Poli15 Tiger

“Tiger is a place you go to explore, a place where it is fun to shop. Tiger’s products are ownbranded, simple and colourful, with a Scandinavian touch”

www.tiger-stores.it

- SECTOR AND COMPETITOR

- BENCHMARKS

- TARGET

- Sara

- Miguel

- Karl

- TASK MATRIX

- EVALUATION PARAMETERS

- ANALYSIS OF WEBSITES

- RESULTS OF EVALUATION

- PROPOSALS

- REDESIGN CONCEPT

INDEX

SECTOR AND GOALS

We chose to anilize the website of Tiger. Tiger is a Danish chain of cheap gift shops. The first store opened in Copenhagen in 1995 and now it is known throughout Europe.

www.tiger-stores.it

The goal of the website is to show products and entice people to go in stores.

BENCHMARKSwww.hema.nl

www.muji.eu

www.poundland.co.uk

www.ikea.com

Department store for common men where products are sold at cheap prices. It stay for simplicity, clarity, quality and honesty.

Producing of clothing, furnishings and accessories, and is known for his minimalist style and free of logos and symbols.

Swedish multinational company specializing in the sale of furniture, furnishings and other household items.

Poundland is a British variety store chain which sells most items in its stores for £1.

Description

Sara spends most of her time caring about her child and

doing housework. She’s got an hobby in decoupage and

also in gardening.

She often visits the website to find creative inspirations

for her projects and handmade toys for her daughter.

She is usually looking for some new Tiger products.

TARGET: 1st PERSONA

ID card

Name: Sara

Age: 36

Job: housewife

Citizenship: italian

Married

How she experiences the website

- On the homepage she’s attracted by 5 main product.

- She clicks on one of that but she notices that at the

bottom of the page she can see more than 5 products!

- She clicks on one product than she notices a little

arrow on the right.

- She supposed that by clicking there she can have more

details about the product. Instead the arrow is linked to

another product.

- She feels disappointed beacuse she wanted more

information and pictures about products.

ID card

Name: Miguel

Age: 21

Job: student

Citizenship: spanish

Single

Description

Miguel is an exchange student of the faculty of Design

at Polytechnic University of Milan. He doesn’t have a big

budget and is interested in anonymous design.

Technical expertise

He has proper skills to navigate and work on Mac.

Platform

Key goals

He often visits the website to find sales and learn about

new design products.

TARGET: 2nd PERSONA

How he experiences the website

- On the homepage he is attracted by new Tigers

products and clicks on ‘New for October’.

- He remembers that he has to found a copybook and

moves the mouse un the link ‘Tiger Office’ that shows a

drop down menu with some subcategories. He clicks on

‘Paper Products’ and appear a page with some objects

like pencils, diaries, post-it, copybooks.

- He would like to compare all the copybooks in order

to chose the best one but they are all shuffled with the

other objects and organized in a messy way.

- He checks the copybooks one by one and he signs the

price and the information on a sheet of paper.

ID card

Name: Karl

Age: 27

Job: lawyer

Citizenship: finnish

Single

Description

Karl is a lawyer that just moved in Milan by himself.

He lives alone and wishes to make his house more

welcoming.

He checks the website to know about opening and

closing hour. He’d like to shop online too.

TARGET: 3rd PERSONA

How he experiences the website

- In the homepage he move the mouse on the link

‘Tiger Home’ and appear a drop down menu with some

subcategories but he decide to click on ‘Tiger Home’.

- When the page opens he sees the pictures of some

spices and he feels confused because he wants to

consult design objects.

- He slides down the page and he notices some design

products at the bottom of the page. There are a lot

of pictures of product very closed to each other that

confused him.

- He dicide to go first at the shop. So he returns on the

homepage and he looks for nearest Tiger shop.

TASK MATRIX

Getting informations about new products

Getting informations about sales/discounts

Getting informations about opening hours

Looking for a specific product

Looking for inspirational content

Searching for Tiger stores

Sara Miguel Karl

EVALUATION PARAMETERSOpening speed

Fun to use

Ease to use

Brand coherence

Ease to buying online

Clarity of products organizzation

Show prieces

Possibility to compare products

Time it takes to switch from one page to another.

The affordance of the site and the easiness to navigate on the site.

Ability to compare products and prices.

