QVC Experience Map

QVC Experience Map - Brick and Mortar
Situation
Two friends, who are QVC loyal customers, go out for shopping to the QVC outlet store. When they walked into the outlet, they felt
overwhelmed because the outlet store wasn’t organized as what they had expected as a department store. However, they wondered around
the store and discovered a pair of pants they tried on. Since they never heard of the “Susan Graver” brand name, they pulled out a phone to
search “Susan Graver” the brand name, price and review on the QVC app. But it wasn’t easy to look up the brand name on the phone because
there was no predictive search when she typed in the search box. Eventually she was able to read about a review of the pants, and then made
a purchase.
She walks into a
QVC outlet store
She finds pants
and tries them on
She gets in line
to check-out
She completes
check-out
Brick & Mortar
Store
She opens the
phone app to
research the
pants.
She uses search
from the home
search
She types in
“Susan Graver
pants”
She clicks the
pants and gets to
the Product
Detail Page
She clicks the
star ratings to
read reviews
QVC Mobile App
!
Pain Points
Store layout is
unorganized and
messy
Too many results
and cannot sort
by size or color
Can’t click on
rating stars at the
PDP page
- Can’t sort on
rating stars by
number of stars.
- Checkout too
close to the
entrance/exit
Can only return
to outlet store
where it was
purchased
QVC Experience Map - Ecommerce
Page 1 of 4
Situation
Teresa picks up her Inside Q magazine, and while browsing through the
magazine, she notices a plus size model on the page. She wasn’t aware that
QVC sold plus size clothing so she jumps on her computer to view what they
offer on QVC.com. She enters “plus size apparel” in the search field and does
not get the results she is looking for. Next, she enters “plus size fasion” and is
taken to the QVC plus size landing page. She the realized that she needs to
leave to get to her daughters soccer games so logs off the computer and
heads out the door. At her daughters game she takes out her iPhone and
opens the QVC app. She wants to continue her search for plus size clothing
so she types in “Plus size fashion” and the results display. She continues to
Print
Jessica receives
the InsideQ
magazine
delivered to her
home because she
owns a QCard
enter different search terms but is frustrated because she is unable to
reach the plus size landing page. She finally is able to see a jacket she likes
in the fashion section. She first looks at the reviews and sees the 5 start
rating. She clicks on the reviews to get a little more detail and then wants
to purchase the item but a little unsure about what size to purchase. She
looks for a size chart but can’t find one. She eventually finds the garment
size but is a little overwhelmed by the numbers listed on the page so she
just goes by the product description information to determine her size.
She finally selects a size and color which she wants and completes the
purchasing path.
While browsing
through the
magazine, she
notices a Plus
size model on
the page
Grabs laptop
and logs into
QVC.com
Searches “plus
size apparel”
Displays list of
random
products
Searches “plus
size fashion”
Displays a
special plus size
landing page
On left nav.
selects ‘Issac
Mizrahi Live!’
Displays brand
page, but it’s
not just plus
size clothing on
the page
QVC.com
QVC Mobile
App
!
