James Sinclair (2023)

PROJECT – ACCESSORIES COMPETITORS’ REVIEW

Method

We evaluated the accessories-buying process for three different companies: Samsung, Apple, and Google. To perform a competitive analysis, we judged each site against the same set of heuristics, defined below. Components and pages were judged on a three point scale: 1=poor, 2=OK, 3=good.

Competitors

We looked specifically at three flagship phones: the Samsung S10, the Apple iPhone X, and the Google Pixel 3. All are high-end, expensive, models and are likely to appeal to a similar demographic. The websites for each product have many similarities, but have their own style.

Journeys

For each retailer, there are two main purchase routes for accessories.

Marketing

Accessories are marketed on PCD pages and on theiown PDPs. The user is likely to enter this journey when she is looking directly for accessories and browsing relevant pages.

Upsell

Certain accessories are also suggested when the user makes a related purchase. We compared the buying journey for the Samsung S10, the Apple iPhone X, and the Google Pixel, and evaluated how accessories were upsold for each.

Heuristics

Efficiency – Users should be able to move through the process in the manner most convenient to them. If possible, there should be shortcuts for some frequent actions.

Consistency – The site should have the same characteristics and behave in the same way across different pages.

Effort – The user should not have to remember details from previous pages. The user should not feel trapped. The user should not wonder what they are meant to do.

Flexibility – Users may behave differently than expected. The site should allow users to modify their actions and navigate in their own way.

Generalisation – Users prefer sites to work the same way as all the other sites they already know.

Clarity – The user should always know where they are and what they are looking at. Familiar words, phrases and concepts should be used. Buzzwords and technical language should be avoided.

Feedback The system should let users know when an action has been performed.

When evaluating each page, we highlighted particular issues and scored them 1–3, where 1=poor, 2=OK, 3=good. The ‘heat maps’ represent overall scores for the entire journey. However, while a user journey might score low on clarity, for example, there might also be elements within that journey that score a 3, if the copy has been particularly clear for that specific

component. These findings have been drawn out on the detailed pages that follow.

Accessories

Executive Summary

In a nutshell, Samsung scores relatively poorly on the marketing journey. Whilst the Accessories PCD is extremely clear, and scores highest out of the competitors, the Product Finder is awkward to use. This is because of issues with the filter, sort and default listing. It therefore scores low on effort, generalisation and clarity.

On the other hand, Samsung scores highest on the Upsell journey. Samsung scores 2: OK, on everything but flexibility.

In general there are missed opportunities to upsell more products, but the overall journey is straightforward. Improvements can still be made at a more granular level.

Marketing Journey

Summary

Samsung scores relatively poorly on the marketing journey. Whilst the Accessories PCD is extremely clear, and scores highest out of the competitors, the Product Finder is awkward to use. This is because of issues with the filter, sort and default listing. Additionally there are major problems with the S10 journey as it is impossible to find PDPs for these products, as “Learn More” links back to the Accessories tab. It therefore scores low on effort, generalisation and clarity.

Apple is surprisingly inconsistent. They lose marks for clarity because they do not highlight the compatibility of their products.

Google scores highly, but it should be noted that the site is a much smaller shop. Fewer products, fewer journeys, and fewer options, generally means a simpler, easier-to-use site.

Samsung S10 Apple Iphone X Google Pixel

Table 7.1 Marketing Journey Scores

Consistency 1 1 3

Effort 1 2 3

Flexibility 1 2 3

Clarity 1 1 2

Feedback 3 2 3

Efficiency 1 1 3

Generalisation 1 2 3

1…..Poor 2. OK 3. Good

Samsung

Mobile Landing Page

Finding

The mobile landing page serves as an excellent introduction to the Galaxy series. However, the way the actual products are linked to is unusual when compared to Apple and Google, as we’ll see on the next pages. Regarding the accessories journey, it is quite easy to find the flagship phones, but quite awkward to find the accessories.

