User experience for ecommerce - UX Riga 2014

Increase sales, engagement and satisfaction through better design

Mo Syed @uxmo !

User experience for e-commerce

Why?

Conversion stubbornly low

Growth slowing

Competitive environment

A new way

What’s going on in the brain?How we perceiveWhat drives us

How we can use these insights?

A cognitive model of engagement

Attention is scarce, interruption is abundant.

The mindunconscious

conscious

Cues the breadcrumbs that lead us, without us knowing.

Seeking - dopamine system

Desire

Reward - opioid system

Satisfaction

Time spent in journey

Use

r en

gage

men

t

Buy threshold

Leave threshold

So why do we buy?

Purchase

Tablet App

Kiosk

POS Display

In-Store

Postal Mailing

Catalogue

Email Newsletter

Website

Recommendations

Social platforms

Search

Connected TV

Retargeting ads

Time spent in journey

Use

r en

gage

men

tBuy threshold

Leave threshold

Visit new

site

See retargeting add

Buy

cost benefit

Design approaches for conversion

or reducing cost

Effortless buying

Eliminate confusion

Meet expectations

Refine interactions

Where users look

Eye tracking

from http://www.useit.com/alertbox/reading_pattern.html

Where users look

F-Shape pattern

Visual priority

Take a look at this

A

B

C

B B

B

G

E

F

Path dependence

B

X

A

Path to completion

from http://rosenfeldmedia.com/books/webforms/

Path to completion

from http://rosenfeldmedia.com/books/webforms/

Layout grids

Highest priority

Medium priority

Low priority

Visual harmony

from http://en.wikipedia.org/wiki/Grid_(page_layout)

Layout grids

Clear scan lines

Clear path to completion

The F-pattern

Visual noise

Visual noise

Visual starting point

?

Visual starting point

Where users lookEye tracking on web forms

from http://rosenfeldmedia.com/books/webforms/

The cost of choice

£39/month Sign up now

or

EyeHandThought

cost benefit

Size, quality, price & perception.

A cognitive bias is a pattern of deviation in judgment that occurs in particular situations.

Anchoring describes the common human tendency to rely too heavily, or "anchor," on one trait or piece of information when making decisions.

5 19 25 9120

19 25 9 1205

Summary

References!

http://en.wikipedia.org/wiki/ List_of_cognitive_biases

Priceless by William Poundstone

Web Form Design: Filling in the Blanks by Luke Wroblewski

Why We Buy: The Science of Shopping by Paco Underhill