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.
01. SALES PROBLEMS
A few years ago, ZH implemented their e-commerce to sell through a digital channel, but due to its approach model, it face 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 That happened mostly because of its extremely confuse and outdated store and its unfriendly checkout.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.
Plans's page without differential and with the same apresentation to differents plans.
Very extensive checkout and totally focused on print newspaper subscription sale.
02. VALUE PERCEPTION
The most correct way would be to review which were the sale´s fluctuation that were being used and indenitfy the aspects where the user would be having more pain, and it was done. This analysis brought some very relevants and important conclusions to the future of the project. The main conclusion was that there wasn´t no friendly fluctuation, 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 systems (Single-Sign-on) weren´t the same as the subscription´s. From that we started to work just on fluctuation, fixing only things that made more sense :)
03. CHANGING THE GAME
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 simple term is offering to the digital user only the digital plan, without distracting him with the store structure, table charts and shopping carts. Trying to be fast and direct as possible, when the interest becomes present.
01. Product Page
02. Landing Pages
03. Registration Form + Login
04. Payment method
05. Order Confirmation
06. E-mail Confirmation
04. NICE WORK
But only working on the fluctuation 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.
05. BEYOND THE UI
Due to the great challenge generated by the interface proposals, we choose to assemble a video to demonstrate how we believed the interactions should happen to ensure the desired effect
DEFINITION OF THE INTERACTIONS AND ANIMATIONS
06. THE RESULTS
The projetc was handed over in 2 stages. The fist stage we deliveredthe 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 have some surprising results that generated a growth in the participation of sales in the digital channels. The data came from from the GA and from Kissmetrics