1) UX should be involved in eCommerce projects from the early phases to ensure customer expectations and business goals can be met. However, many Agile frameworks do not adequately define UX roles and responsibilities, and UX work is often based on decisions made without UX input. 2) Personalization is critical for eCommerce success, but 70% of companies do not personalize experiences and struggle to implement personalization capabilities. 3) For eCommerce projects to be successful, UX must help define customer profiles, journeys, and personalization to transform businesses to the web in a way that delights customers.

1. When and why should UX be part of
eCommerce projects
Sakke Mustonen
UX Competence Lead, Senior Consultant
Talent Base Oy
http://www.talentbase.fi/index.php/en/

2. Who?
Studied of cognitive psychology, UX, Design
Since 2002, from freelancer to consultant
Multiple larger projects, several small ones, seen how things
should be done and how definitely should not be done
Found home at Talent Base, independent small consultant
company, leading the UX competence area

3. UX and CX in ecommerce
• User (or Customer) experience is more than visual design
and responsive website
• CX is crucial link between business goals and customer in
digital channels
• e.g. transforming business to web, people behave
differently in web and “real life”
• Trends, expectations, “making it happen”
• Best practices

4. What customers expect as standard nowadays?
• Easy to find what I want
• Appealing, inspiring content
• Natural user journeys

5. eCommerce trends in 2016 and beyond
Personalisation, make my journey relevant to me!
- based on users, journeys and data
Adapt to users, react on their behavior
Know the customer
Surprise the customer

6. Statistics as example: Personalisation
Personalised recommendationsgenerates 31% of revenues
Recommended products have 5.5 times higher conversion rate than normal
product listings.
Personalised categories are over two times effective in click-trough-rate than
non-personalized.
75% of consumers prefer to see personalised content and offers
56% of consumers would like to use eCommerce if it would be personalised
experience
Personalisation of journeys is seen more important than anonymity

7. Statistics continues
74% of consumers abandon sites when they see content and offers that is
not what they are interested (non-personalised general content and offers)
Personalised customer experience lifts sales by 8%
40% of consumers are buying more if content and offers are personalised
Personalisation is seen as delight and it brings additional revenues,and
customer satisfaction
94% of eCommerce companiesconsider personalisation “is critical to
current and future success.”

8. Short kano model of personalisation
Time is a cruel factor
Delightful features become
basic needs in rather short
time (year or two)
If you miss basic needs,
you have dissatisfying
service
Dissatisfying services are
abandoned
“Nice to have” now is
necessity in no time

9. Intermission
So much statistics
Lets have a break
This will make sense at the end

10. Intermission – a little of ways or working
Agile is new black –
majority of nowadays significant eCommerce projects are agile
Most big eCommerce development use some agile framework to scale
up the work for several agile teams
Common frameworks used on larger scale development:
Large Scale Scrum (LeSS),
Disciplined Agile (DAD),
Scalable Agile Framework (SAFe)

11. Role of customer experience in SAFe
Responsibilities of UX/CX:
Provide agile teams UI design, Design elements, wireframes, do user
testing, define web statistic needs on Agile Release Train level
UX representation in teams (where necessary for interaction or visual
design)
…UX work mostly based on given vision, roadmap and backlog with
architectural decisions from tier above…

12. Role of customer experience in LeSS
Core principle is “customer centric”
But no responsibilities for UX/CX experts is mentioned, most prominent
role for IT architecture
…UX work mostly based on given vision, roadmap and backlog with
architectural decisions from tier above…

13. Role of customer experience in DAD
End user is only one stakeholder among others, represented by product
owner
Secondary role of “domain expert” who _might_ represent customer
UX in scrum team level
…UX work mostly based on given vision, roadmap and backlog with
architectural decisions from tier above…

14. IT is the king
Customer Experience as a discipline, who are by expertise the ones have best view of
the customer expectations and would be able to transform business to web are
taken in when e.g. IT architecture is set and decided
Common nominator for Agile Frameworks

15. End of intermission - Sad statistics!
70% of companies do_not_personalise their customer experience
70% of companies are still struggling on designing and deciding
how to set up their ecommerce sites personalisation
32% admit that their recent IT architecture is not supporting
personalisation
50% of companies list IT decisions being major blockage for
making the magic happen

16. When and why UX/CX in eCommerce?
Why eCommerce projectsare done? For IT OR for customers and business?
Should not CX have a standpoint on e.g. IT decisions in early phase to
ensure customer expectationscan be met, and even exceeded?
Should not CX have a standpoint on in early phase to ensure business goals
are met and made future proof?
CX needed to define the customer/consumer profiles,their journeys and
personalisation features
Disclaimer: previous presentation and claims are not reflecting any project speaker has been in as 1=1. On many eCommerce projects client organisation have
solid CX strategy from the start, and IT is really making wonderful job. But in the cases where it is not like that, revenues are lost.

17. What to do then?
Get your concept straight!
Get to know your customer/consumer profiles, and how to make them
click
Get to know your customer journeys and map your content strategy on
that
Get your data right, get your metadata right, make the content
management right
Analyse, test, follow and adapt continously

18. Thank you!
Want to hear more how this can made happen?
Feel free to drop a mail sakke@talentbase.fi
www.talentbase.fi

19. http://www.nielsen.com/us/en/insights/news/2014/great-expectations-consumers-expect-e-commerce-experiences-tailored-to-their-
needs.htmlhttps://econsultancy.com/blog/66235-12-illuminating-ecommerce-stats-from-january-march-
2015/https://www.linkedin.com/pulse/some-stats-affected-personalization-ecommerce-sites-creationhttp://techbeacon.com/survey-agile-new-
normhttp://www.scaledagileframework.com/user-experience/http://www.scaledagileframework.com/program-
level/http://www.disciplinedagiledelivery.com/roles-on-dad-teams/https://econsultancy.com/blog/66235-12-illuminating-ecommerce-stats-from-
january-march-2015/https://www.linkedin.com/pulse/some-stats-affected-personalization-ecommerce-sites-creation