YES. Snowboards
Increasing ticket value in highly considered shopping
An unpaid research project
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The Business
YES. Snowboards are known for innovative shapes and purpose-driven material choices that produce snowboards of high-performance and quality for their price.
The Brand and the Image
YES’ team riders and founding pro’s famously ride even the cheapest boards in the lineup, their innovative design theories create unique on snow feel and performance, which elevates their products beyond the expectations of the price point and materials, whatever board riders select.
The Problem
In the industry, brands typically make their products discoverable by skill- or experience-level. True to their commitment to authentic expression, feel and style, YES. doesn’t. But by omitting price discovery as well, YES. makes it difficult to discover products on their own site - which the brand says is the best place to buy from YES.
How big is the problem this creates for shoppers? And, how much in sales are YES. leaving on the table?
Understanding the brand’s strategic position and vision
Price and Abandonment
According to the Baymand institute, a massive 70% of shopping carts are abandoned and 21% of this is due to unclear pricing.
The Opportunity
61% of global shoppers say price is the most important issue for them when shopping online. So a brand that offers the kind of quality experts choose for themselves, at every single price point, is a unique and thrilling prospect for the almost two thirds of consumers who shop this way.
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The Design Issue
Ease of use Research
We conducted 20 users tests on the current product, and despite a ‘small selection’ of 20 products, users took on average 1 minute & 20 seconds to make a budget-driven selection of three products.
Spending Research
We conducted 20 users tests on the current product, and without price discovery features to help users navigate, the baskets they created baskets were on average 9.2% below the theoretical amount they could have spent on their desired selection. More importantly, the same users spent more later when using prices discovery features.
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We conducted 5 User Tests and further quantitive research, including tests exclusively with knowledgable users previously exposed to the brand to identify data-driven insights for retailers in this high-context market.
Measuring the bottom line impact of price discovery features in the target market
Outcomes
Iteration 1
Ease: Test participants completed budget-driven tasks 34.3% faster.
Spending: Test participants spent 6.6% more.
Iteration 2
Ease: Test participants completed budget-driven tasks 40.3% faster.
Spending: Test participants spent 7.8% more.
Applying learnings gained reviewing screen recordings from test 1, we developed a second iteration that increased customer experience metrics by a further 15%.
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What does this mean for retailers?
Defining the link between research and business value
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Range size = abandonment + smaller basket size
Our findings suggest that even when targeting passionate, knowledgeable users who know a brand’s product range, without price discovery features cognitive load negatively influences conversion metrics - making the experience more challenging for users and reducing the basket sizes of the users who don't succumb to cart abandonment motivations.
In the full report we share our insights on critical mass of range size, how to ensure the results apply to your audience before you invest and the value of other impactful product discovery features.
We also discuss our fair experiment protocols and our Lean UX Framework.
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