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Home improvement retailer Koçtas website is designed with insights from physical store experience including the cases customers encounter. Research team observed and analyzed detailed needs and scenarios on expectations of customers

MY ROLE

Defining the features to appear in the website and prioritizing the launching phase is simply what I was responsible for. This process involves negotiating deliverables with product owner. As the UX team leader in this project, I built UX strategy and designed interactions of koctas.com.tr. 
 

Project Owner

KOCTAS

Design Company

USERSPOTS

Duration

14 WEEKS

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RESEARCH TECHNIQUES

The research team applied 6 differens techniques in order to analyze physical store and online experience gathered with behavioural data.

Physical Store Observation

Interview with sales representatives and also customers at peak hours in the role of intern representatives in Istanbul stores

Call Center Visits

Interview with call center agents, social media, live support teams focused on incoming calls, feedback and complaints to define frequent cases and listening hours of call records

Usability Test

Average of 1 hour tests with 12 users including ages 24-56 and student-working-retired groups reached total of 14 hours of website experience

Contextual Interviews

Interviews with the same 12 users on shopping experiences of Koçtas, koctas.com.tr  and other home development retailers 

Netnography & Benchmarking 

Gathering user comments and pattern research from social media, App Store, Google Play, etc. Benchmarking on similar websites 

Category Tree Test 

Random questions to 50 participants on finding 25 products given the first level category tree

RESEARCH FINDINGS

User needs were grouped by and defined under as customer habits, product search, season, section, living space, purchasing and services. Every research finding for each group was discussed for website reflections. Results showed up that local user expectations are different from global as they prefer "do it for me" instead of "do it yourself".

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UX STRATEGY & MOCKUPS

After sorting out findings that need to be focused, strategy was built on 3 main subject as homepage, category pages and product detail pages. One of the major findings was similar to physical store behaviours, customer needs vary seasonally. More than 80 screens and 6 flows were designed to cover all experience about these subjects.

In order to fulfill seasonally changing user needs and interest, we placed carousel component and content related to it on same page in layout. Page content changed together with carousel image and search area became more visible. 

In finalizing the carousel design process, multiple interface design options were created and tested with users. According to the other finding that users need help in product discovery, we also added discount campaign products area.

Since customers perceive many house development products as a part of the whole living area needs, it was challenging for them to sense fulfillment of needs in physical store. For this reason, some living quarters were placed in the stores enabling them to have holistic view. These quarters not only supported product sales, but also simplified purchasing journey of customers with combined products for different needs.

In addition, customers' different needs and expectations for each category led us to differentiate designs to meet these criterias. For example, while kitchen category highlights product inspiration and technical informations, garden/outdoor and balcony category is based on contents that supports seasonal needs. 

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The product finder is designed as a guide for the moments that users have difficulty in product selection and staying on the page wihout taking an action. By this way, user decision making process is supported as needed. 

In product detail pages, research findings stated that users need immediate answers to questions about products. For this reason, 3 titles are highlgihted as "Features, Comments and Specialist Comments". In addition, enlarged images and extra product information directs users in purchasing journey.

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Call center conversation analysis revealed that incoming calls are mainly about customer problems that can be solved with giving accurate information. In order to respond to this need, "get an help" module was created. The result was not an only comprehensive support tool to customers, but also decrease in call center work load. 

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VISUAL DESIGN

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m.koctas.com.tr

According to the need for different structure in mobile use in research findings, website is designed without responsive elements. You can check out from the mobile website.

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