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Mobile Experience Review: Purchasing an eGift Card

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As more customers use smartphones, companies need to adjust their websites and processes for the smaller screens. To evaluate the customer experience of mobile websites, we used Temkin Group’s SLICE-B experience review methodology to assess the experience of purchasing an eGift Card from ten large retailers: Macy’s, Kohl’s, Amazon, Barnes & Noble, Petco, Petsmart, Kroger, Safeway, Michaels, and Jo-Ann. Macy’s earned the highest score for its simple yet engaging process, while the user was unable to complete the full purchasing goal at Barnes & Noble, Petco, Petsmart, Kroger, Safeway, and Kohl’s. Using our SLICE-B experience review methodology, we attempted to achieve a specific customer goals and then graded the experience on 12 criteria across six areas: Start, Locate, Interact, Complete, End, and Brand Coherence.


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