E-COMMERCE ZH

The new ZH e-commerce was a project made to organize the sales offer's structure and upgrade the way that the subscription plans benefits of Zero Hora were being comunicated on a digital enviroment.

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Brefing

A few years ago, ZH implemented their e-commerce to sell through a digital channel, but due to its approach model, it faces big problems. That happened mostly because of its extremely confuse and outdated store and its unfriendly checkout.

The result of that catastrophic equation was the transfer of the sale from the digital channel to the call center because all the sales dropped at some moment on the call center service.

With that scenario, the increase in the costs of sales was inevitable.

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Plans's page without differential and with the same apresentation to differents plans.
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Very extensive checkout and totally focused on print newspaper subscription sale.
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The old purchage flow

Whole strategy connected

Before we start, we define that every creative and development moviment need to be connected with the entire company strategy.

There is the business strategy plan sumary.

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To support our decision, we decide to use Personas and User Journey works that were done previously by our team. 

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Personas and User Journey works.

Changing the game

The most correct way would be to review which were the sale´s flow that was being used and identify the aspects where the user would be having more pain, and it was done. This analysis brought some very relevant and important conclusions to the future of the project.

The main conclusion was that there was no friendly flow, however, the worst was not being able to generate the value perception on the user who has just become a subscriber and that happened because of internal disorganization because the SSO (Single-Sign-on) systems weren´t the same as the subscriptions.

From that we started to work just on flow, fixing only things that made more sense :)

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The simplifyed New Purchage's flow

We started designing some interface structures focusing on organizing information and rank the user´s action within the pages. One of the greatest definitions of the project was to create the concept of isolate the sale from the digital.

That putting on the simple term is offering to the digital user only the digital plan, without distracting them with the store structure, table charts, and shopping carts. Trying to be fast and direct as possible, when the interest becomes present.

Developing Hypothesis

But only working on the flow would not bring results. It was needed to change the way to communicate, to give a fresh new look, organize and show the differentials, increase the value perception e finally, to mesmerize.

The company´s drive was to focus on the digital channel, so we will start to work down this path.

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PRODUCT PAGE
DESKTOP
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PRODUCT PAGE
MOBILE
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CHECKOUT
STEP 1
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CHECKOUT
STEP 2
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CHECKOUT
STEP 3

Interaction and Animations

Due to the great challenge generated by the interface proposals, we chose to assemble a video to demonstrate how we believed the interactions should happen to ensure the desired effect.

Usability Tests

To have sure that the solution is good for the user we did some usability tests in our UX lab.

This step proved that our hypothesis was now connect with the user needs and with the company strategy. We also ran A/B tests to improve the solution.

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Results

The project was handed over in 2 stages. On the first stage we delivered the checkout that, by its great necessity of improvement, was prioritized. Soon after, we focused on delivering the ZH´s digital page.

In the first six months, we had some surprising results that generated growth in the participation of sales in the digital channels. The data came from from the GA and from Kissmetrics.

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+ 23%

Digital channel sales


+83%

 Signed in Subscribers  


- 40%

Churn

THAT'S ALL!

If you want receive more information, contact me.

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