After the first user research session to explore the users' online jeans purchase patterns, we decided three working areas: Content, Photography, Navigation.
Today's session is about Content, and it had three goals:
- To define how to balance English/Spanish concepts used in Jeans
- To define how to describe the feel and comfort of the jeans material
- To define how to explain concepts such as Premium, and Sustainable
One of the novelties was the inclusion of the SEO team. The information on keyword search trends they can provide
When talking about comfort description in the Product Detail Page (PDP), Javi mentioned the inclusion of rate & feedback tools to allow for customers to provide feedback of the product fit, comfort, and quality. There is a little resistance on including this kind of feedback: "If comments are negative, it will bring sales down".
María Fontán expresses the need for having someone who centralises the product information, because now they don't have access to any integrated source of information regarding the characteristics of new products. This makes their work of describing the products much harder.
Considering the Premium and Sustainable collections, the team explained their criteria to consider a garment sustainable. They also mentioned that more than 90% of the jeans produced by Mango matched those criteria.
The team remarked it's important to communicate this feature to customers. Anabel proposed to sit down with the Head of CSR (Corporate Social Responsibility) and the Head of Image to propose a communication approach around this issue.
This work session was the first time we observed a real collaboration between the various teams. The dialogue was fluid and smooth. It was useful to make an introduction with the topics of the meeting, and also to specify the topics that were out of scope (to be treated in other sessions). This allowed for us to keep the focus of the meeting.
People from different teams established a dialogue on different propositions to solve the issues identified in the user interviews. This starting point served as the alignment on the starting point, and it helped to balance the different opinions and direct them towards agreed solutions.