2013 seamus byrne-ux-and-ecommerce

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2013 seamus byrne-ux-and-ecommerce

  1. 1. User Experience (UX) and eCommerce Séamus Byrne
  2. 2. Twitter: @SeamusByrne Email: seamus@graphicmint.com
  3. 3. What is User Experience? User Experience (UX) and eCommerce :: Séamus Byrne
  4. 4. ISO 9241-210 "Ergonomics of human-system interaction, provides guidance on human-system interaction throughout the life cycle of interactive systems." User Experience (UX) and eCommerce :: Séamus Byrne
  5. 5. ISO 9241-210 "a person's perceptions and responses that result from the use or anticipated use of a product, system or service." User Experience (UX) and eCommerce :: Séamus Byrne
  6. 6. PRODUCT User Experience (UX) and eCommerce :: Séamus Byrne
  7. 7. SYSTEM User Experience (UX) and eCommerce :: Séamus Byrne
  8. 8. SERVICE User Experience (UX) and eCommerce :: Séamus Byrne
  9. 9. ISO 9241-210 "User experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use." User Experience (UX) and eCommerce :: Séamus Byrne
  10. 10. USER JOURNEY User Experience (UX) and eCommerce :: Séamus Byrne
  11. 11. USER JOURNEY http://www.episerver.com/PageFiles/15724/UserJourney_600px.jpg User Experience (UX) and eCommerce :: Séamus Byrne
  12. 12. USER JOURNEY http://alexandriajarvis.files.wordpress.com/2012/02/user-journey-two-pages1.jpg User Experience (UX) and eCommerce :: Séamus Byrne
  13. 13. USER JOURNEY http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg User Experience (UX) and eCommerce :: Séamus Byrne
  14. 14. http://winefolly.wpengine.netdna-cdn.com/wp-content/uploads/2012/07/how-to-choose-wine-infographic.png User Experience (UX) and eCommerce :: Séamus Byrne
  15. 15. UX Definition by Eric Reiss User Experience (UX) and eCommerce :: Séamus Byrne
  16. 16. Eric Reiss's UX Definition User experience = the sum of a series of Interactions User Experience (UX) and eCommerce :: Séamus Byrne
  17. 17. Eric Reiss's UX Definition User experience (UX) represents the perception left in someones mind following a series of interactions between people, devices, and events – or any combination thereof. "Series" is the operative word User Experience (UX) and eCommerce :: Séamus Byrne
  18. 18. Eric Reiss's UX Definition Some interactions are active – ● clicking a button on a website ● giving a waiter your order at a restaurant ● getting out of the rain at a picnic User Experience (UX) and eCommerce :: Séamus Byrne
  19. 19. Eric Reiss's UX Definition Some interactions are passive – ● viewing a beautiful sunset will trigger the limbic system to release dopamine (a reward chemical) ● this applies to any and all of our five senses User Experience (UX) and eCommerce :: Séamus Byrne
  20. 20. Series of Interactions People, Devices, Events, Environments http://3.bp.blogspot.com/-dap1_dxCbiY/UBvdLKMu3MI/AAAAAAAAB1Y/RwvGGVK1kBk/s1600/An+outbound+flight+customer+journey.png User Experience (UX) and eCommerce :: Séamus Byrne
  21. 21. Series of Interactions http://i.dailymail.co.uk/i/pix/2009/12/16/article-0-079EFD48000005DC-386_634x512.jpg User Experience (UX) and eCommerce :: Séamus Byrne
  22. 22. Series of Interactions http://www.currybet.net/images/blog2012/10/virgin_sketch.jpg User Experience (UX) and eCommerce :: Séamus Byrne
  23. 23. Series of Interactions http://www.virgin-atlantic.com/tridion/images/justticket_tcm4-303367.jpg User Experience (UX) and eCommerce :: Séamus Byrne
  24. 24. Series of Interactions People, Devices, Events, Environments = Touchpoints ● Types of Interactions ○ Human to Human ○ Human to Computer ○ Computer to Computer User Experience (UX) and eCommerce :: Séamus Byrne
  25. 25. http://www.fastcodesign.com/multisite_files/codesign/imagecache/inline- large/inline/2012/10/1670985-inline-inline-rks-cair-experience-touchpoints-1. jpg Touchpoints
  26. 26. User Experience (UX) and eCommerce :: Séamus Byrne
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  47. 47. User Experience (UX) and eCommerce :: Séamus Byrne
  48. 48. User Experience (UX) and eCommerce :: Séamus Byrne
  49. 49. Engagement, before during and after todays-shopper-needs-engagement-before-during-and-after-purchase
  50. 50. Engagement, before during and after todays-shopper-needs-engagement-before-during-and-after-purchase
  51. 51. DISCOVER ● Promotion ● SEO ● Brand Consistency ○ Voice ○ Message ○ Style ● Shopping Models: eg: Discovery, Apps ● Technology
  52. 52. Viewports ● Mobile ● Tablet ● Desktop User Experience (UX) and eCommerce :: Séamus Byrne
  53. 53. EXAMINE ● Detailed Product Information ● Easy to See Contact Information ● Categorisation: Don’t make me think ● Comparison: ● Customisation: Ikea Wardrobe Builder ● Customisation: Mission Bicycles
  54. 54. PURCHASE ● Check-out process: Keep it simple ● Avoid long, protracted, complicated or confusing check-out processes ● Forms ○ Keep it on one page ○ Test it ○ Minimal criteria ● Simplify ● User-friendly ● Multi-device compatible ● Make it easy to buy: e.g.: Kenneth Cole
  55. 55. Mobile: Hailo
  56. 56. Auto-recharge: Skype
  57. 57. Ikea Checkout
  58. 58. What is a Persona? DEFINITION: A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics. In fact, personas vastly span demographics. SOURCE: http://uxmag.com/articles/personas-the-foundation-of-a-great-user-experience User Experience (UX) and eCommerce :: Séamus Byrne
  59. 59. 5.2 Personas User Experience (UX) and eCommerce :: Séamus Byrne
  60. 60. http://www.getsmartcontent.com/wp-content/uploads/2012/03/TravelPersonas.jpg User Experience (UX) and eCommerce :: Séamus Byrne
  61. 61. http://www.uxforthemasses.com/blog/wp-content/uploads/2010/11/Scenario-map-example.pngUser Experience (UX) and eCommerce :: Séamus Byrne
  62. 62. USER JOURNEY User Experience (UX) and eCommerce :: Séamus Byrne
  63. 63. USER JOURNEY http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg
  64. 64. Twitter: @SeamusByrne Email: seamus@graphicmint.com Thanks!

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