Pain Points
General
- Spanx brand pricing
does not allow us to offer
1 price to our customers
- No Plus size intimates in
larger brand/cup sizes
-Inability to create
customer preferences to
shop in Plus sizes
-Post purchase email
images/videos are in
Missy, not plus size
-Lack of promotion;
customers are unaware
we sell plus sizes
-Not all fashion accessory
brand products come in
plus sizes – Spandex;
Santone machines don’t
have the capability to go
beyond 2x (seamless)
-We currently do not have
any plus size option
upsells for customers
checking out
No plus size
models shown
in May 2015
magazine
- No Bra only
plus size models
Search results
different on
apps than on
QVC.com
-Need better search
terms and redirects
for Plus size on all
platforms
-Need to improve
refinement options
-Bullets are not
pulling into search
results
-Product description
content in search is
missing
Plus size
landing page
currently does
not display any
products
Navigation path
does not display
correctly
No plus size
model images
- No Bra only plus
size model images
-Very limited in
diversity and
quantity of plus
size models
-Costs are
extremely high for
plus size models
-Lack of model
balance between
size, age, height,
ethnicity – need
more authentic
pool
Confused about
page. She
selects ‘back’
option
Now selects
‘size 1X’ under
“Your perfect
fit”
QVC Experience Map - Ecommerce
Page 2 of 4
Situation
Teresa picks up her Inside Q magazine, and while browsing through the
magazine, she notices a plus size model on the page. She wasn’t aware that
QVC sold plus size clothing so she jumps on her computer to view what they
offer on QVC.com. She enters “plus size apparel” in the search field and does
not get the results she is looking for. Next, she enters “plus size fasion” and is
taken to the QVC plus size landing page. She the realized that she needs to
leave to get to her daughters soccer games so logs off the computer and
heads out the door. At her daughters game she takes out her iPhone and
opens the QVC app. She wants to continue her search for plus size clothing
so she types in “Plus size fashion” and the results display. She continues to
enter different search terms but is frustrated because she is unable to
reach the plus size landing page. She finally is able to see a jacket she likes
in the fashion section. She first looks at the reviews and sees the 5 start
rating. She clicks on the reviews to get a little more detail and then wants
to purchase the item but a little unsure about what size to purchase. She
looks for a size chart but can’t find one. She eventually finds the garment
size but is a little overwhelmed by the numbers listed on the page so she
just goes by the product description information to determine her size.
She finally selects a size and color which she wants and completes the
purchasing path.
Print
QVC.com
Displays list of
products, but
finds that none
of the images
are of plus size
models
On left nav.
selects ‘Petite
Plus 1x’
Selects first
item in list, but
finds that the
item isn’t really
available in
Petite size
Selects ‘Back’
option
On left nav.
selects ‘Short
Plus 1X’
Selects first
item in list, but
finds that the
item isn’t
available in
shorter lengths
Scroll down and
selects ‘Sizing’
tab
Selects ‘Fit
Guide’ tab
Frustrated, she
goes back to
the top of the
page and
searches ‘Petite
Plus’
Displays list of
items, none of
which say
“Petite” in the
description
QVC Phone
!
No Plus size
model images
QVC sizing is off
compared to
other retailers
No Petite size
offering
-QVC xxs is a size
small with other
brands
Attributes may be
missing on items
causing customer
confusion when
navigating
Pain Points
-QVC apparel is
avail. in XL (not an
industry
standard). Sizing
on XL is similar to
1X in industry
She wants option to
see only products
with available
inventory in her size
Size
chart/measurem
ent
chart/garment
chart confusing
No Short size
offering
No mention of
‘Short’
dimensions in
height chart
No size
suggestions for
preferred fit
Short
description
does not
indicate it’s a
plus item
-Other retailers
break out missy
and plus in their
product descriptions (and at
times, offer a
different price)
QVC Experience Map - Ecommerce
Page 3 of 4
Situation
Teresa picks up her Inside Q magazine, and while browsing through the
magazine, she notices a plus size model on the page. She wasn’t aware that
QVC sold plus size clothing so she jumps on her computer to view what they
offer on QVC.com. She enters “plus size apparel” in the search field and does
not get the results she is looking for. Next, she enters “plus size fasion” and is
taken to the QVC plus size landing page. She the realized that she needs to
leave to get to her daughters soccer games so logs off the computer and
heads out the door. At her daughters game she takes out her iPhone and
opens the QVC app. She wants to continue her search for plus size clothing
so she types in “Plus size fashion” and the results display. She continues to
enter different search terms but is frustrated because she is unable to
reach the plus size landing page. She finally is able to see a jacket she likes
in the fashion section. She first looks at the reviews and sees the 5 start
rating. She clicks on the reviews to get a little more detail and then wants
to purchase the item but a little unsure about what size to purchase. She
looks for a size chart but can’t find one. She eventually finds the garment
size but is a little overwhelmed by the numbers listed on the page so she
just goes by the product description information to determine her size.
She finally selects a size and color which she wants and completes the
purchasing path.
Print
QVC.com
Selects Jacket
item and
realizes it has
plus sizes
available
While at game,
picks up her
iPhone and
opens QVC app.
