OVERVIEW

Epson is a leading manufacturer in the printer, professional imaging, projector, scanner, systems devices, and factory automation categories. They sell the majority of their product through brick and mortar stores (i.e. Best Buy, Staples) and various online channel partners, including their own Epson E-Commerce store. Epson embarked on a mission to re-platform the underlying infrastructure of Epson’s digital properties with a focus on the following:

The B2B, SMALL BUSINESS SUPPLY PORTAL

Implementation of a modern technology infrastructure providing Epson with the right mechanisms for effectively and efficiently managing digital properties across multiple regions (U.S., Canada, Latin America)

Global Web Style guide & User Experience Guidelines

Detailing all web elements. Epson wanted a constructed a set of User Experience Guidelines that formulate the core requirements of any future user experience efforts. Lastly, these guidelines are applied at a page-level into actionable user experience recommendations for the core pages assigned.

This case study is intended to provide a high-level overview of the information gathered and the insights gleaned from the current state analysis of the Epson website properties that were reviewed for this assignment. With these learnings, I constructed a set of User Experience Guidelines that formulate the core requirements of any future user experience efforts. Lastly, these guidelines are applied at a page-level into actionable user experience recommendations for the core pages assigned

Strategy Statement

Epson’s web sites should enable consumers, business customers, and channel partners to quickly and efficiently find comprehensive information about Epson products for purposes of product support or purchase across any channel – in-store, commercial channel, web, or via mobile devices – and speak to customers in a way that is tailored to their needs.

HEURISTIC EVALUATION

INSIGHTS:

• Command surrounding core pages for concepts and key user goals to identify current user experience issues that could be addressed.
• A similar review was conducted for a representative Latin American site. As an addendum, I provided Epson with several examples of work performed in this discipline illustrating the range and varied approach based on the Client needs.

B2B Information Architecture

Based on the Epson B2B Sites (Epson Insider, Envision, ImageWay, etc.), I created an information architecture (IA) illustrating the features and functionality of each of the sites in order to gain and understanding of the goals that the B2B arenas wish to accomplish. This step was critical to identifying the audience paths and gaps as we unifiy the Epson brand/product, marketing and resource experience of the B2B.

Competitive Landscape Review

5-7 encompassing printers and projectors on epson.com, Latin Epson, and Epson B2B Sites (Epson Insider, Envision, ImageWay, etc.) My approach to competitive analysis was to develop a set of criteria for looking at competitors in a consistent format. The criteria will help us evaluate the competitive set on key features or functions and also help isolate where we see Epson lagging, leading, or simply on par. We cover key areas such as use of display media, search, landing pages, homepage experience, global navigation, product pages and the shopping cart. We cover for use of social and mobile channels. The output is a set of recommendations on how Epson compares to competitors and practices or experiences that Epson might want to consider. We will bring in examples from other industries as well to highlight experiences across industries that target audiences might compare Epson against (i.e. Amazon, Online Banking, etc.)

USER RESEARCH

The first research task I wanted to conduct was to examining overall metrics of their website to first understand high level performance that provide us some context before diving deeper into specific areas. Trend metrics and reports will include page views, visits, visitors, conversions, conversion rate (cvr), average order value (aov), landing pages, bounce rate, exit rate, funnel analysis, pathing and segmentation.

Analytics Brief 

Create an Analytics Brief that will help inform the measurement strategy and subsequent deep dive. The brief will outline the goal and purpose of the website and what information the deep dive will be looking to highlight. The brief will be informed by overall stakeholder interviews and a set of 2-3 additional interviews with those currently producing and receiving analytics reports.

Baseline Trend Report

Create a baseline trend report using the Analytics Brief as a guide. Provide data driven insights into 3-5 deep dives that will be defined based on the baseline report that will help understand how the website is currently being used by site visitors and explore approaches for better analytics reporting and measurement. Obtain access/credentials to all tools including SiteCatalyst, Discoverer, ForeSee etc. Obtain and review reports from up to 4 global markets as read only with same or similar data and reports (in English).

Deliverables

Analytics Brief, Baseline Analytics Reports, Insights and Recommendations based on 3- 5 deep dives

USER ARCHETYPES

Primary User type 1: Tech-Savvy Power User

Site Needs: 

The Tech-Savvy Power User segment is a moderate/heavy researcher who likes to know as much about the features, specs, and technologies of products before making their purchase. The site should facilitate a flow that allows them delve deeper into content related to the products they may be interested in, allowing for easy access to category lists and PDPs at each step along their research.

