2019년 이후의 커머스 디자인 트렌드 전망

2019년 이후의
커머스 디자인
트렌드 전망
2018
Billy(최병호)/BillyChoi@Gmail.com
고려대학교 교수
Research Data: http://www.slideshare.net/BillyChoi/
Blog: http://blog.naver.com/soularchitec , https://intelligenthciux.blogspot.com/
Facebook: ILOVEHCI

© 2018 Billy All rights reserved.2019년 이후의 커머스 디자인 트렌드 전망
Table of Contents
1. Voice commerce(voice search)
2. Social commerce(social shopping)
3. Immersive commerce(AR/VR in commerce)
4. Conversational commerce(Chatbots and automation)
5. Subscription commerce
6. Thing commerce
7. Easier checkout, Automated Discounts and Dynamic Pricing
1

Sources: https://www.informaccounting.co.uk/blog/five-top-trends-in-the-world-of-e-commerce , https://www.nngroup.com/articles/ecommerce-expectations/
‘단 한 분의 고객인 사람’을 위해 특별한 커머스 경험 환경을 디자인하는 시대!
• In fact, ‘smart speakers’ and
mobile voice assistants are
the year’s fastest growing
consumer tech segment
according to analysts.
• Precision and Accuracy:
Today’s shoppers expect
precision in geolocation
information, inventory data,
order-status messages,
pickup time frames, pricing,
arrival dates, and user
reviews.
Image source: https://fusionfame.com/shopping-malls-gearing-handle-voice-commerce-
disruption-shopping/

Sources: Rose, Phil.: Where the Science Ends and the Law Begins: Theory and Reality in Likelihood Ratio-based Forensic Voice Comparison.(2012)
목소리로 ‘단 한 분의 고객인 사람’을 접근할 수 있을까요? 그리고 커머스 경험!
• Figure 2 compares the offender F0 with the F0 of the
suspect’s 15 not too bad utterances.

Sources:
• Khushboo Batra, Swati Bhasin, Amandeep Singh: Acoustic Analysis of voice samples to differentiate Healthy and Asthmatic persons(2015)
• Rachna, Dinesh Singh, Vikas: FEATURE EXTRACTION FROM ASTHMA PATIENT’S VOICE USING MEL-FREQUENCY CEPSTRAL COEFFICIENTS(2014)
• Saloni, R. K. Sharma, and A. K. Gupta. "Disease detection using voice analysis: a review." International Journal of Medical Engineering and Informatics 6.3(2014): 189-209.
• Sonu, R. K. Sharma “Disease detection using analysis of voice”, TECHNIA – International Journal of Computing Science and Communication Technologies, VOL.4 NO. 2, January 2012.
목소리로 ‘단 한 분의 고객인 사람’의 ‘건강’까지 그리고 커머스 경험! (예) 천식
• Speech is produced by
vocal folds. It involves
the interaction of
various body parts. It
can hurt the sound
quality of the voice.
• Asthma is a lung disease
that affects airflow to
and fro from lungs. A
whistling sound comes
when asthmatic patient
breathes.

Sources: Rita Singh, Joseph Keshet, Eduard Hovy: Profiling Hoax Callers (2016)
목소리로 ‘단 한 분의 고객인 사람’의 감정상태까지 그리고 커머스 경험!

Sources: https://www.fallsdigital.com/blog/content/the-future-of-voice-powered-commerce
보이스 커머스의 콘텐츠 디자인은 ‘말하는 스타일’의 추구
• Shopper Pattern: Voice-activated shopping involves more
natural language than was previously typed into Google
searches. when consumers talk to their smart speakers, they
tend to use more elaborate shopping questions and full
sentences.
• Company Strategy: For the seller, this means product listings
can’t rely on short, one-word bits only. Item descriptions now
need to match consumers’ typical browsing queries.
• Use site language that is human and as non-robotic as possible.
Research the long-tail keywords used in your industry. Write
your website’s content like people talk.

Sources:
• https://www.fallsdigital.com/blog/content/the-future-of-voice-powered-commerce
• People Need Fewer Choices, Weinschenk, Susan, 2016, 100 MORE Things Every Designer Needs to Know About People, Pearson Education
보이스 커머스의 콘텐츠 디자인은 ‘정보의 최소화’ 추구 + Anticipatory design
• Shopper Pattern: Consumer queries may have gotten longer,
but they’re still trusting that their verbal questions will land the
right items in their site carts.
• Company Strategy: Simplify the number of product options.
“Offer less choice in order to sell more.” So, yes, within each
product listing, detail is very important for smart device
shoppers. But, keep the total number of options small.
Capitalize on making those few targeted, precise, and clear.
• Aaron Shapiro의 Anticipatory design: about making and
implementing decisions for the user—automatically, and
without user input. The goal is not to help the user make a
decision, but to anticipate what the user needs and just do it.