Effort 2 Clarity 2

Finding

The product line is contained with a strip that behaves like a navigation bar, but doesn’t look like one. The images are large, but the text is unusually small. Users would also expect something like this to be located at the top of the page, not third down.

Clarity 1 Generalisation 1

Recommendation

Consider moving to the top of the page, shrinking images, and enlarging text.

Finding

The images are not clickable. The links also open in new tabs, which is unexpected.

Efficiency 1 Generalisation 1

Recommendation

The images should be clickable. The links should open in the same tab.

APPLE

iPhone Landing Page

Finding

The nav bar is present throughout the site, allowing quick navigation.

Effort 3 Consistency 3

Finding

Accessories are given own category in navigation bar. This is expected, but the use of icon plus text improves visual clarity and makes the page very scannable.

Generalisation 2 Effort 3 Clarity 2

Finding

There is also an Accessories section further down the page.

Effort 2 Flexibility 2

GOOGLE

Phones Landing Page

Finding

A nav bar is available on both this page and the Accessories PCD.

Consistency 2 Generalisation 2

Finding

Navigation bar offers clear categories illustrated with image and text.

Generalisation 2 Effort 3 Clarity 2

SAMSUNG

Accessories PCD

Finding

The mobile accessories page is clear and easy to use. The most popular categories are easily accessible and there are multiple links through to relevant pages.

Effort 3 Clarity 2

Finding

The first heading reads like a sub-heading. Title is currently conversational, and the subheading is descriptive. Clarity would be improved if these were swapped around.

Clarity 2

Recommendation

“Mobile Accessories” should be swapped with “Get More from Your Device”.

APPLE iPHONE

Accessories PCD

Finding

Quite difficult to get to “all”.

Effort 1 Generalisation 1

Finding

Colours not clickable.

Feedback 1

Finding

“Shop by category” probably the most useful thing on this page, but buried at the bottom of it.

Efficiency 1

Finding

Apple provide a PCD specifically for iPhone accessories. For Samsung this is only available for the mobile category. Like Samsung, the Apple PCD provides a link to the Accessories finder in the Key Visual.

The page then features a number of convenience categories: Featured, Air Pods, What’s New and Shop by Category.

Flexibility 3 Clarity 3

GOOGLE PIXEL

Accessories PCD

Finding

Follows a similar pattern to other retailers with featured products taking up most space, but there are also clear links through to “All Accessories”.

Generalisation 3 Clarity 3

Finding

Generally clear copy, which is easy to read and informative.

Clarity 3 Effort 2

SAMSUNG

Checkout

Finding

Unexpected behaviour. The “Back to Shop” does not take the user back to results, but to a different section of samsung.com

Generalisation 1

Recommendation

Back button should go back.

Finding

Too many elements. The page design is distracting.

Clarity 1

Recommendation

Checkout could be simplified, allowing the user to focus on completing the purchase.

Finding

“Customer also bought” shows unlikely or redundant items.

Clarity 1

Recommendation

Change to “You might also like” or similar phrasing.

APPLE iPHONE

Checkout

Finding

A featured product is recommended, which allows Apple to upsell something not directly connected.

Clarity 1

Finding

Few additional products are made available at this point.

Flexibility 1

GOOGLE PIXEL

Checkout

Finding

Simple checkout design allows user to focus on completing their purchase. Again, this comes at the expense of flexibility, but it is still easy to find your way back.

Efficiency 3 Effort 3 Flexibility 1

Upsell Journey

The upsell journey evaluates how accessories are sold to the user once they choose to buy a flagship phone.

The scoring is the opposite of the marketing journey. The Samsung S10 scores highest, Apple iPhone second, and Google Pixel third.

Samsung scores 2: good, on everything but flexibility. In general, there are missed opportunities to upsell more products, and there are times when the user’s control is limited. There are various issues on each individual page, but the overall journey is straightforward.

Apple achieves similar scores to Samsung and has many of the same issues. Some parts of their site behave inconsistently or have unexpected behaviour so they lose points for consistency and generalisation.

