Zulily - Best Price Promise
(Jul 2019 - Oct 2019)
Program Goal: Increase brand awareness and trust by announcing our price competitiveness against other retailers and to demonstrate trust & confidence by displaying competitor prices on our website. We are competitive with our prices, and our "pricing" Net Promoter System score is 70+, our highest score in all the categories. We want to double-down and own this market, to increase trust & awareness through our PR campaign.
UX Focus: Display a competitor price on the PDP along with the educational pieces for customers to learn about our Best Price Promise and to establish a seamless UX flow, cross-platform, for the price matching program against Amazon.com and Walmart.com.
Program launched on Oct 2nd 2019 / User Test will launch in mid Jan 2020
Research & Brainstorming
Since we had such a tight timeline (3 months to implement) and due to such a unique business concept, I didn’t spend much time researching. Instead, there were lots of discussions and brainstorming sessions with our CEO, the stakeholders, and the dev teams.
Competitors
First UX concepts based on CEO’s vision
Diagrams & Flow
The latest pricing logic has been updated.
Claim Form Flow
Final UX
4 main scenarios
Scenario 1:
Product with no competitor price
Prototype
Scenario 2:
Single-price product in no size variation with a competitor price
Prototype
Scenario 3:
Single-price product in different sizes with and w/o a comp price
Prototype
Scenario 4:
Price range product in different sizes with and w/o a comp price
Prototype
User Testing
The primary goal is to test the usability of the "Best Price Promise" program on mWeb and to understand the following:
Does the user understand what this program is about?
Can the user recognize a comp price in the badge?
Can the user easily navigate to make a price match request?
How does the user react this program?
Screener
Female
Age 25-60
Daily to monthly online shoppers
Zu Member / Non member
How important is price in decision to make a purchase:
extremely to moderately
Task
Participants took 12-20 minutes to complete the test which included these tasks:
If you are new to Zulily, please sign in using the following credentials. If you are signed out, you can also use these credentials to sign in. email: zutester001@mail.com password: tester2529.
Please spend some time exploring the site. Please remember to share your thoughts out loud. When you finish, move on to the next task.
Launch URL: https://www.zulily.com/p/white-chocolate-foliage-sheet-set-384628-71347003.html?pos=5&fromEvent=399366. Imagine you found a product that you would like to check and landed on its product detail page. When you see the page, move on to the next task.
Please describe what you see on the page and share any thoughts positive or negative. [Verbal Response]
If you haven't done so already, find the "Best Price Promise" button under the price. Without tapping, what do you think "Best Price Promise" is about? Please share your thoughts out loud.
Now select a size. Do you see a competitor price? If your answer is "No", what do you see? Talk aloud as you go. [Multiple Choice: Yes, No]
Go ahead and tap on the Best Price Promise button and move on to the next task.
Go ahead and spend some time exploring this popup page and share your thoughts on what you see. [Verbal Response]
Now imagine you found an identical item that is sold at a lower price on Amazon.com and you would like to make a price match request. Without tapping on anything, how would you go about doing this? [Success: Yes, No]
If you haven't done so already, tap on "Found a lower price?" tab right below the purple header at top and move on to the next task.
Please quickly talk about what you see here and move on to the next task. [Verbal Response]
Without interacting with this page, please talk through how you would request your price match. [Verbal Response]