e-commerce user experiencee-commerce user experience
TRANSCRIPT
Robert Koenig, [email protected]
E-commerce User ExperienceE-commerce User Experience
Have you seen the IBM TVHave you seen the IBM TV--ad ad where an American couple on where an American couple on
holiday talk to an Italian farmer holiday talk to an Italian farmer and discover she is selling her and discover she is selling her
products across the world over the products across the world over the webweb ??
What about you?What about you?
Robert Koenig, [email protected]
Localized vs. InternationalLocalized vs. International
• Language, culture, and general business issues
• Perfect localization = translation, replacement of original product selection, names, specs, prices, and business practices
Localized
• It appears as for example a US website but has been changed and extended to make it usable in other parts of the world
International
Robert Koenig, [email protected]
Who are we?Who are we?
ININclusiveclusiveFINFINanceance andandITIT
Inclusive Approach = places leadership and relationships at the heart of success
Robert Koenig, [email protected]
Which e-companies will survive?Which e-companies will survive?
• 60% focus on customer• 20% focus on profit• 20% other answers
I will focus on these
•Shipping•Product•Checkout•Culture
60% today
Based on research by Nielsen Norman Group
Robert Koenig, [email protected]
ShippingShipping
•• Place international shipping Place international shipping information where users will information where users will notice itnotice it
•• Offer Offer alternativesalternatives if you don’t if you don’t ship abroad (ship abroad (ieie link to link to subsidiary or partner)subsidiary or partner)
•• Show both where you ship and Show both where you ship and where you billwhere you bill
Robert Koenig, [email protected]
Product: Measure translation, Currency converterProduct: Measure translation, Currency converter
Robert Koenig, [email protected]
ProductProduct
•• Warn about potential Warn about potential problems (legal, technical)problems (legal, technical)
Robert Koenig, [email protected]
ProductProduct
• If different models, prices or procedures apply in different countries, make that clear
Robert Koenig, [email protected]
CheckoutCheckout•• Acceptable and typical Acceptable and typical
information users should enterinformation users should enter•• List all countries where you shipList all countries where you ship•• Let the user specify the shipping Let the user specify the shipping
region firstregion first•• Different pages for address Different pages for address
formatsformats•• International phone number International phone number
formatsformats
Robert Koenig, [email protected]
Culture / languageCulture / language
•• Language: All text in “English as Second Language: All text in “English as Second Language” (Language” (ieie UPS, white sale, FAQ)UPS, white sale, FAQ)
•• Language: Provide glossary (think also: Language: Provide glossary (think also: character set (character set (añoaño=ok =ok anoano=bad), numbers, =bad), numbers, dates and time; printing)dates and time; printing)
Robert Koenig, [email protected]
Culture / languageCulture / language
•• Don’t use metaphors that are Don’t use metaphors that are connected to a specific countryconnected to a specific country
•• Test the site in each target Test the site in each target countrycountry
Robert Koenig, [email protected]
The differenceThe difference
1. Simple to use / buy (ask-your-mother-approach)
2. Great customer experience3. Show interest in foreign customers4. Pages used mainly by foreigners need to be of
good quality (spelling, products, completeness)5. Design shows familiarity with foreign people
(process, date format, address)6. Learn from others (=copy)