Download - Ergonomia e Commercio: ultimo treno
![Page 1: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/1.jpg)
KnowCamp 2011
Ergonomia e commercio:lʼultimo treno
Nicola Bonora
![Page 2: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/2.jpg)
Nicola BonoraMENTINE.NET
@nicbonora@mentinet
#kc2011
![Page 3: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/3.jpg)
Romagna miaRomagna in fioreTu sei la terraDel bloggatoreQuanto ti pensoVorrei ceccareOgni tua veniuDentro forsquare
![Page 4: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/4.jpg)
Ergonomia e commercio
![Page 5: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/5.jpg)
Italia 201014,357 mld € e-commerce
+43%
fonte: Casaleggio Associati 2011
![Page 6: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/6.jpg)
E-commerce checkout usabilityBaymard Institute
60% of all e-commerce visitorsabandon their shopping cart. Why?
![Page 7: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/7.jpg)
2010-2011 CC MENTINEse proprio ne volete parlare,
citate la fonte! :D
La clessidra della user experience
![Page 8: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/8.jpg)
explorechoose
decide
purchase
verify
spread TW
satisfyfidelize
2010-2011 CC MENTINEse proprio ne volete parlare,
citate la fonte! :D
![Page 9: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/9.jpg)
2010-2011 CC MENTINEse proprio ne volete parlare,
citate la fonte! :D
La piramide della billing experience
![Page 10: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/10.jpg)
USER EXPERIENCE
BILLING EXPERIENCE
PROSPECT EXPERIENCE
CUSTOMER EXPERIENCE
2010-2011 CC MENTINEse proprio ne volete parlare,
citate la fonte! :D
![Page 11: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/11.jpg)
E-commerce checkout usabilityBaymard Institute
![Page 12: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/12.jpg)
5 uomini
5 donne
20-58 yrs
E-commerce checkout usabilityBaymard Institute
UTENTI10
![Page 13: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/13.jpg)
Data input
Copywriting
Layout
Navigation
Flow
FocusE-commerce checkout usability
Baymard Institute
ASPETTI6
![Page 14: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/14.jpg)
Che compogono una Checkout usability checklist.
3 livelli di gravità (dal warning al fatal)
E-commerce checkout usabilityBaymard Institute
CHECK63POINT
![Page 15: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/15.jpg)
1-800-Flowers, AllPosters, American Apparel, Amnesty Shop, Leviʼs, Walmart, Zappos...
E-commerce checkout usabilityBaymard Institute
SITI WEB15
![Page 16: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/16.jpg)
Problemi correlati alla progettazione del processo di checkout
E-commerce checkout usabilityBaymard Institute
ISSUES520
![Page 17: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/17.jpg)
fonte: Casaleggio Associati 2011
![Page 18: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/18.jpg)
![Page 19: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/19.jpg)
Riscontrati con un test a zero attendibilità.
Quale capitale sta disperdendo questo merchant?
ERORI14
![Page 21: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/21.jpg)
![Page 22: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/22.jpg)
Parental controlEXPLICIT LYRICS!
![Page 24: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/24.jpg)
Organico.
![Page 25: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/25.jpg)
Organico motivato.
![Page 26: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/26.jpg)
Responsabilità sociale
![Page 27: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/27.jpg)
Ti odio poi ti odio poi ti odio
![Page 28: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/28.jpg)
Sodomia binaria
![Page 29: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/29.jpg)
Augh.
![Page 30: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/30.jpg)
Moretti, fallo per i nostri figli
![Page 31: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/31.jpg)
Internescional!
![Page 32: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/32.jpg)
Guarda cosa dicono in Giappone
![Page 33: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/33.jpg)
Rimango.
![Page 34: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/34.jpg)
Inseguire il tuo profilo con un dito.
![Page 35: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/35.jpg)
Auguri incondizionati.
![Page 36: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/36.jpg)
![Page 37: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/37.jpg)
![Page 38: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/38.jpg)
Identity
![Page 39: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/39.jpg)
![Page 40: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/40.jpg)
![Page 41: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/41.jpg)
Primary action
*
* * * * * *
![Page 42: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/42.jpg)
no link a home...
