Information Architecture + Online Shopping

Information Architecture + Online Shopping

Presented By: Emily Coleman

Overview

Why do you need strong IA and good usability for online shopping?

Connect users to products

Shopping cart

Checkout process

Demo

References

Questions

Online Shopping Stats

Online and mobile sales in the U.S… totaled $194 billion in 2011. rose 69% from 2006 to 2011.

Online Shopping Stats

Online sales in 2011 accounted for 4.6% of total retail sales.

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

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.”

Imagine This Scenario…

Shopping Cart Abandonment

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

Aspects of the Experience

Source: Sarah Bridigare, The Information Architecture of the Shopping Cart

Products

Meaningful navigation

Functioning search options

Ample images + detailed product info

Product-centered site

Products: Meaningful Navigation

Well-designed taxonomy

Clear labels

Have global, local + contextual navigation

Products: Functioning Search

Products: Functioning Search

Products: Functioning Search

Products:Ample Images

Products:Ample Images

Products:Detailed Info

Products: Central Focus

Products: Central Focus

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

Shopping Carts: Easy to Find

Shopping Carts: Editable

Shopping Carts: Navigation

Shopping Carts: Alternates to Purchase

Check-out Process

Articulate the process

Use form best practices

Provide contact info

Emphasize security

Check-out:Articulate the Process

Check-out: Use Form Best Practices

Check-out: Provide Contact Info

Check-out: Emphasize Security

Source: Christian Holst, Fundamental Guidelines of E-Commerce Check-out Design

Buying a Phone from Verizon

Best to Remember

Increase momentum and decrease friction to facilitate a sale.

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

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.

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

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/

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/

Questions?