American Eagle in-store App Group 5 Michele Wisnesck Siyang He - - PowerPoint PPT Presentation

American Eagle in-store App

Group 5 Michele Wisnesck Siyang He Enrico Galassi David Zehner

Presentation

• 1. Research Findings: Survey Results
• 2. Suggestions / Recommendations
• 3. Proposed App Interface: Axure screen grabs to

show process

• 4. User Journeys: How users would benefit from

suggested features

Survey Results

• 1. Tools: SurveyMonkey (Online)
• 2. Responses: 49
• 3. Results

(1) Target Age: 18 to 24: 38.78% 25 to 34: 49.98%

(2) What is the biggest benefit of shopping for clothing in the store?

• Size, color, material
• Try them on

(3) What is your biggest frustration about shopping for clothing in the store?

• Size limited
• Crowd, waiting in line to check out
• Messy, hard to find things

(4) The reasons for avoid shopping for clothing in the store

• I never find the products or sizes I am looking for
• The store is too crowded

(5)

(6)

Key Research Findings

• Consumers are looking for:
• Convenience
• Speed
• Biggest pain points of shopping in stores:
• Too slow, too much waiting in line
• Doesn’t have desired size
• Online deals are typically better
• Biggest benefit of shopping in stores:
• Ability to feel and try on the product

Key Proposed In-store App Recommendations

Based on our research findings, we make the following recommendations to enhance a user’s shopping experience and alleviate usual challenges or pain-points by using the instore app:

• Using location/ gps technology, send a push notification to customers’ phones

when they enter any American Eagle store to encourage them to open the in- store app

• Store Map will showcase the layout of the store, helping customers quickly

and easily find what they are looking for

• Live Chat will allow app users to communicate with a sales associate in that

store while they are shopping.

• Utilize the “My Bag” tab to facilitate “Quick Mobile Checkout”
• Use bar code scanner to also:
• Start a fitting room with item
• Add the product to wish list / shopping bag

Key Incentives to use in-store app

• Special in-store deals
• Reward/loyalty points given for scanning products
• Discount offered for using mobile app checkout
• The “add to fitting room” and “send to register” options

while using the scanner on the app will allow customers a more enjoyable shopping experience by keeping their hands free

• Aid during the fitting room experience using the Live Chat
• ption

Workflow Diagram of the app

User Journeys

Journey #1 Self-checkout Scenario: Name: Anne | Age: 22 | Occupation: Full-time student and waitress

• Short on time – in a hurry
• Uses Scanner to learn more about products she’s interested in
• Once her shopping was complete, she chose the quick mobile checkout
• ption in the app rather than regular checkout because there were so many

people in line.

• She clicked the “quick mobile checkout” button, paid using her AEO credit

card that she has saved in the app, and then a QR code was automatically generated on her screen

• Proceeded to “Mobile Checkout Station” and was serviced right away

User Journeys

Journey #2

Fitting Room Scenario: Name: Mary | Age: 28 | Occupation: Business Professional

• Fashionable woman - wants to update her wardrobe
• Scans products and adds many to fitting room
• Enters fitting room area and is taken to room where her selected

items are waiting

• Uses Live Chat to get help from a Sales Associate to find a different

size

• Feeling excited about her new clothing selections, Mary proceeded

to checkout where she was able to take advantage of special instore savings that she learned about from the instore app.

Proposed App Interface

Interact with our proposed instore app interface here: http://ae8osw.axshare.com/

Thank You!

Files available:

http://www.jma.duq.edu/users/wisnesckm/pub/jma545/AE/ Group 5 Michele Wisnesck Siyang He Enrico Galassi David Zehner