Error messages
![Page 43: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/43.jpg)
Intermodalità: nel sito di Trenitaliaci puoi parcheggiare un autobus
Layout/readability
![Page 44: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/44.jpg)
sinistra (32)
destra (21)
alto (22)
alto bold (14)http://www.uxmatters.com/mt/archives/2006/07/label-placement-in-forms.php
![Page 45: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/45.jpg)
Focus
![Page 46: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/46.jpg)
Flow
![Page 47: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/47.jpg)
I dati mancanti sono sopra la piega.
The fold
![Page 48: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/48.jpg)
e adesso?
Flow
![Page 49: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/49.jpg)
![Page 50: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/50.jpg)
Reinserimento totale
Feedback
![Page 51: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/51.jpg)
Standard
![Page 52: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/52.jpg)
![Page 53: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/53.jpg)
Function
![Page 54: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/54.jpg)
Sempre meglio il software che i binari.
![Page 55: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/55.jpg)
![Page 56: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/56.jpg)
![Page 57: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/57.jpg)
![Page 58: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/58.jpg)
Lʼansia da click è schiacciante: cosa mi aspetta se faccio click?
La sindrome dellʼend user: “Sto sbagliando”.UX fail.
Pain
![Page 59: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/59.jpg)
explorechoose
decide
purchase
verify
spread TW
satisfyfidelize
2010-2011 CC MENTINEse proprio ne volete parlare,
citate la fonte! :D
![Page 60: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/60.jpg)
47 - Your checkout process should be linear
4 - Preserve all customer input despite errors in the form
27 - Use a primary button for the primary action
42 - Process steps should be links
3 indicate required and optional fields
7 Validate form fields inline
24 Use clear error indications
26 Only use one column for form fields
28 Curate the options you present during checkout
30 Reinforce all sensitive fields on the payment page
31 Use font-sizes to indicate the hierarchy in text
32 Have few things surrounding your checkout
33 Show a sensible amount of form fields
35 How and where to place the primary button
36 Hide navigation during checkout
43 Clearly show the different steps during checkout
44 Primary action / input should be above the fold
46 Add visual indicators and feedback to all actionable elements on the page
51 Apply changes immediately and near the input
56 Donʼt require seemingly unnecessary information
57 Only show options that are meaningful to the current
![Page 61: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/61.jpg)
Riscontrati con un test a zero attendibilità.
Quale capitale sta disperdendo questo merchant?
CHKPOINT21
NESSUNO.
![Page 62: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/62.jpg)
PHICO!
Communication...
![Page 63: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/63.jpg)
25% delle voci di menusbagliate...
![Page 64: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/64.jpg)
Learned lessons(tutte twittabili)
![Page 65: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/65.jpg)
Nella Savana del libero mercato, Trenitalia sarebbe una gazzella. Zoppa.
![Page 66: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/66.jpg)
In regime di monopolio, lʼutente paga in termini di qualità del servizio, tempo speso per ottenerlo, prezzo e salute mentale.
![Page 67: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/67.jpg)
“Come può il Web, come fonte di informazione e strumento di partecipazione, renderci più responsabili e consapevoli nella creazione e nella diffusione di notizie ed opinioni?”
(KnowCamp.it)
![Page 68: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/68.jpg)
Condivisione.Informazione.Conversazione.Sputtanamento.
![Page 69: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/69.jpg)
snipurl.com/trenima
![Page 70: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/70.jpg)
Consiglio a trenitalia.com:
![Page 71: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/71.jpg)
![Page 72: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/72.jpg)
![Page 73: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/73.jpg)
Se vi è piaciuto, ditelo ai vostri
amici!
Se non vi è piaciuto, ditelo a
@mentinet
![Page 74: Ergonomia e Commercio: ultimo treno](https://reader033.vdocuments.net/reader033/viewer/2022052820/548d14cbb47959640d8b46c4/html5/thumbnails/74.jpg)
Nicola Bonora
Quando cʼero io, i treni arrivavano in orario.