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The Mobile Advantage - use the unique capabilities of mobile devices to differentiate your e-commerce proposition
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The Mobile Advantage - use the unique capabilities of mobile devices to differentiate your e-commerce proposition

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Presented at the IMRG Mobile e-commerce Workshop on 17 June 2010.

Presented at the IMRG Mobile e-commerce Workshop on 17 June 2010.

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  • Good morning. My name is Alex and I’m a consultant at Webcredible, a user experience research and design consultancy. As part of my work I often help clients design & evaluate mobile websites and applications, and I try to follow very closely what’s happening in the mobile world. What I’d like to talk about today is how you can use the capabilities of mobile devices to differentiate your ecommerce proposition, to make something that not just better than your competitors but also better than what you’ve got on your normal website. - Because if there isn’t anything better, people won’t use it just because it’s mobile.
  • When I was asked to come and present, I thought I’d start by taking a look out there and seeing how some of the biggest retailers in the UK are doing – have they created any mobile apps or websites? So I had a look at a sample or high street retailers – that’s the same sample that we use in our yearly ecommerce usability report (see link on slide).
  • Out of all these retailers, only 2 have got something out there … It may look disappointing, but it also means there’s a lot of potential out there. And maybe it’s good that some of these retailers didn’t just rush to replicate their website into a mobile site or app, because there’s many more interesting things you can do with a mobile phone.
  • A lot of the time when we talk about developing for mobile devices we talk about limitations, for example in terms of screen size or speed. Today I want to put aside these limitations and talk instead about the opportunities. (list)
  • Around these unique capabilities of a mobile device, we’ve distilled 9 patterns for mobile e-commerce which I’d like to share with you today. For every pattern I’m going to give some examples, either from apps & sites that are already out there or concepts that we’ve come up with. I’ll also explain in more detail the reasoning behind each pattern and what it’s suitable for.
  • Also talk about music recognition
  • Also talk about music recognition
  • Also talk about music recognition

The Mobile Advantage - use the unique capabilities of mobile devices to differentiate your e-commerce proposition The Mobile Advantage - use the unique capabilities of mobile devices to differentiate your e-commerce proposition Presentation Transcript

  • The mobile advantage How to use the unique capabilities of mobile devices to differentiate your e-commerce proposition Alexander Baxevanis User Experience Consultant
  • High street retailers sample June 2010 From the Webcredible 2009 Ecommerce Usability for High Street Retailers – http://www.webcredible.co.uk/ecommerce2009
  • Who has a mobile presence? June 2010 Mobile site Mobile site iPhone app
  • Anatomy of a mobile device June 2010 Internet access Location services Camera New interaction capabilities (touch, accelerometer) Always with you
  • June 2010 9 m-commerce patterns
    • Real time
      • Recurring purchases
      • Order status updates
    • Multichannel
      • Reserve & collect on the go
      • Mobile loyalty cards
    • Picking the right product
      • Barcode scanning
      • Product customisation
    • Product information
      • 360/Zoomable product views
      • In-context product views
    • After sales
      • Mobile instruction manuals
  • June 2010 Real-time Photo: http://www.flickr.com/photos/laffy4k/367822192/
  • Recurring purchases June 2010 Weekly text message from Economist.com
  • Recurring purchases June 2010
    • What is it?
    • Notification of new products and quick confirmation of purchase based on stored billing information.
    • Why does it work?
    • Mobile device is always with you , can confirm purchase everywhere in a timely manner.
    • What can it be used for?
    • Any regularly occurring purchases that need to be confirmed, and can be confirmed without a lot of additional information.
  • Order status updates June 2010 Push notifications with TrackMyShipments+ iPhone application
  • Order status updates June 2010
    • What is it?
    • Updating customers on the progress of their orders using push notifications or SMS.
    • Why does it work?
    • Mobile notifications more likely to be noticed than email. Reassures customers about order progress.
    • What can it be used for?
    • Any order where progress information is available, during delivery as well as earlier stages.
  • June 2010 Multichannel Photo: http://www.flickr.com/photos/alicerosen/3385248819/
  • Reserve and collect on the go June 2010 Reserve & collect in Argos.co.uk app
  • Reserve and collect on the go June 2010 What is it? Making your “reserve and collect” facility available through a mobile app or website. Why does it work? Mobile device is always with you , can satisfy an immediate need. Bypasses the need for mobile payments. Can remember favourite stores or propose local stores. What can it be used for? Any e-commerce application with “reserve and collect”.
  • Mobile loyalty cards June 2010 Tesco Clubcard iPhone App
  • Mobile loyalty cards June 2010 What is it? Customers can collect points, monitor their progress and collect rewards through their mobile phone. Why does it work? Mobile device is always with you , more likely to collect & redeem points. Continuing collection encouraged by showing progress. What can it be used for? Any existing or new loyalty scheme.
  • June 2010 Finding the right product http://www.flickr.com/photos/bensonkua/3725216663/
  • Barcode scanning June 2010 Barcode scanning on GoodGuide iPhone app
  • Barcode scanning June 2010 What is it? Scanning a product barcode and looking for the same or equivalent product in a database. Why does it work? Easier and more accurate to search by barcode than to type in product name. Camera used to input barcode. What can it be used for? Finding & ordering products, adding products to a “wishlist”, finding alternative products, getting product information.
  • Product customisation June 2010 Rolls-Royce Ghost iPhone app
  • Product customisation June 2010 What is it? An interactive method of choosing product parameters and visually previewing the end result. Why does it work? Touch screen interaction can make it easy to select parameters & browse variants. Can be viewed as a “game” and results can be shared with other people. What can it be used for? Any customisable product that can be visualised.
  • June 2010 Product information Photo: http://www.flickr.com/photos/crabchick/2562857638/
  • 360°/Zoomable product views June 2010 Concept visualisation by Webcredible Drag to rotate Pinch to zoom
  • 360°/Zoomable product views June 2010 What is it? Presenting products using zoomable & 360-degree rotating views. Why does it work? Better depiction of product details than in a static photo. Easier to manipulate 360/zoomable views on a touch screen . What can it be used for? Any products where details are important, especially high-value fashion, consumer electronics & home decoration.
  • In-context product previews June 2010 Mix&Match on the Mango MNG iPhone app
  • In-context product previews June 2010 What is it? Helping customers visualise products in the context of their use – “what would it look like on me/in my house?” Why does it work? Mobile device cameras make it easy to “capture” the context. Direct manipulation helps position products in context. What can it be used for? Clothing, furniture & home accessories, electrical goods.
  • June 2010 After sales Photo: http://www.flickr.com/photos/halfbisqued/2353845688/
  • Mobile instruction manuals June 2010 DKNY Cozy iPhone app
  • Mobile instruction manuals June 2010 What is it? Making instruction manuals available in a richer format via a mobile device. Why does it work? Manual won’t be misplaced and are more likely to be near the user when needed. Possibilities for richer content e.g. video. What can it be used for? Any instruction manual, especially for innovative or complicated products.
  • 9 m-commerce design patterns – what do you think? June 2010 Q&A Can you see these working with your e-commerce proposition? Anything else you’ve spotted that might make a good pattern? Slides available online http://www.slideshare.net/webcredible More articles & blog: http://www.webcredible.co.uk/
  • Alexander Baxevanis User Experience Consultant [email_address] 020 7423 63 33