The master chef lesson. Luz De-León

Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com

[email protected]

www.diga-33.com

@diga33

http://www.diga-33.com


UX for Ecommerce The Masterchef Lesson



About me…

Who are we cooking for?

The importance of each ingredient

Planification: the recipe

Teams in the kitchen

ROI: Show me the green paper

Continuus improvement of CRO

My little spanish restaurant



About me…









[email protected] | www.diga-33.com | @diga33Luz De-León | Diga33!, Owner @diga33 | www.diga-33.com

ABOUT ME

UX designer since 1999

Founder at Diga33!

Creator of UXfighters

Coordinator of the 4th edition of the UX Master

Author of 13 books for MacGraw Hill ed.

Mother of three (and a dog)



2009, we design Mooimakk for interactiv4, our first ecommerce site”

2007, we started Diga33!

2014, with 7 people on staff, we create UXfighters.

ABOUT ME



2009, we design Mooimakk for interactiv4, our first ecommerce site”

2007, we started Diga33!

2014, with 7 people on staff, we create UXfighters.

ABOUT ME



2007, the real start of crisis in Spain

Best moment to start up a business, when all the other businesses need to save money



UX: a very good way to save money!



But… let me talk about how to be a

Masterchef



About me…










WHO ARE WE COOKING FOR?

Age ! Experience

Culture




Are snails a good idea?

Maybe!!!



“When working UX with e-Commerce sites, I don’t care

about the users”

Me ; )




How can i use this knowledge?

!

What does the user know?




Approach Phase

Efectivennes Phase

Improvement Phase

Exp

ert

ise

Time



Approach Phase


Efectivennes Phase

Improvement Phase

Time



In order to please a guest, that we know loves chicken…



In order to please a guest, that we know loves chicken…



Let´s take advantage of the Chicken!



About me…










THE IMPORTANCE OF EACH INGREDIENT

A bad dish




UX cannot save a bad dish



temperature

taste

looksmell

combination of textures

surprise factor



Whether you are cooking a simple egg or the most exquisite dish, the experience need to be

planned and need to be taken into account from the very beginning of the project



It does not matter the size of the project because there will always be a user behind

Our goal is to achieve this grateful experience




different design options

money spenton changes

REQUIREMENT DEVELOP LAUNCH



Ten years ago…

The client had to use theironline banking application

although applications do not work well!




But don´t fool yourselves This can’t NEVER be applied

to e-Commerce




Experience matters, experience sells.



About me…










Recipes show us the steps we need to follow and the time we need to add each

of the ingredients.

PLANIFICATION: THE RECIPE



To work user experience in the planning phase allow us to foresee the interaction

problems that the users will face and solve them before they actually occur.




When cooking a Sunday Dinner we will need 5 ingredients: meat, potato, onion, gravy and carrots.

Who hasn’t forget the gravy?

but "?



When the problems are solved after developing phase, the cost of coming back

to planning doubles up. When the problems are solved in the launching phase or even after, then returning to planning can mean to start all over.




UX is not painting over something, means creating.



Grab your pens A master chef dish can’t be

improvised: Planification is key



About me…










Nobody works alone in the kitchen, the same happens on an

e-Commerce project



Nowasays great chefs are surrounded with multiskills profiles such as the PR guy, the wine and the dessert experts, even with chemists!!

TEAMWORK



From the UX point of view:

TEAMWORK

It´s key to work hand by hand with designers, copywriters and

technology experts, so that the product works as a whole



TEAMWORK

We don´t need to create a One Step Checkout,

because it already exists, it´s tested, and it works

perfectly.



I try to keep informed about the latest versions and ask my technology partners how to use them in every case or if there are any difficulties or how can it work together with the rest of the application.

TEAMWORK



UX Consultant should be your bestie



Prototyping is not the main task of a UX Consultant but is the easiest way to show to a client how an application works.

TEAMWORK







A prototype could be the base of your functional definition document in a ‘universal language’ that not only developers will understand



ONCE AGAIN GRAB YOUR HIGHLIGHTERS:

COOKERS GET A KITCHEN ASSISTANT. UX CONSULTANTS WILL UNDOUBTEDLY SAVE

YOUR LIFE.



About me…










SHOW ME THE GREEN PAPER




$ $ $$ $

You will get it, when this person is going to share his experience and come back to the restaurant but this time with his relatives

You don’t make the big money by getting someone to eat once in your restaurant



To please the expectations of the user will allow us to

engage with them and to make them prescriptors



What matters to the chef is the returning of the guest.


It takes so much to get a new client or a new guest, you know it is, that to invest

in UX in order to guarantee the recurrence is nothing.



Does UX really have an impact on ROI?

Is it a trend or is here to stay?



UX

ROI

?



UX tasks are not done on one shoot




The business environment might have change, therefore the project needs to be followed




About me…










CRO = Conversion Rate Optimization



change in the environment change in the environment change in the environment

UX UX UX

CONTINUUS IMPROVEMENT OF CRO

Punctual continuous actions help us to optimize results, this is what we know as CRO.





Our grandma’s favourite dish was not always as delicious as we might think








If we present UX to the client as a circle model, he will be scared to lose all the effort

and money in the new cycle.




If we present UX to the client as a circle model, he will be scared to lose all the effort

and money in the new cycle.




If we work following the linear model, the client will understand we are not starting over but we are just optimizing the project, going one step forward

RESEARCH ANALYSIS STRATEGY GOAL PLAN DELIVERY

MEASUREMENT RESULTS

OPTIMIZATION




We love A/B Testing!



About me…










THE RIGHT PARTNERS



We all know how to cook, however when you have a big event at your house you let things under professional hands

THE RIGHT PARTNERS



This collaboration is so important that the catering provider becomes your

If your guests do not like the food, then they will not be paid.



We understand UX as a partnership not a service:

We join our clients and go along with you making sure to get your clients to love the experience at your site ensuring the engage with your business.

THE RIGHT PARTNERS

UX Client



We want to build a business relationship, where we will work on

their project throughout the time

We want to share with them our methodology and improve

it with their know-how.



THE RIGHT PARTNERS

One thing we love about working online and not offline is that UX is measurable.



THE RIGHT PARTNERS

People think UX is about colours and painting over. But it is a question of numbers and numbers don’t lie.



You can have your opinion about colours, and you might like blue over yellow




but what is a FACT is that everybody loves 5% over 3% of rate conversion.




but what is a FACT is that everybody loves 5% over 3% of rate conversion.



Hope you enjoy the meal!!



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The master chef lesson. Luz De-León

Technology