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User Experience (UX) and eCommerce Séamus Byrne

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Page 1: 2013 seamus byrne-ux-and-ecommerce

User Experience (UX) and eCommerce

Séamus Byrne

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What is User Experience?

User Experience (UX) and eCommerce :: Séamus Byrne

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ISO 9241-210

"Ergonomics of human-system interaction, provides guidance on human-system interaction throughout the life cycle of interactive systems."

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ISO 9241-210

"a person's perceptions and responses that result from the use or anticipated use of a product, system or service."

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PRODUCT

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SYSTEM

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SERVICE

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ISO 9241-210

"User experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use."

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USER JOURNEYUser Experience (UX) and eCommerce :: Séamus Byrne

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USER JOURNEY

http://www.episerver.com/PageFiles/15724/UserJourney_600px.jpg

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USER JOURNEY

http://alexandriajarvis.files.wordpress.com/2012/02/user-journey-two-pages1.jpgUser Experience (UX) and eCommerce :: Séamus Byrne

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USER JOURNEY

http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg

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http://winefolly.wpengine.netdna-cdn.com/wp-content/uploads/2012/07/how-to-choose-wine-infographic.png

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http://upload.wikimedia.org/wikipedia/commons/thumb/0/0e/Eric_Reiss_at_Polish_IA_Summit_Warsaw_2010-02.jpg/800px-Eric_Reiss_at_Polish_IA_Summit_Warsaw_2010-02.jpg

UX Definition by Eric ReissUser Experience (UX) and eCommerce :: Séamus Byrne

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Eric Reiss's UX Definition

User experience = the sum of a series of Interactions

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Eric Reiss's UX Definition

User experience (UX) represents the perception left in someones mind following a series of interactions between people, devices, and events – or any combination thereof. "Series" is the operative word

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Eric Reiss's UX Definition

Some interactions are active – ● clicking a button on a website● giving a waiter your order at a

restaurant● getting out of the rain at a picnic

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Eric Reiss's UX Definition

Some interactions are passive – ● viewing a beautiful sunset will

trigger the limbic system to release dopamine (a reward chemical)

● this applies to any and all of our five senses

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Series of Interactions

People, Devices, Events, Environments

http://3.bp.blogspot.com/-dap1_dxCbiY/UBvdLKMu3MI/AAAAAAAAB1Y/RwvGGVK1kBk/s1600/An+outbound+flight+customer+journey.png

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Series of Interactions

http://i.dailymail.co.uk/i/pix/2009/12/16/article-0-079EFD48000005DC-386_634x512.jpg

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Series of Interactions

http://www.currybet.net/images/blog2012/10/virgin_sketch.jpg

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Series of Interactions

http://www.virgin-atlantic.com/tridion/images/justticket_tcm4-303367.jpg

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Series of Interactions

People, Devices, Events, Environments = Touchpoints

● Types of Interactions○ Human to Human○ Human to Computer○ Computer to Computer

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http://www.fastcodesign.com/multisite_files/codesign/imagecache/inline-large/inline/2012/10/1670985-inline-inline-rks-cair-experience-touchpoints-1.jpg

Touchpoints

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Engagement, before during and after

todays-shopper-needs-engagement-before-during-and-after-purchase

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Engagement, before during and after

todays-shopper-needs-engagement-before-during-and-after-purchase

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DISCOVER

● Promotion● SEO● Brand Consistency

○ Voice○ Message○ Style

● Shopping Models: eg: Discovery, Apps● Technology

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Viewports

● Mobile ● Tablet● Desktop

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EXAMINE

● Detailed Product Information● Easy to See Contact Information● Categorisation: Don’t make me think● Comparison:● Customisation: Ikea Wardrobe Builder● Customisation: Mission Bicycles

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PURCHASE

● Check-out process: Keep it simple● Avoid long, protracted, complicated or

confusing check-out processes● Forms

○ Keep it on one page ○ Test it○ Minimal criteria

● Simplify● User-friendly● Multi-device compatible● Make it easy to buy: e.g.: Kenneth Cole

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Mobile: Hailo

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Auto-recharge: Skype

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Ikea Checkout

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What is a Persona? DEFINITION: A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics. In fact, personas vastly span demographics.

SOURCE: http://uxmag.com/articles/personas-the-foundation-of-a-great-user-experience

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5.2 Personas

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http://www.getsmartcontent.com/wp-content/uploads/2012/03/TravelPersonas.jpg

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http://www.uxforthemasses.com/blog/wp-content/uploads/2010/11/Scenario-map-example.pngUser Experience (UX) and eCommerce :: Séamus Byrne

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USER JOURNEYUser Experience (UX) and eCommerce :: Séamus Byrne

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USER JOURNEY

http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg