next gen e-commerce. focus on mobile and multichannel commerce
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BREAKFASTExclusive invitation
What’s drivingthe growth of
ECOMMERCE?
This is Globant
Clients Employees
2008
Acquisitions
Accendra & Openware
2011Nextive
2012Terra Forum
2900Recognitions
Revenue Growth ($mm)150
100
50
0
2009 2010 2011 2012
3857
90CAGR 49%129
Our StudiosCloud Computing
Managed servicesInformation Security
Hybrid Native
E-commerceContent Management
Travel
User Experience
Visual DesignFront End Engineering
Digital Marketing Collaboration SolutionsProcess Engineering Tools
Digital PlatformsGame DevelopmentGraphic Engineering
Test AutomationMobile TestingGame QA
Data ArchitectureData ScienceData Visualization
Our Studio model is an effective way of organizing our company into smaller operating units, fostering creativity and innovation while allowing us to build, enhance and consolidate expertise in emerging technologies. Our Studios allows us to optimize our expertise in emerging technologies and related market trends for our clients, regardless of their industry.
Agenda
1. This is Globant
2. Designing for M-Commerce
3. Focus on M-Commerce
4. Break
5. Next Gen E-Commerce
6. Q&A
Pete Petras
Designing for M-Commerce
OCT 2013
DIRECTOR UI/UXCreative and Social Studio @ Globant
By The Numbers
1 BillionActive Smartphones in the World
7 BillionPeople in the world
It took
16 Yearsto reach
It should take another
3 Yearsto reach
2 Billion
Smartphone growth is climbing at exponential pace. This adoption opens doors to apps and content never before available to a completely new audience.
By The Numbers
85%Percent of adults who use mobile phones
45%Percent of adults who use smartphones
In the US
By The Numbers
16.6%55+
Smartphone owners by age In the US
15.2%45-54
20.7%35-44
25.6%25-34
17.2%18-24
6.3%13-17
By The Numbers
The last few years has shown Nokia losing their smartphone share. Apple’s iPhone with their iTunes marketplace have completely dominated. HTC, Samsung and others running Android have quickly started to become true competition.
2010 2011 2012 2013 2014*
Android
Symbian
iPhone
badaBlackberryLinuxWindows
Smartphone handsets in use by OS * predicted
M-Commerce
E-Commerce and mobile phones.
M-Commerce is expected to play an ever larger role in the future, with over half a billion customers following the trend to shop via mobile devices by 2016. Moreover, throughout the world, online shoppers are forecasted to increasingly prefer to pay online when buying over the Internet, causing the online and mobile payment markets to grow strongly, especially in Asia.
Mobile search marketing, a good mobile web experience, better integration of mobile into the multichannel experience, and better integration of mobile throughout the company (marketing, customer service etc).
Mobile Site v. Native App v. Hybrid
Full Capability
Hybrid Access to Native functions AppStoreWeb Developers
Partial Capability
MultiplePlatforms
SinglePlatform
Mobile Site Instant UpdatesInfinite DistributionWeb Developers
Native Control of device featuresAppStoreFaster performance
User Journey & Experience
Market DifferentiationCustomer LoyaltyAccurate Cross Sell CapabilitiesIncreased ConversionContextual Interaction and Relevance
Load Store or Click Feature
Store BrandingOnboarding
Compare Products and Options
Select Best Option(Price v Features)
Purchase Product
Follow up Email or other campaigns
00 » 01 02 03 04 05» » » »
»
“old school” Journey & Experience
Awareness
Interest
Evaluation
Commitment
Loyalty
User Journey & Experience
Market DifferentiationCustomer LoyaltyAccurate Cross Sell CapabilitiesIncreased ConversionContextual Interaction and Relevance
Current “Flexible” Journey & Experience Shopon Website
BUY
Compare ReviewsSearch
Prompt byAd
Read BlogsWatch Videos
Like on Facebook
Cross Channel Shopping
20% rise of cross channel shopping on mobile phones from last year.
10-15% of Internet traffic is now coming from mobile.
Currently mobile is particularly weak for most companies. Integration of online and offline is a big and complex journey to create.
The focus on delivering outstanding customer experiences across all channels and touchpoints. They should be personalized intelligently, relevantly, responsively and in real time. The customer Journey should be seamless across channels and each should play to its own strengths.
User Journey & Experience
79%Admit to turning to a competitor after a poor mobile experience
A recent study* emphasised just how negatively consumers are responding to mobile e commerce experiences that are not to their expectations.
Having a mobile strategy can have a worse effect than no presence at all if not done correctly.
