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eCommerce has one of the strongest buzz that we come across now a days. Specially after the success of Amazon and Flipkart, the domain is seen as a goldmine that can help in bringing the disruptive ...

eCommerce has one of the strongest buzz that we come across now a days. Specially after the success of Amazon and Flipkart, the domain is seen as a goldmine that can help in bringing the disruptive business models to increase profit and business. So what is the next in eCommerce? I tried to conceptualise and re-imagine it from a socio-integrated experience. Following are some insights and sample sides that present those attempts.

Want to innovate beyond what Flaipkart & Amazon are doing in e-commerce? This might help.

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Flip the Cart! : Reimagining Next in eCommerce Presentation Transcript

  • 1. Samir Dash mobilewish@gmailcom v1.0, August 2014This is a concept project only. 1 Flip the Cart! Reimagining Social Commerce
  • 2. Contents • Background • Research & Analysis •Secondary Research • Quick Dip-stick Study (Primary Research) • Competitive Analysis • Information Architecture • Life Goals & User Stories • Unique User-pain-points • High Level Design (HLC) Goals • Key Performance Indicators (KPIs) & MVP • Unique User Scenarios/Use Cases/Story-boards • Proposed Conceptual Model • Interaction Design • Interaction Features & Design Goals • High Level UI Flow • Responsive & Fluid Layout • Detailed Wireframes • Facebook Page and Facebook App •Prototype • Quick Paper prototype •Visual Design •Appendix 2
  • 3. BACKGROUND. Social Commerce = Social Networking + eCommerce This is a concept project that attempts to think beyond what Amazon and Flipkart are doing to redefine the next in e-commerce through the usage of social media. In the current project, due to limitation in time and scope, I have chosen an example how we can integrate existing Social Networking sites like Facebook with a conceptual e-commerce eco-system (I call it “BagItAll”). Disclaimer: I just used the name “BagItAll” for giving the concept a name for easy reference. On the event of any accidental coinciding with any real organisation, please excuse and ignore. 3
  • 4. RESEARCH & ANALYSIS. • Secondary Research • Quick Dip-stick Study (Primary Research) 4
  • 5. Secondary Research 5
  • 6. E-commerce Landscape INTERSHOP, FALL 2013 6
  • 7. 2013 Majority e-commerce share in all types of sales is in clothing / apparel industry . 7
  • 8. Peer Recommendations Are More Influential Than Any Other Form of Advertising http://blog.crowdtap.it/2013/08/65-of-shoppers-use-social-media-to-find-perfect-gift/ 8
  • 9. Check-out Process and Cart Abandonment UPS 9
  • 10. Shipping Time UPS 10
  • 11. Top 10 Reasons for Cart Abandonment UPS 11
  • 12. Top Tracking Services UPS 12
  • 13. Drivers of Positive Feedback UPS 13
  • 14. E-Commerce Over Devices UPS 14
  • 15. App Based Comparison Shopping UPS 15
  • 16. Time Spent on Social Media UPS 16
  • 17. Social Media Sites and Retailers UPS 17
  • 18. Why Like Brands on Facebook? UPS 18
  • 19. Why Buy Online? Civic Consulting (via TNS) 2011 19
  • 20. India & Socio-Commerce Landscape Social media and mobile are helping accelerate eCommerce adoption. The social and mobile trends that are prominent worldwide are also underway in India. With 51 million Facebook users (5 million of whom joined in the past three months alone), India is ranked as Facebook’s third-largest audience in the world after the US and Brazil.12 Social networks have not been major drivers of eCommerce transactions in other markets, yet these sites play an important role in driving consumers online and getting them to engage with brands.13 And in mobile, India has close to 1 billion wireless subscribers: As of May 2012, the Telecom Regulatory Authority of India reported more than 929 million wireless subscribers in the country.14 While 3G penetration today is estimated to be in the low single digits and users complain of low network speeds, mobile will be a key tool in helping users connect in a market where overall Internet penetration remains low.15 The eCommerce market in India is smaller than other markets ... growing the fastest. + India is ranked as Facebook’s 3rd-largest audience in the world = e-Commerce + Social Media has the largest potential in India TRENDS IN INDIA’S eCOMMERCE MARKET Forrester Research, 2012 20
  • 21. MASSCLUSIVITY http://www.trendwatching.com/trends /MASSCLUSIVITY.htm 'exclusivity for the masses’ is all about consumer’s need for respect and privilege among the masses STATUS ANXIETY consumers' never-ending quest for status and standing out amidst a SEA OF SAMENESS and MASS CLASS standards. [Alain de Botton]
  • 22. Take-away: UPS • Facilitating a seamless omnichannel experience • Providing information on delivery options and shipping costs up-front • Providing tracking info and keeping shoppers informed proactively on delivery status • Delivering products when expected • Enabling a “hassle-free” returns experience in the shopper’s channel of choice 22
  • 23. Competitive Analysis 23
  • 24. Value curve : Competitive Analysis From subjective value curve analysis Discounts & offers Shopping cart experience Checkout experience Social media integration Rewarding users Shipping & tracking Customer service Competitive pricing Amazon Flipkart Others Opportunities 24
  • 25. Insight from market analysis: UPS • Amazon and Flipkart keep on improving on the performance factors which are critical in nature. • Social media integration has a lot of scope in countering the market competitions from big players • Also the eco-system can be scaled based on seamless integration with existing social network eco-systems. • Need is to discover and identifiy the new and unique user pain points to provide delightful experience 25
