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Omnichannel Digital Manager
Marianna is an Omnichannel Digital Manager
for Accenture Interactive currently involved in
the ecommerce global transformation for one of
the Leading Global Retailers.
Fabrizio Lo Presti Marianna CastellanUX Manager, Accenture Media Agency
Fabrizio is currently leading the User Experience team at
Accenture Multimedia Agency. Earlier he was a freelance
UX consultant. He began his career as a researcher at the
LUA Laboratorio Usabilità e Accessibilità (usability and
accessibility lab) at La Sapienza University of Rome.
Who are we?
3Copyright © 2016 Accenture All rights reserved.
Today consumer owns multiple devices and moves seamlessly between them
throughout the day.
The devices we choose to use in different moments of the day
is often driven by our context
Context Drives Device Choice
5Copyright © 2016 Accenture All rights reserved.
Concerning mobile we know that…
1
Conversion Rate on mobile channel
Mobile Commerce share is
approximately
Infocommerce on Mobile
2 3
1. Monetate
Ecommerce Quarterly
2. Osservatorio Mobile B2c
Strategy Feb 2016
3. eCommerce Forum 2016
6Copyright © 2016 Accenture All rights reserved.
Inclusive design is synthesizing the
greatest number of essential
information in the smallest space
possible to be able to provide to
customers all the useful
information for a specific purchase
moment.
10Copyright © 2016 Accenture All rights reserved.
Retail players and consumer goods companies
Strong and established brand awareness market leaders
Top of Mind Products
12Copyright © 2016 Accenture All rights reserved.
Inclusive Design’s objectives
Increasemobile conversion
rate
Reduce front end management
complexity
Adapt userexperience to all
consumptionmoments
Enlarge customer base leveraging on different audiences
14Copyright © 2016 Accenture All rights reserved.
Conversion? It’s all about experience design!Mobile Conversion Rates Compared to the U.S.
(Benchmarked at 100)
Japan
South Korea
Russia
UK
Germany
U.S.
Netherlands
France
Brazil
Spain
Italy
0 50 100 150 200 250 300 350
Un
ite
d S
tate
s =
10
0
The UK has a higher
conversion rate than
other Western countries,
due to better usability
and consumer
experience on mobile
website
16Copyright © 2016 Accenture All rights reserved.
The 3 conversion rate kingdoms
Design for fluid omni-channel
experiences
Inclusive Design
Leverage on mobile devices
capability
Persuasion
Increase products visibility
Highlight social proof
Increase visibility of
loyalty/discount badges
Smooth
buying
process
Engaging forms
Copy & Trust MarkDisplay the number of users
interested and the cut-off time
17
Design for every consumer
in every occasionSmart Search
Mini-cart always visible
Copyright © 2016 Accenture All rights reserved.
21
Smart search
Support for users
Smooth buying process
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22
Engaging forms
Easy sign-up
Smooth buying process
Copyright © 2016 Accenture All rights reserved.
a streamlined path
to conversion, on all devices, as they need
to find what they are looking for quickly.
Leveraging Inclusive Design Techniques,
business can offer consumers
according to the channel.
So?
Copyright © 2016 Accenture All rights reserved.24
THANK YOU
Marianna Castellan
Copyright © 2016 Accenture All rights reserved.
Fabrizio Lo Presti