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Designing User Experience for E-Commerce | E-UKM Kenduri 2017

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I gave a webinar on "Designing User Experience for E-Commerce" at E-UKM Kenduri (Indonesia) on August 30, 2017. Here, I talk about designing user experience in general and designing user experience for e-commerce websites. The webinar was meant for e-commerce business owners, so I talked about understanding users, understanding purchase behaviors and the general steps that you can take as an e-commerce business owners to make sure that your site is usable and provides good user experience to buyers.

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Designing User Experience for E-Commerce | E-UKM Kenduri 2017

  1. 1. E-UKM Kenduri Designing User Experience for E-Commerce Aayush Shrestha UX Engineer and Developer keela.co
  2. 2. UX Engineer at keela.co Aayush Shrestha aayushwho.com @AayushShrestha fb.me/ShresthaAayush aayushonweb@gmail.com
  3. 3. Designing User Experience
  4. 4. Designing User Experience ❖ Designing UX is NOT designing a thing. ❖ Experience is NOT a component like a button, a menu or a web page. ❖ Experience is the bigger picture. ❖ How well does the site/app function? ❖ How does the user feel throughout the process?
  5. 5. Designing User Experience
  6. 6. Designing User Experience
  7. 7. Designing User Experience 1/3 Research 1/3 Strategize 1/3 Design ❖ Who are your audience? ❖ What is their behavior? ❖ How do others do it? ❖ What is the main objective of your users and how can you make it - ❖ Easier? ❖ Better? ❖ Faster? ❖ Design Journeys; not components. ❖ Make it obvious ❖ Don’t make the users think.
  8. 8. Designing User Experience for E-Commerce
  9. 9. Put Products In Focus (Obviously …)
  10. 10. Put Products In Focus ❖ Big and Better Pictures ❖ Pictures that give the feel of the product (size, shape, material, weight, color, etc.) ❖ Product Reviews ❖ Product Information
  11. 11. Put Products In Focus ❖ Big and Better Pictures ❖ Pictures that give the feel of the product (size, shape, material, weight, color, etc. 360 view?) ❖ Product Reviews ❖ Product Information
  12. 12. Put Products In Focus ❖ Big and Better Pictures ❖ Pictures that give the feel of the product (size, shape, material, weight, color, etc. 360 view?) ❖ Product Reviews ❖ Product Information
  13. 13. Put Products In Focus ❖ Big and Better Pictures ❖ Pictures that give the feel of the product (size, shape, material, weight, color, etc. 360 view?) ❖ Product Reviews ❖ Product Information https://amazon.com
  14. 14. Put Products In Focus ❖ Big and Better Pictures ❖ Pictures that give the feel of the product (size, shape, material, weight, color, etc. 360 view?) ❖ Product Reviews ❖ Product Information https://bestbuy.com
  15. 15. Flexibility Let users shop their way.
  16. 16. Flexibility ❖ Comprehensive search and filter ❖ Intuitive navigation ❖ Change and mange orders when needed. https://amazon.com, https://daraz.com.np
  17. 17. Flexibility ❖ Comprehensive search and filter ❖ Intuitive navigational structure ❖ Change and mange orders when needed. https://sastodeal.com
  18. 18. Flexibility ❖ Comprehensive search and filter ❖ Intuitive navigational structure ❖ Change and manage orders when needed. https://daraz.com.np
  19. 19. Making Checkout Process Better.
  20. 20. Making Checkout Process Better ❖ Make all the costs and fees perfectly visible and clear. ❖ Ability to buy without creating account. ❖ Make shipping details and time visible and clear. ❖ Build trust ❖ Guarantees ❖ Return Policy https://boxlunch.com
  21. 21. Making Checkout Process Better ❖ Make all the costs and fees perfectly visible and clear. ❖ Ability to buy without creating account. ❖ Make shipping details and time visible and clear. ❖ Build trust ❖ Guarantees ❖ Return Policy https://homedepot.com
  22. 22. Making Checkout Process Better ❖ Make all the costs and fees perfectly visible and clear. ❖ Ability to buy without creating account. ❖ Make shipping details and time visible and clear. ❖ Build trust ❖ Guarantees ❖ Return Policy Source: https://codecanyon.com
  23. 23. Making Checkout Process Better ❖ Make all the costs and fees perfectly visible and clear. ❖ Ability to buy without creating account. ❖ Make shipping details and time visible and clear. ❖ Build trust ❖ Guarantees ❖ Return Policy https://daraz.com.np
  24. 24. Two types of online purchases. Design for both.
  25. 25. Considered Purchases
  26. 26. Non Considered Purchases
  27. 27. Purchase Behavior CONSIDERED PURCHASES NON CONSIDERED PURCHASE ❖ “I want to be sure about this.” ❖ Well thought and Re-thought. ❖ 2 or more visits. ❖ Multi-channel ❖ Product reviews. ❖ Look at pictures. ❖ “I just want to get it done.” ❖ As quickly as possible. ❖ Usually just 1 visit. ❖ Mostly mobile. ❖ Vendor reviews
  28. 28. What Users are Looking For CONSIDERED PURCHASES NON CONSIDERED PURCHASE ❖ Product quality ❖ Service ❖ Trust in product ❖ Long term satisfaction ❖ Good price. ❖ Shipping speed. ❖ Trust in vendor/brand ❖ Short term satisfaction.
  29. 29. Experience Design for Considered Purchases ❖ Big Pictures ❖ Complete Information ❖ “Email This” ❖ “Save for Later” ❖ Product Reviews ❖ Third Party Product Reviews ❖ Previously viewed items http://homes.com
  30. 30. Experience Design for Considered Purchases ❖ Big Pictures ❖ Complete Information ❖ “Email This” ❖ “Save for Later” ❖ Product Reviews ❖ Third Party Product Reviews ❖ Previously viewed items
  31. 31. Experience Design for Considered Purchases ❖ Big Pictures ❖ Complete Information ❖ “Email This” ❖ “Save for Later” ❖ Product Reviews ❖ Third Party Product Reviews ❖ Previously viewed items https://bestbuy.com
  32. 32. Experience Design for Considered Purchases ❖ Big Pictures ❖ Complete Information ❖ “Email This” ❖ “Save for Later” ❖ Product Reviews ❖ Third Party Product Reviews ❖ Previously viewed items https://amazon.com
  33. 33. Experience Design for Non-Considered Purchases ❖ Cheaper Price ❖ Vendor Reviews ❖ Clear Shipping Cost + Time ❖ “I know I want this. Should I trust this seller?” ❖ Get out of way. ❖ Popups ❖ Distractions ❖ Make it quick http://daraz.com.np
  34. 34. Experience Design for Non-Considered Purchases ❖ Cheaper Price ❖ Vendor Reviews ❖ Clear Shipping Cost + Time ❖ “I know I want this. Should I trust this seller?” ❖ Get out of way. ❖ Popups ❖ Distractions ❖ Make it quick http://daraz.com.np
  35. 35. Conclusion ❖ Put products at the center. (Big pictures. Good pictures) ❖ Make it flexible. Let shoppers shop their way. ❖ Don’t make your shoppers think. ❖ Make checkout process quick and pain-free. ❖ Design for considered purchasing and non-considered purchasing.
  36. 36. Thank You! Questions?

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