  • 26. Quick Dip-stick (Primary /Qualitative) 26
  • 27. Local apparel sore owner Male, 44, Bangalore, Runs an apparel store in Rammurthy nagar Educated – BA in Arts Owns a second hand laptop and uses BSNL wifi to connect and download music etc. Uses 2 Chinese made smart-phones. Every months he travels to Kolkatta to get clothes for store. “I don’t believe Flipkart can kill local market..people will still buyt ..majority of the population don’t know how to operate a TV set , forget about computer” “Giving good discount on low priced cloths is difficult ..sometimes have to sell at 1rupee margin” Mobile Emotional Economic power Low High Ravi Works at a multinational mobile manufacturer company at Bangalore. Highly Educated -- B-tech Frequently buys from Amazon & Flipkart. “Most of the time I together buy with friends at office and they deliver to the office, saves shipping charge ” “Had one occasion I and a friend purchased the same T-shirt as there was 50% sale BUY1 GET 1 offer on it..I just wanted one ” Mobile Emotional Economic power Low High Anand Student at NIFT, Bangalore. Frequently buys from malls and sometimes from Flipkart “the problem with online buying is that I can not try it ” “only if I get good offers online, then only I buy it.. Sometime some of my friends order and if that is good I order it ” “Last year I had order a bangle set, but I had to travel for a week and the delivery boy returned it back! I had to contact customer care and took me 2 days to get it again. ” Mobile Emotional Economic power Low High Nancy Software Engineer Male, 31, Bangalore, Fashion student Female, 27, Bangalore, 27
  • 28. INFORMATION ARCHITECTURE. • Life Goals & User Stories • Unique User-pain-points • High Level Design (HLC) Goals • Key Performance Indicators (KPIs) & MVP • Unique User Scenarios/Use Cases/Story-boards • Proposed Conceptual Model 28
  • 29. Life Goals & User Stories 29
  • 30. Persona : Life Goals Seller Buyer I want to : Get discount Get best deal Free shipping Hassle free refund/return Feel exclusive Easy tracking and follow up I want to : Sell more Save buyer retention cost More buyer loyalty Low cost effective SEO Get new customers Save on logistics 30
  • 31. Buyer Stories – 1/2 I want to buy a similar red top that Sarita wore in last birthday party. Wow! I like Amir’s cap in Dhoom 3, how can I buy a similar hat? Oh! I can not pay 200INR for shipping charge of a Tee of Rs 350INR ! The offer Buy 2 Get 1 free is great, but I need only one Tee. I want to buy this new blue shirt, but need to check if it is really a good deal! Oh I already purchased this Saree, I didn’t remember I had 500INR worth of reward points with me, which I could have redeemed. I already got 20% discount, is there any way I can get a better deal? 31
  • 32. Buyer Stories – 2/2 Why should I waste my time in writing a review or give rating for a pair of Jeans I have purchased recently? Is there a way if I get to know if my friends got a great deal in buying T-shirts? Can I share my shipping charge with my friend if I order to ship it to his address along with his delivery? If I give you a customer, shall I get a discount the way I get it from my local store? Oops! I am expecting a delivery at my home tomorrow, but I am leaving for Delhi tonight due to some urgent family needs. Is there any way the delivery boy can deliver at a friend’s place on time? 32
  • 33. Seller Stories The low priced items are hard to sell online as their shipping charge is high. How can I save on cost of adding new customers to my online store? How can I spread the word about my new offers and discounts? How can I improve the customer loyalty and improve return customer base? Can I sell more wile reducing the cost on logistics? How can I get better recommendation on my offers and products? I need to improve the SEO of my site. 33
  • 34. Unique User-pain-points 34
  • 35. Already solved pain points in recent times E-Commerce giants like Amazon and Flipkart have already solved many of the age old e- commerce related buyer pain-points, namely: 1. Delivery/Shipping time: Providing 1 day delivery and fast track premium shipping options 2. Payment options: Proving Cash –on-delivery payment mode. 3. Hassel free order : Providing apps that read barcode to scan to order at one click But still there are many pain points, that needs to be addressed. Some of the key paint points/user challenges are listed in the coming slides: 35
  • 36. It is hard for user change the shipping address once the item is en-route/in-transit : “Oops! I am expecting a delivery at my home tomorrow, but I am leaving for Delhi tonight due to some urgent family needs. Is there any way the delivery boy can deliver at a friend’s place on time? ” It is hard to believe someone’s feedback on item as the person and his environment is unknown: Even if ratings are there it is tendency in people to ask and go by what known friends recommend. “I want to buy this new blue shirt, but need to check if it is really a good deal!” Challenge - 2 Challenge -1 Proposed Solution Proposed Solution Allow user to change it even if the shipping item is in transit. The change in address should be communicated to the delivery value system. Add more feedback user reviews and rating from the known friend circle using social media. Give weight-age to these in display list. 36