55%Claim bad experiences hurt
brand opinion
* by EConsultancy
Seamless Experience of Sequential Shopping
Continue on Laptop or Desktop
4% 61%Continue on a
Tablet
65%Start on a
Smartphone
A study* reveals that 56% ‘shop’ on their smartphone. But that’s not exactly accurate. We have to account for the whole experience. And to do this effectively designing for a seamless experience is essential.
»
* TNS 2013
Research v. Purchase
80% use the internet to research products.
65% research online but purchase in-store. This is shifting.
40% research in shop but purchase online
Content Marketing and Creation
Creating outstanding customer experiences which, inevitably, involve content in many forms.
Companies will need to become smarter about scaling their content to other platforms by developing integration strategies.
The success of SEO or Social Media or Email Marketing requires creating great content that people will want to read, link to, talk about and share. Quality over quantity.
Content Creation - Etsy.com
Curated Content - Fab.comfab.cometsy.com
Big DataAs bandwidth increases so does the ability to share, document, review, replay in real time.
Mobile phone are increasingly the source or creating data. Identifying what to do with that data can be challenging but very rewarding for the end user experience.
Currently it’s defined as Volume, Variety and Velocity. But all that means little if it’s not applied contextually to the appropriate audience.
Tracking every touch point adjusting for every user journey as it’s happening is something we have never been able to do before now.
Identify accurate segmentation which increases conversion rates creates a better and more meaningful experience.
Big Data
Personalization
Personalization is important in e-Commerce. Online shopping is likely to become more personalized, with retailers customizing their services and integrating online sales channels such as websites and social networks on any device that will connect to the Internet.
2 out of 3 want a personalized experience.
Social Network integration can help with this. But it’s not always a trusted option.
Targeting individual customer segments with a concept that has been created for their specific needs allows true differentiation of offering and service model per customer.
Facebook / Social Integration
The ability to have one password is extremely convenient to the user. Generally we’re told having one login is against any good practices for online security, but having the ability to login using Facebook may reduce frustration at the login page and improve the overall user experience.
The ability to share becomes a great tool.
And the access to profile data can craft a more personalized experience.
Large Images
It’s an excellent way to capture your visitor’s attention and it can look great when done properly.
A unique background photo behaves as custom branding for everybody who lands on a site experience. It allows the user to feel fully immersed.
This creates the “voice & tone” of the brand through photography and product.
Persistent Navigation
Native applications
A global or persistent nav allows the user not only to stay oriented to where they are within their experience but also allows the customers to gauge the scope or size of the service. This can be a way to deal with users getting overwhelmed.
Infinite Scrolling
Infinite scrolling / Lazy load to introduce exploration and allows for a better user experience in conjunction with a as-needed load of assets. Infinite scrolling sometimes leaves users feeling disoriented as they travel down a page that never ends if navigation isn’t handled correctly.
The Phone as payment
NFC (Near-Field Communication) has been growing with mobile payments as the primary driver globally.
NFC has other use cases beyond just payment. It can trigger promos or coupons based on physical location (trigger points) near brick and mortar stores or advertisements (or competitors advertisements).
This opens other marketing opportunities to target potential customers through advertising and personalization.
The US has been slower to adopt the NFC technology through mobile. Perhaps this is due to Apple who is the biggest outlier. Its new iBeacon using BLE (Low Energy Bluetooth) is threatening to take over NFC.
Minimalistic UI and layout / Flat Design
Flat design, as the name indicates is defined by flatness of style.
It is distilling down an interface by removing any extra elements such as shadows, bevels, textures and gradients that create a 3D look to its basic core element.
Typography and color are very important elements in flat design. Since the interface is more minimalistic, you can use typography and color to help you create the style and mood you’re looking for or create information hierarchy with scale.
Performance
Speed is everything!When purchasing through mobile devices a fast network is not always available. 4G LTE has made smartphone connections very fast but not all consumers have those capabilities. Attention to the way pages are constructed, designed and delivered becomes increasing important. The previous trend of flat design and the use of native applications can speed things up.
GraphicsGraphics are limited to product views. Type and CTA buttons are all produced with code and speed up the performance and download speeds.
User PerceptionA faster site or app is perceived as higher quality and therefore trusted.
Localization
Tapping into new markets with the challenges of new languages.
Culturally relevantSpeaking to and being culturally relevant is a challenge and will not be the same in every market.
Content CreationFrom photography to colors, localizing content needs to be considered.
LanguageCharacter counts describing products and even navigation can effect on how the site is designed and even navigated
Currencies & PaymentPaying for goods is not the same in all locations. Some online services are not available and credit is not always an option.
Travel
Social media and M-commerce are forecasted to play an increasing role in the travel segment of the global B2C E-Commerce market, by helping customers research information for a trip. Moreover, the demand for travel arrangements adjusted for use on smartphones is likely to grow.
