Summary of Jam Session:
In this session we did 3 critiques. Jessica Rush – Apparel, Issac Qureshi – Watch and Fatma Oueik- Cosmetic
Critiques:
Critique 1
0:02:00 – Critique number 1 is for Jessica Rush
Homepage: Tanner suggests moving back the free shipping threshold from $25 to $50 above orders during black fridays and holidays. As there are already other discounts offered to customers. The team mentioned the site does have a good UVPs. For the “Keep your WardrobePeppin..” might be a little vague as shared by Brad.To highlight “Great Customer Service”, Tanner suggests adding quote testimonials of the customers under the value propositions. For the “About us” part, Tanner suggests changing the image and using a collage or pictures of employees and actual store. Tanner recommends to emphasize more the “About us”. For the layout, Tanner suggests having it 3 or 4 across to shrink the page layout.
Collection Page: For the “New arrivals” category, Tanner suggests separating shoes to clothes. He experienced that when he selected size 7.5, he did not expect it would be for shoes (initial items displayed were clothes). To avoid disconnect, there should be different size selections for shoes and clothes. No options for shoes/boots in the filters.
Product Page: Tanner observes there is no size guide for the skirt product. Also, UVP icons are showing large in size. The team recommends adding review stars below the product title or the product price.To highlight, Tanner suggests moving “Katey is wearing a small and is 5’4” ” to the product image itself. Tanner shares to check the sales data and identify products that are being bought at the same time. This will help create a bundle product.
Cart Page: UVP icons are still showing large in size. For the “Customer also bought” part, Tanner suggests adding more product information of the recommended item. Tanner also suggests testing traditional cart versus the side slide setup of “Add to cart”
Critique 2
0:48:20 – Critique number 2 is for Issac Qureshi.
Homepage: Tanner notices the small font used for “Watchd, Track Order, Shipping, FAQs and Contact Us”. Also, he shares that Track Order, Shipping, FAQs and Contact Us are not main navigation worthy and Brad suggests moving it in the footer. Tanner suggests to change the top level navigation and include information such as quick links for the product information and “About us”. He explains that main navigation pushes the customer to further shopping experience. Tanner and Brad share that there is a disconnect in the product information. Brad mentions that as a customer not familiar with smart watch/apple watch, customers might identify the products as 3 unique items due to the different watch faces displayed. For the banner, Tanner suggests having additional texts to help customers understand what’s special with the product. Good thing in adding “As seen on”. Also, Tanner suggests moving the value proposition icons to banner. Instead of using “View Product”, Tanner shares to use “Learn more” to promote curiosity to the customers.
Product Page: Tanner suggests removing “get 70% off” in the home page as it is already indicated in the Product page. Since health tracking is the major feature they want to promote, Tanner suggests adding more information to describe each health tracking feature listed. For “Unboxed”, there is a disconnect. The team suggests instead of a product package image, the store may utilize an “unboxing video” to show what are the items included in the product package. Tanner also suggests adding other smart watch information in “Description” that would improve customer interests. To add, he mentions to include non health product features as this is important for the customers to know. For the product images, he suggests adding more images to describe product benefits. Brad recommends checking stores such as Fitbit to have an idea to better describe product benefits. Tanner shares “Surroundscape.com” as a good example to improve describing the product.
Cart Page: Tanner recommends testing Cart page considering with and without verified product reviews. He shares that on the previous testing, it works better without the reviews. Brad suggests removing G pay, Apple pay and Paypal in the Cart page.
Checkout:Team recommends adding payment methods that are commonly used. For the 2nd address line, Tanner suggests having it removed as it is an extra field not necessary.
Critique 3
1:13:02 – Critique number 3 is for Fatma Oueik –
Homepage: Tanner observes that there is blank space below the Main Navigation Menu. Fatma is already working with a developer to address it. Brad also shares that in mobile view, banner image layout is not optimized. Tanner suggests testing the scrolling/moving text and check if it will be better to have it in static. He also suggests adding social credibility like “As seen on” to help improve boost product credibility. Brad and Tanner suggest having better clarity in describing “Skincare made to replace the need for invasive needles”. Good UVP icons. For “Build your Custom Mini box” in the homepage is not recommended per Tanner. He explains that customers are not yet established as repeat customers that may order customized boxes. Also, the team reminds Fatma to change the font to black in white background for better readability. For “Shop by concern”, prices should not be included and Add to cart should not be used. Tanner recommends utilizing “Learn more” or “View product”. Add to cart on the home page will result in customers proceeding to buy the product without any understanding of product information. Also, Tanner suggests moving “Shop by concerns” below UVP icons. The team observes that the store utilized a good “Skincare quiz”. For the result of the quiz, Tanner suggests adding information that will help customers understand why they need the products in Step 1 and 2 and so forth. Also to help the customers, Tanner recommends adding a summary below the result of the quiz page and adding product details beside each product image.
Collection Page: Tanner recommends adding Category filters to improve conversions.
Product Page: For Tanner, there is a clarity issue for the discount of the product. He suggests removing it instead and retaining the original and discounted prices. Also, the team suggests to lessen the 6 icons included as it impacts readability for both mobile and desktop views. To purchase the Bundle, Tanner suggests a better description of the discount and on how to avail it. Instead of “Shop now”, Tanner recommends changing it to “Add to cart”. Tanner also suggests adding details pertaining to the current refill program.
Cart Page: There is confusion in applying the discount code for the bundle. Instead of “Checkout”, it should be updated to “Proceed to checkout”. Tanner suggests having the discount code automatically reflect to avoid confusion.
Checkout: For the payment methods to reflect in the Cart page.
Noteworthy Topics: Main Navigation Menu, FAQs in the store, Product features/functionalities, Social credibility, Skincare Quiz
0:08:30 – Quote Testimonials
1:09:10 – FAQs
1:11:24 – Importance of Product features/benefits/functionalities
1:19:00 – Social credibility
1:28:52 – Skincare Quiz