  • 37. For small amount of purchase, in most of the cases shipping charge is too much: “Can I share my shipping charge with my friend if I order to ship it to his address along with his delivery? “ ”Oh! I can not pay 200INR for shipping charge of a Tee of Rs 350INR !” Sometimes local store provides equally good discounts (or better due to personal contacts/ loyalty): “I want to buy this new blue shirt, but need to check if it is really a good deal!” If I give you a customer, shall I get a discount the way I get it from my local store? Challenge - 4 Challenge -3 Proposed Solution Proposed Solution Provide user options to reduce the shipping charge . Suggest these ways upfront – such as sharing shipping charge with a friend if same location etc. Provide more ways to save money to make the deal attractive. The user can help in improving your SEO, in return of saving more bucks or getting a good deal. 37
  • 38. High Level Design (HLC) Goals 38
  • 39. Business Goals Peer-Influence Co-experience Rewarding Anxiety-free Linear Responsive Upfront Anxiety-free Design Goals High Level Design (HLC) Drive influence to result into conversion – using social media. Encourage sharing and group collaboration to drive more savings for buyers and Incentivize users to generate more sales and improve customer base. Providing information upfront contextually to remove anxiety free shopping experience. Linearity in flow can help less cognitive load and match metal model. Flexibility for cross device and resolutions. What is needed by the user should be upfront- goal oriented and suggestive. Providing transparency and contextual information to avoid anxiety. 39
  • 40. Key Performance Indicators (KPIs) & MVP 40
  • 41. Mindmap: Mind-map 41
  • 42. Unique KPIs for Delighters (Differentiators) • Sharing Shipping Cost between two buyer from same location or deliver to one location. • Free shipping by clubbing two or more orders from same location. • Getting real time suggestion on how to get better deal or more discounts /bonus points. • Getting rewards / discounts for adding friends • Getting significant rewards for first purchase by newly added friend • Able to get the same deal that your friend got recently. • Get the exact same or similar dress/apparel that you saw in a photograph. • Get the exact same or similar dress/ apparel of your favourite film-star wearing in a movie. • Track how up-to-date your circle is on recent fashion. • Getting more discounts and savings on buying is on your hands. 42
  • 43. Features Usage Analysis Used Always Used Frequently Used Occasionally Used Rarely Used by a Few Used by Some Used by Many Used by Everyone Login / logout Shopping history Track shipping User feedback Rate products Product refund Product return About site FAQ Search Products Browse products Shopping cart Forget password Update shipping info Access profile User feedback Rate products Signup Customer support 43
  • 44. Unique User Scenarios/Use Cases/Story-boards 44
  • 45. Delighters: What You See Is What You Get Fashion and Fads are part of social growth. Perhaps the most noticeable aspect of human as a social animal is clothing – so after food it is the next basic need of human. So it’s common in a user to expect that he gets influenced by what others wore and what fashion is in trend. This sense of trending among social circle is one of the major influencers of apparel buying decisions. So this can be a delighter where the user can get same or similar options and availability status from a simple photograph showing something a friend wore in user’s last meeting or birthday party. 45
  • 46. Delighters: Group Shopping = Free Shipping Shipping of product is a touch point where e-commerce concept interacts with real world. One of the major shopping cart abandonment happens dues to mismatched expectations related to shipping – i.e. The shipping price is relatively higher than the item purchased or the shipping date can not meet the expected date of the buyer. Secondary research shows, FREE shipping is one of the best bet in ecommerce success. So, it can be a delighter if the shipping charge can be made FREE or relaxed significantly without adding burden on the buyer’s pocket. 46
  • 47. Delighters : Fan Following=Happy Buying Massclusivity or the tendency in man to appear exclusive in mass is one of the major drives that drives fashion and so as the related buying decisions. Many successful marketing startegy have used this using fan following metanlity in masses and use well known celebrities in advertisements. Many collectable business also runs on this concept. So how about allowing the user to get the same or similar clothing that the celebrity or movie star wore in certain movie or titles. 47
  • 48. Delighters : Rewarding Experience Rewarding users to add more users to the system is an age old trick. How about adding more buyers? Adding friends to user’s circle and creating buzz can be rewarded with points or discounts that can help the user in his shopping. Similarly adding pre-defined key words (to improve SEO) in feedbacks, shares etc. can be encouraged through rewards. Same is the case for providing rating and user reviewes. Getting some significant discounts on first purschase of a friend the user has added to the system can be one of the delighters where both the seller and the buyers feel satisfied (e.g. The same way the typical local store offers BUY 1 GET 1 offers wherre both paty feel being at the win-win situations.) 48
  • 49. Proposed Conceptual Model 49
