personalization strategy

Executive Goals

Focus efforts on increasing and optimizing recommendation placements, and continue to build out more robust content placement strategies.

Add new or enhance existing email / messaging campaigns.

Build out actionabl eplan for delivery with respect to three Personalization Initiatives.

research analysis group facilitation brainstorm journey map roadmap

3-year opportunity

Team Structure

My Roles	Supporting Roles
Product Management	UX Research: Amy Lanza
Lead UX Design	UX Designer: Howard Gu
Group Facilitation	Anthopologie Brand Marketing Team
	Free People Brand Marketing Team
	Urban Outfitters Brand Marketing Team

product research + analysis

Process

personalization process whiteboard

Competitive Analysis

Native apps benefit from the use of geolocation and push notifications to enhance loyalty programs and deliver personalized content feeds based on user activity and preferences.

Majority of web competitors utilize recommendation trays - presumably based on shopping history – in cart and Wish Lsits (7 sites total).

Observed Competitors

Native apps

Starbucks, Nike+, YouTube, Amazon, Spotify, Etsy

Websites:

Nordstrom, Macy’s, Gap, H&M, J. Crew, American Eagle, ASOS, Express, Forever21, Zara, Ann Taylor, Sephora

Key Observations

Heavy use of “Recently Viewed” and “Customers Also Bought” trays not delivering personalized content.

American Eagle was the only site to deliver a personalzed “Just for you” page.

Brand Brainstorm

Questions Asked

What does personalization mean to you?

What are your brand goals with a personalized experience?

What tactics or strategies is your brand currently engaging for personalization?

How do you see personalization being used outside of the website?

Do you have a vision for personalization in the future?

Generalized Findings

Frequency of Engagement

Browse Path Personalization

Segmentation

New Customer Acquisition

Geolocation

Omni-channel Synchronization

Loyalty

Customer Feedback

Personalized Customer Experience

In-store Experience

whiteboard session 3

Journey Mapping

Journey Mapping Whiteboard

Functionality Matrix

	Placement	Platform	AN	FP	UO
Product Recs Tray	Homepage	Web		⤫	⤫
	Gateway	Web		⤫	⤫
	PDP	Both	⤫	⤫	⤫
	Cart	Web	⤫	⤫	⤫
	Email Trigger	eMail			⤫
	Empty Wish List	Web	⤫	⤫	⤫
	Zero Search Results	Web	⤫	⤫	⤫
	My Account	Web			⤫
	Dashboard	Native App			⤫
Content in Priority Order	eMail Trigger	Native App			⤫
	Homepage	eMail			⤫
	Gateways	Web			⤫
	Global	Web			⤫
Push Notification	Global	Both	⤫	⤫	⤫
Beacon Messaging	Global	Native App			⤫

personalization playbook