1. HOW TO BUILD A STRONGER
E-COMMERCE BRAND
Nina O’Gorman
Creative Director
26.03.2009
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2. SHOPPING ON THE NET HAS
SERIOUS DISADVANTAGES…
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3. You can’t enjoy the shopping
experience

4. You can’t touch and feel the product
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5. You can’t try the product
You can’t try the product
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6. You can’t have the product
immediately
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7. IT’S PRACTICAL BUT SELDOM
INSPIRING AND CAN BE
DOWNRIGHT FRUSTRATING!
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8. WE NEED TO BUILD STRONGER
BRANDS TO CREATE BETTER ONLINE
SHOPPING EXPERIENCES…
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9. ―THE GOAL IS TO CREATE A PRODUCT THAT
PEOPLE LOVE‖
―…If people love it, they'll forgive a lot. They'll
talk about it. They'll promote it. They'll come
Lovable
back. They'll be less price sensitive. They'll
bring their friends. They'll work with you to
make it better.
…or you can just work on making your
product or service less annoying‖
Seth Godin’s blog
Less
annoying

10. WITH ECOMMERCE YOU NEED TO DO BOTH…
Lovable
Desirable
Loyalty
Responsive
Less
annoying
Efficient

11. TRADITIONALLY WE WORK ON MAKING THE
SITES LESS ANNOYING FIRST
Lovable
Desirable
Loyalty
Responsive
Fundamental to keeping
Less customers in the buying
annoying
process.
Efficient

12. EFFICIENT AND RESPONSIVE Less
annoying
Clear, simple, logical, fluid, accessible, smart,
transparent, informative, open, solution-oriented,
quick, service-minded, accommodating
Good search strategies Easy shopping cart function
 
Accessible products Efficient payment solutions
 
Good viewing/trial Transportation tracking
 
opportunities Q&A service

Accessible supporting Timely email responses


information (size, color, stock
Customer service

etc.)
Return service

Customer reviews – good

Mobility solutions
and bad 
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15. © Creuna Slide 15

20. TRADITIONALLY WE WORK ON MAKING THE
SITES LESS ANNOYING FIRST
Lovable
Desirable
Loyalty
Fundamental to keeping
customers in the buying
Responsive
process.
Less
Easy to copy.
annoying
Will soon become
Efficient
standard.

22. AND LOVABLE IS SOMETHING THAT IS ADDED
… MAYBE
Differentiates.
Creates
Lovable
enthusiasm, inspiratio
n and most important
Desirable
Loyalty
– LOYALTY
Responsive
Less
annoying
Efficient

23. IN REALITY WE TREAT DESIRABILITY AS
MASLOWS HIGHEST LEVEL OF NEED
Desirability is at the top of a hierarchy
of needs —
and often goes unfulfilled.
Forrester Research
Desirable
Loyalty
Responsive
Efficient

24. IDEALLY WE CREATE MORE LOVABLE
WEBSHOPS IF WE WORK DIFFERENTLY
Desirable
Web teams integrate desirability into
design projects at their inception.
Desirability has equal weighting with
usefulness and usability.
Forrester Research
Useable
Useful

25. SO WHAT IS DESIRABILITY?
Engaging
Aesthetical
Interactive

26. ON-BRAND DESIRABILITY
What do your customers
appreciate?
What is your
How can you
competitive
differentiate from
edge?
competitors?

27. ENGAGING CONTENT AND FUNCTIONALITY
Engaging
Aesthetical
Exceed peoples basic needs

Interactive
Appeal to peoples personal interests

Allow people to customize

Help people share and connect

Above and beyond performance

Add extra value


32. AESTHETICAL APPERENCE
Engaging
Aesthetical
Make it visually appealing

Interactive
Let people design the undesigned

Do something new

Something that makes you and your service stand out

High quality photogrophy/film

Packaging


38. INTERACTIVITY
Engaging
Aesthetical
Import elements of game design

Interactive
Encourage playfulness

Challenges and rewards

Create extra value


45. Takk for oppmerksomheten!
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