Contextual real-time and relevant information becomes important and useful for brand loyalty and overall user experience.
Hotel Club
Gaming
Monetization in gaming is only growing.
Buying packs of extra lives and virtual currencies
Push notifications while you’re not actively playing are an important tool that games use to keep their players engaged long after they’ve initially installed the game.
We’ll begin to see other business segments using these principles to drive conversion.
Recap of Trends
The Phone as payment
Infinite Scrolling
Big Data
Research v. Purchase
Content Marketing and Creation
Persistent Navigation
Large ImagesCross Channel Shopping Performance
PersonalizationUser Journey & Experience Localization
Travel
Gaming
Facebook / Social Integration
Seamless Experience of Sequential Shopping
Minimalistic UI and layout / Flat Design
Javier Zimman
Focus on M-COMMERCE
OCT 2013
VP TECHNOLOGYMobile Studio @ Globant
M-Commerce
2013
38.8Bn
Projected Growth
2017 Purchases Share
M-Commerce
Mobile is Driving Growth
Mobile
Desktop
T-Commerce
65%
Tablets are the preferred channel for purchases
Tablets
Smartphones
Expanding through mobile
Extends the Day
Breaks free from desktop and stores
M-Commerce
90%Use it for pre-shopping activities
Smartphones are changing the way people shop
84%Use it while in the store
M-Commerce
58%Find location or get directions
57%Look up
store hours
44%Make price
comparisons
44%Look for
deals
43%Browse the
Internet
Smartphones in pre-shopping activities
32%Find where specific products are sold
31%Look up product
info
31%Check if product is available in-store
30%Look up product
reviews
19%Make a
Purchase
M-Commerce
Smartphones for in-store shopping
21%Store apps
20%Deal sites
62%Store website
82%Search
50%Brand website
Mobile applications - os fragmentation
iOS 7 adoption rate Android version distribution
Mobile applications - android fragmentation
Mobile applications - screen size fragmentation
AndroidiOS
Mobile applications architectures - hybrid approach
Hybrid approach - fab 15 live example
Hybrid approach - checkout flow reuse
Hybrid approach - curbside pickup mobile
Ecosystem
M-Commerce E-Commerce (desktop)
In-Store
New stream
M-Commerce
Mobile is driving growth in E-Commerce
We are at the tipping point
Smartphones are changing the way people shop
If you are not an E-Commerce platform, consider M-Web over App
Tablets are the preferred mobile device for purchasing
TECHNICAL DIRECTORConsumer Experience Studio @ Globant
Paul Loftis & José Plano
Next Gen E-COMMERCE
OCT 2013
ENGAGEMENT MANAGER@ Globant Clients
E-Commerce Maturity Model
People, Process and Information
Attract, Service and Retain Customers
Increasing Platform and ECM Complexity
Leading E-Commerce Platform Comparisons
Features Magento Hybris ATG
Shopping Cart Management
Globalization and Localization
SEO
Web 2.0 and Social Integration
Product Content Management
Multiple Store Support
Personalization
Administration
Cost . High High
Platform Integration Scope
Architecture Example1: Open Source and Oracle
Architecture Example2: Two Open Source Platforms
Architecture Example3: Custom In-House Platform
Integration Example
Challenges:
● Integrate with 17 external systems (using webservices)
● Integrate with an ESB (Biztalk) to ERP
● Integrate with different payment method and split payment
eCommerce Product: Magento
Integration Example
What went Wrong:
- Magento does not provide a layer for integration (3rd Party extension)
What went Right:
- We defined a common message to interact with different data sources
Migration Example
Challenges:
● Migrate 12 months of transaction data
● Validate the data migrated are correct
● Keep the performance in the correct parameters
Migration Tools: Php (code from scratch & Bash scripts)
Migration Example
What went Wrong:
- Data Source not clean
- Not defined at first time which data to migrate
What went Right:
- Built-in Performance tests reduced migration times
E-Commerce Maturity Model
People, Process and Information
Attract, Service and Retain Customers
Inform
● Goal: Access to Acquired Product Lines● Migrate Flooring site to new E-Commerce
platform● Expand and Integrate acquired Sleepright
products● Upgrade to CMS-based UI● Enable Marketing Control of Promotions● Maturity Level: Inform
Carpet Right
Experience
● Goal: Monetize Players in True-to-Game Experience ● Rich Game-theme graphics for seamless look & feel● Unified Platform for multi-game management● Real $ Microtransactions requested In-game● Create Virtual Wallet for “cross-game” purchases● Deliver Purchased Virtual Goods to the game● Single Sign-On for ECom/Forum/Chat/Service/Game ● Maturity Level: Experiences.
