UX in eCom projects
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1) UX should be involved in eCommerce projects from the early phases to ensure customer expectations and business goals can be met. However, many Agile frameworks do not adequately define UX roles and responsibilities, and UX work is often based on decisions made without UX input. 2) Personalization is critical for eCommerce success, but 70% of companies do not personalize experiences and struggle to implement personalization capabilities. 3) For eCommerce projects to be successful, UX must help define customer profiles, journeys, and personalization to transform businesses to the web in a way that delights customers.
UX in eCom projects
- 1. When and why should UX be part of eCommerce projects Sakke Mustonen UX Competence Lead, Senior Consultant Talent Base Oy http://www.talentbase.fi/index.php/en/
- 2. Who? Studied of cognitive psychology, UX, Design Since 2002, from freelancer to consultant Multiple larger projects, several small ones, seen how things should be done and how definitely should not be done Found home at Talent Base, independent small consultant company, leading the UX competence area
- 3. UX and CX in ecommerce • User (or Customer) experience is more than visual design and responsive website • CX is crucial link between business goals and customer in digital channels • e.g. transforming business to web, people behave differently in web and “real life” • Trends, expectations, “making it happen” • Best practices
- 4. What customers expect as standard nowadays? • Easy to find what I want • Appealing, inspiring content • Natural user journeys
- 5. eCommerce trends in 2016 and beyond Personalisation, make my journey relevant to me! - based on users, journeys and data Adapt to users, react on their behavior Know the customer Surprise the customer
- 6. Statistics as example: Personalisation Personalised recommendationsgenerates 31% of revenues Recommended products have 5.5 times higher conversion rate than normal product listings. Personalised categories are over two times effective in click-trough-rate than non-personalized. 75% of consumers prefer to see personalised content and offers 56% of consumers would like to use eCommerce if it would be personalised experience Personalisation of journeys is seen more important than anonymity
- 7. Statistics continues 74% of consumers abandon sites when they see content and offers that is not what they are interested (non-personalised general content and offers) Personalised customer experience lifts sales by 8% 40% of consumers are buying more if content and offers are personalised Personalisation is seen as delight and it brings additional revenues,and customer satisfaction 94% of eCommerce companiesconsider personalisation “is critical to current and future success.”
- 8. Short kano model of personalisation Time is a cruel factor Delightful features become basic needs in rather short time (year or two) If you miss basic needs, you have dissatisfying service Dissatisfying services are abandoned “Nice to have” now is necessity in no time
- 9. Intermission So much statistics Lets have a break This will make sense at the end
- 10. Intermission – a little of ways or working Agile is new black – majority of nowadays significant eCommerce projects are agile Most big eCommerce development use some agile framework to scale up the work for several agile teams Common frameworks used on larger scale development: Large Scale Scrum (LeSS), Disciplined Agile (DAD), Scalable Agile Framework (SAFe)
- 11. Role of customer experience in SAFe Responsibilities of UX/CX: Provide agile teams UI design, Design elements, wireframes, do user testing, define web statistic needs on Agile Release Train level UX representation in teams (where necessary for interaction or visual design) …UX work mostly based on given vision, roadmap and backlog with architectural decisions from tier above…
- 12. Role of customer experience in LeSS Core principle is “customer centric” But no responsibilities for UX/CX experts is mentioned, most prominent role for IT architecture …UX work mostly based on given vision, roadmap and backlog with architectural decisions from tier above…
- 13. Role of customer experience in DAD End user is only one stakeholder among others, represented by product owner Secondary role of “domain expert” who _might_ represent customer UX in scrum team level …UX work mostly based on given vision, roadmap and backlog with architectural decisions from tier above…
- 14. IT is the king Customer Experience as a discipline, who are by expertise the ones have best view of the customer expectations and would be able to transform business to web are taken in when e.g. IT architecture is set and decided Common nominator for Agile Frameworks
- 15. End of intermission - Sad statistics! 70% of companies do_not_personalise their customer experience 70% of companies are still struggling on designing and deciding how to set up their ecommerce sites personalisation 32% admit that their recent IT architecture is not supporting personalisation 50% of companies list IT decisions being major blockage for making the magic happen
- 16. When and why UX/CX in eCommerce? Why eCommerce projectsare done? For IT OR for customers and business? Should not CX have a standpoint on e.g. IT decisions in early phase to ensure customer expectationscan be met, and even exceeded? Should not CX have a standpoint on in early phase to ensure business goals are met and made future proof? CX needed to define the customer/consumer profiles,their journeys and personalisation features Disclaimer: previous presentation and claims are not reflecting any project speaker has been in as 1=1. On many eCommerce projects client organisation have solid CX strategy from the start, and IT is really making wonderful job. But in the cases where it is not like that, revenues are lost.
- 17. What to do then? Get your concept straight! Get to know your customer/consumer profiles, and how to make them click Get to know your customer journeys and map your content strategy on that Get your data right, get your metadata right, make the content management right Analyse, test, follow and adapt continously
- 18. Thank you! Want to hear more how this can made happen? Feel free to drop a mail sakke@talentbase.fi www.talentbase.fi