Clarity and price displays.

Graphic coherence in each part of the site and connection to brand.

Possibility and facility to buy products on-line.

Elements that make surfing enjoyable.

Ease and speed of visually recognize the product.

WEBSITE ANALYSIS: TIGER

Homepage

The homepage of Tiger presents some main products and the different types of products the company sells. It divides them under different areas (catalogue, social button, language selection, research, location finder, login to the newsletter).


Products catalogue (prices and details)

The products are reachable through the menu found in the top of the website in all pages (top-left), divided in multiple categories. Some products are featured in the homepage. Choosen one of the categories, is show a main product (top-centre) and, on the low part of the page, the othre products. The catalogue can be arranged according to price, popularity or alphabetical order (tip-right). Clicking on a product, a page opens and shows the details and prices. The small orange arrows allow you to switch to another product.


About the companyThe website presents two different about pages. The first one (top) is international and shows and shows all the shops in the world. There is there is also a short description of the company’s brand.

Clicking on ‘tutto si Tiger’ at the bottom of the page we can read a longer and detailed description.


Store locator (opening hours and location)Section ‘store locator‘ is easy to find because it is located on the homepage. Entering the city, a map showing all the shops indicating the address, opening times and contact details. A photo shows the entrance to the store.


Additional services

E-commerce

External advertisingThe website presents no external advertising.

Is not possible tu buy product on-line on Tiger website.

The site offers additional services. By subscribing to the newsletter you can receive all the new projects and products. Other additional services include the ability to send your resume online to work with the company. A version is available by phone.


Contacts Languages

Graphic design and brand coherence

The list of languages is at

the top of the homepage so is

easily accessible. Includes all

European languages

At the bottom of the website the addresses of the shops are listed with telephone numbers.

The style of the site is very minimal. The main color is orange that recurs throughout the site. The graphics of the site is consistent with the brand. Tiger sometimes do competitions to engage the customer and collaborate in the creation of graphics and brand.


Website organization

Products are organized in categories placed in the top bar, with subcategories when clicked.

The footer presents a list of pages with helpful informations for buying and customer service; a list of pages with most popular items in certain areas; contact informations; newsletter form; company informations; shipping and payment details; technical pages for privacy, copyright and terms. It also links to a mobile version of the website.

Homepage

The homepage of Hema presents the products and the different types of products the company sells. It divides them under different areas, browsable by category. In the the

top area, it presents the search engine of the website, the login area, the basket for e-commerce and links to the newsletter and other pages.


The products are reachable through the menu found in

the top of the website in all pages (top-left), divided in

multiple categories. Some products are featured in the

homepage (top-center). The areas in which products

in the categories are displayed can be filtered with

different options and list them with an image, name and

price (left). The product page (top-right) explains the

product, measures, materials and other details. It can

also check the availability in stores. Online purchase

stars here with the button.

About the companyThe website presents two different about pages: one

(top) is about the brand and its company in the UK, its

values, social accountability and distribution services.

The other (bottom) talks about the main commpany and

its international presence.

The two of them are displayed through links in the top

and in the footer, that have the same name.

Store locator (opening hours and location)Customers can reach this list of stores (left) through

the link at the top and the link under “HEMA” in the

footer. It lists both the address and opening hours

of the stores. When clicked on “more information”,

it sends the customer to the details as shown in the

bottom picture.

Additional services

Users can subscribe to a newsletter and also sign up

to complete purchases. It also offers the option to put

some products in a favorite area. The sign up module is

quite long.

E-commerce

Products can be added to the basket though the botton

the in the product details page. The basket contains the

details for the payment and the client can choose where

to receive the products. In the footer, details about the

security and way of payments are listed.

Contacts

Languages External advertising


At the bottom of the website a telephone number is

listed, but it is suggested to send an e-mail as they are

experiencing technical difficulties.

The website is available in the different languages of the

countries that HEMA is present in, with different URLs.

The website presents no external advertising, but some

banners to present deals and sales internal to the

company.

The website’s colors are mainly red, as featured in the logo, and blue, which gives the website freshness

compared to the warmth of the core branding. It has big banners with products divided by interests, types and

eventual holidays. Cozyness is the feeling that is suscitated mostly. Images are big and clear, usually with white

background. It is not responsive.