Searches ‘Plus
size fashion’
Displays 0
results
Searches
‘Petite Plus’
Displays list of
items
Selects Jacket
item she saw
earlier that day
Reads
‘Customer
Reviews’
Selects ‘Product
Information’
Selects
‘Garment Size’
QVC Phone
!
Pain Points
There is not a
holistic
customer
experience
across our QVC
channels
-When you leave
QVC.com and go
to phone later that
day, you are
unable to start
where you left off
-Measurements of
sessions or cross
device is not
connected
Different search
results on
iPhone app
Short descriptions do not
indicate it’s a
plus item
No way of
knowing if
product comes
in other sizes
such as Regular,
Short, etc.
Size chart is
missing on
mobile apps
When using the
responsive site on
the mobile apps,
the size chart
content does not
fit the screen
correctly
Too
overwhelming
to use
Selects size ‘P1x’
QVC Experience Map - Ecommerce
Page 4 of 4
Situation
Teresa picks up her Inside Q magazine, and while browsing through the
magazine, she notices a plus size model on the page. She wasn’t aware that
QVC sold plus size clothing so she jumps on her computer to view what they
offer on QVC.com. She enters “plus size apparel” in the search field and does
not get the results she is looking for. Next, she enters “plus size fasion” and is
taken to the QVC plus size landing page. She the realized that she needs to
leave to get to her daughters soccer games so logs off the computer and
heads out the door. At her daughters game she takes out her iPhone and
opens the QVC app. She wants to continue her search for plus size clothing
so she types in “Plus size fashion” and the results display. She continues to
enter different search terms but is frustrated because she is unable to
reach the plus size landing page. She finally is able to see a jacket she likes
in the fashion section. She first looks at the reviews and sees the 5 start
rating. She clicks on the reviews to get a little more detail and then wants
to purchase the item but a little unsure about what size to purchase. She
looks for a size chart but can’t find one. She eventually finds the garment
size but is a little overwhelmed by the numbers listed on the page so she
just goes by the product description information to determine her size.
She finally selects a size and color which she wants and completes the
purchasing path.
Print
QVC.com
Selects color
‘Red’
QVC Phone
!
Pain Points
Selects ‘Add to
Cart’
Selects ‘Cart’
Selects
‘Checkout’
Places her
thumb on
phone to log in
using touch id
Selects ‘Submit
order’
Receives
confirmation
email
A couple days
later, she
receives another
email with
tracking
information
Receives item in
the mail
QVC Experience Map - Event
Situation
I was walking in SoHo, New York and saw a QVC pop up shop. The banners showed models wearing stylish
outfits which intrigued me. I entered the shop and met a QVC staff member who told me all about the
event. I got to see a lot of clothing and was surprised to see so many great styles and colors. I was a little
saddened when I noticed none of the clothing was my size. A QVC staff member handed me a card
instructing me how to order items so I put it in my purse. After walking around, I spotted a table with iPads
on it. I walked over and went on the iPad to try to find the pants I had seen. Since I was never on QVC app
before I clicked on the “Watch” section. I was very surprised to the see the live feed display from the actual
show. I looked at the different items on air. After a few minutes of browsing through the app and what it
had to offered I left.
She walks down
the street and
sees a QVC sign
Event
She is greeted
by a QVC rep
She sees
models wearing
clothes in
different styles
and colors
QVC rep hands
a card to her on
how to order on
Ipad
She chooses the
“Watch” section
on the Ipad
She taps the
“Items Recently
on Air” in the
top timeline
She looks at the
model pictures
She reads the
reviews
She looks for
her size in the
product info
section
iPad App
!
Pain Points
Don’t see plus
size
model/clothing
represented
I don’t see
model representation on
“Watch” section
live feed.
I still don’t see
“Plus” represented at the
previous
product view
I don’t see my
size choices
immediately.
(Need to scroll)
She clicked on
size and color.
