A look at E-Commerce in food, retail, fashion, and more, from the perspective of doing business in Sri Lanka. This explores the bigger ideas and ideals in creating an enhanced User Experience to help customers find E-Commerce in Sri Lanka irresistible.

1. EcommerceIn SriLanka
ImaginingAn Experience CustomersWill Fall In
Love With

2. Why this talk?
Ecommerce in SriLankais growing (from theavailability
perspective)
UX in Ecommerce is unique
Ecommerce in SriLankais even more unique

3. Why this talk?
ProximityProblem

4. Current Problems ofEcommerce inSL
Food:
• Poor Menus
• Terrible ordering experience in general
• It’s more convenientto pick up thephone and call

5. Current Problems ofEcommerce inSL
Fashion:
• Horrible experience for browsing in general
– Size charts not available
– Descriptions lacking
– Imagery issues
– Problems of choice
• It’s slightlyeasier to go to an actual physical outlet

6. Current Problems ofEcommerce inSL
Standard Retail:
• Not a great experienceoverall
• Experiencecentered around price wars

7. Current Problems ofEcommerce inSL
“Theproblemwiththeracetothebottom,isthatyoujustmight
win”
- SethGodin

8. Solvingthe Ecommerce Problem
Some disclaimers
• Nothingis guaranteed(A/B Test Everything!)
• Great experiences are unique.

9. Shaping an Experience
Accessibility
• How easy is it to access what I want.
• Usability
Difficultylevel – Very Easy

10. Shaping an Experience
Information
• How easy is it to make a decision online?
• How muchdoes thecustomer needto think?
Difficultylevel – Very Very Very Hard

11. Shaping an Experience
Execution:
• How well are promises fulfilled?
• Deeply dependent on culture of company.
• Very difficultto change
Difficultylevel – Meh

12. The Easy Part
End goal is to makeshopping onlinea bit
more ‘fun’.
This won’t end up in makingthings much
more convenient. But it’ll help

13. The Checkout
Will anyone get thisright?

23. Colours
Will anyone get thisright?

28. ColoursDone Right
Primary – Main CallTo Action (CTA).
Secondary – Associated withmain action
Tertiary – Separate

29. Pet Peeve
Two Words
Sliding. Banners.

31. Criticism of Carousels
“Carouselsareeffectiveatbeingabletotellpeoplein
Marketing/SeniorManagementthattheirlatestideaisonthe
HomePage.Usethemtoputcontentthatuserswillignoreon
yourHomePage.Or,ifyouprefer,don’tusethem.Ever.”
- LeeDuddell

32. Criticism of Carousels
“Thetargetwasthebiggestitemonthehomepage-thefirst
carouselitem.“Nonetheless,theuserfailedthetask.”
- Nielsen Normal Group

41. Some deserve special attention

43. Enough Easy Stuff
The problem with all of this, isthatit doesn’t
make it any easier to shop
We needto understandwhatdeeper
problems we should solve

44. The HardStuff
Peoplego throughseveral phases when
purchasing
• They need somethingor discover a need
• They research
• They compare
• They buy
• They use

45. You AreNot TheOnly One
Unless you are sellingfood, evendoing fashionwon’t meanyou
are unique

46. It’snotaboutwhosellsit.
It’saboutwhosellsitbetter

47. 2 Types ofShopping
Curation(Browse based)
Supply-everything-model (Search based)

48. So how are we doingonsearch?

49. So how are we doingonsearch?

50. So how are we doingonsearch?

51. So how are we doingonsearch?

52. So how are we doingonsearch?

53. So how are we doingonsearch?
A: Not doing good at all

63. How doI decide?
Comparison is nonexistent.
Social proof is nowhere
Informationisn’t provided
The customer is expected to evaluate on
their own!

64. Solutions
Q: How do you solve thebanner problem?
A: Choose a specific campaign you want to promote and
promote justthat.

65. Solutions
Q: How do I help customers decide what to buy?
A: Try these:
• Take time to fill data in uniformly
• Ensure thatimagesare highquality and sensible
• Incentivize customers to review products

66. Good. Not GoodEnough
Q: How do you solve thebanner problem?
A: Use data to personalize thebanner for EACH
customer/visitor!!

67. Good. Not GoodEnough
Q: How do you help the customerdecide?
A: Build thetools for them.Educate them.Build an experience
thatmatcheshow they shop.
Because no one says “I wanta tabletwith 1gb ram”. They say “I
want to skype”

68. Good. Not GoodEnough
Because no one says “I wanta tabletwith 1GB ram”. They say “I
wantto Skype”

69. And ThenThey Buy
But. Do you helpthem?

71. Stop Shouting
The customer heard you thefirst time!!

72. Breakingthe culturalbarrier
Great UX isn’t a set of practices. It’s a
culture.
A culture thattakestime. And love.
Not everyone wants to give thattime.

73. What can we do?
Wecan’tfightthestatusquosometimes,but
wecanbuildthetoolstosubvertit.

74. But can wego further?
What wouldthedistantfuturelook like?

75. VR Based Shopping?

76. Wearables or other items thatcreate the experience?
Smart mirrors for fashion?

77. The Definingpiecesof tomorrow
Medium– VRand AR
Materials– 3D Printingand NanoTech
Information– Internetof things.Wearables.

78. The Definingpiecesof tomorrow
E Commerce is no longera “thing”.It’s part of
our life
Datamakes decisions for us
Everything talks to each other to satisfy the
needs of the customer.

79. The Definingpiecesof tomorrow
The invisible world of Ecommerce.
Where the act of shopping becomes
“thoughtless”

80. The Present
Timetakento deliver a pen drive – 3 days
Delivery Distance – 4 km
Average speed – 0.167 km/h *
Day = Working day of 8 hours

81. Now What Can WeDo?
E Commercetoolsoftodayaren’tbuiltfor
today.Letalone tomorrow.
VRis thefuture.Hybrids willrule theearth
(Kinda)
ArtificialIntelligencewillbetheonly“salesrep”
you ever need

82. Now What Can WeDo?
We can be the ‘first shapers’ of thefuture

83. GoMakeA Dent In TheFuture
adnanissadeen.com
@kiriappeee
adnan.issadeen@live.com