Why e-commerce UX matters

Why we do e-commerce instead of traditional commerce?

convenient

intuitive enjoyable

What we are expecting

Buthow do users actually feel?

McKinsey

70% of buying experiences are based on how the customer feels they are being treated.

Landing

ProductDiscovery

ProductPresentation

Cart Management

Checkout

PaymentGateway

Customer Services

Delivery

Return

Loyalty

E-commerce Customer Journey

Landing

ProductDiscovery

ProductPresentation

Cart Management

Checkout

PaymentGateway

Customer Services

Delivery

Return

Loyalty

E-commerce UXUX

UX

UX

UX

UX

UX

UX

UX

UX

UX

Landing

Product Discovery

Product Presentation

Cart Management

Checkout

Payment Gateway

Customer Services

Delivery

Return

Loyalty

E-commerce UX

User Experience (UX) is the interaction a user has with a product or service and how they perceive it.

Product Service User

UX

UX ~ NPS

User Experience Professionals' Association International Conference 2012 - Erin Bradner & Jeff Sauro

(Net Promoter Score)

American Express Survey, 2011

3 in 5 Americans (59%) would try a new brand or company for a better service experience.

Understanding Customers by Ruby Newell-Legner

It takes 12 positive experiences to make up for one unresolved negative experience.

UX makes users feel happy but anything else?

Business development secret weapon

Control version UX-optimized variationRPV +17.4%

(Source: rejoiner.com)

Control version UX-optimized variationRPV +13.9%

(Source: rejoiner.com)

Control version UX-optimized variationRPV +14.3%

(Source: rejoiner.com)

Control version UX-optimized variationRPV +36.8%

(Source: rejoiner.com)

Control version UX-optimized variationConversion rates +58.39%

(Source: rejoiner.com)

$mall UX tweaks bring much better rvnu

Phowr (L Anh Quang)Product Manager E-Wallet Momo

Developer, Strobist @6ix.vn Product Manager @VatGia Project Manager @CucRe.vn Product Specialist @Adayroi

PhowrUXDphowr.uxdesignphowr.uxd@gmail.com