Google scores lowest because they have a highly inflexible model. Once the user decides to purchase a Pixel phone, they are funnelled through a series of pages and given little opportunity to purchase accessories or go back. The buy process is very straightforward, clearly signposted, and easy to use, but actively prevents the user from modifying options or leaving the train- tracked buy journey.

Table 7.2 Upsell Journey Scores

Samsung S10 Apple Iphone X Google Pixel

Consistency 2 1 2

Effort 2 2 2

Flexibility 1 3 1

Clarity 2 2 2

Feedback 2 1 1

Efficiency 2 2 2

Generalisation 2 1 2

1…..Poor 2. OK 3. Good

Samsung S10

Finding

Accessories section is not clearly marked, nor described.

Clarity 1 Generalisation 2

Recommendation

Use a clear in-line header.

Finding

Images, copy, and structure combine to create something flashy, but they should instead combine to create something clear. User should be able to answer “Where am I now? What am I being shown?”

Clarity 1

Recommendation

Emphasise Accessories.

APPLE

SLP

Finding

Accessories section at very bottom of PDP, and not accessible from a nav bar.

Generalisation 1 Effort 1 Consistency 1

Finding

Accessories clearly marked with simple copy and linked through to accessories PCD.

Clarity 1

Google Pixel

SLP

Finding

Impossible to get to all accessories. There is no link to accessories on the page. Must go through “Shop My

Case” and then reset filters.

Efficiency 1 Flexibility 1

Samsung S10

Accessories Tab

Finding

Relationship between information and images too loose. The large amount of white space makes some items invisible on smaller screens.

Effort 1

Recommendation

Condense white space.

Finding

Descriptive info is good. Page structure is clear. However, the fade-in animations, combined with the very large amount of white space, make the page quite hard to scan.

Clarity 2 Efficiency 1

Recommendation

Condense white space, reduce animations.

Finding

No option to Learn More, only Buy Now. This is particularly frustrating if user has reached this page from the PF and is now stuck in a loop.

Effort 1 Generalisation 1 Consistency 1

Recommendation

Create links to PDP.

APPLE iPHONE

Buy Page

Finding

“What’s in the Box” has to be expanded, but contains clear, useful information.

Clarity 2 Effort 2

Finding

No mention of accessories at this point in the buy journey.

Generalisation 1

GOOGLE PIXEL

Buy Page

Finding

Once the buy button is clicked, the purchase journey is kept on strict tracks. It is a simple experience, but there is limited opportunity to add accessories, or to go back for more information.

Clarity 2 Flexibility 1

SAMSUNG 10

Checkout

Finding

User not given a final summary of what’s included.

Clarity 1

Recommendation

Show users what’s already included so that they can

make educated choices about what to add.

APPLE iPHONE

Checkout

Finding

Checkout for iPhone upsell journey is identical to the checkout for marketing journey. Recommendations are not tailored to choice.

Finding

A featured product is recommended, which allows Apple to upsell something not directly connected.

Clarity 1

Finding

Few additional products are made available at this point.

Flexibility 1

GOOGLE PIXEL

Checkout

Finding

The Accessories buttons now says “Buy”, where previously it said “Add to Basket”. On some pages of the .com, there is no CTA at all, and the user must click the card. This is inconsistent.

Flexibility 1 Consistency 1

Finding

There is no link to additional accessories.

Flexibility 1

PROJECT – DA BRILLIANT BASICS

Introduction

In 2019 Sinclair was asked to improve the user experience for domestic appliances. This entailed reconciling two sitemaps, one from the product team and one from SEO specialists. Creating new pages to house search engine content and refining existing page types to improve engagement and the user journey. Finally taking a product finder from one national site and refactoring it to another.

The work delivered the following assets, a new sitemap, an AEM prototype and a Virtual Assistant, to be tested with users in laboratory-based sessions.

