Vaimo sa ecom seminar feb 27 2014 ecom & ux - PJ Utsi
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Transcript of Vaimo sa ecom seminar feb 27 2014 ecom & ux - PJ Utsi
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E-COMMERCE & USER EXPERIENCE
Vaimo E-commerce Seminar February 27, 2014
Sage Technology Park, Pretoria
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CO-FOUNDER & CHIEF CREATIVE OFFICERPJ UTSI
Stockholm, Sweden
Science + Development + Design + Innovation Business + Sales + Product + Digital + Web
= Ecommerce!
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AGENDA• What is user experience?
• How to think • How to start • How to continue • Demo
• What’s new & happening? • Mobile • Multi-channel • Demo
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It’s everything!
USER EXPERIENCE
Design, Look & Feel, Usability, Readability, Accessibility
Speed, Intuitiveness, Precision, Stability, Quality, Reliability
Price, Discounts, Availability, Payment, Shipment, Returns
Delivery, Packaging, Products, Warranty, Brand, Marketing
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USER EXPERIENCE: HOW TO THINK• Building a digital store
• Digital is not physical • You have more than one store layout
• People shop differently • Men vs. Women • Rational vs. Emotional
• People are right • We are probably only guessing • Digital means we have data
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USER EXPERIENCE: HOW TO START• The site
• What does it do? • The customer
• Who is it? • Why is she here?
• Scenarios & journeys • What is going to happen?
• Prioritize • What is most important?
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CUSTOMER & SCENARIOS
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THE BRAND LOYAL CONSUMER
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THE CONVENIENCE CONSUMER
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PERSONAS
24-hour fashion lover Time-pressed optimizer
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USER EXPERIENCE: HOW TO CONTINUE• The site
• Is it working? • The customer
• Who is it really? • Why is she really here?
• Scenarios & journeys • What is actually happening?
• Prioritize • What is most important, now that we know more?
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WHO IS IT REALLY?
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WHAT IS ACTUALLY HAPPENING?
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DEVICES, TRAFFIC & SALES?
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DEVICES, TRAFFIC?
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DEVICES, SALES?
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USER EXPERIENCE:DEMO• Gant - http://us.gant.com • Eton - http://www.etonshirts.com • Björn Borg - http://www.bjornborg.com • Bauhaus - http://www.bauhaus.se • JC - http://www.jc.se • P O. P - http://www.polarnopyret.com • Ridestore - http://www.ridestore.se • FCNY - http://www.flightclub.com • Konga - http://www.konga.com
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WHAT’S NEW & HAPPENING?
Mobile
Multi-channel
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MOBILE• What is it? • Is it important? • What’s the problem? • What must we do?
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MOBILE: WHAT IS IT?• Are you mobile? • Are you desktop? • What’s the difference?
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MOBILE: WHAT IS IT?• Smaller screen
• Sometimes a lot, sometimes a little
• Touch • No keyboard • No cursor
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MOBILE: IS IT IMPORTANT?• The PC is dead • We only buy mobile devices
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MOBILE: IT DOMINATES ALL…
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MOBILE: …EXCEPT THE WEB
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WHY? FROM NATIVE TO WEB
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WHY? MEAT IN THE WAY
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WHY? IT’S NOT THE SAME
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WHY? IT’S SLOW
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THE WEB ON MOBILE, NOT EXACTLY A PARTY…
…AND IT’S THOSE ☁#★!& NATIVES FAULT!
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APPS SET THE BAR
HIGH • Touch • Sharp • Focus • Recognize me • Hardware • Performance
BUT… • We can’t replace
every site with an
app • Connection is slower • Browser is weak
SO WE HAVE TO • Look like an app • Act like an app • Shed weight
HOW?
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WE WANT DESKTOP-
GRADE • Content • Features • Interface • Readability
BUT… • Screen is smaller • Sometimes portrait,
sometimes landscape • Different size
SO… • Everything must be
available • Content and layout
must adapt
HOW?
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MOBILE: WHAT MUST WE DO?• Look & act like an app
• Shed weight
• Make everything available
• Adapt content & layout to screen size
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MOBILE: RESPONSIVE WEB DESIGN
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MOBILE: RESPONSIVE WEB DESIGN
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MOBILE: DEMO• Eton - http://www.etonshirts.com • Björn Borg - http://www.bjornborg.com • P O. P - http://www.polarnopyret.com • Bauhaus - http://www.bauhaus.se • CUM Books - http://www.cumbooks.co.za • Konga - http://www.konga.com
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MULTI-CHANNEL• What is it? • Is it important? • What’s the problem? • What must we do?
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MULTI-CHANNEL: DEMO• CUM Books - http://www.cumbooks.co.za • Pavers - http://www.pavers.co.uk • Flight Club - http://www.flightclub.com • P O. P - http://www.polarnopyret.com • Bauhaus - http://www.bauhaus.se • Tilbords - http://www.tilbords.no
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