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E-COMMERCE &
USER EXPERIENCE
Vaimo E-commerce Seminar
February 27, 2014
Sage Technology Park, Pretoria
PJ UTSI
CO-FOUNDER & CHIEF CREATIVE OFFICER
Stockholm, Sweden

Science + Development + Design + Innovation
Business + Sales + Product + Digital + Web

= Ecommerce!
AGENDA
•

What is user experience?
•
•

How to start

•

How to continue

•

•

How to think

Demo


What’s new & happening?
•

Mobile

•

Multi-channel

•

Demo
USER EXPERIENCE
Design, Look & Feel, Usability, Readability, Accessibility
Speed, Intuitiveness, Precision, Stability, Quality, Reliability
Price, Discounts, Availability, Payment, Shipment, Returns
Delivery, Packaging, Products, Warranty, Brand, Marketing
It’s everything!
USER EXPERIENCE: 

HOW TO THINK
•

Building a digital store
•
•

•

Digital is not physical
You have more than one store layout

People shop differently
•
•

•

Men vs. Women
Rational vs. Emotional

People are right
•

We are probably only guessing

•

Digital means we have data
USER EXPERIENCE: 

HOW TO START
•

The site
•

•

What does it do?

The customer
•
•

•

Who is it?
Why is she here?

Scenarios & journeys
•

•

What is going to happen?

Prioritize
•

What is most important?
CUSTOMER & SCENARIOS
THE BRAND LOYAL CONSUMER
THE CONVENIENCE CONSUMER


PERSONAS
24-hour fashion lover

Time-pressed optimizer
USER EXPERIENCE: 

HOW TO CONTINUE
•

The site
•

•

Is it working?

The customer
•
•

•

Who is it really?
Why is she really here?

Scenarios & journeys
•

•

What is actually happening?

Prioritize
•

What is most important, now that we know more?
WHO IS IT REALLY?
WHAT IS ACTUALLY HAPPENING?
DEVICES, TRAFFIC & SALES?
DEVICES, TRAFFIC?
DEVICES, SALES?
USER EXPERIENCE:

DEMO
•

Gant - http://us.gant.com

•

Eton - http://www.etonshirts.com

•

Björn Borg - http://www.bjornborg.com

•

Bauhaus - http://www.bauhaus.se

•

JC - http://www.jc.se

•

P O. P - http://www.polarnopyret.com

•

Ridestore - http://www.ridestore.se

•

FCNY - http://www.flightclub.com

•

Konga - http://www.konga.com
WHAT’S NEW & HAPPENING?
Mobile
Multi-channel


MOBILE
•

What is it?

•

Is it important?

•

What’s the problem?

•

What must we do?
MOBILE:
WHAT IS IT?
•

Are you mobile?

•

Are you desktop?

•

What’s the difference?
MOBILE:
WHAT IS IT?
•

Smaller screen
•

•

Sometimes a lot, sometimes a little


Touch
•

No keyboard

•

No cursor
MOBILE:
IS IT IMPORTANT?
•

The PC is dead

•

We only buy mobile devices
MOBILE:
IT DOMINATES ALL…
MOBILE:
…EXCEPT THE WEB
WHY?
FROM NATIVE TO WEB
WHY?
MEAT IN THE WAY
WHY?
IT’S NOT THE SAME
WHY?
IT’S SLOW
THE WEB ON MOBILE, 

NOT EXACTLY A PARTY…
…AND IT’S THOSE
☁#★!& NATIVES FAULT!
HOW?
APPS SET THE BAR







HIGH

BUT…

SO WE HAVE TO

•

Touch

We can’t replace

•

Look like an app

•

Sharp

every site with an

•

Act like an app

•

Focus

app

•

Shed weight

•

Recognize me

•

Connection is slower

•

Hardware

•

Browser is weak

•

Performance

•
HOW?
WE WANT DESKTOP-







GRADE

BUT…

SO…

•

Content

•

Screen is smaller

•

Features

•

Sometimes portrait,

•

Interface

•

Readability

sometimes landscape
•

Different size

•

Everything must be
available

•

Content and layout
must adapt
MOBILE:
WHAT MUST WE DO?
•

Look & act like an app


•

Shed weight


•

Make everything available


•

Adapt content & layout to screen size
MOBILE:
RESPONSIVE WEB DESIGN
MOBILE:
RESPONSIVE WEB DESIGN
MOBILE:
DEMO
•

Eton - http://www.etonshirts.com

•

Björn Borg - http://www.bjornborg.com

•

P O. P - http://www.polarnopyret.com

•

Bauhaus - http://www.bauhaus.se

•

CUM Books - http://www.cumbooks.co.za

•

Konga - http://www.konga.com


MULTI-CHANNEL
•

What is it?

•

Is it important?

•

What’s the problem?

•

What must we do?
MULTI-CHANNEL:

DEMO
•

CUM Books - http://www.cumbooks.co.za

•

Pavers - http://www.pavers.co.uk

•

Flight Club - http://www.flightclub.com

•

P O. P - http://www.polarnopyret.com

•

Bauhaus - http://www.bauhaus.se

•

Tilbords - http://www.tilbords.no
THANK YOU!
www.vaimo.co.za
!

www.facebook.com/VaimoGlobal


www.twitter.com/vaimoglobal
!

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Vaimo sa ecom seminar feb 27 2014 ecom & ux - PJ Utsi