Methodology

15 participants were recruited for a lab-based usability study. Sessions were organised into three sets, so providing time for findings from one set to be fed into the design and tested in the next set.

Sample and Equipment

Sample

Fifteen participants were recruited from the target audience, for face-to-face Lab-based sessions .

All participants had purchased a domestic appliance within the last three years. They were drawn from ABC1 and were split between male and female, urban and rural, ages 20–65, and approximately half owned a Xxxxxx product.

Lab Equipment

Desktop Windows Mid range tower + screen Desktop Mac 21.5-inch iMac
Tablet Android
Tablet iOS

Phone Android
Phone iOS
Sound Recorder: Tascam DR-40 – 4-Track handheld digital audio recorder

Software
OBS device recording software

Sessions

Each session had a facilitator and a note taker.

The facilitator introduced the study and asked the participant for their consent to record the session. The participant was then handed a form and asked to read and sign if they agreed to how the recordings and data would be used.

The sessions ran for 1 hour and were split into three parts; an open-ended interview, prototype testing and a tree test.

The interview was open-ended and took approximately 15 minutes and explored the customer journey for purchasing a domestic appliance. The interview was recorded on an audio device.

Prototype testing ran 25–30 minutes. The scenario discovered during the interview was used to test the prototypes. The participant was allowed to proceed without interruption, and then asked to retrace their steps, and questioned about their behaviour and choices.

Where time permitted, participants were given additional scenarios to test different aspects of the prototype. Areas and content that had not been covered through the participant’s free exploration were prompted or walked through.

All video and recordings were stopped for the Tree test. The test was run on a desktop computer and self- administered and the data capture was automated. Each participant was given an overview of the test and guidance on how to use it. The order of the tasks was randomised.

The tree test was given to further participants as a web link, from both within Cheil and externally in order to drive up the response numbers.

Analysis

The qualitative data were printed and were reviewed to identify repeated ideas, issues, or findings. These were then tagged with codes or themes.

The tagged data were then grouped into categories, which form the backbone of this report.

AEM Prototype

The primary functions of the AEM prototype were to accommodate the new sitemap, improve users’ engagement with content and facilitate the user’s journey through the category hierarchy.

To achieve this pages were created directly in AEM. The benefits of this approach were threefold. Firstly, as all pages have to be constructed out of the components available, it ensured that this condition was met. Secondly, it allowed construction of a hi-fidelity prototype that would function, for the most part, identically to published pages. Finally, it allowed exploration of what type and combination of components would deliver the best experience.

Summary Findings

Product Category Detail (PCD)

A number of participants would not scroll down the page. The first barrier was the size of the key visual. Taking up the entire view port, it gave a false impression that no further content was available and/or prevented participants from initially seeing more content.

Images were hugely important to grab participants’ attention and identify the content. The lack of suitable images in V1 created a barrier to engagement.

All search category items were linked to the relevant new SLPs. However, participants expected a different behaviour depending on content type. Category ranges, Family Hub, American Style, should go to the SLP, whereas SEO descriptions such as colour and size should go to a pre-filtered product finder page (PFP).

Search Landing Page (SLP)

Most participants did not interact with feature benefits when they were presented in a carousel. The carousel was generally missed. This was especially the case on the Xxxxxxx mobile, where the navigational arrows were off the front screen. Where the participants saw the carousel animate, their attention was drawn to it.

The ‘Buy now’ call to action (CTA) was off-putting to a number of participants, as they were in a research mode and not ready to purchase.

Headings and images were scanned, but sub-headings and descriptions were missed or ignored.

Unsurprisingly, participants engaged only with copy that addressed topics that they were interested in.

Participants were put off or puzzled by technical jargon and brand terms. Replacing .com’s content with tangible product copy from AO.com worked better.

Product Detail Page (PDP)

At this stage of the user journey, features and benefits were not very useful. Participants relayed that they had already seen this type of content.

Participants responded well to ‘How it stacks up’. They were able to identify that the middle card was the one described on the page. Furthermore, participants attempted to compare items. The usefulness of this was questionable due to the wording and presentation.