  • 50. • can invite friends to his circle from his SNS accounts (we have used example of Facebook here) • Friends in a circle can group-shop – they can share the shipping cost together if from same city or even the combined shopping cart can gets eligible for a FREE shipping to single delivery address. • can get rewards points or limited specific discounts to post his user reviews or ratings and comments and share them with his SNS channels like FB timeline. • can gift any of friends on their birthday / anniversaries. • Can change his shipping address of his in-transit item • Web via PC/Tablet/ Mobile access with Responsive layout • The experience of the device version on browser and native app will be similar and optimised for device • Ability to connect user’s SNS account to build circle inside s-commerce eco-system • BagItAll (s-Commerce eco system) - website - mobile/tablet device app • Facebook (SNS components) - Facebook Page of the brand - Facebook App providing similar experience within facebook based on user data (such as media/photographs) - User’s Facebook page to share user updates (by the user) on offers or deals based on user’s interest. Proposed Eco-system Concept: Overview Features Components User can... 50
  • 51. High level architecture of proposed eco-system Predicting user needs Suggestions based on likings and customized offers Get recommendations from friends circle …. Sharing and group shopping Group discounts & shipping Gifting friends and en-route shipping changes …. 1 2 3 4 5 BagItAll Cloud FB App (BagItAll) FB Page of User Use user’s data to generate offers, suggestions User “likes” list User media User preference Friends list 1. User connects with BagItAll cloud through browser or cusatom device app 2. Search results and suggestions based on user’s direct profile & preference + bigdata analysisi from connected social media account (Facebook) 3. Suggestions, user recommendations, offers etc. gets pushed to Facebook app of the BiagItAll FB App and BagItAll FB Page. Also user gets rewards to share on his FB timeline. 4. FB App of the eco-system collects data from User’s timeline and encourages sharing of interesting offers to the user. Also can help user pick a dress based on photographs. 5. Related content is displayed to the user User Sharing/ Likes gets posted FB Page (BagItAll) Sharing/ Likes gets posted BagItAll s-commerce Eco-system Facebook Eco-System 51
  • 52. INTERACTION DESIGN. • Interaction Features & Design Goals • High Level UI Flow • Responsive & Fluid Layout • Detailed Wireframes • Facebook Page and Facebook App 52
  • 53. Interaction Features & Design Goals 53
  • 54. • A compelling user experience that is driven by Social. • Takes advantage of the immersive and tactile nature of tablets • A more flowing UI, that is more conducive to a sit-back, leisurely browsing experience • Uses swipes, pinches, flicks • Makes better use of limited screen real estate • Highly personalized rich and engaging shopping experience • Completely re-thought powerful search and filtering capabilities that are sure to delight your shoppers. Interaction: Features Linear Responsive Upfront Anxiety-free Design Goals Linearity in flow can help less cognitive load and match metal model. Flexibility for cross device and resolutions. What is needed by the user should be upfront- goal oriented and suggestive. Providing transparency and contextual information to avoid anxiety. 54
  • 55. Following Mental Model : Linear Flow Easier for user to remember his location on a liner UI flow. The UI Flow matches the metal model of the user in linearity of his steps of his intended actions. NOTE : that in most of the ecommerce best practices, it is advised to keep the checkout process linear to match the mental model of the buyer/user. However typical browse and search activities to find out products and adding them to cart ,by the user, prior to checkout is also seen by the user as a linear flow. Sidebar view Navigation Menu Primary view Browse Products Primary view Search Products Primary view User Dashboard Fixed view Shopping Cart Primary view Checkout At any point of time a Primary view is visible with addition to either the Sidebar view or Fixed view. 55
  • 56. Mental Model: Linear & Goal Oriented Flow Typical experience of any user on the ecommerce site is determined by his goals. The above diagram shows different goals placed in linearity from the entry point of the user in to the system till the checkout. Browse products Search for Products Check Cart Update Cart Checkout Manage personal details, check history, tracking details, customized offers, manage friends list for group shopping & shipping etc. Explore site Entry Point Shopping experience 56
  • 57. High Level UI Flow 57
  • 58. CheckoutBagItAll Party WearsParty WearsBagItAll Sidebar view: Navigation Menu One click navigation to reach anywhere in site Primary view: Browse Products This is main view that user faces for the first time when he lands on the site. This is the view from where the user starts his journey. Cart is visible to the user at the same time with giving indication s on how to improve it. Explore site Browse products Entry Point 58
  • 59. CheckoutBagItAll Party Wears CheckoutSearch for... XBagItAll Primary view: Browse Products This is main view that user faces for the first time when he lands on the site. This is the view from where the user starts his journey. Cart is visible to the user at the same time with giving indication s on how to improve it. Primary view: Search Products If the user is not happy with browsing , he can have single tap single field search field (i.e. forgiving format pattern) Cart is visible to the user at the same time with giving indication s on how to improve it. Search for Products Browse productsExplore site 59
  • 60. Checkout Search for... XBagItAll My Dashboard X CheckoutBagItAll Primary view: User Dashboard This view provides user’s personal tracking information, shopping history, customized offers and social networking features such as adding connections, sending requests to friends for group shipping etc. Cart is visible to the user at the same time with giving indication s on how to improve it. Primary view: Search Products If the user is not happy with browsing , he can have single tap single field search field (i.e. forgiving format pattern) Cart is visible to the user at the same time with giving indication s on how to improve it. Search for Products Manage personal details, check history, tracking details, customized offers, manage friends list for group shopping & shipping etc. Browse products 60
