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Usability in e-commerce - a design framework

Date post: 14-Jun-2015
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Surely you’ve attended them - all those meetings full of high-temperature discussions about product pages, search queries and checkout flows. Everybody seems to have their own disparate opinion, everyone refers to another big name site asserting: “Let’s do it like they do, surely they've got it right”. More often than not it ends up in a chaotic jumble. It doesn’t have to be that way. By using a solid design framework as your compass, you will navigate your future design meetings with much more confidence and efficiency. And armored with a fine selection of e-commerce usability best practices, you will be ready to think like a pro.
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Usability in e-commerce a design framework to lubricate your design discussions
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Page 1: Usability in e-commerce - a design framework

Usability in e-commercea design framework to lubricate your design discussions

Page 2: Usability in e-commerce - a design framework

A typical project brief“Our new service should breath our brand and wow our customers. Here’s

the RFQ with all the features we need, all we need you to do is to create a

gorgeous design. ”

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Johan Verhaegen – UX Strategist Human Interface Group

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Vision & missionWe give strategic advice and create the engaging user experience you need.

We help our customers getting their results.

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UX Strategy UX Design User Assistance

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business+design

a design

framework

trust-and-tried best practices

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business+designa difficult relationship

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Project brief uncovers a schism: business ⎟⎟ design

• “Breath … wow … gorgeous” -> uncovers a schism

• Business• business sees design as the final step in the

creation process• a wrapper, a container or the polish of the product or

service

• business involves design way down the project line• instead of integrating design as integral part of the

process

• Design• designers don’t understand their role in the process• designers won’t get out of their comfort zone• designers ‘dribbble’ themselves to death

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business

design

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business

design

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“Design doesn’t just make things beautiful,it makes them work.”

Scott Dadich – The Age of Invisible Design (Wired, September 2013)

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http://www.mobify.com/blog/

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http://www.mobify.com/blog/

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design ∞ produce

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“Impressive!”

Eh, how do we pull this off exactly?

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Simply copying the giants is not a decente-commerce strategy.

@johanverhaegen

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business+designa design framework to the rescue

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Without a design framework, your designs will eventually become a chaotic jumble of preferences and opinions.

@johanverhaegen

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Design theory

User research

User evidence

Design framework – foundations

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Design theory - UX Authorities

Jakob Nielsen’s Alertbox

10 usability Heuristicsfor User Interface

Design

Susan Weinschenk

Scientific foundation for design decisions, interaction design principles

‘People process information in chunks’

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User research – UX referencesProfound research on similar products, best practices, interpretations, conclusions, …

‘Customers like to be in control of their shopping baskets’

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User evidence – HIG projects

Data gleaned directly from projects - user observations, usability testing, …

‘Users feel overwhelmed when offered to many choices’

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Value proposition

Usability principles

Design principles

e-shop design

Design framework – mechanism

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Value proposition

shop without worries –

comfortably choose between 7

million articles – enjoy the best

service

rent unique places to stay from

local hosts in 190 countries

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Usability principles for e-shops

1 People are motivated by control

2 People are motivated by progress

3 People process information better in bite-sized chunks

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1 People are motivated by control

• People are motivated by autonomy

• Your customer is in control and is able to do

things himself

e-shop design principle: always in control

• “I choose whether I browse or search”

• “I am in full control of my shopping basket”

• “I decide where and when my goods are delivered.”

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2 People are motivated by progress

• Small signs of progress have a big effect

• show people their progression toward goals

• People don’t always choose the fastest way to

complete a task

• offer more than one way, so that users have a

choice

• Keep users informed during the entire journeye-shop design principle: online is easier• “I know what the next step is. I’m confident I will succeed in ordering

my stuff.”

• “I easily choose between products I want to add to my basket.”

• “When I’m done shopping on the site, my shopping journey isn’t

finished.”

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3 People process information in chunks

• Too many choices paralyzes the decision process

• if possible, limit the number of choices to 3 or 4

• if you have to offer more options, offer them

progressively

• People typically remember only 4 items once, that's

why they have the tendency to divide and group

itemse-shop design principle: progressive

disclosure• “I find all the information I need, at the right time and place.”

• “I don’t feel overwhelmed by information.”

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Value proposition

Usability principles

Design principles

e-shop design

Design framework - mechanism

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trust-and-tried best practicessearch + search results + product page

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Best Practices – Search

• On typical e-commerce sites customers tend to choose browsing over searching

• … unless you promote search for a specific reason

• Customers see the prominence of the search field as an indicator of how strongly the site recommends search as a way to find products or services.

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Centered on homepage for maximum effect

Surrounding hero image for major impact

Extra dark background for better contrast

Distinct color to focuson call-to-action

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Best Practices – Search

Deliver results fast with autocomplete scope suggestions

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Distinct style in the autocomplete suggestions

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Best Practices – Search

Deliver results fast with power search tools

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Best Practices – Search

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Best Practices – Search results

Enable customers to browse in categories and subcategories

If relevant, offer themes as alternative entry points

Provide options to sort the results

Assist the customer finding the exact product with facetted sorting

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Best Practices – Search results

Filter for highly personalized results

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Browse

Filter

Sort

Theme

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Filter

Filter

Filter

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Filter

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Best Practices – to the product page

• Search• customer already knows the specific item he wants and

has a good notion on how it can be identified• customer needs to understand the search space and

they should be able to put in the right keywords

• Browse• customer doesn’t know yet the specific item he wants• items should be categorized in a customer-logic way,

consistent with other (offline and online) shopping experiences

• navigation should help a customer to quickly get a mental model of the search space

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as simple and

striking as

possible so it

passes the

blink test

a clear and

effective

layout

minimal and

non-

distracting

navigation

well-

positioned

call-to-action

fluent

shopping

continuation

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as simple and

striking as

possible so it

passes the

blink test

a clear and

effective

layout

minimal

non-

distracting

navigation

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well-

positioned

call-to-action

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Before you take off:3 things to take away with you

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business+design are two sides of the same coin

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your design framework is your compass

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an engaging user experience makes a customer happy


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