Most participants tended to focus on the product specification. Here, time and attention were given as they tried to find answers to the questions they had about size, energy efficiency, fridge to freezer ratio and so on.

Reviews were of interest, but taken with a pinch of salt as they were on the manufacturer’s website.

Navigation

Creating a series of pages the user could identify and navigate was a challenge. When testing a user’s flow through the three main pages, the results were mixed.

Changes made during testing improved the forward flow, allowing participants to navigate to deeper content.

When participants were asked to navigate back or between sections, the pages generally failed to support this task. Typically, participants did not look within and/ or identify the navigational components, instead preferring to use the browser’s back buttons or the site menu. These results are acceptable, but disappointing as the minimum requirement is to ensure that users are aware of the options available to them

Product Category Detail (PCD) V1

Issue: participants did not scroll. The key visual image was too large, which enticed users to click through to ‘See all fridges’ rather than to explore the page.

Recommendation: reduce the height of the key visual in order to pull additional page content into the view port.

Issue: the anchor menu, under the key visual was mostly ignored. Additionally, participants that were questioned did not clearly understand its purpose, thinking that it would link to new pages.

Recommendation: move above the key visual and consider a more descriptive label, ‘see what’s in the page’.

Issue: ‘Choose by feature’ left participants slightly confused as size, colour, and ice maker do not form a coherent group.

Recommendation: split these into categories, size, colour and features.

Issue: some participants did not engage with the page content due to the style and quality of images.

Recommendation: participants typically expressed a preference for photos rather than icons, and liked images of products in context.

Issue: the order of content and topics chosen did not map onto the way participants were attempting to search for content.

Recommendation: reorder the page and use terms and descriptions that address participants’ concerns.

Issue: some participants tried repeatedly to click on the image to progress their journey, not realising that this could only be done through the CTA.

Recommendation: put in a request to HQ to have the whole element be made clickable.

– Image too big

– Anchors missed

– Participants did not fully understand this content

– Participants wanted to click on the box

PCD V2

What’s Changed?

Header made smaller and placed on dark background to save space and help dto emphasise it.

More images showing products in context

Anchor links move above key visual for greater consistency

Content re -organised around participants criteria

Progress meter reduced in size, small font and thinner line to help de- emphasise it.

PCD V2 https://qaweb.xxxxxxx.com/uk/component- testing/Onboarding/onboarding-overview12/

A link to the Virtual Assistant is introduced to the page

Images replace icons to create more engagement and variety

PCD V2

Finding: a smaller hero image helped participants see more of page.

Issue: participants’ first interaction tended to also mark the end of the page exploration. Only one participant scanned the entire page before choosing what to click on.

Recommendation: getting users to explore the entire page is a nice to have, but not necessary for its function. That they find relevant content is.

Issue: separating style, budget, type and colour into individual ‘Choose by’ options made the information clear, but some participants expected behaviour similar to a configurator as these options appeared to be sequential.

Recommendation: change the label ‘Choose by’ to ‘Explore’ or ‘Find Out More’.

Issue: the link to the Virtual Assistant was introduced but also missed and ignored by participants. Those who saw it were unwilling to interact with it as they thought it looked like an advert.

Recommendation: try a different visual treatment that does not look like a promotion.

PCD V2 https://qaweb.xxxxxxx.com/uk/component- testing/Onboarding/onboarding-overview12/

Anchor menu missed

Anchor links move above key visual for greater consistency

Virtual Assistant ignored

PCD V3

What’s Changed?

Anchors replaced with breadcrumb.

Progress meter reduced in size, small font and thinner line to help de- emphasise it.

Label change to set participants expectation.

Tabs used to make page shorter and help focus participants on content available.

Integrated given its own content.

Virtual assistant given a different visual treatment. Copy swapped to set participants expectations.

Virtual Assistant grouped with see all fridges.

