Main Navigation IA
- 1. IMAGE 965 x 600 MAIN NAVIGATION IA
- 2. Card sort test setup ● 96 Men / 101 Women ● Existing ASOS customers (shopped at ASOS in the last 6 months) ● Location: UK ● Language: English ● Age: 18 – 29 ● Must be using a desktop / laptop for the card sorting test ● Participants were asked to sort labels and items into categories that made sense to them ● Their responses will help us test users expectation of our main navigation and improve product discovery
- 3. WW Results
- 4. Overall ● Users sorted all 79 cards into an average of 10 groups ● Highest number of groups created by any participant was 18 ● Lowest number of groups created by any participant was 4
- 5. Age Range
- 6. Top 10 categories (Popularity)
- 8. Top 10 categories (agreement)
- 9. Top IA content structure (PCA 68/101) Brands (Brands & Designers) Designer adidas Chi Chi London Lipsy Monki New Balance Nike Reclaimed Vintage River Island Virgos Lounge A To Z Of Brands Exclusive to ASOS Sale (Sales) SALE NOW ON SALE: Dresses SALE: Shoes Last Chance to Buy Multi Packs SAVE Up To 50% Off Sale! New (New In) New In: Clothing New In: Shoes & Accs OUTLET: New In New In: Vintage New In: Independent Labels ASOS (Sneak a Peek, All about ASOS) Be a VIP - Join ASOS Premier ASOS White Daily News Feed ASOS Magazine Edits Meet the Stylists New In: Stylists' Edit #AsSeenOnMe ASOS Salon ASOS MARKETPLACE
- 10. Top IA content structure (PCA 68/101) Clothing (clothes, Categories) Blazers Co-ords Coats & Jackets Dresses Hoodies & Sweatshirts Jeans Jumpers & Cardigans Jumpsuits & Playsuits Kimonos Lingerie & Nightwear Shirts & Blouses Shoes Shorts Skirts Socks & Tights Suits & Separates Swimwear & Beachwear T-Shirts & Vests Tops Trousers & Leggings Accessories (Gifts & Accessories) Accessories Bags & Purses Beauty Gifts Jewellery & Watches Sunglasses Gift vouchers Looks (Style, Occasions) Denim Frock & Frill Weekday Green Room 'Eco Edit' Hola Holographic Crochet Black Tie & Formals Going Out-Out Festival Holiday Weddings Work Festival Faves Nail the 90s 70s Vintage Sizes (Size, Fit) Curve & Plus Size Maternity Petite Tall
- 11. Weakest 10 categories (popularity)
- 12. Weakest 25 cards (Popularity)
- 13. Style Vs. Looks (Popularity)
- 14. Style Vs. Looks (Agreement) Takeout: Users agreed with the exact cards in ‘Looks’ slightly more but chose Style as category name more frequently. It’s also only the 8th most popular category overall.
- 15. Size Vs. Fit (Popularity)
- 16. Categories Vs. Clothing (Popularity)
- 19. THE BRIEF ??? “I found that some products had lots of crossover for example sunglasses are a form of accessory, however, there was also a box named named accessories. ” “Such as sunglasses, didn't know if it should be in holiday section or accessories. etc.” “edits-some brands” “'New in' ones - they could be in 'offers' but could be in 'categories'” “I don't recall them all but some like 'Festival faves' and 'Festival' were harder to arrange” If yes, which ones and why? “Some i didn’t know what they were and i also found some could have a category of there own or they fitted in many”
- 20. THE BRIEF ??? “similar to plus size clothing for larger women it would be nice to have an option for footwear e.g. women with bigger feet size 8 plus or a wide section” “colours, size, types of shoes and accessories, more Brand names.” “More brands- the list was short!” “Links to social media sites” “More sale items” Was there anything missing from the list of options that you wanted to see?
- 21. “Too many options, simplify it” “I believe less is more, so if the number of selections were few it would make it a lot easier to navigate around the site.” “Keep it as simple as possible. But do separate things like "News" and "Stylist choices", from other categories. Also, personally I dislike it when I go to the Sale- category and look through everything, and then move on to the rest of the clothes, and see the sale-clothes included there, having to see a lot of the same clothes twice. While I understand why it would be included, I personally would prefer it if it wasn't there.” Any other comments? How could we improve our navigation further?
