Understanding the key user experience considerations of
achieving a successful transactional m-commerce site
Sam Barton – head of user experience
@sam_barton
Digital transformation
SURVIVAL-LED
2003-07
Integration and consolidation
BUSINESS-LED
2007-12
Catalogue to etail capabilities
CUSTOMER-LED
Dec ‘14
86%
2012-today
Vision for world class digital
Testing has evolved
6 months 6 days
The role of mobile
Test everything - iterate towards redesign
Avoid incrementalism and redesign
Iteration enables ‘learning how design works’
Incrementalism RedesignIteration
Fail fast to learn soonerExperiments fail often, design for it
Fail fast to learn better
90% fail
Nearly all fail
67% fail
90% fail
66% fail
Evidence led approach
Through data In our UX lab On site (50/month)
PROBLEM SOLVING QUALITATIVE TESTING QUANTITATIVE TESTING
Mobile gal lery – adopting ‘ fai l fast ’
(0.2)
%
Iteration 1
Iteration 2
Iteration 3
Taggstar - persuasive messaging
2.7%
Idea:increase conversion
on product page using
real-time data to
inform customers on
item performance
Action:using customer review
data and real-time
purchase analytics,
temporarily surfaced a
‘persuasive’ message
Result:2.7% significant lift in
conversion
Multi-device – sticky headers
Idea:make it easier for
customers to navigate
by introducing a
‘sticky’ top nav
Action:implemented across
desktop, tablet and
mobile to understand
customer behaviour
by device
Result:1.4% lift in conversion
on mobile, but 3.1%
drop on desktop
Cleaner header
Control Challenger
Hypothesis accepted
1.6% significant
increase to conversion
✗
A P P S
Why an app?
1. Customer ease - enhanced and secure experience
2. New communications channel – push notifications
3. Hygiene – digital retailer (in line with competition) and
future ready
V1.0 (MVE) features
Analytics
Support and help
Native Search
Snap Style
Native Browse
Fluid transitions
Speed
Account
Secure
iOs
Very
Keeping pace and driving innovation
Customer
led
Technology
led
Customer led innovation test, iterate, test, iterate - quantify
Technology led innovation partnerships
Cimagine – customer led iteration
Usability benchmark for key tasks
In summary
• Think mobile first
• Culture of experimentation
• Start up mentality
Any questions?
@sam_barton
shopdirect.com/careers