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User-Centered Information
Architecture for e-Commerce
Søren Engelbrecht – Mobile App Manager, A.P. Møller - Mærsk A/S
1. Introduction: How We Shop
2. Search and Browse
3. Needs Assessment Tools
page 3
Commerce, Anno 1962
Source: Købmand A. Engelbrecht Jensen, Fredericia
page 4
Are We Good Enough at Online Service ??
Only 22% of customers think
that the average online
retailer ”understands t...
page 5
Customer Personas
A
Focused
Customer:
Knows exactly
which product he
wants
Search
B
Knowledgeable
Customer:
Knows b...
page 6
Choice – A First World Problem
”A large array of options may discourage
consumers, because it forces an increase in...
page 7
Hypothesis
Supporting the decision process by applying
a customer mindset to your Information
Architecture will hel...
måndag den
22 februari
2016
8
Search and Browse
page 9
Case: Choosing a Kid’s Football Jersey
page 10
Case: Choosing a Sofa
Patchwork
• Yell
• Doll
• Quant
• Alpine
• Fashionista
• Bronte
Contemporary
• Itsy
• Fling
...
page 11
Case: Choosing a Wristwatch
180 collection
Freedom is expressed by the
passion for adventure. Love for
nature, eff...
page 12
Case: Choosing a Camera
page 13
Case: Choosing a Camera
Sorting parameters:
• Camera name
• Resolution
• Optical zoom
• Card type
• Special featur...
page 14
Case: Choosing a Pair of Trousers
page 15
Case: Choosing a Pair of Trousers
page 16
Case: Choosing a Pair of Trousers
page 17
Case: Choosing a Pair of Trousers
page 18
Summary of Search and Browse
1. Give products and categories meaningful names – cater for all
three types of custo...
Needs Assessment Tools
page 20
The Challenge
How can we design an online tool to
facilitate the decision process –
especially for complex product...
page 21
Case: Choosing a Camera
…talks to the friendly guy
behind the counter…
…and is recommended to take a closer look
a...
page 22
NeAT: The Needs Assessment Tool
Needs
Assessment
Tool
Proposed solution
for the customer to
review and adjust
Cate...
page 23
Case: NeAT for an Insurance Engagement
Data and Associated Rules
Data on Eva (Individual level) Ex Ex+New
Data on ...
page 24
NeAT Implementation for Nordea
• Nordea sells insurances on behalf of Tryg in their branches
• Before, a classic ”...
page 25
NeAT Concept for Volvo CE
• Sales today is face-to-face
• Customers are typically quite
knowledgeable (Type A/B)
•...
page 26
NeAT Process
Customer page
NeAT Level 1
NeAT Level 2
A
B
C
What are the basic needs of the customer ??
1. Purpose/...
page 27
Benefits from a Volvo NeAT
1. Convince the customer that Volvo have the right
machines for the job and offer great...
page 28
Poor Man’s NeAT: Komplett.dk
• Komplett.dk/.no/.se have implemented ”Buying guides” for
laptops and TVs on their w...
page 29
Summary of Needs Assessment
1. Aim to perform the same service online as a well-trained human
could do in a physic...
Takeaways
page 31
Five Key Take-Aways
If you have a “regular” web shop, implement sorting/filtering on
these parameters. Choose care...
page 32
Thank You !!
e-mail: Soren.Engelbrecht@maersk.com
Mobile: +45 21 84 00 00
Social: #WIAD16 #Maersk
This presentatio...
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User-Centered Information Architecture for e-commerce

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Practical advice for optimizing online sales tools to increase conversion. (a) How to facilitate "search and browse" (b) How to build advanced sales solutions in the shape of "a Needs Assessment Tool" or "NeAT". Presented at World Information Architecture Day 2016 in Copenhagen

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User-Centered Information Architecture for e-commerce

