User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be
What do we need
Maslow's hierarchy of needs (wikimedia.org)
Functional Reliable Usable
http://www.flickr.com/photos/aslakr
Functional Reliable Usable
Functional Reliable Usable Pleasurable
Tone of voice Personality Doubt Usage lifecycle
 
Confirm Order Please confirm your order Confirm your order
“ Use the second person (you, your) to tell users what to do.” “ Use please judiciously. Avoid please except in situations...
I’m on  twitter Follow me on  twitter You should follow me on  twitter You should follow me on twitter  here Change of cli...
Personality
 
Remove any doubt
Is this the right product
On Amazon, one out of 1.300 purchasers will write a review To get 20 reviews, 26.000 sales needed If you have a 2% convers...
Usage lifecycle
Interested Visitor Shopper Customer Owner Usage lifecycle
Interested Visitor Shopper Customer Visit Use Order Shipment Owner
Interested Visitor Shopper Customer Visit Use Order Shipment Owner
I know I want to buy Get out of my way
Lazy registration
 
 
 
 
Usage lifecycle goes beyond the web browser
<ul><li>www.lukew.com </li></ul>
Tone of voice Personality Remove doubt Extend the usage lifecycle
User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be
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Ecommerce Forum - Marlon

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Ecommerce Forum - Marlon

  1. 1. User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be
  2. 2. What do we need
  3. 3. Maslow's hierarchy of needs (wikimedia.org)
  4. 4. Functional Reliable Usable
  5. 5. http://www.flickr.com/photos/aslakr
  6. 6. Functional Reliable Usable
  7. 7. Functional Reliable Usable Pleasurable
  8. 8. Tone of voice Personality Doubt Usage lifecycle
  9. 9.
  10. 10.
  11. 11.
  12. 13. Confirm Order Please confirm your order Confirm your order
  13. 14. “ Use the second person (you, your) to tell users what to do.” “ Use please judiciously. Avoid please except in situations where the user is asked to do something inconvenient or the software is to blame for the situation.” Windows Vista User Experience Guidelines http://msdn2.microsoft.com/en-us/library/aa974175.aspx
  14. 15. I’m on twitter Follow me on twitter You should follow me on twitter You should follow me on twitter here Change of clickthrough rate +173% Source: Dustin Curtis
  15. 16. Personality
  16. 18.
  17. 19.
  18. 20. Remove any doubt
  19. 21. Is this the right product
  20. 22.
  21. 23.
  22. 24.
  23. 25.
  24. 26.
  25. 27.
  26. 28.
  27. 29.
  28. 30.
  29. 31.
  30. 32.
  31. 33. On Amazon, one out of 1.300 purchasers will write a review To get 20 reviews, 26.000 sales needed If you have a 2% conversion rate you need 1.3 M shoppers for 20 reviews
  32. 34.
  33. 35.
  34. 36.
  35. 37.
  36. 38.
  37. 39.
  38. 40.
  39. 41. Usage lifecycle
  40. 42. Interested Visitor Shopper Customer Owner Usage lifecycle
  41. 43. Interested Visitor Shopper Customer Visit Use Order Shipment Owner
  42. 44. Interested Visitor Shopper Customer Visit Use Order Shipment Owner
  43. 45. I know I want to buy Get out of my way
  44. 46. Lazy registration
  45. 51.
  46. 52. Usage lifecycle goes beyond the web browser
  47. 53. <ul><li>www.lukew.com </li></ul>
  48. 54.
  49. 55.
  50. 56.
  51. 57.
  52. 58. Tone of voice Personality Remove doubt Extend the usage lifecycle
  53. 59. User Experience in e-commerce: engage with your customer Vincent Mouton www.marlon.be

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