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E commerce Lessons Learned - Presented by Factor

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Gary Carlson and Bram Wessel speak on valuable, actionable lessons from e-Commerce engagements and engagements.

Gary Carlson and Bram Wessel speak on valuable, actionable lessons from e-Commerce engagements and engagements.

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  • 1. 813.702.3331
 info@factorfirm.com
 @factofirm factorfirm.com Lessons Learned in
 e-Commerce UX and Taxonomy Seattle IA/UX Meetup 5.13.14
  • 2. Some of our e-Commerce engagements...
  • 3. Here are the lessons we’ll be talking about: Lesson 1: Taxonomy is a key element 
 of your brand promise. Lesson 2: Your customers don’t care about your merchandising taxonomy. Don’t force them to. Lesson 3: Techniques used to optimize the post-cart 
 funnel usually don’t work for the pre-cart experience. Lesson 4: Pre-cart findability 
 requires organizational alignment. Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools. Lesson 6: There’s often a lot of work to do 
 before you can measure ROI.
  • 4. Lesson 1: Taxonomy is 
 a key instrument 
 of your brand promise.
  • 5. You know your UX is a key instrument of your brand promise. So is your taxonomy. ● It can express brand attributes ● It can expose expertise ● It can demonstrate understanding ● It can articulate a style ! When customers use your taxonomy, it’s an act of trust.
  • 6. Flatware...?
  • 7. Or Silverware?
  • 8. Lesson 2: 
 Your customers don’t care about your merchandising taxonomy. 
 Don’t force them to.
  • 9. Merchandising vs. Sales ● Same products ● Very different user needs and goals ● User-centered design techniques can lead to better taxonomies
  • 10. Before: navigation reflects 
 merchandising taxonomy
  • 11. After: navigation reflects 
 customer needs, goals, and mental models
  • 12. Lesson 3: Techniques used to optimize the post-cart funnel usually don’t work for the pre-cart experience.
  • 13. Pre vs. Post Cart ● Pre = less well understood ● Post = well understood, mature
 Why?
 ● Pre-cart experiences feature many different styles of shopping: research, inspirational, aspirational, known item, serendipity, etc. ● In post-cart experiences there is goal alignment between seller and buyer.
  • 14. How does the means of understanding
 differ between pre- and post-cart experiences? Research techniques and conclusions: ● Pre - cart ○ More generative and strategic ○ Qualitative AND quantitative ● Post - cart ○ More evaluative and tactical ○ Mostly quantitative.
  • 15. It’s harder than it seems to get customers to a product page.
  • 16. Lesson 4: 
 Pre-cart findability requires organizational alignment.
  • 17. Pre-cart Findability Requires Organizational Alignment Organizational alignment is vital.
 Experience factors: ● Item groupings ● Ability to zoom in/out ● Teleporting, not pogo-sticking ● Guided nav style (conversational, curated, etc.) ● Must be well-attributed ● Must be well-supported by navigation aids.
  • 18. (How can I be sure I’m)
 Seeing All The Things?
  • 19. Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools.
  • 20. How analytics considerations can drive 
 design and taxonomy management The Basics: ● Examining Search Logs can tell you a lot.
 Beyond the Basics: ● What does it tell us when customers abandon browse for search? or the reverse? ● Where do guided navigation experiences impact conversion the most? ● Instrument your site to support the questions your business is driving you to ask.
  • 21. Un-Guided Navigation Home Browse ProductSort Filter Search Guided Navigation Much less likely 
 to see product page. Sub-CategoryHome Category Category Sub-category Category Sub-category Search Results Search Results Search Results Product Product NOISE Much more likely to see product page,
 and thus convert.
  • 22. Lesson 6:
 There’s a lot of work to do before you can measure ROI.
  • 23. What to do before you can measure ROI ● Can you plug into standard marketing metrics? ● How do you establish a baseline? ● Conversions vs. CSAT vs. operational efficiency.
  • 24. DESIGN AND MODELING OF INFORMATION AND EXPERIENCES 813.702.3331
 info@factorfirm.com
 @factofirm factorfirm.com THANK YOU!

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