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