KLÖCKNER, A MORE PERSONAL EXPERIENCE IN THE ONLINE SHOP
Main objective
Create a more personal experience for new customers during the exploration of Klöckner's online shop.
Place and Year of execution
Berlin-Germany, 2019.
Project category
Academic project
UX development
Phillip Heimer
Product Designer
Camilo Garzon
Industrial Designer
Haribabu Boyini
Transformation Manager
Anu Kiri
Fashion Designer
THE TEAM
RESEARCH
To understand the experience of use and the corporative brand image, the exploration of both online shop and the whole website were fundamental. Thus we trace and analyse every single step and identify possible openings for intervention.
INSIGHTS
Lack of guidance and clarity in some steps
Communication issues and lack of language options
Repetition of connections
CUSTOMER JOURNEY'S CREATION
The crucial phases of the customer's activities were represented in a board and categorized in jobs to be done and pain points. Leading to a clearer view of what could be intervened.
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UX ANALYSIS
The exploration of the website led to the identification of new possible fields to be explored and also the possibility to implement technological trends into the final result.
IDEATION
After identifying crucial trends and analysing the market, it was determined the implementation of AI Bot as a reasonable option to apply on the website, thus the guidance and user-friendly aspects can be improved during its exploration.
SOLUTION
As a result of our research and analysis, the arrangement of the web site and inclusion of language options provide a better understanding of the position in which the user is located within the platform. This address not only the communication aspect that was previously identified but also the intuitivity and clarity of itself.
Community explorer
P2P Registration
AI BOT Symulation
To provide guidance during the exploration of the web site, the use of AI chat will create a shortcut to reduce unnecessary steps, time and to increase effectiveness of internal processes, since the direct contact to the sale's area will be implemented only for complex requestes and questions that clients may have before and during the purchase.
APP PROPOSAL
The identification of an APP as an additional platform, offered to clients to take control and have a mobile visualization of the product's state, allows current and future customers to have trackability of their requests and also to carry them on apart from their computers.
From Receptor's Perspective
