Customer Experience Design: The Zappos Experience

Customer Experience Design:
The Zappos Experience

By Adam Toporek
December 17, 2012

©Copyright 2012. CTS Service

Zappos is known for its amazing customer
service and its great service culture. Zappos
has many keys to its success, and one of the
least discussed is the user experience on
Zappos.com.

Let’s take a look at how one of the premier
online retailers designed a site around what
its customers want…

customersthatstick.com
©Copyright 2012. CTS Service Solutions

The Phone Number Gets Prime Real Estate

• Unlike many online retailers, Zappos wants you to find its phone
number, putting it in the prime upper left location (where eyes tend
to fall).
• Zappos makes the phone number easy to find from any page on the
site.


Zappos Really Wants You to Connect With a Human

• The phone number is not enough. Zappos, again, gives prime
positioning to contacting a human being.


Setup for Searchers and Those Who Wish to Browse

• The search box is prominent for those who know what they are
looking for.
• It’s given a prime screen location next to the logo.
• Not everyone is searching for something specific; Zappos is also setup
for those who wish to browse…


Organizes a Massive Amount of Information Intuitively

• Notice how navigation is broken down by top level categories.
First, gender/age, then popular item categories.
• Combined with the top navigation, the site is designed for those who
wish to browse.

Almost Everything Customers Want Is Above The Fold

• All web browsers are different, but the basic information almost any
customer would need is above the fold.
• Customers do not have to scroll for key information.


Zappos Dares to Be… the Same

ç

• Puts expected elements where you expect them.
• Special of the moment in top promotion band.
• Logo in top left corner and linked to the home page.
• Shopping cart in the top right corner with familiar icon.


Items Not Central to the Primary User Experience Go To The
Bottom

• The other stuff is at the bottom, and doesn’t clutter the primary
navigation area.
• The “money is in the list.” Not for Zappos; the signup box is at the
bottom of the page.


But Wait? Where Are the Social Icons?

No “follow us.”

No “like our page.”

Doesn’t Zappos “get” social media?

Actually, Zappos does, and that’s why you won’t find
social icons prominently displayed on its home page. In
fact, as of this writing, none are there at all.


How Zappos Does Social on Its Site

• No emphasis on following or liking on home page, that’s not why you
came to their site and the Zappos site is about you!
• Instead, Zappos makes it easy for people to share particular items.
• They also have a great Twitter app…


Zappos TweetWall Is About Customers…

• Zappos’ TweetWall is all about customers and the products they’ve
shared via Twitter.
• It is a great way to drive people to Twitter for value, not for “follow us.”


Reminds You That Shopping at Zappos is Risk Free

This box found
beneath product.

• Shoes online. What if they don’t fit?
• Zappos reminds you of their Free Shipping and Returns policy both at
the top and bottom of the product page.


Final Lessons from Zappos User Experience Design

Zappos.com has many other great, customer-centric
features. From product recommendations to
innovations like the shoe Fit Survey, Zappos.com is
designed with the customer’s experience in mind.

What can we learn?
• Know thy customer: what they want and what
they expect.
• Give it to them.


How can …

…add value?
Join us on social media (because we don’t have any shoes to sell).

twitter.com/adamtoporek

facebook.com/customersthatstick

plus.google.com/114770730258173166122/
(or search “customers that stick” while logged in to G+)

youtube.com/customersthatstick

©Copyright 2012. CTS Service Solutions customersthatstick.com

Customer Experience Design: The Zappos Experience

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