  1. 1. User-Centered Information Architecture for e-Commerce Søren Engelbrecht – Mobile App Manager, A.P. Møller - Mærsk A/S
  2. 2. 1. Introduction: How We Shop 2. Search and Browse 3. Needs Assessment Tools
  3. 3. page 3 Commerce, Anno 1962 Source: Købmand A. Engelbrecht Jensen, Fredericia
  4. 4. page 4 Are We Good Enough at Online Service ?? Only 22% of customers think that the average online retailer ”understands them” 22% For their favourite online retailer, that figure is 37% Source: The Consumer Conversation, IBM, 2015
  5. 5. page 5 Customer Personas A Focused Customer: Knows exactly which product he wants Search B Knowledgeable Customer: Knows basic facts, but hasn’t decided yet Browse C Clueless Customer: Knows very little – might not even have an interest in the product Needs Assessment
  6. 6. page 6 Choice – A First World Problem ”A large array of options may discourage consumers, because it forces an increase in the effort that goes into making a decision. So consumers decide not to decide, and don’t buy the product” Barry Schwartz Source: The Paradox of Choice – Why More is Less, Barry Schwartz, 2004
  7. 7. page 7 Hypothesis Supporting the decision process by applying a customer mindset to your Information Architecture will help increase conversion …and might even help you succeed in a competitive market place without having the lowest price…
  8. 8. måndag den 22 februari 2016 8 Search and Browse
  9. 9. page 9 Case: Choosing a Kid’s Football Jersey
  10. 10. page 10 Case: Choosing a Sofa Patchwork • Yell • Doll • Quant • Alpine • Fashionista • Bronte Contemporary • Itsy • Fling • Idol • Esther Icons • Safari • Soda Jewel Editions • Sparkle • Shimmer
  11. 11. page 11 Case: Choosing a Wristwatch 180 collection Freedom is expressed by the passion for adventure. Love for nature, effort, preparation and comparison 450 Collection Watches with dynamic, fresh and versatile character, reinterpreted with a unique and Italian style of Sector
  12. 12. page 12 Case: Choosing a Camera
  13. 13. page 13 Case: Choosing a Camera Sorting parameters: • Camera name • Resolution • Optical zoom • Card type • Special features • Price
  14. 14. page 14 Case: Choosing a Pair of Trousers
  15. 15. page 15 Case: Choosing a Pair of Trousers
  16. 16. page 16 Case: Choosing a Pair of Trousers
  17. 17. page 17 Case: Choosing a Pair of Trousers
  18. 18. page 18 Summary of Search and Browse 1. Give products and categories meaningful names – cater for all three types of customer: Focused, Knowledgeable, and Clueless 2. Make sure that your Search Engine works like Google 3. Filters and sorting only make sense for large numbers of products 4. If you use filters or sorting, make sure that: • Parameters are understandable to the customer • Parameters correspond to the mind/needs of the customer • Filter data are available across all products – and comparable 5. Use filtering for discrete values (e.g., Product type, Clothes size or Colour), and sorting for continuous values (e.g., Price or Product dimensions)
  19. 19. Needs Assessment Tools
  20. 20. page 20 The Challenge How can we design an online tool to facilitate the decision process – especially for complex products ?? Definition: A needs assessment is a systematic process for determining and addressing needs, or "gaps" between current conditions and desired conditions or "wants". Source: Wikipedia.org, 2016
  21. 21. page 21 Case: Choosing a Camera …talks to the friendly guy behind the counter… …and is recommended to take a closer look at three cameras. She goes for pink :-) … goes to the Camera Store… A customer, Eva...
  22. 22. page 22 NeAT: The Needs Assessment Tool Needs Assessment Tool Proposed solution for the customer to review and adjust Category Options Item Product Structure and Logic Category Category Category Category Item Item Item Item Option Option Option Option Knowledge about the customer Needs and data stated explicitly by the customer Needs and data that can be assumed from experience A key issue is that the customer should not feel limited, but instead perceive being positively assisted in delimiting the solution space
