The idea came from their photographer who hadpreviously worked in the footwear department atone of their stores. He just instinctively knew to tipover the boots because, in the stores, he watchedthe customers pick up the boots to look at thetread. Had he not worked there, the team neverwouldve thought to tip the boots over.
9 rules of form design1. Ask for as little information as you can2. If it helps the user to answer a question, explain to them why you’re asking it3. Maintain a straight path to completion4. Align the text according to the rules5. Label the ﬁelds in terms your users understand6. Offer intelligent defaults and examples where necessary7. Distinguish between primary and secondary actions8. Offer the user recovery methods when things go wrong9. When a form is complete, explain what happens next
Why mobile?• In the evenings, more searches are done on mobile versus a desktop i.e. the mobile is now used instead of the laptop.• Smartphone penetration around 32%, expected to double year-on-year• Mobile-optimised can increase the chances of an impulsive purchase
Another case study30%+ of the email offers are read onsmartphones (up from 10% last year).Average order value (AOV) from mobiles arearound 1.5 times that of desktop, yet site is notoptimized for mobile.
Approach• Focus on the right data & outcomes (KPIs)• Look for insights• Take action (design) & test• Measure & repeat