You have a great product or service to sell, and you know people everywhere will want to buy it, so you dive into e-commerce and wait for the sales to start rolling in...except...nothing happens. Today, buyers beware more than just what they spend their money on, they also pay keen attention to where and how those transactions take place. In this session we will look at what separates good online customer experiences from the bad and the role of design in this distinction.

1. *Buyer Beware (Poorly Designed Selling Experiences)
Mark Congiusta
UX Design Guru/Ninja/Rockstar

2. *Buyer Beware (Poorly Designed Selling Experiences)
Mark Congiusta
UX Design Guru/Ninja/Rockstar
10 Commandments
The
of E-commerce UX

4. • Mark (don’t worry about my last name)
• Design leader for 20+ years
• Architecture, product, web, advertising,
animation, graphics, UX, a couple of design
degrees etc.
• Currently working at Amazon
• Launched billions of e-commerce websites
• Has been known to exaggerate
WHO’S THIS GUY?

5. Lots of people, in lots of
places, are buying lots of stuff,
using lots of devices from lots
of e-commerce sites.
Credit: Me

7. CX UX UI

10. I. Thou Shalt Know Thine Customers

13. II. Thou Shalt Measure, Iterate, Optimize

17. III. Poor UI Is The Root Of All Evil

18. 48% of people cited a website’s design as the number one factor in deciding the credibility of a business.
—Tyton Media, 2016
SKETCHY TRUSTWORTHY

21. IV. Ignore Good Copywriting
At Thine Own Peril

23. PRETTY USEFUL
VS

24. V. Make Things Easy To Find Lest
Thine Customers Smite You

27. VI. Good Product Imagery Is A Blessing

30. VII. Honor The Mobile Customer

33. VIII. Thou Shalt Not Knowingly
Deceive Thy Customer

35. Basically,
don’t be a d!¢k

36. IX. Thou Shalt Not Covet
Thy Competitor's Website

38. DISCLAIMER:
THIS IS NOT LEGAL ADVICE!!!

39. X. Thou Shalt Follow No Other
Commandments Before These

40. —uxmyths.com

41. Myth:
Get to all pages
in 3 clicks
Myth:
People don’t
scroll
Myth:
You are like
your users
Fact:
Replace the three-click
rule with the one-click
rule: “Every click or
interaction should take
the user closer to their
goal while eliminating
as much of the non-
destination as
possible.”
Fact:
Chartbeat, a data
analytics provider,
analyzed data from
2 billion visits and
found that “66% of
attention on a
normal media
page is spent
below the fold.”
Fact:
Several studies
illustrating how
hard it is for
people
immersed in a
business to put
themselves in
the shoes of
beginners.

43. (Definitely not blasphemy!)