Website organizationProducts are organized in categories placed in the top

bar, with subcategories when clicked.

The footer presents a list of pages with helpful

informations for buying and customer service; a list of

pages with most popular items in certain areas; contact

informations; newsletter form; company informations;

shipping and payment details; technical pages for

privacy, copyright and terms. It also links to a mobile

version of the website.

Homepage

MUJI features two different homepages. The left one is the one that can be seen reaching the .eu version of the website, dedicated to e-shopping and showing the different

products (best sellers, featured products, new ones, recently seen). The right one is a botique-like homepage found at .com that features audiovisual advertising for several

products and MUJI’s values; it however sends the buyer to the .eu version when shopping.


Products are organized in categories placed in the

left sidebar, expanding in several subcategories when

clicked on.

Subcategories are similar, but also lists the different

products instead of the categories.

The single products show a description, photos of the

product, name and price. There is a button to add the

product to the basket when shopping, and a selection of

products bought by other visitors.

About the company

When clicking on the “about us” link, two different

links are offered. One talks about the principles of the

company in design and simplicity, and the other more

informations about jobs and franchaising opportunities.

Store locator (opening hours and location)

The Store Locator (“Punti vendita”, in the top bar) is

as simple as it can get: it has the names of the stores,

their address, and when hovering on “opening hours”

(“orari di apertura”) shows them in a neat table. It

also provides a popup with a map (with Google Maps

technology).

E-commerce

Contacts

Additional services

When adding products to the basket from the product

page, they get added to the small area called “basket”

(“carrello”) in the top area of the website, displaying

prices and products already in the basket. A click on

the button “buy” (“acquisto”) opens the page listing

the different products in the basket and the option to

complete the payment. Adding the shipping details and

payment details feels like a chore, with so many fields.

Paypal is supported.

MUJI’s website has an area in which users can leave

comments and suggestion to improve their operations

online, suggesting also that they answer to them.

The link in the footer redirects to the FAQ in which the

user is told to send emails to two different addresses,

for commercial or technical reasons.

Languages

Graphic design and brand coherence External advertising

As an international company, MUJI has different sites

for the countries in which it operates, but no choice of

changing languages for the local websites outside of the

official language of the area.

The website only features advertising for MUJI’s own

products, mostly in the .com version (http://www.muji.

com/it/).

Colors, shapes and typography all relate to the

general branding of MUJI; a feeling of natural warmth

and nature is the clear objective of it, together with

simplicity and clarity of pictures and elements. Photos

focus on products and there are no remainders of the

season or celebrations. The website feels generally fast

and easy to use.


The topbar provides links to the homepage, new

products, “about us”, the store locator, job listings and

a FAQ in which clients can find more informations about

the terms of the selling.

In the left sidebar are listed the categories of the

products sold on the online shop. Clicking on a

category expands it into subcategories.

The footer presents the products seen most recently

and some links, such as the best sellers and new

products of the month, categories, the website map,

a guide for sizes, terms and conditions, jobs, contact

details and a suggestion form (“Kaizen”).

WEBSITE ANALYSIS: IKEA

Homepage

Homepage is organized in a clear manner: the main bar at the top shows products, shops and the Log in area, in the center of the page there is a sequence of 5 images that shows the main Sales and at the end there are other information like opening times, wishes List and ikea catalogue online.



Products are divided in different themes that comprends main subdivision. When you choose a category there is the possibility to select a specific detailed areas. At the end products are showed by images and prices, there is the possibility to buy online and choose the quantity and the main characteristic of the product (colour, size..).


About the companyInfo about ikea company are at the end of the homepage in the

section: this is ikea. You can find the concept of the brand,

characteristic of his design and general information about the

history if the company.


Store locator (opening hours and location)

In the main bar there is the shops section; when you enter there is

the List of every cities in which you can find a shop. After choosing

your preference there are principal informations: address, opening

time and maps (how you can find the shop)


Additional services

There is the costumer area in which client can enter with the Log in (in the main bar) and the possibility to download the catalogue online.


After choosing something, in the products section you can buy online selecting the quantity of the product. You can also save your selection in the shopping cart and then continue following instructions to pay. For Some items there isn’t the possibility to buy online.

E-commerce


The website offers different selection of languages. It is possible to choose a different language on the top of the homepage.