Behaviors:

The Tech-Savvy home segment is likely to purchase a product that reflects his/her own personal style. They also are likely to select premium products if it will reflect positively on himself to others. He she likes to be “impressive.”

Primary User Type 2: Corporate / Org Decision Maker

Site Needs:

The Big Biz/Org Decision Maker is primarily looking to research product information and to be assured that Epson’s products are of the highest quality within his/her budget. This segment is a heavy researcher with a high interest in the technology advantages of Epson.

Behaviors

This segment tends to be highly career focussed, and would be motivated to purchase products from a brand that can help him achieve goals and be successful.

Secondary User Type 1: Small Business Owner

Site Needs

The Small Business Owner segment is unique in that he/she needs information regarding Epson’s products for business and regarding the advantage of working with Epson as a business, but his/her shopping flow is more similar to the general consumer. Unlike the Big Biz/Org Decision Maker, the small business owner will likely not be purchasing through a partner or VAR, and thus the site should facilitate a more direct shopping flow for this user.

Behaviors

The Small Business owner sees his business as a reflection of himself, and thus cares about both the quality of the products he purchases but also the peace of mind that those products provide. He wants to purchase products from a brand that he can be confident in.

Secondary User Type 2: Partners

Site Needs

Current partners may be interested in how Epson products work with other technologies and what apps are available to their consumers to get the most out of their Epson products. Partners are looking to Epson for the most up-to-date industry solutions.  While they are not likely to buy from Epson themselves, as resellers, they use Epson as a source of information for their vertical.  They regularly download drivers and manuals, and look up support info for products they recommend to their clients.

Behaviors

Partners pride themselves in being experts about the products they sell and the industries those products help.  They are advocates for brands who provide detailed information about their products with easily accessible support information.

PERSONAS

The following represents a brief summary of user audience groups provided by Epson, with the addition of recommended site content and features that will serve these personas.

JOURNEY MAPPING

Primary User – Journey Insights

Users accessing the Epson Connect page could have arrived at it from either a detailed search or by navigating through Epson’s website. This means that consumers most likely know at least a little bit about Epson product offerings and are interested in how these offerings connect to one another or the consumer’s other technologies.  Questions like these are most often considered within consumers’ evaluation phase when they are deciding which products to actually purchase.

Users in the evaluation phase may be looking for more detailed product information in order to narrow their evaluation set. Access to more information about these products and apps will help them make these decisions and should be available from this page.

INFORMATION ARCHITECTURE

Secondary User – Journey: Experiencing

Users visiting Epson Connect could already have Espon products and are looking for how to connect their products with their other devices to create a seamless printing/projecting/scanning experience. Access to support information for all of these interconnected devices and apps will help them make the most of their Epson purchases and create a pleasant user experience.

WIREFRAMES & PROTOTYPING 

Navigation, User-Experience and User Interface (UI)

Using all of the above inputs, develop a Creative Brief documenting goals and objectives, challenges and obstacles to overcome, competitive considerations, audience considerations, device and browser considerations, and overall recommendations for user-experience and creative deliverables to commence.  Including B2C and Epson B2B Sites (Epson Insider, Envision, ImageWay, etc.)

Recommendations

• Develop a high-level site map and global navigation structure – B2C
• Up to 3 rounds of iterations will be produced
• Develop annotated wireframes for associated pages –B2C

• Up to 3 rounds of iterations will be produced
• One home page
• One product category page (emphasizing filtering, search, and comparison options)
• One product detail page
• One product service and support page
• A site search results page

Epson B2B Sites (Epson Insider, Envision, ImageWay, etc)

• Develop a high-level site map (1)
• Pre-Logged in state annotated wireframe (1)
• Logged in state annotated wireframe (1)
• No sub pages

Deliverable Produced:

Sitemap (2), Annotated Wireframes (7), User experience and creative brief.

WEB BRAND GUIDELINES:

I engaged with epson to make updates to the Global Web Style Guide. This update is required based on a desire to maximize the effectiveness and efficiency of SEG’s web customer experience. A global Web Style Guide will be created that emphasizes a consistent brand communication and guarantees the customer experience.Update Global Style Guide to represent latest logo implementation specifications, header and footer design, color palette, and standard font type (Helvetica). Section will include note that references Business Specific Style Guides that outline variations and deviations from these elements.

