https://vimeo.com/50609566
http://karenmcgrane.com/
http://braintraffic.com/index.php/company/
http://contentstrategy.com/
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GREEN MOUNTAIN COFFEE ROASTERS
Target State Definition
Small-Display Site - Recommendation
Our recommendation is to re-structure our data system so that it makes better use of
metadata and accounts for and allows scalability of all data points. This will not only
help us achieve a more rich, maintainable and effective mobile experience, but will
prepare us for growth and allow us to feed data to any of our retail partners, print
collateral, etc., all from one centralized repository.
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GREEN MOUNTAIN COFFEE ROASTERS
Thank You.
Appendix is below for your browsing pleasure
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis – cont.
Data Points for Cart • Keurig.com – Walk-through to grab screenshots • Usertesting.com – resource as needs arise • Foresee – historical data • Monetate – best practices webinar (@1hr.) • Coremetrics • Customer Satistfaction logs • Other great resources • Guiding Customers Through The Buying Process
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GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis – cont.
Data Points for Checkout • Baymard Review report • heuristic evaluation for full site checkout • Mobile best practices report •
•
•
•
•
•
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Usertesting.com – resource as needs arise Foresee – historical data Monetate – best practices webinar (@1hr.) Coremetrics Customer Satistfaction logs Other great resources • Guiding Customers Through The Buying Process
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis – cont.
Data Points for Sign-On Process !
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•
•
•
•
•
UIE article by Jared Spool Oauth 2.0 Facebook Keep Me Signed In! (see Amazon) What about CC data? Do we keep it?
GREEN MOUNTAIN COFFEE ROASTERS
Current State Analysis – cont.
Data Points for Competitive Landscape of Other Top E-Tailers !
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• Baymard report • Heuristic evaluations (Secret Shopper UX Research Report) • E-Tailing Group?
GREEN MOUNTAIN COFFEE ROASTERS