E commerce Lessons Learned - Presented by Factor
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The document outlines key lessons learned in e-commerce UX and taxonomy discussed at a Seattle IA/UX meetup. Main points include the importance of taxonomy to brand promise, the need for user-centered merchandising that reflects customer needs, and the distinction between pre-cart and post-cart experiences. Additionally, it highlights the role of analytics in improving design and emphasizes the groundwork necessary before measuring ROI.
E commerce Lessons Learned - Presented by Factor
- 1. 813.702.3331 info@factorfirm.com @factofirm factorfirm.com Lessons Learned in e-Commerce UX and Taxonomy Seattle IA/UX Meetup 5.13.14
- 2. Some of our e-Commerce engagements...
- 4. Here are the lessons we’ll be talking about: Lesson 1: Taxonomy is a key element of your brand promise. Lesson 2: Your customers don’t care about your merchandising taxonomy. Don’t force them to. Lesson 3: Techniques used to optimize the post-cart funnel usually don’t work for the pre-cart experience. Lesson 4: Pre-cart findability requires organizational alignment. Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools. Lesson 6: There’s often a lot of work to do before you can measure ROI.
- 5. Lesson 1: Taxonomy is a key instrument of your brand promise.
- 6. You know your UX is a key instrument of your brand promise. So is your taxonomy. ● It can express brand attributes ● It can expose expertise ● It can demonstrate understanding ● It can articulate a style ! When customers use your taxonomy, it’s an act of trust.
- 7. Flatware...?
- 9. Lesson 2: Your customers don’t care about your merchandising taxonomy. Don’t force them to.
- 10. Merchandising vs. Sales ● Same products ● Very different user needs and goals ● User-centered design techniques can lead to better taxonomies
- 11. Before: navigation reflects merchandising taxonomy
- 12. After: navigation reflects customer needs, goals, and mental models
- 13. Lesson 3: Techniques used to optimize the post-cart funnel usually don’t work for the pre-cart experience.
- 14. Pre vs. Post Cart ● Pre = less well understood ● Post = well understood, mature Why? ● Pre-cart experiences feature many different styles of shopping: research, inspirational, aspirational, known item, serendipity, etc. ● In post-cart experiences there is goal alignment between seller and buyer.
- 15. How does the means of understanding differ between pre- and post-cart experiences? Research techniques and conclusions: ● Pre - cart ○ More generative and strategic ○ Qualitative AND quantitative ● Post - cart ○ More evaluative and tactical ○ Mostly quantitative.
- 16. It’s harder than it seems to get customers to a product page.
- 17. Lesson 4: Pre-cart findability requires organizational alignment.
- 18. Pre-cart Findability Requires Organizational Alignment Organizational alignment is vital. Experience factors: ● Item groupings ● Ability to zoom in/out ● Teleporting, not pogo-sticking ● Guided nav style (conversational, curated, etc.) ● Must be well-attributed ● Must be well-supported by navigation aids.
- 19. (How can I be sure I’m) Seeing All The Things?
- 20. Lesson 5: Analytics can be used to answer complex questions -- if you know what to ask and have the tools.
- 21. How analytics considerations can drive design and taxonomy management The Basics: ● Examining Search Logs can tell you a lot. Beyond the Basics: ● What does it tell us when customers abandon browse for search? or the reverse? ● Where do guided navigation experiences impact conversion the most? ● Instrument your site to support the questions your business is driving you to ask.
- 22. Un-Guided Navigation Home Browse ProductSort Filter Search Guided Navigation Much less likely to see product page. Sub-CategoryHome Category Category Sub-category Category Sub-category Search Results Search Results Search Results Product Product NOISE Much more likely to see product page, and thus convert.
- 23. Lesson 6: There’s a lot of work to do before you can measure ROI.
- 24. What to do before you can measure ROI ● Can you plug into standard marketing metrics? ● How do you establish a baseline? ● Conversions vs. CSAT vs. operational efficiency.
- 25. DESIGN AND MODELING OF INFORMATION AND EXPERIENCES 813.702.3331 info@factorfirm.com @factofirm factorfirm.com THANK YOU!