Improving Charles Tyrwhitt’s Shipping Experience
Category:
Improving Charles Tyrwhitt’s Shipping Experience
Category:
Improving Charles Tyrwhitt’s Shipping Experience
Category:
Charles Tyrwhitt is a British menswear retailer specialising in dress shirts, shoes, suits, knitwear, and accessories. The company was founded in 1986 by Nicholas Charles Tyrwhitt Wheeler from his student room at Bristol University. Charles Tyrwhitt (often misspelled as "Tywhitt") aims to produce the finest menswear, with timeless style and no compromise on quality. To this end, they provide a wide range of formal and casual wear for men, including their well-known classic British tailoring and craftsmanship.
The brand is known for its high-quality materials, classic designs, and a wide variety of options to suit different tastes and occasions. They offer a broad selection of shirt styles, including slim fit, classic fit, and extra slim fit, along with a variety of collar types and cuff styles. Charles Tyrwhitt also emphasizes customer service, offering a generous returns policy to ensure customer satisfaction.
In addition to their online presence, Charles Tyrwhitt has several brick-and-mortar stores, primarily in the UK, but also in other countries including the United States. Their products appeal to those looking for professional attire that balances traditional styles with modern sensibilities.
Charles Tyrwhitt is a British menswear retailer specialising in dress shirts, shoes, suits, knitwear, and accessories. The company was founded in 1986 by Nicholas Charles Tyrwhitt Wheeler from his student room at Bristol University. Charles Tyrwhitt (often misspelled as "Tywhitt") aims to produce the finest menswear, with timeless style and no compromise on quality. To this end, they provide a wide range of formal and casual wear for men, including their well-known classic British tailoring and craftsmanship.
The brand is known for its high-quality materials, classic designs, and a wide variety of options to suit different tastes and occasions. They offer a broad selection of shirt styles, including slim fit, classic fit, and extra slim fit, along with a variety of collar types and cuff styles. Charles Tyrwhitt also emphasizes customer service, offering a generous returns policy to ensure customer satisfaction.
In addition to their online presence, Charles Tyrwhitt has several brick-and-mortar stores, primarily in the UK, but also in other countries including the United States. Their products appeal to those looking for professional attire that balances traditional styles with modern sensibilities.
About
About
At Charles Tyrwhitt we endeavour to produce the finest menswear, with timeless style and no compromise on quality. To top this off we provide exemplary customer service, with smashing prices and a pinch of British charm thrown in for good measure.
The core KPI of the Charles Tyrwhitt e-commerce team is conversion. Conversion between pages, add to basket conversion, overall order conversion. You name it…it’s conversion. We are extremely proud of our already well-performing site, but our job is to make it even better for our customers and for our business.
At Charles Tyrwhitt we endeavour to produce the finest menswear, with timeless style and no compromise on quality. To top this off we provide exemplary customer service, with smashing prices and a pinch of British charm thrown in for good measure.
The core KPI of the Charles Tyrwhitt e-commerce team is conversion. Conversion between pages, add to basket conversion, overall order conversion. You name it…it’s conversion. We are extremely proud of our already well-performing site, but our job is to make it even better for our customers and for our business.
Brief
Brief
Task 1.
Delivery and billing addresses are a core part of any checkout. Propose an improvement to Charles Tyrwhitts' current address handling.
The objective of this task is to demonstrate a practical workflow. Demonstrate research, competitor analysis, ideation, wireframes and possibly mockups.
Around 34% of orders are logged in visitors.
Task 2.
Review the website and prioritise changes that might be required. Validate your proposals?
Task 1.
Delivery and billing addresses are a core part of any checkout. Propose an improvement to Charles Tyrwhitts' current address handling.
The objective of this task is to demonstrate a practical workflow. Demonstrate research, competitor analysis, ideation, wireframes and possibly mockups.
Around 34% of orders are logged in visitors.
Task 2.
