The Aldo Group recently undertook a significant ecommerce experience redesign in conjunction with product agency Work & Co. Aldo’s Montreal-based general manager of omnichannel experience, Grégoire Baret, spoke with eMarketer’s Nicole Perrin about what Aldo’s customers want and how the new omnichannel experience was designed with them in mind.
eMarketer: Why did Aldo decide to redesign the omnichannel ecommerce experience?
Grégoire Baret: There were two reasons for it. First, we wanted to make sure the consumer experience better fit actual consumer needs—and mobile was a key issue. A large share of our ecommerce users are on mobile, so by definition our experience had to be mobile and that was not the case before.
We also wanted to make the experience more human and add an emotional touch here and there. We wanted to synchronize the ecommerce experience with the brand evolution and our brand positioning.“We researched consumer reaction to the actual structure of the website, making sure the way we were naming the categories made sense to shoppers.”
So one of the key things we did with Work & Co. was to redefine the visual look and make sure that everywhere digital we’re going to follow unified, consistent visual language. Part of the design is about being more universal and complying with the demand for accessibility. Some of it was also for technical reasons.
eMarketer: What are you doing to find out what customers want from Aldo?
Baret: We are really into customer research. We do digital surveys and market research to connect with our consumer and extend our understanding of their expectations and why they’re attracted to Aldo.
When we build any kind of different product we include consumers as part of the process. With this project, we did usability testing and invited consumers to give a very early visual reaction. We researched consumer reaction to the actual structure of the website, making sure the way we were naming the categories made sense to shoppers.
I think the consumer is our source of objectivity. Research has to be part of the development process; the consumer has to be part of the development process.
eMarketer: Did anything surprise you in the consumer research for this project?
Baret: No, I wouldn’t say we were surprised. I would say that you have to be open to the fact that sometimes the first beautiful design direction is not necessarily what works. You have to be ready for that. The first design we explored with Work & Co. was not the end design we came up with. To give an example, the first approach was maybe more about connecting with a campaign. It was a bit more abstract and it was really beautiful. But for consumers, it was making things a bit more complex and was not that clear to them.