The final installment of the product lifecycle.
Over the past couple weeks we finished the loop on the product life cycle, finishing up with Launch and Asses. I continued my work with Nike and devised a Launch plan for my addition of a new “in-cart” customization feature. I have also included a prototype of the new feature in browser.
User testing of prototype Sneakerhead:
Liked the option to access the customize from the cart. For them it saved time on going through the whole process in the customize tab having to look for the shoe they wanted and then going back to customize. It took out a step in the customization process that was annoying and time consuming.
Improvement: He wanted to be able to save for later if wanted to come back to it. Wanted to see an exit button after each addition of customization.
Implemented: I added prompts to get the user to the next step and an exit button.
Did not implement: Save for later, in initial research I had alluded to wanting to avoid cart abandonment. The addition of a save for later would give customers an easy way to abandon said cart.
Nike Id User stories:
As a Nike online shopper I want to be prompted with a customize option at the cart review so I can choose to customize after adding item to cart.
AC: Customize option is listed under billing info above shipping information
AC: Opens new window to allow customization in same tab
AC: All customize options are listed
AC: Design matches design documentation
As a Nike online shopper I want to customize shoes in newly opened tab so that I can customize shoes after added to cart.
AC: New tab opens when you click customize
AC: All available options for customization are shown.
AC: Design matches design documentation
Auto save feature: AC
Nike Id Launch Plan:
Launch plan:
For our newest iteration on our NikeId expansion we will be doing a “Full Launch” of our new site portal. This was determined based on research that customers are not engaging with the service based on the laborious customize process, and at times the feature gets lost on the website. The newest iteration of the site will allow for the customize option to be visible at all aspects of the user journey and sales funnel, allowing for maximum reach and engagement.
Communication plan:
For this iteration we will not be using a communication plan. Due to the perceived pain points in the service we have determined that a full launch will be most beneficial with the anticipation of updates to follow V1.2. On day of website launch 12.12.2019 we will have a sticky banner that will live below the website banner to cue customers of the new feature and where they can engage with it. We do not anticipate any user impact on this iteration other than a slight integration of the new service and workflow for users.
Assessment plan:
Our initial analysis will begin with task Analysis to determine the usability of our new iteration as well as identifying any user defeation to the intended user flow. During some of the user testing we identified a small % of users getting lost in the customize process and abandoning their cart mid sale. To ensure we mitigate this cart abandonment we will have promonts along the way to guide the user to the end state. We will also we focusing on hierarchical task analysis to help synthesise our main goals from sub goals. Our overarching goal is to increase sales through our NikeId portfolio in that we would also like to see an increase in customer engagement and free user generated content for social media via shares of customized gear.
To determine our success we will be heavily focused on revenue from the NikeId sales as well as social media engagement. During the first 2 weeks of integration we will have a Mixpanel running on the site to see where users are coming from as well as their click patterns and scrolling habits on site. Another tool we will be looking to implement is some heatmaps on mobile and web to see if there’s a deviation based on which device they are using. We will also be incorporating a valuable user feedback via our site feedback tab. To determine the validity we will have to have seen and received the same feedback from multiple sources and see this in other analytics. To determine if this iteration was successful we would like to see a 10% increase in NikeId sales and engagement as well as a 10% increase from users finding the new feature from a shared post. We will need access to all analytics as well as revenue and engagement numbers to determine the success of this iteration.