Sources:
• Choosing Carefully—Given Too Many Choices, We Freeze (and Then We Don’t Choose at All), Weinschenk, Susan, 2009, Neuro Web Design: What Makes Them Click?, Pearson Education
• PEOPLE WANT MORE CHOICES AND INFORMATION THAN THEY CAN PROCESS, Susan, 2011, 100 Things Every Designer Needs to Know About People, Pearson Education
보이스 커머스의 콘텐츠 디자인은 ‘정보의 최소화’ 추구: 사람에게 배운 지혜 산물
• Lots of choices will grab our
attention, but too many
choices overwhelm us—to the
point where we likely won’t
buy at all.
• People can remember only
three or four things at a time.
• likewise they can decide from
among only three or four
things at a time.
• Why do people always want
more choices? It’s part of
that dopamine effect.
Image source: More jars means more people stop by, but fewer people purchase, Weinschenk,
Susan, 2009, Neuro Web Design: What Makes Them Click?, Pearson Education

Social commerce
(social shopping)

Source: https://www.informaccounting.co.uk/blog/five-top-trends-in-the-world-of-e-commerce
커머스 디자인의 시작은 ‘쇼핑몰’이 아닌 ‘관계’이며, ‘편승효과, 무리효과’임
• Today’s consumers are
starting to shop straight
from their social media
accounts. As social shopping
becomes more mainstream.
• Visual platforms like
Pinterest and Instagram lead
the way here - allowing
brands and ecommerce
sellers to blur the lines
between marketing and sales
by turning ‘likes’ into instant
purchases.
Image source: https://www.businessnewsdaily.com/8430-social-commerce-trends.html

비주얼 소셜플랫폼 디자인 = 이미지 + 관계 촉진 툴 + 구매 + 지능형 매칭
• In 2018, Instagram
extended its
shopping adding a
dedicated
shopping feed in
Search & Explore
and shoppable
tags to posts and
stories.

지능형 커머스 경험 = 지능형 프로파일링 + 지능형 코디네이션
• 내가 업로드한 사진을
실시간적으로 자동 분석하여
지능형으로 프로파일링
• 다른 사람의 사진에 남긴
코멘트, 태깅, 뮤직 스티커
등의 정보를 실시간적으로
자동 분석하여 지능형으로
선호 및 구매 의사 파악
• 내 자신에게만 그리고 친구를
위한 최적화된 코디 제안 및
구매 유도
Image source: http://blp.korea.ac.kr/?page_id=13

Immersive
commerce
(AR/VR in
commerce)

커머스 디자인의 투자 핵심이 ‘재방문의 유도’에서 ‘지금 당장, 구매 이후의 경험’!
• Amazon’s AR View App, for
instance, now allows you to
see how a product will look
in your home, using your
phone’s camera. Would the
silver kettle or the red one
look best in your kitchen?
Augmented reality makes it
easy to find out.
• As the technology in this
space develops, we can
expect to ‘try on’ clothes
without ever having to set
foot in a store.
Image source: https://www.parkfieldcommerce.com/articles/8-eye-opening-ecommerce-digital-
marketing-trends-to/

Conversational
commerce
(Chatbots and
automation)

키워드 = 친숙한 메신저 스타일, 언어지능, Less is more, Anticipatory design
• Today’s chatbots can
generate data on a
customer’s preferences,
helping them to direct
customers more intelligently
down the sales funnel.
• Automation tools are
exemplified right now by the
rise of the ‘chatbot’ - a
virtual customer service
assistant that can provide
instant answers for your
shoppers via a messenger-
style application.
Image source: https://chatbotslife.com/tagged/marketing-automation

“Use” Users For UX
“Buy” Customers For CX or Service
“Talk” Player For PX(Playful eXperience)(Saying/Typing and Respond)
Design For Customer eXperience or Service experience
Design For User eXperience or (Interactive) product experience
Design For Player’s Playful eXperience
(embodied (interactive) product experience and service experience)