Review the website and prioritise changes that might be required. Validate your proposals?
UX Vision
UX Vision
1. Improve the core KPI - Conversion - by improving the current address handling
and delivery.
* Conversion rate = no. of sales/no. of visits
* Conversion is driven by customer loyalty
* Loyalty is driven by delightful user-centered experiences
2. Delightful user-centered experience requires journey completion or satisfactory
delivery of the product to the end-user.
3. Delivery is therefore an essential part of building & maintaining customer loyalty.
4. It is determined by reliability, communications and trust.
5. Target Devices: Desktop, tablet/iPad and mobile.
1. Improve the core KPI - Conversion - by improving the current address handling
and delivery.
* Conversion rate = no. of sales/no. of visits
* Conversion is driven by customer loyalty
* Loyalty is driven by delightful user-centered experiences
2. Delightful user-centered experience requires journey completion or satisfactory
delivery of the product to the end-user.
3. Delivery is therefore an essential part of building & maintaining customer loyalty.
4. It is determined by reliability, communications and trust.
5. Target Devices: Desktop, tablet/iPad and mobile.
Project Plan
Project Plan
Discovery Phase:
* Meet Stakeholders
* Review website www.ctshirts.co.uk
* Review social media: Facebook & Twitter, etc.
* Competitor analysis
* Reviews: Onsite, Feefo, Trustpilot, Blogs
* Contextual Enquiry - site visit, sales, customer services
* CTO - data
* Quantitive/Qualitative research
* User Research - screeners, questionnaires
* Card Sorting/Tree Testing
* Usability Studies
* Documentation
Discovery Phase:
* Meet Stakeholders
* Review website www.ctshirts.co.uk
* Review social media: Facebook & Twitter, etc.
* Competitor analysis
* Reviews: Onsite, Feefo, Trustpilot, Blogs
* Contextual Enquiry - site visit, sales, customer services
* CTO - data
* Quantitive/Qualitative research
* User Research - screeners, questionnaires
* Card Sorting/Tree Testing
* Usability Studies
* Documentation
Define Phase:
* Define the ‘User Why’ through a combination of
quantitative and qualitative research.
* Concept mapping, User Why
* Personas
* User Journey
* Task Analysis of Prime Personas through User Journey
* Affinity Mapping, Overarching Theme/s
* Possible Solutions to issues, challenging assumptions
* Documentation
Define Phase:
* Define the ‘User Why’ through a combination of
quantitative and qualitative research.
* Concept mapping, User Why
* Personas
* User Journey
* Task Analysis of Prime Personas through User Journey
* Affinity Mapping, Overarching Theme/s
* Possible Solutions to issues, challenging assumptions
* Documentation
Development Phase:
* Happy Path - Ideal User Journey, predictive modelling
(AI)
* Feature Prioritisation
* Design Studio, Design Principles, Ideation -
Stakeholder, Team
* User Flows – Paper Prototype, Testing & Iteration, Wire Frames (Omnigraffle/Sketch)
* Site map (Omnigraffle)
* User Interfaces - Paper Prototype, Testing & Iteration,
Wireframing (Sketch)
* Responsive Prototype (Invision)
* Documentation
Development Phase:
* Happy Path - Ideal User Journey, predictive modelling
(AI)
* Feature Prioritisation
* Design Studio, Design Principles, Ideation -
Stakeholder, Team
* User Flows – Paper Prototype, Testing & Iteration, Wire Frames (Omnigraffle/Sketch)
* Site map (Omnigraffle)
* User Interfaces - Paper Prototype, Testing & Iteration,
Wireframing (Sketch)
* Responsive Prototype (Invision)
* Documentation
Delivery Phase:
* Stakeholder Presentation by Team - Keynote with PDF
Handout
* Documentation
* Suggested Implementation Plan with Testing & Iteration
Ongoing Usability Studies & Design Review
Delivery Phase:
* Stakeholder Presentation by Team - Keynote with PDF
Handout
* Documentation
* Suggested Implementation Plan with Testing & Iteration
Ongoing Usability Studies & Design Review
Discovery Phase
Discovery Phase
Competitor Analysis
Competitor Analysis
Online Competitor Analysis Based On:
* Key delivery attributes
* Usability and information architecture
* Content relevance and clarity
* Action and engagement
Online Competitor Analysis Based On:
* Key delivery attributes
* Usability and information architecture
* Content relevance and clarity
* Action and engagement
Results:
Results:
Charles Tyrwhitt performed well against direct competitors in most areas showing a slight drop-off in quality of usability and information architecture on the site.