Gazillion
Engage
● Goal: Up-sell Travel Packages and Customer Loyalty● Highly Dynamic UX/UI● Complex Multi-Product Package Options● Sticky Preferences-based Personalization● Aggregation from large numbers of Product Sources● Traffic Conversion Optimization● Development and Integration of Mobile iOS app● Maturity Level: Engage
Orbitz
Multichannel
● Goal: Fresh, Engaging Multi-Channel Brand Experience
● Large Scale Catalog integration● Clean Modern UX/UI Design● Highly Personalized Consumer Experience● Rules-based Gamification / Sweepstakes app● Social Integration● Responsive Mobile Design● Optimized for thousands of transactions per minute● Maturity Level: Multichannel
Sears
Globant E-Commerce Expertise
Inform with true-to-brand experiences
Integrate channels with mobile apps
Simplify elastic capacity
Prevent intrusions and losses
Personalize journeys andoptimize results
Innovate and integrate social
Optimize Search andSocial Digital Marketing CampaignsReduce costs and
time to market
Engage with game mechanics
Integrate orders, inventory and distribution Next Gen
E-Commerce
QATime for questions!
Thanks!
Case Studies
JWT
JWT.com
Flexible grid based designDynamic layoutContent driven UI
JWT - Docs2 Platform
Docs 2 is a platform that allows business teams to set up new, client tailored, asset libraries very quickly.
A repository where clients and their agencies partners can review, comment and download high or low resolution marketing materials – both finished and work in progress – and associated PowerPoint review presentations, briefings documents, research etc – quickly and easily.
It’s solid document management core, based on the open source standard JackRabbit repository, provides seamless integration across libraries as well with other applications within the JWT application cloud.
Jill’s Place
Jill’s Place
Jill's Place brings market research to the next level. A social network that allows focus group members to socialize around topics of interests, within a network specific to their target demographic.
Admins can create panels, polls and projects, to which the members can respond not only with plain text, but also with rich media for true collaboration and social reach.
Globant & Deloitte Partnership
● 8 Year Partnership● 142 successfully projects
executed to date● Multiple Technologies,
Multiple Engagements
Deloitte
Deloitte was looking to create an app that shows latest news and will keep their clients up to date and informed. We built user friendly app with social functionalities all while serving up dynamic generated content.
The dynamic design allowed news to be shown in various formats allowing for ultimate flexibility.
Displaying the information in a simple and direct way gave this application a new and unique approach to it’s users making it stand out from the other apps currently in place.
DPMCDeloitte PerformanceManagement Consulting
DPMPPDDeloitte Performance MgmtPrincipal, Partners & Directors
DPMEDeloitte PerformanceManagement Employee
This web application helps Deloitte’s Principals, Partners and Directors to handle their performance assessment by entering goals and objectives for each fiscal year.
DPM Employee is a tool to help Performance Assessment process through different phases.
DPM Consulting is an application to define and monitor performance assessment of Deloitte Partner, Principals and Directors from Consulting Area.
Deloitte
Deloitte
Resource Management ToolInitiated a 5 day workshop to re-think a re-define the entire experience of a very complex internal resource management process.
Deliverables includes: ● 28 wireframes with the flows. ● 10 mock-ups with visual implementation. ● 1 working prototype. ● 1 Architecture document.
About Globant
We offer a deep understanding on how technology brings competitive advantages to our customers. The game is still about engineering, but it is also about art and design, social networks, and innovation, and Globant is focused on scaling all these dimensions.
We are a new-breed technology services provider focused on delivering innovative software solutions by leveraging emerging technologies and related market trends. We combine the engineering and technical rigor of IT services providers with the creative approach and culture of digital agencies. Globant is the place where engineering, design and innovation meet scale.
Speakers
José Plano Pete Petras
TECHNICAL DIRECTORConsumer Experience Studio
@ Globant
Javier Zimman
DIRECTOR UI/UXCreative and Social Studio
@ Globant
VP TECHNOLOGYMobile Studio
@ Globant
Our Practices
USER EXPERIENCEUX improves the experience of a
product by observing user behavior and enhancing interactions,
information architecture, usability and persuasion.
VISUAL DESIGNWe establish relationships with the user by creating
beautiful emotional interfaces and brands
based on a deep analysis of users, market and
product.
USER INTERFACEWe develop robust,
scalable UI technology that
enables products and platforms.
DIGITAL MARKETINGWe develop digital online
strategies focusing on empowering our clients’
businesses by creating and implementing original and
customized online marketing solutions.
This is Globant
Thanks!
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