Design Thinking for E-Commerce The goal is to understand consumer behavior from our E-Commerce at the deepest levels, to develop empathy with the person we’re hoping to serve. www.heruwijayanto.com

1. Design Thinking
In E-Commerce
Heru Wijayanto
www.heruwijayanto.com
Using

2. Background
• If we want to please our customers, we
need to anticipate their needs.
• That means being the crossing guard at the
intersection of technology and humanity
with design thinking.
• This approach to e-commerce gets
extremely human before it becomes digital.
• The goal is to understand consumer
behavior at the deepest levels, to develop
empathy with the person we’re hoping to
serve.

3. Human-Centered Design
• Process that starts with the people you’re
designing for and ends with new solutions
that are tailor-made to suit their needs.
• Human-centered design is all about
building a deep empathy with the people
you’re designing for :
• Generating of ideas;
• Building a bunch of prototypes;
• Sharing what you’ve made with the people
you’re designing for;
• Putting your innovative new solution out in
the world.

4. Source : (Idris Mootee, 2013)

5. Design Thinking For E-Commerce
• The concept of developing products and services based
on understanding your consumer has been around for as
long as people have bought stuff.
• Now we have more data, a daily firehose of analytics from
search and shopping behaviors, which gets processed
through artificial intelligence and machine learning to
understand and predict the customer's buying choices.
• The results are being turned into personalized buying
experiences using technologies such as natural language
searches and augmented, virtual and mixed reality.
• This is the way to engage a generation that demands
control -- and not just any old utilitarian experience but
an experience that is more immersive, dynamic and
engaging by default.

6. Design Thinking For E-Commerce
• Once the sellers (retail or online) are able
to provide this personal experience, the
whole buying experience becomes
enjoyable and memorable, increasing
loyalty and virality.
• That makes buyers into fans, influencers
and repeat customers.
• This is the underpinning of success in
commerce, online or offline, whether it's
business to business, business to
consumer or consumer to consumer.

9. Empathize
• Get to know your customer.
• Do your research and
understand their
motivations and behaviors.
Get inside their skins
without judgment.
• Discern and consider, but
don’t judge.

10. Define
• Assemble your findings and reach
some conclusions.
• What’s driving their behaviors?
• What problems are they trying to
solve?
• Are they using features meant for
other purposes or work arounds
because the real ones don’t exist yet?
• That’s called opportunity.

11. Ideate
• Develop dozens of ideas, no holds barred,
working around the conclusions you’ve
drawn in the previous stages.
• Remember the three Bs: Brainstorm,
Blend and Build and on each other’s
concepts.
• Work without critique or self-
consciousness.
• All ideas are welcome.
• Let them inspire you to see bigger
possibilities.

12. Prototype
• Score and rank your favorite ideas, and
then create them.
• Generate a few of your most valued
concepts to put in front of people for a
trial.
• It doesn’t have to be the finished and
final product.
• It can be what developers call a
minimum viable product (MVP) or
Mockup, like a piece of simple
representation.

13. Test
• Go back to your test audience
and get their reactions.
• Does this solve the problem we
identified? Why or why not?
• How, dear user, would you
improve it?
• Is this a real solution or an
invention in search of a
customer?

14. Implement
• This is the courage part -- taking
the idea after research and
deploying it.
• The thing is, this is part of the
research as well.
• Usually, it’s not until a page is live
that we see the good, the bad and
the ugly or have the opportunity
to improve and win.

15. Conclusion
• In short, use design thinking to focus your e-commerce solutions
and develop customer empathy.
• The greatest technology in the world starts when we first think
about who is using it and how.
• Don’t start with the idea, start with Empathy.

16. Heru Wijayanto, MM., MBA., M.MT
www.heruwijayanto.com
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Heru Wijayanto https://www.linkedin.com/in/heruwijayanto/