Recommendations

Update Global Style Guide to represent latest logo implementation specifications, header and footer design, color palette, and standard font type (Helvetica). Section will include note that references Business Specific Style Guides that outline variations and deviations from these elements.

Brand Communications Section of Style Guide

Update Global Style Guide to represent latest UI elements: responsive grids, spelling and links, content (common image) and breadcrumbs. Section will include note that references Business Specific Style Guides that outline variations and deviations from these elements.

Basic UI Section of Style Guide

Final Global Style Guide with above activities implemented. Final Style Guide Files (in working format and PDF format). Brand Communications Section of Style Guide. Update Global Style Guide to represent latest UI elements: responsive grids, spelling and links, content (common image) and breadcrumbs. Section will include note that references Business Specific Style Guides that outline variations and deviations from these elements.

Creative Design Concepts

• Create up to 3 home-page responsive or adaptive design concepts presented B2C
• Illustrating 3 screens: desktop, tablet, mobile
• Up to 3 rounds of revisions for chosen concept
• Create 1-2 comps responsive or adaptive design concepts for interior pages (4)
• Up to 3 rounds of iterations for chosen comp
• Create and iterate final design concepts based on the following screens – desktop, tablet and mobile.
• One product category page (emphasizing filtering, search, and comparison options)
• One product detail page
• One product service and support page
• A site search results page

APPLIED CHANGES

The goal was to define the digital platform for Epson.com. Providing strategic direction, user experience and creative services. This work will feed into efforts that are currently underway to select a new Content management and eCommerce platform and transition Epson.com to a new infrastructure with renewed business goals that will drive additional revenue for the organization.

• Revamp Epson Connect to create a cohesive viewer experience
• The information on this page is higher level, more general content about the connectivity and compatibility of Epson devises without being overly promotional.

The customer facing E-Commerce site (B2C)

Needed to be updated with simpler workflows using existing functionality that will allow the customer to pick exactly the apps they want to use, provide them with a snippet of information (locked in list view) that takes them to a more detailed PDP. On the PDP, we can add imagery, copy and/or links that send them to the proper places for downloading, more information, etc.

The current sites do not Clearly show how to use connectible Epson products. and the breadth of these products and apps available to help users be productive, efficient, creative, and expressive.

The site does not facilitate a flow that allows them to delve deeper into content related to the products they may be interested in, allowing for easy access to category lists and PDPs at each step along their research.

The site does not provide enough information for those with a high interest in the technology advantages of Epson.

to support professional digital services for ongoing enhancements and maintenance of the Epson.com B2C websites, Digital services for this engagement may include, but are not limited to: digital marketing strategy, user experience and information architecture design, visual design, branding, content and copywriting development, business analyst, web development (front-end), quality assurance testing, project management, and account management.

Summary of Proposed Changes:

• Less copy on the page
• Less conflict between image and copy
• Strong imagery (someone needs to be holding a device
• pages need to simply explain to the user what page concepts
• direct users with as few clicks as possible
• highlight key functionality and applications they wish to use.

The small business supply portal (B2B)

Needed a complete overhaul. The Small Business Owner’s unique needs of information regarding Epson’s products for business and regarding the advantage of working with Epson as a business, has been neglected as, the small business owner will likely not be purchasing through a partner or VAR, and thus the site should facilitate a more direct shopping flow for this user.

B2B WEBSITES:Epson America, Inc. to support professional digital services for ongoing enhancements and maintenance of the B2B websites and other minor initiatives that emerge for the business through the 18/19 Fiscal Year. Digital services for this engagement may include, but are not limited to: digital marketing strategy, user experience and information architecture design, visual design, branding, content and copywriting development, business analyst, web development (front-end), quality assurance testing, project management, and account management. By committing to these core resources now, Epson will not only be able to secure the right resources to support the upcoming B2B re-platform project,

Current partners may be interested in how Epson products work with other technologies and what apps are available to their consumers to get the most out of their Epson products are ignored.

Partners are looking to Epson for the most up-to-date industry solutions.  While they are not likely to buy from Epson themselves, as resellers, they use Epson as a source of information for their vertical.  They regularly download drivers, materials and manuals and look up support info for products they recommend to their clients.

Partners pride themselves in being experts about the products they sell and the industries those products help.  They are advocates for brands who provide detailed information about their products with easily accessible support information.