  • 61. My Dashboard X CheckoutBagItAll Checkout ShippingDetails Order Summary Payment Return & Refund Policy Terms of Service Primary view: User Dashboard This view provides user’s personal tracking information, shopping history, customized offers and social networking features such as adding connections, sending requests to friends for group shipping etc. Cart is visible to the user at the same time with giving indication s on how to improve it. Primary view: Checkout with Cart This view provides user with a simple linear flow for checkout with the cart details which can be modified at any point of time. Manage personal details, check history, tracking details, customized offers, manage friends list for group shopping & shipping etc. Check Cart Update Cart h for ucts 61
  • 62. Responsive & Fluid Layout 62
  • 63. BagItAll Party Wears CheckoutBagItAll Party Wears PortraitLandscape Responsive Layout: Fluidity in Containers Even though the primary design targets the landscape mode of 7-10 inch tablet with a minimum of 1024 px width , when the user rotates the device and holds it in portrait mode, the layout gracefully fits into the width of minimum of 768px resolution. 768pt 256pt 768pt 63
  • 64. BagItAll Party WearsBagItAll Party Wears gItAll Party Wears Checkout Portrait Mode: Bezel swipe enabled for sidebars The current design enables bezel swipes from left and right sidebars to accommodate Navigational menu and shopping cart respectively. User at any point of time can access both of these options from edge swipe from left or right. 64
  • 65. Landscape Party WearsBagItAll Portrait BagItAll Party Wears Portrait Mode: Navigational Menu In portrait mode the navigational menu is available in a bezel swipe from left. 65
  • 66. CheckoutBagItAll Party Wears Landscape gItAll Party Wears Portrait Checkout Portrait Mode: Shopping Cart In portrait mode the cart is available in a bezel swipe from right. 66
  • 67. gItAll Party Wears Checkout Checkout ShippingDetails PaymentOrder Summary Portrait Mode: Checkout from Shopping Cart The Checkout link is available in the top of the Cart . User can any time access the cart and initiate the checkout process. 67
  • 68. Detailed Wireframes 68
  • 69. CheckoutBagItAll PartyWears Checkout Shopping Cart: More than just a cart The shopping cart is the most critical component of any ecommerce system. The USER becomes a BUYER from the moment he adds items to his cart. Most of the Shopping cart abandonment results due to a number of factors. Proposed design focuses more on the cart making it a fixed view to allow : transparency and removing the anxiety factor from the minds of the user (buyer). Colt Men's Slim Fit Shirt Black JACK & JONES Men's Slim Fit Casual Shirt 1 2 674.00 1874.00 Subtotal (3 items): 2548.00 You have Rs. 315 worth of Reward Points. Redeem Now Group Shopping Suggestions + 30% Discount + FREE Shipping Ankur 900 INR Sarita 900 INR + 3 More You can get 1 more Jack Jones Men’s Slim Fit at 50% discount! Price: 674.00 You Pay: 337.00 (-50%) Add to Cart Total (3 items): 2748.00 Your order is NOT eligible for FREE Delivery. Club your shipping with Sarita to get FREE SHIIPING. Shipping (Estimated): 200.00 3 2748.00 Reward points/ Discounts options available with the account Total amount (estimated) reflects here , so even if the cart section has vertical scroll, user can still view it without the need to scroll Group Shopping Info – hints user on options to get more benefits like consolidated discounts or discounted/free shipping Unit wise price breakdowns Suggestions based on resulting cart price, if any further offer applies Shipping cost if applies If shipping cost is there, then options for FREE shipping Total amount (estimated) Fixed section with vertical scroll support. Total no. of items in cart 69
  • 70. Checkout Colt Men's Slim Fit Shirt Black JACK & JONES Men's Slim Fit Casual Shirt 1 2 674.00 1874.00 Subtotal (3 items): 2548.00 You have Rs. 315 worth of Reward Points. Redeem Now Group Shopping Suggestions + 30% Discount + FREE Shipping Ankur 900 INR Sarita 900 INR + 3 More You can get 1 more Jack Jones Men’s Slim Fit at 50% discount! Price: 674.00 You Pay: 337.00 (-50%) Add to Cart Total (3 items): 2748.00 Your order is NOT eligible for FREE Delivery. Club your shipping with Sarita to get FREE SHIIPING. Shipping (Estimated): 200.00 3 2748.00 You have Rs. 315 worth of Reward Points. Redeem Now Group Shopping Suggestions + 30% Discount + FREE Shipping Ankur 900 INR Sarita 900 INR + 3 More Reward points/ Discounts options available with the account Group Shopping Info – hints user on options to get more benefits like consolidated discounts or discounted/free shipping Group Shopping Option: More Savings OR FREE shipping The buyer can club his shopping with his friends/circles to get the benefits of group shopping. This information is estimated by the system in real time and is provided upfront in the cart. Clubbing shopping options appear if : 1. Adding together the shopping carts of two or more friends results in final cart price that is eligible for some bulk discounts or offers. 2. If all clubbed friends are from same location (i.e. City or zones) both can share shipping charge (e.g. 50% each if two are clubbed. ) or FREE shipping if total cart worth is eligible FREE delivery. 1 2 70