Closest Direct Competitors:
T M Lewin, Ralph Lauren and Hugo Boss, Thomas Pink, Massimo Dutti, Hawes & Curtis and Moss
Charles Tyrwhitt performed well against direct competitors in most areas showing a slight drop-off in quality of usability and information architecture on the site.
Closest Direct Competitors:
T M Lewin, Ralph Lauren and Hugo Boss, Thomas Pink, Massimo Dutti, Hawes & Curtis and Moss
User Research
User Research
Supporting User Quotes
Supporting User Quotes
Trustpilot
Trustpilot
FeeFo
FeeFo
Defining Phase
Defining Phase
Proto-Research Findings
Proto-Research Findings
The main issues were centred around:
1. Poor communications - lack of sufficient contact & updates
2. Poor tracking services - customer frustration
3. Unreliable courier services - not making delivery times/dates
The main issues were centred around:
1. Poor communications - lack of sufficient contact & updates
2. Poor tracking services - customer frustration
3. Unreliable courier services - not making delivery times/dates
Personas
Personas
Prime User Flow
Prime User Flow
Recommended Solutions to Issue
Recommended Solutions to Issue
Poor Communications - lack of sufficient contact & updates:
* Every product/order is followed up regularly with SMS,
email & voicemail .
* Read and confirm reply from customer to acknowledge
each stage.
* Website link for telephone, SMS or email enquiry to
customer services using name, email & postcode as
security included in communications .
Poor Communications - lack of sufficient contact & updates:
* Every product/order is followed up regularly with SMS,
email & voicemail .
* Read and confirm reply from customer to acknowledge
each stage.
* Website link for telephone, SMS or email enquiry to
customer services using name, email & postcode as
security included in communications .
Poor Tracking Services - customer frustration:
* Tracking App
* Website link for individualised order tracking using name,
email & postcode as security
* In the event that tracking fails or is not in place, e.g.,
Post Office delivery or foreign country, SMS, E-mail, or
voicemail becomes a part of alternative customer
support.
Poor Tracking Services - customer frustration:
* Tracking App
* Website link for individualised order tracking using name,
email & postcode as security
* In the event that tracking fails or is not in place, e.g.,
Post Office delivery or foreign country, SMS, E-mail, or
voicemail becomes a part of alternative customer
support.
Unreliable Courier Services - not making delivery times/dates:
* Establishing rapport and regular dialogue with Post
Office Delivery services
* Creating an App with the delivery services
* Creating a website link for SMS or email updates &
enquiries to/from customer services using name, email &
postcode as security included in communications .
Unreliable Courier Services - not making delivery times/dates:
* Establishing rapport and regular dialogue with Post
Office Delivery services
* Creating an App with the delivery services
* Creating a website link for SMS or email updates &
enquiries to/from customer services using name, email &
postcode as security included in communications .
All solutions to be tested, retested and iterated on.
All solutions to be tested, retested and iterated on.
Development Phase
Development Phase
WhatsApp and Phone Number
Address:
25 Lloyd Court, Pinner, London, HA5 1EF
WhatsApp and Phone Number
Address:
25 Lloyd Court, Pinner, London, HA5 1EF
WhatsApp and Phone Number
Address:
25 Lloyd Court, Pinner, London, HA5 1EF