“Use” Users For UX
“Buy” Customers For CX or Service
“Talk” Player For PX(Playful eXperience)(Saying/Typing and Respond)
“He has a
magic lamp
with a genie
inside, who
grants wishes.”
Design For Customer eXperience or Service experience
Design For User eXperience or (Interactive) product experience

“Talk” Player
(Saying/Typing and Respond)
“He has a
magic lamp
with a genie
inside, who
grants wishes.”
For PX(Playful eXperience)
• Creating a magic lamp with a genie(Craft a Personality);
Creating a genie-like UX
• Personalized god in a box; Era of IPA(Intelligent Personal
assistant)
• Conversation-as-a-Platform(CaaP); Software-as-a-Service
(SaaS); Platform-for-Everything
Designing Conversations:
Conversational interfaces, Bot Interactions, Chatbot as
personalities

Avoid nagging users with unhelpful or irrelevant messages
• Version 1.0*
 Every time a user typed “Dear . . . ,” Clippy would dutifully
propose, “I see you are writing a letter. Would you like some
help?”—no matter how many times the user had rejected this
offer in the past.
 Clippy would give unhelpful answers to questions, and when
the user rephrased the question, Clippy would give the same
unhelpful answers again.Image source: http://bit.ly/1PDos4G
• Source: Clifford Nass & Corina Yen, 2010
• Reference:: https://www.punchkick.com/blog/2016/10/05/how-bots-fit-into-your-apps-ux

Scapegoating(Create a scapegoat; 죄를 뒤집어씌우는 전략) (1/2)
• Strategy*
 Social science literature to find simple tactics that unpopular
people use to make friends.
 Without any fundamental change in the software, the right
social strategy rescued Clippy from the list of Most Hated
Software of All Time; creating a scapegoat bonded Clippy
and the user against a common enemy.
Image source: http://bit.ly/1PDos4G
* Source: Clifford Nass & Corina Yen, 2010

Scapegoating(Create a scapegoat; 죄를 뒤집어씌우는 전략) (2/2)
• Version 2.0*
 After Clippy made a suggestion or answered a question, he
would ask, “Was that helpful?” and then present buttons for
“yes” and “no.” If the user clicked “no,” Clippy would say,
“That gets me really angry! Let’s tell Microsoft how bad their
help system is.”
 He would then pop up an e-mail to be sent to “Manager,
Microsoft Support,” with the subject, “Your help system needs
work!” After giving the user a couple of minutes to type a
complaint, Clippy would say, “C’mon! You can be tougher than
that. Let ’em have it!”
Image source: http://bit.ly/1PDos4G

Computers Are Social Actors
• Humans expect computers to act as though they were people and get annoyed
when technology fails to respond in socially appropriate ways.(컴퓨터가 사람처럼
행동하길 기대하고, 기술이 인간적인 방식으로 반응하지 않는 것에 불만을 가짐)
Show that people treat computers as if they were real people(컴퓨터와 미디어를
사람처럼 대하는 사람들의 성향 관련 연구)
 Nass, C., and Brave, S. B. (2005). Wired for speech: How voice activates and
enhances the human computer relationship. Cambridge, MA: MIT Press.
 Reeves, B., and Nass, C. (1996). The media equation: How people treat
computers, television, and new media like real people and places. New York:
Cambridge University Press.

Source: https://www.gartner.com/smarterwithgartner/top-10-trends-in-digital-commerce/
키워드 = ‘낯선 공간의 재방문’ 아닌 ‘삶의 패턴과 궤적 기반 삶의 공간으로 유입’
• Everything from socks to
video games can be now
sold on a recurring순환 and
automatically renewing
basis.
• Subscription commerce
enables organizations to
build and manage a
subscription business model.
Sellers benefit from
repeatable, predictable
revenue; customers like the
convenience, cost savings
and personalized curation.
Image source:
http://plus.hankyung.com/apps/newsinside.view?aid=201711140894A&category=AA006&sns=y

Source: https://www.gartner.com/smarterwithgartner/top-10-trends-in-digital-commerce/
커머스 디자인의 중심이 ‘가시적인 디자인’에서 ‘context 기반의 규칙 디자인’으로
• Connected machines such
as home appliances and
industrial equipment can
make purchases on behalf of
human customers, either by
directly taking requests
from the customer or
inferring demand based on
rules, context and customer
preferences.
Image source: https://www.developereconomics.com/reports/commerce-of-things-2015