  • 71. BagItAll Party Wears Y o G + 3 CheckoutBagItAll PartyWears Browse Products : More than just browsing This is main view that user faces for the first time when he lands on the site. This is the view from where the user starts his journey. Throughout the browsing experience the cart is visible to the user at the same time with giving indications on how to improve it. Fixed section with vertical scroll support. 1. The categories list is available as a dropdown Price < 2000 | Size Medium | Color Any | Brand Any | Rated by my circle Yes | more... 2. Minimized tray for buyer preference & filters See available choices JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to Cart JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to CartSee available choices JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating 4. Recommendation from user’s circle along with standard ratings 3. Shipping cost and FREE shipping related info upfront +12 1 2 3 4 71
  • 72. Checkout BagItAll Party Wears Colt Men's Slim Fit Shirt Black JACK & JONES Men's Slim Fit Casual Shirt 1 2 674.00 1874.00 Subtotal (3 items): 2548.00 You have Rs. 315 worth of Reward Points. Redeem Now Group Shopping Suggestions + 30% Discount + FREE Shipping Ankur 900 INR Sarita 900 INR + 3 More You can get 1 more Jack Jones Men’s Slim Fit at 50% discount! Price: 674.00 You Pay: 337.00 (-50%) Add to Cart Total (3 items): 2748.00 Your order is NOT eligible for FREE Delivery. Club your shipping with Sarita to get FREE SHIIPING. Shipping (Estimated): 200.00 3 2748.00 See available choices JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to Cart JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to CartSee available choices X Cash On Delivery Eligible for Cash On Delivery My Circle Recommendation Show What is rated by my circle Color + ADD Size L M S + ADD Price Brands 200 5000 Less than 5000 INR + ADD Minimized tray for buyer preference & filters Expanded tray / panel for buyer preference & filters Product Filters: Ubiquitous in product exploration Product filter helps user in filter out the products displayed on the page to narrow down the result. This is an important control in any e-commerce application as the user is empowered to quickly narrow down his search result based on his specific need. 72
  • 73. Checkout BagItAll Colt Men's Slim Fit Shirt Black JACK & JONES Men's Slim Fit Casual Shirt 1 2 674.00 1874.00 Subtotal (3 items): 2548.00 You have Rs. 315 worth of Reward Points. Redeem Now Group Shopping Suggestions + 30% Discount + FREE Shipping Ankur 900 INR Sarita 900 INR + 3 More You can get 1 more Jack Jones Men’s Slim Fit at 50% discount! Price: 674.00 You Pay: 337.00 (-50%) Add to Cart Total (3 items): 2748.00 Your order is NOT eligible for FREE Delivery. Club your shipping with Sarita to get FREE SHIIPING. Shipping (Estimated): 200.00 3 2748.00 See available choices JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to Cart JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to CartSee available choices Minimized tray for buyer preference & filters Men’s Wear Men’s Wear Women’s clothing Kid’s wear Unisex Accessories Bags Party Wears Movie Star Specials Product Categories: Grouping available products Product categories is available from the top menu and is available through-out the pages where the major goal of the user is to browse or search products. 1 2 1. The main view provides categories and options to explore 2. The quick options to search and change through categories can be accessed from top bar. 73
  • 74. BagItAll Men’s ClothingPrice < 2000 | Size Medium | Color Any | Brand Any | Rated by my circle Yes | more... Best Deals in Men’s Clothing Popular in Your Circle Landing Screen: Browse & Search The landing screen of the site provides upfront the controls to browse & search along with the quick panel for adjusting the filters. 2 1 1. The main view provides categories and options to explore while the quick options to search and change through categories can be accessed from top bar. 2. Shopping cart is always available through out the product exploration 74
  • 75. Add Friend & get rewards BagItAll Men’s Clothing Price < 2000 | Size Medium | Color Any | Brand Any | Rated by my circle Yes | more... See availablechoices JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to Cart JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to CartSee availablechoices JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Best Deals in Men’s Clothing Popular in Your Circle Popular in Your Circle BagItAll Men’s Clothing Price < 2000 | Size Medium | Color Any | Brand Any | Rated by my circle Yes | more... +12 Suggest your friends and get more discounts For every Facebook friend you add to your circle you get 10 Reward Points! Start Now For every recommendation of any product you have brought to your circle you can get 3% additional discount on any of your items you buy on the same day. Get discounts now! Browse & Search Flow: Finding the product customer wants 75
  • 76. BagItAll Men’s Clothing Price < 2000 | Size Medium | Color Any | Brand Any | Rated by my circle Yes | more... JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Sarita via Facebook JACK & JONES Men's Slim Fit Casual Shirt JACK & JONES Men's Slim Fit Casual Shirt See availablechoices Add to Cart +12 Who in your circle has recommendedit JACK & JONES Men's Slim Fit Casual Shirt Kumara Swami What your friends recommend Gift your friend and get 30% OFF Suggest to a friend and get 2 reward points + Similar Items Special offer for the week: BUY 2 GET 1 FREE Don’t need more than one? Check if any of your friends are interested Invite friends for group buying + More details Its a too large now what can I do? View all customer reviews Very good piece. Loved the black . Great shirt..can use it for office too. JACK & JONES Men's Slim Fit Casual Shirt X JACK & JONES Men's Slim Fit Casual Shirt JACK & JONES Men's Slim Fit Casual Shirt More Details More Browse Products : Touch enabled Native device supported gestures like Pinch & Zoom, swipes etc. are used to explore the products seamlessly and efficiently over the touch enabled devices/tablets. 2 1 1. The user’s need is anticipated by the system and is used to suggest similar products and offers. 2. Pinch & zoom is used to view the zoom view of the images which is natural to tablet usage. 76
