Future of ECommerce: Warby Parker Bot
Disclaimer: This project is not affiliated with, authorized, endorsed or sponsored by Warby Parker or any of its affiliates.
What is Warby Parker?
Warby Parker is a company that sells prescription eyeglasses and sunglasses primarily through an online platform. Warby Parker’s online platform is the key contributor to its success because it can sell glasses under $100 online rather than focusing on brick and mortar stores. Through the website, you can ship frames to customers to try it out at home before actually purchasing them. What makes Warby Parker stand out is that it creates a brand that is fun, creative, and full of purpose.
As a chatbot developer & evangelist, I like to focus on how companies can utilize chatbots to improve customers experience and higher sales conversion. The metrics that I’m focusing on for customer engagement are driving more clicks through rate and increasing conversions.
How I Designed
First I researched the customer segments that Warby Parker is targeting to pinpoint the problem I’m solving. In an interview with Forbes, Neil Blumenthal revealed that most users are 17 to 34-year-olds and are young, educated, and socially conscious. They appreciate beautiful design and are sick and tired of paying $500 for a product that should be 1/5 the price. Millennials spend more time messaging and therefore shifting away from traditional eCommerce. There is a huge trend moving towards conversational commerce, which is largely being driven by millennials.
Second, I utilized field testing to observe how 12 users perform key tasks on Warby Parker’s website like finding glasses based on preferences, shopping for new arrivals, finding closes retail stores, and booking eye appointments. I synthesized all the insights from user testing and compiled a list of pain points that are important to the business and users.
Finally, I built a chatbot called Warby Bot to address the pain points of the website and gather key insights on how users interact with conversational commerce.
Pain point #1: Users struggled to find closest retail store to them.
Here is the retail locations page on Warby Parker. There is a list of retail locations around the US with their addresses. If you want to visit a retail location, you would find your state and then decide which location is closest to you. If you want to book an eye appointment, you click on “Book an Eye Exam” link under each location.
40% of the users struggled to find where to book an eye exam. While other users struggled to find out where the closest retail location it is. When asked about eye appointment, half of the users didn’t know that it was a service that was offered.
Warby Bot takes a different approach. First the bot gets access to user location. Then I used a Haversine formula to find the closest distance between your location and a retail location that offers an eye exam. You can then book the eye appointment and the bot would also suggest a Home Try On program.
Since I live in San Francisco, the closest retail store that offers eye exams is in Kansas City 😯, so then I added a search so that if the location is too far from the closest location that offers eye exam, the bot would suggest the closest retail location.
Pain point #2: Users struggled to answer the quiz because preferences are too vague
Warby Parker has a quiz with five questions about your preferences. Users don’t really understand glasses (shapes, materials, fit, etc) if you ask them what types of they prefer. People buy products for emotional reasons. If you make them feel just right, they’ll take action. One image of a model wearing a round, acetate material, medium fit Warby Parker glasses can bring out positive emotions and also allow users to visualize glasses on them.
Pain point #3: Services are not based on context
Warby Parker offers many services including booking eye exams, home-try on program, and also insurance policy checkup. However currently, the website does not capture what step the user is on in terms of the shopping process. Users spend lots of time looking for these services on the website.
A better design would be to control the shopping process funnel and understand what step of the funnel the user is in.
With WarbyBot, you can control the shopping process since you know the context of the conversation. For example, if the bot knows that you just bought a pair of glasses, it can immediately assist you on getting reimbursements. If you asked for insurance policy, WarbyBot can ask you whether you have a Flexible Spending Account or Health Savings Account. Then it can link you to all the information to receive reimbursements.
I ran validation testing on how users interacted with the Facebook messenger bot. I collected better insights and iterated on the bot when a user is stuck at a process of shopping. Here are the results…
- Click Rate on Buy Sunglasses?
58% of users clicked Buy
2. Finish Rate on the Preferences Quiz?
91% of users finished the Preferences Quiz.
3. % of Users granting location access and finding closest retail store?
83% of users granted access location and successfully found closest location that offers eye exams or other services
WarbyBot solves lots of the pain points that users face while shopping on the eCommerce website. It collects valuable data about the user and shopping habits. Based on my experiments, I’ve iterated on the design and the user flow of the bot. WarbyBot received more than 100+ common questions and requests from customers, which is extremely valuable because it is live customer feedback and live user testing.
Having a chatbot as a digital assistant helps promote the brand of Warby Parker and improves user engagement. Warby Parker and other eCommerce companies should consider experimenting and testing chatbots as a channel to sell products.
Here’s to the future of conversational commerce, play around with the bot: Warby Bot
Special thanks to Botlist.co, Thereisabotforthat, Chatbot Magazine, Chatfuel for the wonderful platforms for development and discovery.
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Source: Chatbots Magazine