Source:
• THE FORMULA(2014)
• Hildebrandt, Mireille. “A Vision of Ambient Law,” in Regulating Technologies (Oxford, UK: Hart,2008).
• LinkedOn: Concerns About Data Linkability https://slideplayer.com/slide/7539763/
Ambient law(포괄법)과 Thing commerce(1/2)
• Ambient Law refers to the idea that
instead of requiring lawyers to call
attention to items of legal significance
around us, laws can be both
embedded within and enforced by
our devices and environment.
• 마치 인체의 중추신경계처럼 동작 지향
= Autonomic computing(자율컴퓨팅)
• 자율적인 스마트 환경이 실시간으로
끊임없이 전례 없이 많은 결정을
내리는 미래상
Image source: https://slideplayer.com/slide/7539763/

Source:
• THE FORMULA(2014)
• Holmes, Oliver Wendell. The Mind and Faith of Justice Holmes: His Speeches, Essays, Letters, and Judicial Opinions (New York: Modern Library, 1943).
• Shay, Lisa, Woodrow Hartzog, John Nelson and Gregory Conti. “Do Robots Dream of Electric Laws: An Experiment in the Law as Algorithm,” March 29, 2013.
http://rumint.org/gregconti/publications/201303_AlgoLaw.pdf
• Owen, Glen. “Britain Fights EU’s ‘Big Brother’ Bid to Fit Every Car with Speed Limiter.” Daily Mail, August 31, 2013. https://www.dailymail.co.uk/news/article-2408012/Britain-fights-EUs-Big-Brother-
bid-fit-car-speed-limiter.html
Ambient law(포괄법)과 Thing commerce(2/2)
• 법의 취지와 법의 문구?
• 포괄법은 법의 취지(intent of the law)에
적합해야 할까 아니면
법의 문구(the letter of the law) 대로
처리해야 할까?
• 알고리즘은 초행길 운전자와 현지 주민
구별 가능. 그렇다면 포괄법의 적용은?
• 교통 상황, 기상 여건, 응급상황 시/
제한속도 불가능 시 포괄법의 적용은?
무인자동차에 대한 포괄법의 적용은?
Image source: https://slideplayer.com/slide/7539763/

Easier checkout,
Automated
Discounts and
Dynamic Pricing

결제 디자인은 오프라인의 현금 거래, 카드결제처럼, 제발 선행학습 시키지 말고!
• Online checkout processes
have come a long way in
recent years, yet cart
abandonment remains
astonishingly high.
• One-click purchasing is the
goal here, and it seems set
to become the norm in years
to come - not least as
Amazon’s patent for the
‘one-click’ checkout process
finally came to an end late
last year.
Image source: https://goeasypay.biz/2018/05/things-are-about-to-get-easier-at-the-checkout/

Source: https://www.shopify.com/enterprise/mobile-commerce-future-trends
키워드 = ‘일관성’이 있는 경험이 아닌 ‘늘 예측불가능한’ 경험 제공
• Automated Discounts:
Individual product discounts
are applied automatically,
enabling customers to
immediately see the
discounts they’ve earned in
their carts.
• Dynamic Pricing: To reduce
the number of steps to
checkout, Merchology
created its own custom code
with Scripts which.
Image source: https://onlygrowth.com/blogs/posts/how-merchants-are-flexing-shopify-plus-to-
create-fully-customized-checkout-experiences

Source: THE FORMULA(2014)
Algorithm-driven idea of differential pricing이 사람을 차별하지 않아야 함
• 이익에 부합하지 않는 사람들을
차별하기 위해서 구매 불가 조치로
가격 파격 상승, 상품 추천 배제
취한다면? 이 과정은 결코 보이지
않음
• Google was granted a patent for
“Dynamic Pricing on Electronic
Content"(September 2012)
• Marginalizing(따돌리거나) or driving
away those less lucrative(돈 덜 되는)
—and therefore less desirable—users
Image source: https://www.brodos.com/group/language/en/study-online-
retailers-discovering-dynamic-prices/

경청해주셔서
고맙습니다!

2019년 이후의 커머스 디자인 트렌드 전망

Recommended

Recommended

More Related Content

Similar to 2019년 이후의 커머스 디자인 트렌드 전망

Similar to 2019년 이후의 커머스 디자인 트렌드 전망 (20)

More from Billy Choi

More from Billy Choi (20)

Recently uploaded

Recently uploaded (20)

2019년 이후의 커머스 디자인 트렌드 전망