Designing ecommerce experiences for women shoppers (part 2)


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Designing ecommerce experiences for women shoppers (part 2)

  1. 1. Don’t Stereotype Women: Designing EcommerceExperiences For Women Shoppers (Part 2)Women control 65 % (about $20 trillion) of global consumer spending. By 2014, the World Bankpredicts that the global income of women will grow by more than $5 trillion. In both emergingmarkets and developed nations, womens power of influence extends well beyond thetraditional roles of family and education to government, business, and the environment. Theymake the final decision for buying 91 % of home purchases, 65 % of the new cars, 80 % ofhealth care choices, and 66 % of computers.A handful of forward-thinking companies with product lines that were historically consideredmale-dominated, such as electronics and automotive, are starting to redirect their design andmessaging at women.For the most part, though, the average female consumer still feels under-represented andmisunderstood, and her power and influence is woefully under acknowledged--or just plainignored--by most service and product companies. She may be buying, but for the most part,shes not getting the experiences she wants.Women have become the digital mainstream. Women are online gamers, shoppers, bloggers,and social media consumers. And yet, we still don’t know how to design for them.© Rupa
  2. 2. Here are 5 ways to create meaningful experiences for women shoppers:Design for discoverers: We know that women spend significantly more amount of time onlinethan men. Research process involves discovery and exploration. So ecommerce experiences forwomen must be designed to encourage discovery. One of the successful examples of this isPinterest. Delightful imagery and photography, rich colors and white spaces give the feeling ofbeing unrushed, unhurried.Don’t pink it: The immediate impulse when designing for women is to “pink it,” meaningproducts are splashed with the color pink (unless your brand is Victoria’s Secret), and contentand messaging are dumbed down. But women want what’s relevant to them. They wantproducts and online experiences that are intuitive, not insulting to their intelligence. They wantfunction, not frills.Design for influencers: Women make or influence 80% of consumer purchases in US. Womenare big influencers. They are constantly sharing opinions. They share information, they rate,rank, review experiences. They don’t just always buy for themselves. They influence otherpeople’s purchases. They buy on behalf of other people such as family or friends. Women havea lot of clout when it comes to making or influencing a purchase. Hence, facilitate the sharing ofcontent on your website easily.Design for inspired shoppers: Men are more purpose-driven shoppers unlike women who aremore possibility-driven shoppers. Men then to inform themselves via search engines orcomparison shopping sites before buying. Wmen are often inspired by catalogues, pictures orrecommendation of friends. Hence, design of ecommerce sites targeted at women should havean abundance of visual material that inspires as well as social tools integrated into theexperience that allows them to access recommendations from friends easily.Design for value-driven shoppers: Women shoppers tend to use coupons and deals more thanmen. It is important to highlight this in the design scheme. Price information, discounts, saleitems should be easy to find and easy to apply to help complete purchase.© Rupa
  3. 3. About CXP DesignCXP Design (, founded by Rupa Shankar, is a platform for marketers,technologists, designers and leaders to discuss and gain a deeper understanding of cross-channelcustomer experience design, develop empathy for customer needs and learn how to createproducts and services that deliver "wow" experiences for customers.When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get ona flight. These are experiences by which we measure brands every day. However, most companiesare without the tools to purposefully design those experiences for maximum value. That’s whereCXP Design comes in.Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leadingto more loyal and committed customers for our is an Associate Director at Happiest Minds Technologies (, a next-generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation andManaged Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering andactivating innovative digital and social engagement strategies for its clients, spearheading thedevelopment of frameworks and solutions for different industry verticals and enhancing the global go-to-market strategy. She taps into her past work as both a design practitioner and marketer to help HappiestMinds clients envision and define broad, end-to-end customer experiences.© Rupa