She clicked
checkout and
needed to
create an
account
This create
account process
was too hard to
complete at the
event
QVC Experience Map - QVC Live/QVC Plus
Page 1 of 3
Situation
QVC customer saw a snipe during the show for the Shawn Says,
“Accessorize!” show. She pulled out her Iphone to check the program
guide to see what time and date the show was going to be on. She sets
a reminder for the show. Later that day, she receives the reminder for
the Shawn Says, “Accessorize!” show and turns on her TV. As she
watches the show she thinks to herself “I like the Issac Mizrahi brand
and I like Shawn. Shawn is a great host who makes everything
relatable.”
then appeared with the specific measurements of the top. A
testimonial call is taken on air and the women spoke of the reasons she
loves this top. The host mentioned the top was 5 star review rated and
a review displayed on screen. She picked up her phone and called the
number displayed on the screen. She couldn’t remember the specific
item number of the shirt but the customer service rep knew which one
she was talking about. She provides her credit card information over
the phone and was told the order was placed.
She sees a top which she loves on the model and tries to decide which
color she wants to buy based upon the ones displayed. A size chart
She tunes into
the QVC live
show
Fashionably
Early is on
QVC Live/QVC
Plus
She pulls out
her iPhone and
opens the QVC
app
QVC Mobile
App
!
Pain Points
She saw a
message about
Shawn Says,
“Accessorize!”
airing later
today
General
-Size chart is
completely manual –
Sales team manually
types in all sizes; If
production team
forgets to run it, it
will never run
-The main, big size
chart only shown one
time per HOUR
-Fit chart doesn’t
currently get shown
in the HD panel
-Once the size chart
appears in the main
graphic, it will then
be shown in the HD
panel for the rest of
the product sell.
-Not all customers
watch in HD so they
will never see that HD
panel
-Size chart is
supposed to run 2x
per product
presentation
Model is not
wearing my size
clothing
- Each show gets 3 missy
and 1 plus model so plus
model only goes on air for
a few of the products
since she is backstage
changing
-Some model sizes are
represented incorrectly Sometimes the model
wants clothes to fit
tighter so she sizes down
but then host says she’s
wearing the normal size
-At QVC, plus size is
defined 1X – 3X or 18W –
28W
-Since garments are cut
differently from missy to
plus size, the L often has
larger measurements than
the 1X. (the cut of the
garment is differently to
fit a plus size woman
better)
-Most plus size models
are a 1X. There are no 2X
or 3X. One plus model is
actually only a L.
-No graphics telling views
the size & measurements
of the models. Only way
they’ll find out the
model’s size is if host tells
viewers
She turns on her
TV to Shawn
Says,
“Accessorize!”
She scrolls
through main
page looking for
the program
guide
Scrolls through
app homepage
but can’t find
the program
guide
Since she couldn’t
find the program
guide, she clicks
the “More” button
in the bottom
right corner
There, she finds
a link to the
Program Guide.
She taps it
She scrolls
through the day
and finds that
“Shawn Says
Accessorize” is on
from 2-4 pm later
that same day
She taps it and
taps “Add
Reminder”
The button
changed to say
“Remove
Reminder”
Adds reminder
but the app
does not
indicate how
the reminder
will be sent
Later that day
she receives a
reminder for the
show through
iPhone push
notification
QVC Experience Map - QVC Live/QVC Plus
Page 2 of 3
Situation
QVC customer saw a snipe during the show for the Shawn Says,
“Accessorize!” show. She pulled out her Iphone to check the program
guide to see what time and date the show was going to be on. She sets
a reminder for the show. Later that day, she receives the reminder for
the Shawn Says, “Accessorize!” show and turns on her TV. As she
watches the show she thinks to herself “I like the Issac Mizrahi brand
and I like Shawn. Shawn is a great host who makes everything
relatable.”
then appeared with the specific measurements of the top. A
testimonial call is taken on air and the women spoke of the reasons she
loves this top. The host mentioned the top was 5 star review rated and
a review displayed on screen. She picked up her phone and called the
number displayed on the screen. She couldn’t remember the specific
item number of the shirt but the customer service rep knew which one
she was talking about. She provides her credit card information over
the phone and was told the order was placed.
She sees a top which she loves on the model and tries to decide which
color she wants to buy based upon the ones displayed. A size chart
QVC Live/QVC
Plus
QVC Mobile
App
!
