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813.702.3331

info@factorfirm.com

@factofirm
factorfirm.com
Lessons Learned in

e-Commerce
UX and Taxonomy
Seattle IA/UX ...
Some of our e-Commerce
engagements...
Here are the lessons we’ll be talking about:
Lesson 1: Taxonomy is a key element 

of your brand promise.
Lesson 2: Your c...
Lesson 1:
Taxonomy is 

a key instrument 

of your brand promise.
You know your UX is a key instrument of
your brand promise. So is your taxonomy.
● It can express brand attributes
● It ca...
Flatware...?
Or Silverware?
Lesson 2: 

Your customers don’t care
about your
merchandising taxonomy. 

Don’t force them to.
Merchandising vs. Sales
● Same products
● Very different user needs and goals
● User-centered design techniques can
lead t...
Before: navigation reflects 

merchandising taxonomy
After: navigation reflects 

customer needs, goals, and mental models
Lesson 3:
Techniques used to
optimize the post-cart
funnel usually don’t work
for the pre-cart experience.
Pre vs. Post Cart
● Pre = less well understood
● Post = well understood, mature

Why?

● Pre-cart experiences feature many...
How does the means of understanding

differ between pre- and post-cart experiences?
Research techniques and conclusions:
●...
It’s harder than it seems to get customers to a
product page.
Lesson 4: 

Pre-cart findability requires
organizational alignment.
Pre-cart Findability Requires Organizational
Alignment
Organizational alignment is vital.

Experience factors:
● Item grou...
(How can I be sure I’m)

Seeing All The Things?
Lesson 5: Analytics can
be used to answer
complex questions -- if
you know what to ask
and have the tools.
How analytics considerations can drive 

design and taxonomy management
The Basics:
● Examining Search Logs can tell you a...
Un-Guided Navigation
Home
Browse
ProductSort Filter
Search
Guided Navigation
Much less likely 

to see product page.
Sub-C...
Lesson 6:

There’s a lot of work to do
before you can measure ROI.
What to do before you can measure ROI
● Can you plug into standard marketing metrics?
● How do you establish a baseline?
●...
DESIGN AND MODELING OF INFORMATION AND EXPERIENCES
813.702.3331

info@factorfirm.com

@factofirm
factorfirm.com
THANK YOU!
E commerce Lessons Learned - Presented by Factor
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E commerce Lessons Learned - Presented by Factor

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Gary Carlson and Bram Wessel speak on valuable, actionable lessons from e-Commerce engagements and engagements.

Published in: Retail, Business, Technology
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E commerce Lessons Learned - Presented by Factor

  1. 1. 813.702.3331
 info@factorfirm.com
 @factofirm factorfirm.com Lessons Learned in
 e-Commerce UX and Taxonomy Seattle IA/UX Meetup 5.13.14
  2. 2. Some of our e-Commerce engagements...
  3. 3. Here are the lessons we’ll be talking about: Lesson 1: Taxonomy is a key element 
 of your brand promise. Lesson 2: Your customers don’t care about your merchandising taxonomy. Don’t force them to. Lesson 3: Techniques used to optimize the post-cart 
 funnel usually don’t work for the pre-cart experience. Lesson 4: Pre-cart findability 
 requires organizational alignment. Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools. Lesson 6: There’s often a lot of work to do 
 before you can measure ROI.
  4. 4. Lesson 1: Taxonomy is 
 a key instrument 
 of your brand promise.
  5. 5. You know your UX is a key instrument of your brand promise. So is your taxonomy. ● It can express brand attributes ● It can expose expertise ● It can demonstrate understanding ● It can articulate a style ! When customers use your taxonomy, it’s an act of trust.
  6. 6. Flatware...?
  7. 7. Or Silverware?
  8. 8. Lesson 2: 
 Your customers don’t care about your merchandising taxonomy. 
 Don’t force them to.
  9. 9. Merchandising vs. Sales ● Same products ● Very different user needs and goals ● User-centered design techniques can lead to better taxonomies
  10. 10. Before: navigation reflects 
 merchandising taxonomy
  11. 11. After: navigation reflects 
 customer needs, goals, and mental models
  12. 12. Lesson 3: Techniques used to optimize the post-cart funnel usually don’t work for the pre-cart experience.
  13. 13. Pre vs. Post Cart ● Pre = less well understood ● Post = well understood, mature
 Why?
 ● Pre-cart experiences feature many different styles of shopping: research, inspirational, aspirational, known item, serendipity, etc. ● In post-cart experiences there is goal alignment between seller and buyer.
  14. 14. How does the means of understanding
 differ between pre- and post-cart experiences? Research techniques and conclusions: ● Pre - cart ○ More generative and strategic ○ Qualitative AND quantitative ● Post - cart ○ More evaluative and tactical ○ Mostly quantitative.
  15. 15. It’s harder than it seems to get customers to a product page.
  16. 16. Lesson 4: 
 Pre-cart findability requires organizational alignment.
  17. 17. Pre-cart Findability Requires Organizational Alignment Organizational alignment is vital.
 Experience factors: ● Item groupings ● Ability to zoom in/out ● Teleporting, not pogo-sticking ● Guided nav style (conversational, curated, etc.) ● Must be well-attributed ● Must be well-supported by navigation aids.
  18. 18. (How can I be sure I’m)
 Seeing All The Things?
  19. 19. Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools.
  20. 20. How analytics considerations can drive 
 design and taxonomy management The Basics: ● Examining Search Logs can tell you a lot.
 Beyond the Basics: ● What does it tell us when customers abandon browse for search? or the reverse? ● Where do guided navigation experiences impact conversion the most? ● Instrument your site to support the questions your business is driving you to ask.
  21. 21. Un-Guided Navigation Home Browse ProductSort Filter Search Guided Navigation Much less likely 
 to see product page. Sub-CategoryHome Category Category Sub-category Category Sub-category Search Results Search Results Search Results Product Product NOISE Much more likely to see product page,
 and thus convert.
  22. 22. Lesson 6:
 There’s a lot of work to do before you can measure ROI.
  23. 23. What to do before you can measure ROI ● Can you plug into standard marketing metrics? ● How do you establish a baseline? ● Conversions vs. CSAT vs. operational efficiency.
  24. 24. DESIGN AND MODELING OF INFORMATION AND EXPERIENCES 813.702.3331
 info@factorfirm.com
 @factofirm factorfirm.com THANK YOU!

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