Zumiez
eCommerce Architecture
Testing Taxonomy with Teenagers.
INDUSTRY
eCommerce, Retail, Fashion
RESEARCH
Stakeholder Interviews, Tree-Test, Ideation Workshops, Prototype Testing
AGENCY
CLIENT
Zumiez is a young skate brand with over 400 stores throughout North America. The website makes millions in sales each month.
DELIVERABLES
Content Audit, Analytics Analysis, Taxonomy, Wireframes, Interactive Prototypes, User Test Report, Creative Workshop Facilitation, Prioritization Recommendations
PROJECT
Analyze, test, and re-architecture the online product taxonomy (92,000+ items) and shopping experience to meet niche customer needs.
ROLE
UX Researcher, UX Designer, Information Architect, Workshop Facilitator
Asking the Right
QUESTIONS
METHOD
Lorem Ipsum
DATES
Lorem Ipsum
STUDY DESIGN
In-Field User Testing
LENGTH
X Hours
PARTICIPANTS
XX
INTERVIEW TOPICS
• View of Your Role
• View of McCain
• Specific Job Frustrations
Company
Tools
• Technology
• Sales Issues
• Trends & Insights
• Sales Portal
• Menu Maximizer
• Salesforce
• Competitor Threats
• Distributor Relationship
• Operator Relationship
• Marketing Relationship
• National Sales Meetings
External
NATIONAL ACCOUNTS (e.g. McDonalds, Dairy Queen)
14%
2
Participants
FIELD SALES (Mom & Pop Restaurants)
50%
7
Participants
OTHER (SMG, K12, Non-Comm)
35%
5
Participants
Via in-depth interviews across McCain’s various sales sectors I was able to understand current tool usage, identify pain points, and gather the Sales team’s wishlist.
UX & Technical
STRATEGY
After conducting an audit of multiple URL’s, it became apparent that at least half of the content the Sales team finds relevant, already lives on the public website.
I recommended sunsetting the official “Sales Portal”, (built with outdated technology), and migrating relevant sales tools to the public URL.
Migration Benefits
Merging the platforms and gating sales specific content via authentication of an employee email address provided multiple benefits:
1. Single URL = Simplified user experience
2. Single Database = Eases management for dev and content teams
3. Utilize Existing Design System = Reduce design and dev efforts
Sales
DASHBOARD
Tool
LIBRARY
The Profit
CALCULATOR
Several sales members mentioned the “Profit Calculator,” a tool that hadn’t surfaced during my audit.
When I asked for access I was received a basic Excel spreadsheet and immediately saw opportunity.
AFTER
BEFORE
After analysis of the existing tool, and multiple design iterations, I presented a transformed tool and was ready to test with the team. The results were clear.
Flipping the
COMPETITION
McCain’s initial RFP asked for a redesign of the “Menu Maximizer tool.” We pitched them a complete overhaul of their tool library and won the client.
Through user research I discovered the actual value of the tool (to find the closest matching product to a competitors) was buried underneath 5-9 clicks.
A reimagination of the competitor data for an interactive tool with animated card flips that was a BIG win with test participants.
Engagement
RESULTS
The project’s success is highlighted on the agency website, and they have won awards for the work with McCain.
