User Experience Brief
About the Company
The Group of 3 is a Retail Merchant selling Smart Watches. We’re unlike other merchants that sell watches alongside other product lines. We only specialize in Smartwatches and thus know our product line very well. Our team can help you navigate this new world of tech wearables and find the right Smart Watch suitable to your lifestyle and needs.
If you’re looking for Smart Watch experts…we’re the one!
Project Summary
The Group of 3 is currently looking at expanding their business online.
Research has shown many more customers are preferring to make purchases from the comfort of their own home without having to visit a brick and mortar store. The Group of 3 would like to take advantage of this finding and host an e-commerce website to sell their Smart Watches. A few stores will remain open but the goal is to drive sales directly from the site thus reducing operating costs of managing so many stores.
This website is being built completely new as there is currently no website for the company. The structure of the site will have to be very similar to the experience of the customer going to the “real store” ensuring customers can find what they want and get assistance and serviced easily.
Business Goals:
- Increase market share in the Smart Watch market, be the dominant retailer
- Reduce operating costs and reduce number of brick & mortar stores
- Drive and increase sales to the online platform
- Create smart watch awareness through branding and great customer service
- Appeal and specialize to the “serious” smart watch segment
Website Objectives:
- Communicate information on technology trends, product lines
- Be a platform for customer service, answering FAQs, customers & product support
- Use to strengthen brand in the online community
- Sharing of product experience and Promos via Social Media like Facebook, Twitter, Instagram etc.
- Provide an alternative platform to buy the products versus going to the store
User Personas
Competitive Landscape
The following were listed as competitors by the company
- Watch – Apple
- Samsung
- Skagen
- Fitbit
- Fossil
- Withings
- Misfit
Measures of Success
It is very important to define some key performance indicators from the very beginning so that the company can track against and ensure that we are hitting the KPIs.
| MEASURE | METRIC |
|---|---|
| Leads - Increase from current | 5 per month in year 1 |
| Bookings - grow from current | 1 per month in year 1 |
| Traffic - grow from current | 10% increase in visits per month |
| Return visits | 20% returning visits per month |
| Increase time spent on site | 3 pages+ target average page views |
Things to Overcome
Item
Obtain contract with Apple to be an authorized retailer to sell Apple Smart Watch
Ensuring product line and quantity is reflected accurately on the online store
Tactic
Apply for Apple Authorized Service Provider Program
Implement a good inventory tracking system which can be updated live once a purchase is made or new inventory is added
Preliminary Sketches
Site Map for Website
Journey Map
Card Sorting
