ux in e-commerce & conversion

U X E - C O M M E R C E & C O N V E R S I O N

S E L L I N G I N T H E N E X T D E C A D E

A R T D I R E C T O R S A L A R YA I G A . O R G S U R V E Y:

H O W M U C H D O E S A U X D E S I G N E R M A K E ?

M Y F I R S T Q U E S T I O N …W H E N I W A S A U X M A N A G E R F O R A N E C O M C O M PA N Y ( 6 Y R S A G O )

W H AT D O I D O ?

• Transitioned from a Project Manager

• Remember searching the job sites (JobsDB, Jobstreet)

• There were no UX positions then

• Had to search at Monster Jobs to see a description

• Had to do a lot of research

S M A L L E - C O M S I T EF I R S T P R O J E C T

F I R S T U X P R O J E C T

• Fared pretty well

• Received a Bonus

• Made me a bit cocky

B I G G E R E - C O M S I T ES E C O N D E - C O M P R O J E C T

S E C O N D U X P R O J E C T

• Initially was good but started to falter

• Some problems in the brand perception

• Made me wonder what was wrong

W H Y D I D N ’ T I T S U C C E E D A S W E L L A S T H E F I R S T O N E ?

S U L I T. C O M . P HM E A N W H I L E , I J O I N E D A C O M PA N Y C A L L E D

O N L I N E P E R S U A S I O N

• Reciprocity

• Commitment & Consistency

• Social Proof

• Authority

• Liking

• Scarcity

‘ F R E E ’ I S B E T T E RA S D E S I G N E R S W E M A K E A S S U M P T I O N S

W H I C H W O N ?P R O V E B Y D A TA

“ S E L L ” W O N B Y 3 0 + %P R O V E B Y D A TA

A S S U M P T I O N S C A N B E W R O N G . P R O V E B Y R E S E A R C H & D ATA !

W H AT D I D T H E R E S E A R C H T E L L M E I N M Y 2 N D E - C O M P R O J E C T ? ( T H E O N E T H AT FA I L E D ? )

– R A N D O M C U S T O M E R ( U S I N G 2 N D E - C O M S I T E )

“Order the part when it was in stock, got an email that it was out of stock 3 days later. Too annoyed to

order a different part. Choose a different site to buy from. ”

T H E O V E R A L L E X P E R I E N C E O F T H E U S E R I S I M P O R TA N T

U X I S N O T U I

U I U S E D T O B E I T- R E L AT E D U X I N C L U D E S P S Y C H O L O G Y

T E L E C O M S T O R E SR E M E M B E R T H E O L D

S E L L I N G T H E E X P E R I E N C ER E P L A C E D W I T H T H E N E W

T E L E C O M U S E R G R O U P S

• “Looking to talk to someone” -> After sales support

• “I’m getting a new phone” -> Fulfillment

• “What phones can I get?” -> Browsing

H A P P Y U S E R . H A P P Y C L I E N TA G E N C I E S M U S T R E M E M B E R

T R A D I T I O N A L C H A N N E L SA G E N C Y

N E W C H A N N E L SA G E N C Y

Computer

+ Screen

+ Network

+ Voice

Computer

+ Screen

+ Network

+ Voice

Computer

+ Screen

+ Network

+ Voice

Computer

Screen

Network

+ Voice

H O W W O U L D Y O U D E S I G N A S A L E S I N T E R FA C E F O R S O M E O N E W E A R I N G G O O G L E G L A S S ?

W A T C H G O O G L E G L A S S W I T H A D S H T T P : / / W W W. Y O U T U B E . C O M / W A T C H ? V = _ M R F 0 R B X I E G

H O W W I L L Y O U N O W D E S I G N F O R G O O G L E W E A R , L A R G E S C R E E N W A L L S , V O I C E - I N T E R FA C E D E V I C E S ?

G L A S S W A L L F R O M “ A L M O S T H U M A N ” ( T V S E R I E S )

G O O G L E W E A R

F R O M D E S I G N E R A S C R E AT I V E K I N G

W E ’ R E S E E I N G A C U LT U R A L T R A N S F O R M A T I O N

C R E AT I V E C O L L A B O R AT O R & FA C I L I TAT O R

T H E D E S I G N E R B E C O M E S A

A T E A M E F F O R TD E S I G N B E C O M E S

D E S I G N T E A M S N O W N E E D M E M B E R S W I T H

• Basic skills in Color theory, Typography, Space & Grid

• User Interface & Interaction Designers

• Subject Matter & Content Experts

• User Experience Researchers

• Prototype-creators & Testers

FA S T E R T H A N W E ’ R E U S E D T O

O U R A S S U M P T I O N S A R E C H A N G I N G

A R E N ’ T J U S T V I S U A L A N Y M O R E .

D E S I G N P R O B L E M S

H U M A N B E I N GI T S T I L L A L L R E V O LV E S A R O U N D T H E

S TA R T W I T H E M PAT H Y

W H AT I F T H E I N T E R FA C E Y O U M A D E M E A N T T H E L I F E O R D E AT H O F S O M E O N E ?

I M P O R TA N T

S TAT U S Q U O ? A D A P T ?

Y O U D E S I G N E R S A R E A T T H E C R O S S R O A D S

L E T ’ S G O B A C K , H O W M U C H M O N E Y A R E A R T D I R E C T O R S & U X D E S I G N E R S M A K I N G ?

A R T D I R E C T O R S A L A R YA I G A . O R G S U R V E Y:

U X D E S I G N E R S A L A R YA I G A . O R G S U R V E Y:

T H A N K Y O UT W I T T E R : @ J O Z Z U A G R O U P : U S A B I L I T Y P H I L I P P I N E S . C O M W O R K : O L X . P H P E R S O N A L : J O Z Z U A . C O M