Søren Engelbrecht discusses user-centered information architecture for e-commerce. He presents examples of how to structure product listings and categories to support different types of customers during search and browse. Engelbrecht also proposes using needs assessment tools to facilitate complex purchase decisions by recommending personalized solutions based on customer profiles and input. The key takeaways are to choose filtering/sorting parameters carefully, identify important decision factors, consider a basic needs assessment, balance data and questions, and test the design.

1. User-Centered Information
Architecture for e-Commerce
Søren Engelbrecht – Mobile App Manager, A.P. Møller - Mærsk A/S

2. 1. Introduction: How We Shop
2. Search and Browse
3. Needs Assessment Tools

3. page 3
Commerce, Anno 1962
Source: Købmand A. Engelbrecht Jensen, Fredericia

4. page 4
Are We Good Enough at Online Service ??
Only 22% of customers think
that the average online
retailer ”understands them” 22%
For their favourite online
retailer, that figure is 37%
Source: The Consumer Conversation, IBM, 2015

5. page 5
Customer Personas
A
Focused
Customer:
Knows exactly
which product he
wants
Search
B
Knowledgeable
Customer:
Knows basic
facts, but hasn’t
decided yet
Browse
C
Clueless
Customer:
Knows very little
– might not even
have an interest
in the product
Needs
Assessment

6. page 6
Choice – A First World Problem
”A large array of options may discourage
consumers, because it forces an increase in
the effort that goes into making a decision.
So consumers decide not to decide, and
don’t buy the product”
Barry Schwartz
Source: The Paradox of Choice – Why More is Less, Barry Schwartz, 2004

7. page 7
Hypothesis
Supporting the decision process by applying
a customer mindset to your Information
Architecture will help increase conversion
…and might even help you succeed in a competitive
market place without having the lowest price…

8. söndag den 6
mars 2016
8
Search and Browse

9. page 9
Case: Choosing a Kid’s Football Jersey

10. page 10
Case: Choosing a Sofa
Patchwork
• Yell
• Doll
• Quant
• Alpine
• Fashionista
• Bronte
Contemporary
• Itsy
• Fling
• Idol
• Esther
Icons
• Safari
• Soda
Jewel Editions
• Sparkle
• Shimmer

11. page 11
Case: Choosing a Wristwatch
180 collection
Freedom is expressed by the
passion for adventure. Love for
nature, effort, preparation and
comparison
450 Collection
Watches with dynamic, fresh and
versatile character, reinterpreted
with a unique and Italian style of
Sector

12. page 12
Case: Choosing a Camera

13. page 13
Case: Choosing a Camera
Sorting parameters:
• Camera name
• Resolution
• Optical zoom
• Card type
• Special features
• Price

14. page 14
Case: Choosing a Pair of Trousers

15. page 15
Case: Choosing a Pair of Trousers

16. page 16
Case: Choosing a Pair of Trousers

17. page 17
Case: Choosing a Pair of Trousers

18. page 18
Summary of Search and Browse
1. Give products and categories meaningful names – cater for all
three types of customer: Focused, Knowledgeable, and Clueless
2. Make sure that your Search Engine works like Google
3. Filters and sorting only make sense for large numbers of products
4. If you use filters or sorting, make sure that:
• Parameters are understandable to the customer
• Parameters correspond to the mind/needs of the customer
• Filter data are available across all products – and comparable
5. Use filtering for discrete values (e.g., Product type, Clothes size or
Colour), and sorting for continuous values (e.g., Price or Product
dimensions)

19. Needs Assessment Tools

20. page 20
The Challenge
How can we design an online tool to
facilitate the decision process –
especially for complex products ??
Definition: A needs assessment is a systematic process
for determining and addressing needs, or "gaps" between
current conditions and desired conditions or "wants".
Source: Wikipedia.org, 2016

21. page 21
Case: Choosing a Camera
…talks to the friendly guy
behind the counter…
…and is recommended to take a closer look
at three cameras.
She goes for pink :-)
… goes to the Camera Store…
A customer, Eva...

22. page 22
NeAT: The Needs Assessment Tool
Needs
Assessment
Tool
Proposed solution
for the customer to
review and adjust
Category
Options
Item
Product Structure and Logic
Category Category Category Category
Item Item Item Item
Option Option Option Option
Knowledge about the customer
Needs and data stated
explicitly by the customer
Needs and data that can be
assumed from experience
A key issue is that the customer should not feel limited, but instead perceive being
positively assisted in delimiting the solution space

23. page 23
Case: NeAT for an Insurance Engagement
Data and Associated Rules
Data on Eva (Individual level) Ex Ex+New
Data on similar customers (Group level) Ex+New Ex+New
Internal External
Identification
What can we
tell about Eva
and similar
people ??
NeAT Level 1:
Which product
types match
her Customer
profile ??
NeAT Level 2:
Which covers,
sums, and
services do we
recommend ??
Recommended Engagement
Data, Rules Data, Rules Data, Rules Data, Rules Data, Rules Data, Rules
Login or other ID
Existing customer
New customer 3-6 basic questions
Relevant Products
Home Content Car Accident Travel Dog

24. page 24
NeAT Implementation for Nordea
• Nordea sells insurances on behalf of Tryg in their branches
• Before, a classic ”Green-screen” interface was used
• Since March, 2014, Nordea uses a browser-based NeAT

25. page 25
NeAT Concept for Volvo CE
• Sales today is face-to-face
• Customers are typically quite
knowledgeable (Type A/B)
• Product configuration is very
complicated – for both users
and sales staff
• The Volvo CE website is focused
entirely on PDF download
Vision: A NeAT designed to
facilitate both self-serviced
information foraging and
face-to-face sales

26. page 26
NeAT Process
Customer page
NeAT Level 1
NeAT Level 2
A
B
C
What are the basic needs of the customer ??
1. Purpose/application
2. Type of machine
3. Weight-class
Which solutions can Volvo offer ??
Show 1-3 machines that fulfill the intended use,
and the relevant Volvo USPs. The user picks one
How should the machine be configured ??
Detailed configuration and choice of accessories
focused on the intended use
PurchaseD Self-service: Generate a lead to the sales office
Manned: Transfer the configured machine and
accessories to the sales system

27. page 27
Benefits from a Volvo NeAT
1. Convince the customer that Volvo have the right
machines for the job and offer great support
2. Guide the customer the first steps down the sales
funnel
3. Generate more – and better qualified – leads for
the sales organization
4. Strengthening the Volvo brand
Increased likelihood of a sale

28. page 28
Poor Man’s NeAT: Komplett.dk
• Komplett.dk/.no/.se have implemented ”Buying guides” for
laptops and TVs on their website
• Especially the laptop guide is interesting, since it addresses
only the intended use – not technology
Behind the scenes, this NeAT
simply assists the non-expert
user in applying suitable values
for the existing product filters

29. page 29
Summary of Needs Assessment
1. Aim to perform the same service online as a well-trained human
could do in a physical store
2. Analyze to find the most important questions for your NeAT – the
customer might be aware of some, but not all of them
3. Make sure that you ”give something back along the way” in the
process (The law of reciprocity)
4. Keep the customer focused on needs, rather than price, for as
long as possible
5. Make sure that you save all submitted information as cookies for
later targeting

30. Takeaways

31. page 31
Five Key Take-Aways
If you have a “regular” web shop, implement sorting/filtering on
these parameters. Choose carefully between fixed filters, flexible
filters, and sorting – and make sure that your data quality is OK
Start by finding the decisive parameters in the decision process.
Ask both customers and customer-facing employees
1
2
Consider building a ”Poor man’s NeAT” on top of your filters to
assist the customer
3
If you go for a full-scale NeAT, find a balance between ”enough data
for meaningful recommendations” and ”customer interrogation”
4
As always: Test early in the design phase and prepare for
optimization after release (e.g., tracking, A/B testing)
5

32. page 32
Thank You !!
e-mail: Soren.Engelbrecht@maersk.com
Mobile: +45 21 84 00 00
Social: #WIAD16 #Maersk
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