There are a lot if connection between the concept of the brand and its weboage graphic style. Colours, fonts and images they show are homogeneous among different section of the webpage.

The construction of the website is easy to understand and the costumer can quickly navigate in. From the homepage there is a direct access to the selection product area and products are perfectly organized by themes.

There isn’t the presence of external advertisement

ContactsLanguages


External advertising


HOME PAGE

Home page with five different sections where you can see the latest promotions.

It is possible to see the different areas of the website at the beginning of the page

List of products are presented in the top navigation bar.

When you choose a category of products you have a more specific list with images and prices, there is also the possibility to buy them from there.

PRODUCTS CATALOGUE

ABOUT THE COMPANY

Information about the company are showed at the end of the webpage

STORE LOCATOR AND OPENING HOURS

There is a general map with every location of the shop and a browser where you can choose the city you are interested in

ADDITIONAL SERVICES

Newsletter and possibility to create an account to log in.

E-COMMERCE

After choosing a product, it goes in your basket with quantities and prices

CONTACTS

LANGUAGESThe website doesn’t offer any language options.

GRAPHIC DESIGN AND BRAND COHERENCEBrand approach is pretty efficient even if the style is not integrated amog the different sections of the website.

The organization is clear. It is easy and fast to navigate from the beginning to every other areas.

EXTERNAL ADVERTISINGThe website doesn’t offer any external advertising.

EVALUATION PARAMETERS

TIGER

MUJI

POUNDLAND

IKEA

HEMA

a

b

c

d

e

f

g

h


TIGERa Opening speed

b Fun to use

c Ease to use

d Brand coherence

e Ease to buying online

f Clarity of products organizzation

g Show prieces

h Possibility ti compare products

8

8

5

3

0

3

2

0

a

b

c

d

e

f

g

h


MUJIa Opening speed

b Fun to use

c Ease to use

d Brand coherence



g Show prieces


5

4

7

7

5

8

4

7

a

b

c

d

e

f

g

h


POUNDLANDa Opening speed

b Fun to use

c Ease to use

d Brand coherence



g Show prieces


9

8

2

3

9

4

9

7

a

b

c

d

e

f

g

h


IKEAa Opening speed

b Fun to use

c Ease to use

d Brand coherence



g Show prieces


4

5

6

2

5

7

8

6

a

b

c

d

e

f

g

h


HEMAa Opening speed

b Fun to use

c Ease to use

d Brand coherence



g Show prieces


7

4

3

2

6

3

3

4

a

b

c

d

e

f

g

h

PROS

TIGER

MUJI

POUNDLAND

IKEA

HEMA

CONS

Many informations on store and contacts Easily accessed newsletter

Clear and easy disposition of elements

Easy access to informations

Form to send suggestions and hints from clients

Clear explanation on how to reach the stores

On-line catalog and selling

Small text

Forms are too dense

Not all products available online, and it’s not clear

No contacts

Vague categories

Design is not really exciting

Confusing

Only english

Categories are too dense

Area for buying large stocks with discounts

sales

Clear design with big text

Periodic promotions

Ship to store

No e-commerce

Small text

No responsive

Adding e-commerce option

Store shipping option

On-line catalog

Grouping items for different lifestylesand user models

PROPOSAL

Casa, cucina e spezie Ufficio e cartoleria Indispensabili Ragazzi e scuola Tempo libero e accessori

3,00€ Italia

Spezie (hover) Media Giocattoli Trucco

Cucina Prodotti per l’ufficio Festa Scuola Hobby e tempo libero

Candele, lampade Organizzazione ufficio Fai-da-te Giochi Vestiti, occhiali e accessori

Orologi Cartoleria Bici Hobby Bagno e cosmetici

Cornici e contenitori

Acciaio

Batterie (categoria attiva)

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TUTTO SU TIGER

Contattaci Trovaci vicino a te

Mandaci i tuoi consigli

LAVORA CON NOI TOUR VIRTUALE JOIN VENTURE

ORA IN 27 NAZIONI CON 505 NEGOZI


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SCATOLE MENSOLA LAVAGNETTA

PORTADOCUMENTI MENSOLARADIO

€3 €3 €3

€3 €3 €3

SAN VALENTINONOVITÀ COLAZIONE FRESCA


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ANETO PEPERONCINO AGLIO A FETTE

CARDAMOMO BASILICO

€ 2 € 2 € 2

€ 2 € 2 € 2

NOVITÀ ESTRAGONE

PEPE DI CAYENNA€ 2

Home Casa, cucina e spezie Ordina: Prezzo / Popolarità / Alfabetico Mostra: 25

SEMI DI PAPAVERO ERBE DI PROVENZA

AGLIO

SPEZIE BBQ

€ 2 € 2 € 2

€ 2


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Auricolari neri

€ 3

1

Ti aiutano a scappare un pochino dalla noia

che ci circonda!