Pain Points
She sees an
Isaac Mizrahi
top and tries to
decide on the
color she likes
best
A size chart
appears on air
with specific
measurements
Frustrated, she
hears a
testimonial call
on the live
show.
The size chart
disappears
before she has
time to pick her
size
She picks up
her phone to try
to find the item
on the QVC app
to determine
her size
She searches
“Isaac Mizrahi”
and notices that
it changes the
spelling to
“Isaac Mizraki”
App changes
the spelling to
“Isaac Mizraki”
This is okay because
all of Isaac’s items
still appeared. But
unfortunately, there
are over 1,200 items
that she has to search
through
The search
results return
over 1,200 items
w/o the ability
to narrow things
down
She hits the back
button to get to
the main screen of
app, but it only
takes her back to
the search page
Customer does
not want to go
back to the
search at this
point
She hits cancel,
and is taken to
the category
page which is
still not where
she wants to be
Only option to
get out of this
screen is cancel
She notices a
“Home” button on
lower left corner,
which takes her to
where she wants
to go
Back on the
homepage, she
taps “Item On
Air” and realizes
the top she
wants is there
She taps to get on
the Product Detail
Page, where she
tries to find the
Size Guide, but
she can’t find it
No size guide
on the iPhone
app
QVC Experience Map - QVC Live/QVC Plus
Page 3 of 3
Situation
QVC customer saw a snipe during the show for the Shawn Says,
“Accessorize!” show. She pulled out her Iphone to check the program
guide to see what time and date the show was going to be on. She sets
a reminder for the show. Later that day, she receives the reminder for
the Shawn Says, “Accessorize!” show and turns on her TV. As she
watches the show she thinks to herself “I like the Issac Mizrahi brand
and I like Shawn. Shawn is a great host who makes everything
relatable.”
then appeared with the specific measurements of the top. A
testimonial call is taken on air and the women spoke of the reasons she
loves this top. The host mentioned the top was 5 star review rated and
a review displayed on screen. She picked up her phone and called the
number displayed on the screen. She couldn’t remember the specific
item number of the shirt but the customer service rep knew which one
she was talking about. She provides her credit card information over
the phone and was told the order was placed.
She sees a top which she loves on the model and tries to decide which
color she wants to buy based upon the ones displayed. A size chart
QVC Live/QVC
Plus
QVC Mobile
App
!
Pain Points
She looks up at
the TV to
discover a plus
size model who
looks to be a
similar size as her
The caller says how
much they love the
top while a
Facebook comment
is displayed on the
bottom of the
screen
She goes back
to the Product
Detail Page and
decides to read
reviews.
She continues
to search for the
Size Guide and
clicks on the
Product
Information tab
She clicks on
the “Garment
Size” link
The Garment
Size chart
displays the size
specifications
for the actual
product
Not easy for the
customer to
understand this
information
Shawn states
the model is
wearing a size
18, just like her
She feels
confident she
can pick the
right size now
She hears the
host provide the
phone number,
so she places
the call
Decides to call
QVC customer
service
She is unable to
find the phone
number on the
app
Customer
service number
not easy to
locate.
Customer
Service takes
the call and asks
for the item
number.
She has trouble
remembering
the item
number so she
describes the
item to the rep
CS Rep is able
to help with
number and
size recommendation.
She provides
account
information to
complete
purchase.
QVC Experience Map - World Wide Web: Search
Situation
After having no luck finding outfits for my summer vacation in the stores, I turn on my laptop and start
looking for plus size outfits. I navigate to my facorite search site, Google, and start searching for plus size
clothing. I typed in “Plus Size Spring Clothing”. I get a ton of search results which I go through. I try a few
other search terms.
Typed in “plus
size spring
clothing” into the
Google search
box
We noticed
pictures of plus
sized models
Clicked on one of
the shopping
tabs
Google
I see pictures,
descriptions, and
price and vendor
(didn’t see any QVC
images so I clicked
on a pic from
Jessica London)
A dropdown
overlay opens
with more info
(don’t leave
page)
Can click on
visually similar
items
Click shop and it
brings me to that
site’s product
detail page
2
1
Notice results
that name my
exact search
(sport)(talbots)
Skipped the ads
and decide on
the first link (lane
bryant)
It took me to new
arrivals dresses
all plus models
and pretty
I shop
I clicked on kohls
and it brought
me directly to a
plus, spring must
have page
I see bloggers
and stories that
are engaging
It was more than
dresses
I Shop
Selected
Nordstrom link
Nordstrom pg is
an editorial page
(no gallery)
I can shop the
looks for each
image
Full outfit existed
by no alternatives (items sold
out)
3
!