PCD V3 https://qaweb.xxxxxxx.com/uk/component- testing/Onboarding/onboarding-overview1211/

PCD V3

Finding: combing size, type, colour and feature into a single tabbed component worked as a navigational device.

Finding: combining features shortened the page in order to encourage exploration, but this had no effect on the participants that were shown it.

Finding: the ‘Choose by’ heading replaced with ‘Discover’ to set expectation. This worked to some extent.

Issue: some participants interacted with this, but expected to link through to a filtered PDP from attributes colour, size, and features.

Finding: the Type of Fridge linked behaved as participants expected.

Recommendation: change the order of the tabs, with type first and ensure colour, size and features all link to a pre-filtered PFP.

Issue: the redesigned link to Virtual Assistant (VA) did not attract more attention as participants did not scroll past the first item with which they interacted.

Recommendation: consider moving it above the primary categories.

Finding: changing the VA copy to read ‘Answer three questions’ set participants’ expectation of what they would get from it.

PCD V3 https://qaweb.xxxxxxx.com/uk/component- testing/Onboarding/onboarding-overview1211/

Breadcrumb ignored.

Progress meter reduced in size, small font and thinner line to help de- emphasise it.

Participants expected to link to PFP.

Participants did not scroll beyond this point

Search Landing Page (SLP) V1

Image too big.

Anchors missed.

Carousel missed.

Copy was not useful.

Finding: page engagement was hindered by lack of relevant copy and imagery.

Issue: as with the PCD, participants did not scroll. The key visual image was too large, discouraging participants from exploring the page.

Recommendation: reduce the height of the key visual in order to pull additional page content into the view port.

Issue: again, the anchor menu under the key visual was mostly ignored.

Recommendation: move above the key visual and consider a more descriptive label, ‘see what’s in the page’.

Issue: the phrase ‘Large Capacity’ was not understood.

Recommendation: provide dimensions and litres. Some participants commented that a capacity helped for comparison as it provided a single metric.

Issue: participants missed the carousel. This was especially problematic on mobile and meant participants were not engaging with features and benefits.

Recommendation: remove the carousel and tile the features and benefits in the page.

SLP V1 https://qaweb.xxxxxxx.com/uk/component- testing/UX-DA/da-seo-category-af21111111/

Issue: the copy in general was seen as marketing jargon.

Recommendation: provide tangible content that addresses what customers need to know.

Issue: participants did not want to click on the ‘Buy Now’ CTA as they felt that they were not ready to buy.

Recommendation: ‘Buy Now’ is misleading and too pushy for content at this stage of the customer journey. Try ‘learn more’.

Capacity not understood

‘Buy now’ off putting.

Lack of images hinders engagement.

SLP V2

What’s Changed?

Header made smaller and placed on dark background to save space and help de- emphasise it.

Features and benefits broken out into tiles.

Anchor links move above key visual for greater consistency.

Copy from AO.com used.

Icons taken from .com.

‘Learn more’ replaces ‘buy now’.

A link to the Virtual Assistant is introduced to the page.

SLP V2

Finding: providing more relevant copy and imagery helped participants engage with the page.

Finding: breaking the feature benefits out of the carousel got more engagement from participants. Some participants would scan the image, read the headline and only read the description if relevant.

Issue: subheadings were missed.

Recommendation: consider altering the size of the heading and sub-heading to reduce the difference.

Issue: the Anchor menu above key visual was missed by participants.

Recommendation: remove the anchor menu as it provides no benefits.

Issue: participants still not engaging with ‘Related Products’.

Recommendation: some participants commented that Key Features, Related Products and Featured products all looked very similar. Try making these items more visually distinct.

Issue: as with the PCD, the link to the Virtual Assistant was introduced but also missed and ignored by participants. Those who saw it were unwilling to interact with it as they thought it looked like an advert.

Recommendation: try a different visual treatment that does not look like a promotion.

Anchor menu missed

Virtual Assistant ignored

Subheadings missed