Advances in e-commerce user interface design

Advances in e-commerce user interface design

Lawrence Najjar

Austin, TX USA

[email protected]

http://www.lawrence-najjar.com/new-index.html

HCI International 2011 Conference, Orlando, FL USA

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Agenda

Introduction

Purpose

Why e-commerce interaction design?

Popularity of e-commerce

Advanced user interface design features

Conclusion

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Lawrence Najjar introduction

Ph.D. in engineering psychology

Over 20 years experience in interaction design

User experience design consultant

Experience with many areas of interaction design For e-commerce: Grainger.com, HomeDepot.com, Orbitz.com

(Najjar, 2001, 2005, 2011a, 2011b)

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Purpose

Because user interface can drive sales:

Describe new, innovative user interface design features designers may want to add to e-commerce sites

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Why e-commerce interaction design?

Many user interface design challenges

Constant updates

Good interaction design makes money (Battey, 1999; Spool, 2009; Tedeschi, 1999, 2002; Wixon & Jones, 1992)

Interaction designers are valued

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Popularity of e-commerce

Over 85% of Internet users worldwide have made online purchase (Nielsen, 2008)

In US, 8% of all retail sales via e-commerce (Schonfeld, 2010)

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Advanced user interface design features

Social commerce

Dynamic product customization

Dynamic product contextual simulation

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Social commerce

Facebook is second most visited Web site in the world (Alexa, n.d.) & most visited site in the US (Saba, 2010)

Most e-commerce users interact with social media and follow a brand on Facebook (Adregate Markets, 2010)

Fans of brands in Facebook spend US$136.38 per year on the brand compared to non-fans (Taylor, 2010)

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Social commerce & user interface design

Let fans buy from your social media sites

Create social selling experience on social media site “Like” button on product pages Special deals for people who “Like” your social media storefront Customer comments Sweepstakes Polls Questions Discussions

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Storefronts on Facebook

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Storefronts on WordPress

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Dynamic product customization

Allow users to dynamically customize products, see the results, then purchase

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Dynamic product customization examples

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Dynamic product customization: Barbie Styled by Me

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Dynamic product customization: Barbie Styled by Me

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Dynamic product contextual simulation

Allows users to see customized products on simulations of themselves, their group, or their living space

Simulate product in realistic environment to support easy purchase decision

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Dynamic product contextual simulation: JC Penney & Seventeen

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Dynamic product contextual simulation: Stila Cosmetics

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Dynamic product contextual simulation: David’s Bridal

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Dynamic product contextual simulation: Art.com

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Dynamic product contextual simulation: Hawes and Curtis

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Conclusions

To keep shoppers engaged & increase sales, add new user interface design features that: Support the needs of the business Your users want.

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Contact me

E-mail: [email protected]

Web site: http://www.lawrence-najjar.com/new-index.html

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References

ABI Research (2010, February 16). Shopping by mobile will grow to $119 billion in 2015. Retrieved from http://www.abiresearch.com/press/3373-Shopping+by+Mobile+Will+Grow+to+$119+Billion+in+2015

Adregate Markets (2010, April 20). Adregate Markets brings true social shopping to Facebook with ShopFans secure social commerce application. Retrieved from http://www.adgregate.com/press/pr-20100420-Adgregate-Markets-ShopFans.html

Alexa (n.d.). Top sites. Retrieved from http://www.alexa.com/topsites

Batista, A. (2010, July 22). New m-commerce guide suggests strategies to leverage smartphones for conversion. Retrieved from http://www.retailtouchpoints.com/cross-channel-strategies/548-new-m-commerce-guidesuggests-strategies-to-leverage-smartphones-for-conversion.html

Battey, J. (1999, April 19). IBM’s redesign results in a kinder, simpler Web site. Infoworld . Retrieved from http://interface.free.fr/Archives/IBM_redesign_results.pdf