  • 77. BagItAll Spot a Dress Invitations Shared by Friends Offers for you Gifts Request a Refund/Return Change On-Route Shipping Contact Helpdesk Customer Service LOGOUT About Us Contact Us Refund/Return Policy Socialize 5 2 7 3 Global Navigation Menu: Left Sidebar The global; navigation menu is available as a sidebar component at left that can be accessed from tap of icon or left swipe. . 77
  • 78. My Dashboard X CheckoutBagItAll Spot a Dress JACK & JONES Men's Slim Fit Casual Shirt JACK & JONES Men's Slim Fit Casual Shirt 3 1 2 1 JACK & JONES Men's Slim Fit 3 2 More Details More Details Matching Results My Dashboard XBagItAll Spot a Dress JACK & JONES Men's Slim Fit Casual Shirt JACK & JONES Men's Slim Fit Casual Shirt 3 1 2 1 JACK & JONES Men's Slim Fit 3 2 More Details More Details Matching Results JACK & JONES Men's Slim Fit Casual Shirt More Details 1 Special Feature: “Spot a Dress” This is one of the delighters in the proposed concept of the social ecommerce, where the user can get the suggestions of similar dress bnased on a photograph either taken via device camera (in case of app native camera is used/ in case of web, webkit supports camera tag that can be used to trigger builtin camera to take a snap). Also the user’s photo stream from his social network like Facbook / Flickr/ Instagram etc. Can be used to pick a photo to suggest related dress available in the shopping catalogue. . 21 . 1. In case of native app version, the camera view finder can be shown inline in the app, which can be used to take photo to spot a dress in it 2. Other than camera, photo can be uploaded and streams from Facebook and Flickr etc. Can be used. 3. The suggested list of similar dress (products) appear once the photo is selected by the user. . 78
  • 79. My Dashboard X CheckoutBagItAll Invitations (5) Special offer for the week: BUY 2 GET 1 FREE “Hey Samir, I am planning to buy this.. Check this out... If you think it’s a good deal for you we can buy it together to get a third one free. Also I will get the Shipping free. What do you think?” Accept & Add to my CartNo. Thank you. FREE Shipping to both of you. GROUP SHOPPING Mary wants to club her shopping cart with you, so that you both are eligible for a FREE shipping to the same location. Would you like to accept it and both of your items delivered to your shipping address? + More details + More details Accept & verify details.No. Thank you. Friend request to add to circle: Inbox (5) Sent (23) Compose Message Send Friend requests. 3 1 2 1. GROUP SHOPPING: Sharing a shopping with a friend 2. Request for group buying in order to save on shipping charges. 3. Friend request . Special Feature: “Invitations” This section of the site allows user to send and receive invitations/requests for group buying to get benefit of special discounts or sharing the shipping charges or combine qualify for the FREE shipping etc. Also the inbox lists any friend requests to be added to other’s circles. 79
  • 80. My Dashboard X CheckoutBagItAll Gifts (3) Happy B’Day A FREE T-Shirt of your choice “Wish you a wonderful birthday “ + More details Accept & claim Happy B’Day Received (3) Gifted (7) Gift from Ashwin: 75% discount coupon! Accept & claim + More details Send a gift now 2 Birthdays 3 Anniversary this week 1 2 3 Special Feature: “Gifts” This section of the site allows user to send and receive gifts on their birthday or anniversaries. Any user can send special offer coupons or even free products by paying negligible amount on his own expense 1. List of friends having birthday or anniversaries. The user can send them special discounted gifts (i.e. dress) 2. User has received 75% discounted clothing. 3. User has received a free T-shirt where the sender has paid the remaining amount after the heavily discounted price. . 80
  • 81. My Dashboard X CheckoutBagItAll Shared by Friends (2) I rate it 5 Stars! New arrivals of Flying Machine + More details Received (2) Shared (7) Got a very good deal BUY 1 GET 1: “50% discount on Lee !” Know more + More details Know more SHARE NOW Share now with friends and get 2 Reward points New Arrivals at Flying Machine Special Feature: “Shared by Friends” This section allows user keep track of updates from his circle of friends, who have shared the great deals they felt are worth sharing. This also lists if any has recommended, rated or given feedback on any product he has used. 1. User is encouraged to share to friends. 2. User has received a nice offer related share. 3. User has received the update on his friend rating a product. . 1 2 3 81