- 22. Feedback / Thoughts ● There is significant ‘noise’ in the top categories and the number of groups created were quite large suggesting we could simplify the options presented. User comments also support this hypothesis ● We have quite a high number of cards that seem difficult for users to categorise and there’s a clear disctinction between ease of categorisation and ease of placement so some labels might need to be re-worded or revised.
- 23. MW Results
- 24. Overall ● Users sorted all 77 cards into an average of 8 groups ● Highest number of groups created by any participant was 22 ● Lowest number of groups created by any participant was 2
- 25. Age Range
- 26. Top 10 categories (Popularity)
- 28. Top 10 categories (agreement)
- 29. Top IA content structure (PCA 53/95) Brands Popular Brands Abercrombie & Fitch adidas Originals ASOS Diesel Ellesse Fred Perry Jack & Jones New Balance New Look Nike Polo Ralph Lauren Ray-Ban Religion River Island Selected Homme Vans A To Z Of Brands New In (New) New In: Clothing New In: Shoes New In: T-Shirts New In: Accessories OUTLET: New In New In: Stylists' Edit New In: Vintage New In: Independent Labels Clothing (Clothes, Categories) Hoodies & Sweatshirts Jackets & Coats Jeans Joggers Jumpers & Cardigans Leather Jackets Long Sleeve T-Shirts Loungewear Polo Shirts Shirts Shoes, Boots & Trainers Shorts Suits & Blazers Swimwear Trousers & Chinos T-Shirts Vests Waistcoats Occasionwear Retro Jackets Streetwear Vintage Denim
- 30. Top IA content structure (PCA 53/95) Sale (Sales) SALE NOW ON SALE: T-Shirts SALE: Footwear Multi Packs SAVE Cheap Monday Up To 50% Off Sale! Accessories (Finishers) Accessories Bags Caps & Hats Grooming Jewellery Sunglasses Ties & Pocket Squares Underwear & Socks Watches Edits (Styles, Help, Extra, Features) Oversized & Longline Meet the Stylists #AsSeenOnMe Daily Style Feed Back To School Festival Holiday Jeans: Find Your Style The T-Shirt Guide Marketplace Edits Other (ASOS) Be a VIP - Join ASOS Premier Gifts Gift vouchers ASOS MARKETPLACE
- 31. Weakest 10 categories (popularity)
- 32. Weakest 25 cards (Popularity)
- 33. Edits Vs. Styles (Popularity)
- 34. Categories Vs. Clothing (Popularity)
- 37. THE BRIEF ??? “Brands / Deals ” “I've always found it hard to find accessories online as they can be scattered over various pages.” “Marketplace” “'Tshirt Guide, didn’t fit in with the rest” “the occasion wear, streetwear, additional/ not normal categories” If yes, which ones and why? “Meet the stylists”
- 38. THE BRIEF ??? “Lyle & Scott Brand name” “MORE MULTIBUYS” “Size guide Trousers” “More sale items” Was there anything missing from the list of options that you wanted to see?
- 39. Feedback / Thoughts ● As with WW there is ‘noise’ in the top categories suggesting we could simplify the options presented. ● The Unique categorisations were actually higher than WW but men rated both the ease of placement and categorisation as easier. ● ‘Styles’ / ‘Looks’ / ‘edits’ didn’t resonate as well and is a weaker case for separate categorisation ● The similarity matrix shows potentially smaller number of groups needed than WW (6 v 8) ● Must be careful of distinction between ‘style’ and ‘styles’ as a category name
- 40. Some Funnies...
- 41. Some Funnies...
- 42. Some Funnies...
- 43. Prototypes ● Popularity (Category Name)+ ● Similarity (Number of Categories)+ ● PCA (Card Structure)= http://gzipzg.axshare.com http://bfdypg.axshare.com/home.html
- 44. Next Steps ● Tree Testing ● Lab / Usability Concept Testing ● Analytics data on CTR for individual links / sections (ordering / importance) ● Retail / Fashion / VM feedback