Budde, P. (2009, October). Global digital economy – E-commerce & m-commerce trends & statistics. Retrieved from http://www.telecomsmarketresearch.com/research/TMAAATXC-Buddecom-Global-Digital-Economy-ECommerce-MCommerce-Trends-Statistics.shtml

Deatsch, K. (2010, July 23). 3 out of 4 retailers have a mobile strategy in place, study finds. Retrieved from http://www.internetretailer.com/2010/07/23/3-out-4-retailers-have-mobile-strategy-place-study-find

Keane, M. (2010, May 27). comScore: Flash buying sites are making people spend more money online. Retrieved from http://econsultancy.com/us/blog/5998-comscore-flash-buying-sites-are-making-people-spend-more-money-online

mobiThinking (2011, March). Global mobile statistics 2011: All quality mobile marketing research, mobile Web stats, subscribers, ad revenue, usage, trends… Retrieved from http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#internet-phones

Najjar, L. J. (2001). E-commerce user interface design for the Web. In: Smith, M. J., Salvendy, G., Harris, D., Koubek, R. J. (eds.) Usability evaluation and interface design: Proceedings of HCI International 2001, vol. 1, pp. 843—847. Mahwah, NJ: Lawrence Erlbaum.

Najjar, L. J. (2005). Designing e-commerce user interfaces. In R. W. Proctor & K-P, L. Vu., (Eds)., Handbook of human factors in Web design (pp. 514-527). Mahwah, NJ: Lawrence Erlbaum.

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References

Najjar, L. J. (2011a). Advances in e-commerce user interface design. In G. Salvendy & M. J. Smith (Eds.), Human Interface and the Management of Information. Interacting with Information, Part II, HCI International 2011, Lecture Notes in Computer Science 6772 (pp. 292-300). Heidelberg: Springer.

Najjar, L. J. (2011b). Designing e-commerce user interfaces. In K-P. L. Vu & R. W. Proctor (Eds.), Handbook of human factors in Web design (Second edition) (pp. 587-598). Mahwah, NJ: Lawrence Erlbaum.

Nielsen Company (2008, February). Trends in online shopping. Retrieved from http://th.nielsen.com/site/documents/GlobalOnlineShoppingReportFeb08.pdf

Ryan, S. (2010, October 12). The m-commerce revolution is here. Retrieved from http://www.ecommercetimes.com/story/71015.html?wlc=1306872189

Saba, J. (2010, December 30). Facebook tops Google as most visited site in U.S. Retrieved from http://www.msnbc.msn.com/id/40855800/ns/technology_and_science-tech_and_gadgets/

Schonfeld, E. (2010, March 8). Forrester forecast: Online retail sales will grow to $250 billion by 2014. Retrieved from http://techcrunch.com/2010/03/08/forrester-forecast-online-retail-sales-will-grow-to-250-billion-by-2014/

Spool, J. M. (2009, January 14). The $300 million button. Retrieved from http://www.uie.com/articles/three_hund_million_button/

Taylor, V. (2010, June 11). A brand’s Facebook fans are valuable customers. Retrieved from http://blogs.forbes.com/marketshare/2010/06/11/a-brand’s-facebook-fans-are-valuable-consumers/

Tedeschi, B. (1999, August 30). Good Web site design can lead to healthy sales. The New York Times e-commerce report. Retrieved from http://www.nytimes.com/library/tech/99/08/cyber/commerce/30commerce.html

Tedeschi, B. (2002a, November 18). E-tailers are putting the multimedia tinsel back on their shopping sites this holiday season. The New York Times e-commerce report , pC6. 25

References

Wixon, D., & Jones, S. (1992). Usability for fun and profit: A case study of the design of DEC RALLY version 2 . Internal report, Digital Equipment Corporation. Cited in Karat, C., A business case approach to usability cost justification. In Bias, R. G., & Mayhew, D. J. (1994). Cost-justifying usability . San Diego: Academic Press

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