information architecture + online shopping
DESCRIPTION
TRANSCRIPT
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Information Architecture + Online Shopping
Presented By: Emily Coleman
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Overview
Why do you need strong IA and good usability for online shopping?
Connect users to products
Shopping cart
Checkout process
Demo
References
Questions
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Online Shopping Stats
Online and mobile sales in the U.S… totaled $194 billion in 2011. rose 69% from 2006 to 2011.
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Online Shopping Stats
Online sales in 2011 accounted for 4.6% of total retail sales.
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Research Supports Us
Usable design elements have a positive impact on success
Flaws in design usability have a negative impact on success
Studies have shown that usability and related constructs of perceived ease positively influence the intention to buy
Source: Timo Christophersen and Udo Konradt. Reliability, validity, and sensitivity of a single-item measure of online store usability
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User Failure = Failed Profits
Nielsen says, “User success rates on e-commerce sites are only 56%, and most sites comply with only a third of documented usability guidelines.”
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Imagine This Scenario…
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Shopping Cart Abandonment
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User Considerations for Online Shopping
Increased variety + selection
Shop wherever, whenever
Opportunity to research products
Security fears
Delay + cost of shipping
Less understanding of how a product looks + feels
Pros Cons
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Aspects of the Experience
Source: Sarah Bridigare, The Information Architecture of the Shopping Cart
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Products
Meaningful navigation
Functioning search options
Ample images + detailed product info
Product-centered site
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Products: Meaningful Navigation
Well-designed taxonomy
Clear labels
Have global, local + contextual navigation
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Products: Functioning Search
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Products: Functioning Search
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Products: Functioning Search
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Products:Ample Images
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Products:Ample Images
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Products:Detailed Info
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Products: Central Focus
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Products: Central Focus
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Shopping Carts
Easy to find
Display of contents with options to add, edit, and delete
Don’t completely disrupt navigation of the site
Provide alternates to purchase
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Shopping Carts: Easy to Find
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Shopping Carts: Editable
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Shopping Carts: Navigation
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Shopping Carts: Alternates to Purchase
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Check-out Process
Articulate the process
Use form best practices
Provide contact info
Emphasize security
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Check-out:Articulate the Process
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Check-out: Use Form Best Practices
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Check-out: Provide Contact Info
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Check-out: Emphasize Security
Source: Christian Holst, Fundamental Guidelines of E-Commerce Check-out Design
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Best to Remember
Increase momentum and decrease friction to facilitate a sale.
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Best to Remember
Increase momentum and decrease friction to facilitate a sale.
Products – easy to find, strong search, highlight available goods
Shopping cart – high visibility, logical navigation
Check-out process – remove barriers, articulate steps, good forms
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Best to Remember
Increase momentum and decrease friction to facilitate a sale.
Products – easy to find, strong search, highlight available goods
Shopping cart – high visibility, logical navigation
Check-out process – remove barriers, articulate steps, good forms
Wise Words: Eliminate barriers between a sucker and his wallet.
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References Andras, Rung. “Principles of Effective Search in E-Commerce Design.”
December 8, 2009. Accessed: April 9, 2012. http://uxdesign.smashingmagazine.com/2009/12/08/principles-of-effective-e-commerce-search/
Apai, Walter. “10 Tips to Design Usable Shopping Carts.” April 6, 2009. Accessed: April 9, 2012. http://www.webdesignerdepot.com/2009/04/10-tips-to-design-usable-shopping-carts/
Bidigare, Sarah. “Information Architecture of the Shopping Cart: Best Practices for the Information Architectures of E-Commerce Ordering Systems.” May 2000. Accessed: April 6, 2012. http://argus-acia.com/white_papers/shopping_cart_ia.pdf.
Chapman, Cameron. “15 Common Mistakes in E-Commerce Design.” October 8, 2009. Accessed: April 9, 2012. http://uxdesign.smashingmagazine.com/2009/10/08/15-common-mistakes-in-e-commerce-design-and-how-to-avoid-them/
Christophersen, Timo and Udo Konradt. “Reliability, validity, and sensitivity of a single-item measure of online store usability.” October 29, 2010. International Journal of Human-Computer Studies, 69(4), 269-280. Elsevier. doi:10.1016/j.ijhcs.2010.10.005
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References Holst, Christian. “Fundamental Guidelines of E-Commerce Checkout
Design.” April 6, 2011. Accessed: April 8, 2012. http://uxdesign.smashingmagazine.com/2011/04/06/fundamental-guidelines-of-e-commerce-checkout-design/
Mintel. “Online and Mobile Shopping—U.S.” March 2012. Accessed: April 8, 2012.
Nielsen, Jakob. "Did Poor Usability Kill E-Commerce?" Useit.com Alertbox. 2001. Accessed: April 8, 2012. http://www.useit.com/alertbox/20010819.html
Usborne, Nick. “Flywheels, Kinetic Energy, and Friction.” March 7, 2006. Accessed: April 9, 2012. http://www.alistapart.com/articles/flywheelsandfriction/
Walsh, Ivan. “Good Information Architecture Increases Online Sales.” October 23, 2003. Accessed: April 8, 2012. http://www.sitepoint.com/increases-online-sales/
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Image Credits
http://www.gq.com/images/entertainment/2011/09/the-art-of-fielding/art-of-fielding-628.jpg
http://b.dryicons.com/images/icon_sets/colorful_stickers_part_3_icons_set/png/256x256/shopping_cart.png
http://www.alistapart.com/articles/flywheelsandfriction/
http://www.smashingmagazine.com/2008/02/07/shopping-carts-gallery-examples-and-good-practices/
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Questions?