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Quantità

Auricolari bianchi

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Cuffie grandi

CUFFIE GRANDI

AURICOLARI

€ 8

€ 3

SPINA DOPPIA € 3 CARICATORE € 4CORNETTA € 5AURICOLARI € 3AURICOLARI € 4


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Home Cestino

Auricolari neri

1

Totale del carrello

Quantità

€ 3Totale

EliminaProdotti

Auricolari neri

Quantità

1

Prezzo

€ 3

Totale € 3

Procedi all’ acquisto

I prezzi non sono confermati fino alla pagina di conclusione dell’acquisto.

30 giorni per il ritiro, tassa di ritorno e la tassa pacchi non riscossi.


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Tutto su TigerTiger è nata nel 1995 in Danimarca. Tutto è cominciato con un piccolo negozio a Copenhagen, per diventare, nel tempo, una catena di oltre 400 punti vendita, il cui numero è in continuo aumento e che attualmente sono concentrati prevalentemente in Europa, ma non solo: il Giappone conta 7 negozi!

In Danimarca, alla loro prima apparizione, i negozi Tiger pro-vocarono una rivoluzione in ambito commerciale, dimostrando al pubblico che i buoni prezzi, la qualità e il design dei mate-riali possono essere parte dello stesso prodotto. Ora anche in Italia è in atto questa rivoluzione commerciale!

Lo sviluppo di Tiger nei vari Paesi del mondo avviene attraver-so il sistema della partnership commerciale (“join venture”). Tiger non opera in franchising, bensì attraverso gestione diret-ta su aree territoriali: Tiger Italia 1 ha un mandato territoriale per l’area geografica del Nord Italia (comprese Emilia Roma-gna e Toscana), Tiger Italia 2 per il Centro Italia, Tiger Italia 3 per il Sud Italia, compresa la Sardegna.

A Torino nel 2011 è stato aperto il primo negozio Tiger in Italia, dove l’azienda è attualmente in forte espansione, con nuovi punti vendita che aprono nel cuore delle principali città del nostro Bel Paese.

Proponiamo alla clientela una grandissima varietà di prodotti di qualità, di design, originali e attenti alla moda: sono articoli che mensilmente si rinnovano e che vendiamo a prezzi sor-prendentemente bassi (e “rotondi”: 1, 2, 3, 4, 5, 7, 10, 20,

Home Tutto su Tiger

ISTRUZIONI PRODOTTI

CONCORSI DI DISEGNO

ARTICOLI RIMOSSI

PARTER DI TIGER

SEGNALA LOCATION

SOCIALE


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ContattaciHai domande, suggerimenti oppure esperienze che desideri comunicarci? In Tiger siamo sempre attenti ai suggerimenti dei nostri clienti, sempre disposti a metterci in gioco per mi-gliorare la nostra offerta. Compilando il presente form, potrai farci avere direttamente le tue impressioni e sarà nostra cura risponderti nel più breve tempo possibile.

Il tuo messaggio

Nome:

Indirizzo:

Codice postale:

Telefono:

Mail:

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107 Via Meravigli 1 2013, MilanoOrari apertura

Lunedì - Domenica (orario continuato) 10:00 - 20:00

Festività

24-dic chiusura alle 18:00 25-dic chiuso 26-dic chiuso 31-dic chiusura alle 18:00 01-gen chiuso

107Via Meravigli 120123, Milano

102Via Nerino 12, ang. via Torino20123, Milano

127Piazzale Cadorna 420123, Milano

115Corso XXII Marzol, 2820129, Milano

Indirizzo, CAP, Città

Telefono E-mail

+39 02-89096708 [email protected]

Tour virtuale