  23. 23. page 23 Case: NeAT for an Insurance Engagement Data and Associated Rules Data on Eva (Individual level) Ex Ex+New Data on similar customers (Group level) Ex+New Ex+New Internal External Identification What can we tell about Eva and similar people ?? NeAT Level 1: Which product types match her Customer profile ?? NeAT Level 2: Which covers, sums, and services do we recommend ?? Recommended Engagement Data, Rules Data, Rules Data, Rules Data, Rules Data, Rules Data, Rules Login or other ID Existing customer New customer 3-6 basic questions Relevant Products Home Content Car Accident Travel Dog
  24. 24. page 24 NeAT Implementation for Nordea • Nordea sells insurances on behalf of Tryg in their branches • Before, a classic ”Green-screen” interface was used • Since March, 2014, Nordea uses a browser-based NeAT
  25. 25. page 25 NeAT Concept for Volvo CE • Sales today is face-to-face • Customers are typically quite knowledgeable (Type A/B) • Product configuration is very complicated – for both users and sales staff • The Volvo CE website is focused entirely on PDF download Vision: A NeAT designed to facilitate both self-serviced information foraging and face-to-face sales
  26. 26. page 26 NeAT Process Customer page NeAT Level 1 NeAT Level 2 A B C What are the basic needs of the customer ?? 1. Purpose/application 2. Type of machine 3. Weight-class Which solutions can Volvo offer ?? Show 1-3 machines that fulfill the intended use, and the relevant Volvo USPs. The user picks one How should the machine be configured ?? Detailed configuration and choice of accessories focused on the intended use PurchaseD Self-service: Generate a lead to the sales office Manned: Transfer the configured machine and accessories to the sales system
  27. 27. page 27 Benefits from a Volvo NeAT 1. Convince the customer that Volvo have the right machines for the job and offer great support 2. Guide the customer the first steps down the sales funnel 3. Generate more – and better qualified – leads for the sales organization 4. Strengthening the Volvo brand Increased likelihood of a sale
  28. 28. page 28 Poor Man’s NeAT: Komplett.dk • Komplett.dk/.no/.se have implemented ”Buying guides” for laptops and TVs on their website • Especially the laptop guide is interesting, since it addresses only the intended use – not technology Behind the scenes, this NeAT simply assists the non-expert user in applying suitable values for the existing product filters
  29. 29. page 29 Summary of Needs Assessment 1. Aim to perform the same service online as a well-trained human could do in a physical store 2. Analyze to find the most important questions for your NeAT – the customer might be aware of some, but not all of them 3. Make sure that you ”give something back along the way” in the process (The law of reciprocity) 4. Keep the customer focused on needs, rather than price, for as long as possible 5. Make sure that you save all submitted information as cookies for later targeting
  30. 30. Takeaways
  31. 31. page 31 Five Key Take-Aways If you have a “regular” web shop, implement sorting/filtering on these parameters. Choose carefully between fixed filters, flexible filters, and sorting – and make sure that your data quality is OK Start by finding the decisive parameters in the decision process. Ask both customers and customer-facing employees 1 2 Consider building a ”Poor man’s NeAT” on top of your filters to assist the customer 3 If you go for a full-scale NeAT, find a balance between ”enough data for meaningful recommendations” and ”customer interrogation” 4 As always: Test early in the design phase and prepare for optimization after release (e.g., tracking, A/B testing) 5
  32. 32. page 32 Thank You !! e-mail: Soren.Engelbrecht@maersk.com Mobile: +45 21 84 00 00 Social: #WIAD16 #Maersk This presentation: slideshare.net/imagepro
  • vahab

    Jun. 19, 2016

Practical advice for optimizing online sales tools to increase conversion. (a) How to facilitate "search and browse" (b) How to build advanced sales solutions in the shape of "a Needs Assessment Tool" or "NeAT". Presented at World Information Architecture Day 2016 in Copenhagen

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