The master chef lesson. Luz De-León

luz@diga-33.com
www.diga-33.com
@diga33
Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com

UX for Ecommerce
The Masterchef Lesson

About me…
Who are we cooking for?
The importance of each ingredient
Planification: the recipe
Teams in the kitchen
ROI: Show me the green paper
Continuus improvement of CRO
My little spanish restaurant

ABOUT ME
UX designer since 1999
Founder at Diga33!
Creator of UXfighters
Coordinator of the 4th edition of the UX Master
Author of 13 books for MacGraw Hill ed.
Mother of three (and a dog)
luz@diga-33.com | www.diga-33.com | @diga33

2009, we design Mooimakk for
interactiv4, our first
ecommerce site”
2007, we started
Diga33!
2014, with 7 people on
staff, we create
UXfighters.
ABOUT ME

2007, the real start of crisis in Spain
Best moment to start up a business,
when all the other businesses need to
save money

UX:
a very good way to save money!

But…
let me talk about how to be a
Masterchef

About me…

WHO ARE WE COOKING FOR?
Culture
Age ! Experience

Are snails a good idea?
Maybe!!!

“When working UX with
e-Commerce sites, I don’t care
about the users”
Me ; )

How can i use
this knowledge?
!
What does the
user know?

Approach
Phase
Efectivennes
Phase
Improvement
Phase
Expertise
Time

Approach
Phase
Efectivennes
Phase
Improvement
Phase
Time

In order to please a guest, that we know
loves chicken…

Let´s take advantage
of the Chicken!

About me…
The importance of each
ingredient

THE IMPORTANCE OF EACH INGREDIENT
A bad dish

UX cannot save a bad dish

temperature
taste
look
smell
combination of
textures
surprise factor

Whether you are cooking a simple egg or the
most exquisite dish, the experience need to be
planned and need to be taken into account
from the very beginning of the project

It does not matter the size of the project
because there will always be a user behind
Our goal is to achieve this grateful
experience

different design
options
money spent
on changes
REQUIREMENT DEVELOP LAUNCH

Ten years ago…
The client had to use their
online banking application
although applications do not work well!

But don´t fool yourselves
This can’t NEVER be applied
to e-Commerce

Experience matters,
experience sells.

PLANIFICATION: THE RECIPE
Recipes show us the steps we need to
follow and the time we need to add each
of the ingredients.

To work user experience in the planning
phase allow us to foresee the interaction
problems that the users will face and solve
them before they actually occur.

When cooking a Sunday
Dinner we will need 5
ingredients: meat, potato,
onion, gravy and carrots.
but " ?
Who hasn’t forget the gravy?

When the problems are solved after
developing phase, the cost of coming back
to planning doubles up. When the
problems are solved in the launching
phase or even after, then returning to
planning can mean to start all over.

UX is not painting over something,
means creating.

Grab your pens
A master chef dish can’t be
improvised: Planification is key

Nobody works alone in the
kitchen, the same happens on an
e-Commerce project

TEAMWORK
Nowasays great chefs
are surrounded with
multiskills profiles
such as the PR guy, the
wine and the dessert
experts, even with
chemists!!

TEAMWORK
From the UX point of view:
It´s key to work hand by hand with
designers, copywriters and
technology experts, so that the
product works as a whole

TEAMWORK
We don´t need to create a
One Step Checkout,
because it already exists,
it´s tested, and it works
perfectly.

TEAMWORK
I try to keep informed about the
latest versions and ask my
technology partners how to use
them in every case or if there
are any difficulties or how can it
work together with the rest of
the application.

UX Consultant should be your bestie

TEAMWORK
Prototyping is not the
main task of a UX
Consultant but is the
easiest way to show to a
client how an
application works.

A prototype could be the base of your functional definition document
in a ‘universal language’ that not only developers will understand

ONCE AGAIN GRAB YOUR HIGHLIGHTERS:
COOKERS GET A KITCHEN ASSISTANT.
UX CONSULTANTS WILL UNDOUBTEDLY SAVE
YOUR LIFE.

About me…
ROI: Show me the green
paper

SHOW ME THE GREEN PAPER

You don’t make the big money by
getting someone to eat once in your
restaurant
$ $ $ $ $
You will get it, when this person is going to
share his experience and come back to the
restaurant but this time with his relatives

To please the expectations of
the user will allow us to
engage with them and to
make them prescriptors

What matters to the chef
is the returning of the
guest.
It takes so much to get a new client or a
new guest, you know it is, that to invest
in UX in order to guarantee the
recurrence is nothing.

Does UX really have an
impact on ROI?
Is it a trend or is here to stay?

UX
ROI
?

UX tasks are not done
on one shoot

The business
environment might
have change,
therefore the project
needs to be followed

About me…
Continuus improvement of
CRO

CRO = Conversion Rate
Optimization

CONTINUUS IMPROVEMENT OF CRO
UX UX UX
change in the environment change in the environment change in the environment
Punctual continuous actions help us to
optimize results, this is what we know as CRO.

Our grandma’s
favourite dish was not
always as delicious as
we might think

If we present UX to the client
as a circle model, he will be
scared to lose all the effort
and money in the new cycle.

If we work following the linear model, the
client will understand we are not starting over
but we are just optimizing the project, going
one step forward
RESEARCH ANALYSIS STRATEGY GOAL PLAN DELIVERY
MEASUREMENT
RESULTS
OPTIMIZATION

We love A/B Testing!

THE RIGHT PARTNERS

THE RIGHT PARTNERS
We all know how to
cook, however when
you have a big event at
your house you let
things under
professional hands

This collaboration is so
important that the
catering provider becomes
your
If your guests do not like the
food, then they will not be paid.

THE RIGHT PARTNERS
We understand UX as a
partnership not a service:
We join our clients and go along
with you making sure to get your
clients to love the experience at
your site ensuring the engage
with your business.
UX Client

We want to build a business
relationship, where we will work on
their project throughout the time
We want to share with them
our methodology and improve
it with their know-how.

THE RIGHT PARTNERS
One thing we love
about working
online and not
offline is that UX is
measurable.

THE RIGHT PARTNERS
People think UX is about
colours and painting
over. But it is a question
of numbers and
numbers don’t lie.

You can have your opinion about colours, and
you might like blue over yellow

You can have your opinion about colours, and
you might like blue over yellow
but what is a FACT is that everybody loves 5%
over 3% of rate conversion.

Hope you enjoy the
meal!!

diga-33.com
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The master chef lesson. Luz De-León

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