  • 82. My Dashboard X CheckoutBagItAll Change On-Route Shipping SHARE NOW Your Pending Deliveries BAGIT102993 BAGIT106883 BAGIT988766 Selected Order No: BAGIT106883 We allow you to change your shipping address even when your shipments are on transit. Just mention the changed address and we will deliver to the new address. (No need to pay anything extra if your new address is with in same city) JACK & JONES Men's Slim Fit Casual Shirt Current Shipping Address #264, 2nd cross, 5th Main, R M Nagar, Bangalore – 560016 Ship it to my selected friend’s home below: ( We found 2 friends from your circle in your city ) OR just ship it to my new location: + ADD LOCATION Find a friend in a different city (New shipping charge might apply) #12, 5th cross, 7h Main, MG Road, Bangalore – 560001 #12, 5th cross, 7h Main, MG Road, Bangalore – 560001 Special Feature: “Change On Route Shipping” This section allows user to change his shipping address even when even when his shipments are on transit. User just needs to mention the changed address and the shipment will be deliver to the new address. (No need to pay anything extra if the new address is with in same city) This is one of the killer features of the proposed system. 1. Initial shipping details 2. Auto suggested list of friends in same city 3. Custom address can be provide. . 1 2 3 82
  • 83. My Dashboard X CheckoutBagItAll SHARE NOW Got a very good deal BUY 1 GET 1: “50% discount on Lee !” MORE Shared by Friends (2) Gifts (3) Happy B’Day “Wish you a wonderful birthday” MORE FREE T-Shirt of your choice Rs. 350 worth of Coupons. My Free Coupons Redeem Now > My Circle 252 Friends In your Circle. Specially Offers Only for Me Quick Links My Public Profile My Account My Preference Settings My Dashboard: User’s own space This section allows him to track his shipping, managing profile, preference and circles. 1. Personalised/ customised offers for the user 2. Quick links to key sections 3. Updates from different sections. . 1 2 3 83
  • 84. Facebook Page & Facebook Page App 84
  • 85. BagItAll I rate it 5 Stars! New arrivals of Flying Machine BagItAll Mary rates it 5 Star! New arrivals of Flying Machine Mary via BagItAll I rate it 5 Stars! New arrivals of Flying Machine 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available New arrivals of Flying Machine BagItAll Share on Facebook : Beyond the boundary of the e-Commerce site When user links his facebook profile with site, he is prompted to “Like” the FB Page of “BagItAll” Different promotions, offers and updates along with feedback on products user has purchased, are encouraged to be shared over Facebook by offering rewards of points and discounts etc. . This helps the creating the buzz of the site and new products among user’s circles outside the ecommerce site. 1. Faceboiok Page of “BagItAll”, where the update of any linked user is updated. 2. Facebook shared by a friend appears on FB stream . 1 2 85
  • 86. BagItAll BagItAll JACK & JONES Men's Slim Fit Casual Shirt JACK & JONES Men's Slim Fit Casual Shirt 3 1 2 1 2 More Details More Details JACK & JONES Men's Slim Fit Casual Shirt More Details 1 Spot a Dress Gift Your Friends Share & Earn MatchingResults Everything on user’s consent : Faceboook App getting user information When the new user is added to the Facebook app page of “BagItAll”, at every critical step, the app must ask for user permission to continue. 86
  • 87. JACK & JONES Men's Slim Fit Casual Shirt JACK & JONES Men's Slim Fit Casual Shirt 3 1 2 1 2 More Details More Details JACK & JONES Men's Slim Fit Casual Shirt More Details 1 Spot a Dress Gift Your Friends Share & Earn Matching Results BagItAll Samir JACK & JONES Men's Slim Fit Casual Shirt JACK & JONES Men's Slim Fit Casual Shirt More Details Facebook App: Spot a Dress feature and more Out side the ecommerce site, the user can also get the feature of spot a dress feature via the Facebook app of the “BagItAll” 1. Faceboiok Page of “BagItAll”, where the user’s photo stream is used to suggest similar products/dress. 2. The user can post his result to his timeline in Facebook. . 1 2 87
  • 88. PROTOTYPE. • Quick Paper Prototypes 88
  • 89. BagItAll Colt Fit Sh JACK Men Casu Subtotal (3 You have Rs. of Reward Po Group Shopp + 30% Discount Ankur 900 INR You can get Jack Jones M Fit at 50% d Price: You Pay: Total (3 item Your order is Delivery. Clu Sarita to get Shipping (Es 3 See available choices JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to Cart JACK & JONES Men's Slim Fit Casual Shirt 2,495.00 1,247.50 Shipping: 200 INR Eligible for FREE Shipping. Ships in 1 day. Cash on delivery available Rating Add to CartSee available choices Men’s Wear Men’s Wear Women’s clothing Kid’s wear Unisex Accessories Bags Party Wears Movie Star Specials Paper Prototype: Slide-down categories menu in the quick prototype against the digital wireframe 89
  • 90. Paper Prototypes: Basic layouts, side bar and and slide down panel 90
  • 91. VISUAL DESIGN. • Sample Mock-ups 91
  • 92. Sample Mock-ups 92
  • 93. Quick Mock-up: Showing main view with ubiquitous shopping cart 93
  • 94. Quick Mock-up: Showing main view with global navigation 94
  • 95. Quick Mock-up: Responsiveness that works across landscape and portrait mode 95
  • 96. Quick Mock-up: Responsiveness in sidebar enabled layout that works across landscape and portrait mode and pushes the main view differently. 96
  • 97. APPENDIX • Acknowledgements • References 97
  • 98. Acknowledgements The Noun Project http://thenounproject.com/ Some of the icons used in the wireframes and diagrams are taken from The Noun Projects . The credit goes to the creator of the respective icons. 98
  • 99. References 2013 E-Commerce Report INTERSHOP, FALL 2013 Consumer market study on the functioning of e-commerce and Internet marketing and selling techniques in the retail of goods Civic Consulting (via TNS) 2011 http://ec.europa.eu/consumers/archive/consumer_research/market_studies/docs/study_ecommerce_goods_en.pdf European B2C E-commerce Report 2014 Ecommerce Europe (via GFK ) 2014 10 problems with social networking Yahoo She Philippines 2012 https://ph.she.yahoo.com/10-problems-with-social-networking-.html UPS Pulse of the Online Shopper™ Global Study United Parcel Service of America, Inc, September 2013 99
  • 100. Thank You. For more information please feel free to contact me at mobilewish@gmail.com or call +91 8971962520 100