Importance of visual design on customer engagement and the importance of an omni-channel experience.

1. REIMAGINING THE WAY WE
Melvin John, Sr. UI/UX Designer, Chumbak

2. What’s missing from the online
shopping experience?

3. E-commerce sites have largely ignored
the shopping habits of its largest
potential audience — women

5. E-commerce vs. Brick and mortar
• Conversion rates are significantly higher in store than
online
• Luxury retail requires all five senses
• Logistics are simpler offline than online
• People do not want to give us their details in store

6. Human habits are ignored
PROBLEM #1
• Conventional e-commerce optimised for linear
traversal
• Navigation to predetermined item
• Focus on a utilitarian march towards purchasing

7. STORE DESIGN
• Presents ensembles
• Visual hierarchy and priority
• Multiple product categories visible
• Utilizes 3 axes
ECOMMERCE DESIGN
• Focuses on individual items
• Grid Layout
• Siloed product categories
• Utilizes 1 axis

8. It’s bigger than buying
• Fun diversion
• Method of expressing one’s personal identity or style
• Build trust with close friends or family
• Shopping is far more than acquiring things

9. Middle step is missing
PROBLEM #2
Browse Buy
Consider

10. Comparison shopping

11. Our Approach
We thought about ways to keep the shopper in the
context of her current search, while also revealing a
wide array of complementary products.

12. Multiple product categories visible at one time
SOLUTION

13. A persistent favourites panel
SOLUTION

14. Discovery delight

15. Why it Matters
Without creating a feeling of personal discovery, online
retailers miss an opportunity to cultivate an emotional
attachment to the products.

16. Our Approach
Rethink how products relate to each other.

17. A random yet curated set of items
SOLUTION

18. Social validation

19. Why it Matters
• Making social interactions a larger part of online
shopping could have a significant effect on
conversions.
• This is also an opportunity to reach new customers.

20. Our Approach
Sharing allows for someone to say "This is what I
bought," not ask "Should I buy this?
We wanted to focus on personal exchanges about the
products someone was considering.

21. Let friends and family weigh in
SOLUTION

22. User Generated Content (UGC)
SOLUTION

23. Conclusion
The key to promoting sales is to give the customer the space
and environment to develop an emotional attachment to the
products.

24. @melvindidit
engineering.chumbak.com