Pain Points
General
General
General
Results were
different based
upon which one
of us searched
QVC wasn’t even
in the first two
pages
Paid ads weren’t
as likely to take
us to a specific
plus page
-QVC does not
appear because we
don’t use the term
“plus size” on our
website. Search
engines such as
Google cannot
recognize QVC and
the plus size products
we sell.
-Through search, we
also do not appear on
the Shopping tab on
Google due to the
fact that we do not
have UPC codes on
our individual
products.
1
Skeptical of
vendors I’ve
never heard of
2
3
Drop down didn’t
have all the sizes
Items were sold
out
QVC Experience Map - World Wide Web: Social
Situation
I get into the office to start my morning and log into Facebook to check up on what’s going on with people
in my social network. As I scroll through my news feed, I notice my friend had shared a post from QVC of a
pretty spring dress. I love the picture so I clicked on the post. I’m taken to QVC’s Facebook page. I scroll
through QVC’s Facebook and can view pictures, videos, etc. I find the picture of the dress but there isn’t
much information so I go back to the homepage of QVC’s Facebook. I ‘like’ the page in case I decide I want
to look back in the future.
Scroll through
new feed, stops
at friend’s QVC
style post
Log into
Facebook
Click on post
(really liked
dress, does it
come in my
size?)
Facebook
In my feed, I see
Amy Stran in
Logo
Instagram
Pain Points
Reads a plusrelated comment
1
Followed QVC
!
Post opens.
Read/scan
through
comments on
post
Read through
comments
Scroll to top of
QVC link “QVC
instagram shop”
2
Have to scroll
back down to
locate image, not
there
3
General
1
2
3
Not many plus
size models on
either Facebook
or Instagram
Model is not plus
size, unsure if
dress comes in
her size
Tap to shop
doesn’t appear at
top, where do I
go?
Can no locate
product
Confirms dress
comes in my size
through
comments
Click the QVC
link
QVC Experience Map - World Wide Web: YouTube
Situation
I’m sitting on the train on my way home from a show in the city and to pass the time pull out my phone. I
open my YouTube app to see if there are any new videos. I have been really interested in spicing up my
wardrobe for spring and styling my outfits. I search for video about styling outfits for my size.
After watching a few I search for QVC since I have bought a few things from them in the past. On QVC
Channel I notice they have a “Fashion” section which I click on.
I logged into
YouTube
I entered “plus
size outfits” in
the search bar
The results
display which I
scrolled through
I saw the
following brands
in titles:
JCPennys,
Forever21, Old
Navy
1
I click on QVC
Fashion header
and go to the
QVC Fashion
page
I click the
channel and
navigate to
QVC’s YouTube
channel
I entered “QVC”
only in the search
bar and hit enter
I click on the first
video (Plus Size
Lookbook)
I look at the first
search result that
displayed and it’s
a MadTV skit
4
I look at the side
for related videos
but don’t click
any
Displays search
results and asks
did you mean
“plus size PVC
outfits”
3
I click on the first
video in the
fashion category
I click “recently
on QVC fashion”
and get a long
list of videos
5
!
Pain Points
1
2
3
When we
searched “plus
size outfits” QVC
didn’t show up
for at least first 3
pages
Searched “plus
size QVC outfits”
and said “did you
mean PVC
outfits”
“Plus Size QVC
Fashion” search
brings up MadTV
skits making fun
of plus size
4
Either on home
page or fashion
page - no mention of plus size
I entered “plus
size QVC outfits”
in the search bar
2
The video
displays a clip
from the show
5
Emotion: furious
when MadTV
showed up and
would not buy
Click on description for video
and brands are
listed of the
outfits desplayed
(no QVC brands)