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Why e-commerce UX matters

Why ecommerce UX matters

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Page 1: Why ecommerce UX matters

Why e-commerce UX matters

Page 2: Why ecommerce UX matters

Why we do e-commerce instead of traditional commerce?

Page 3: Why ecommerce UX matters

convenient

intuitive enjoyable

What we are expecting

But…how do users actually feel?

Page 4: Why ecommerce UX matters

–McKinsey

70% of buying experiences are based on how the customer feels they are being treated.

Page 5: Why ecommerce UX matters

Landing

ProductDiscovery

ProductPresentation

Cart Management

Checkout

PaymentGateway

Customer Services

Delivery

Return

Loyalty

E-commerce Customer Journey

Page 6: Why ecommerce UX matters

Landing

ProductDiscovery

ProductPresentation

Cart Management

Checkout

PaymentGateway

Customer Services

Delivery

Return

Loyalty

E-commerce UX

UX

UX

UX

UX

UX

UX

UX

UX

UX

UX

Page 7: Why ecommerce UX matters
Page 8: Why ecommerce UX matters

Landing

Product Discovery

Product Presentation

Cart Management

Checkout

Payment Gateway

Customer Services

Delivery

Return

Loyalty

E-commerce UX

Page 9: Why ecommerce UX matters

User Experience (UX) is the interaction a user has with a product or service and how they perceive it.

Page 10: Why ecommerce UX matters

Product Service UserU

X

Page 11: Why ecommerce UX matters

UX ~ NPS

User Experience Professionals' Association International Conference 2012 - Erin Bradner & Jeff Sauro

(Net Promoter Score)

Page 12: Why ecommerce UX matters
Page 13: Why ecommerce UX matters
Page 14: Why ecommerce UX matters

–American Express Survey, 2011

3 in 5 Americans (59%) would try a new brand or company for a better service experience.

Page 15: Why ecommerce UX matters

–“Understanding Customers” by Ruby Newell-Legner

It takes 12 positive experiences to make up for one unresolved negative experience.

Page 16: Why ecommerce UX matters

UX makes users feel happy but anything else?

Page 17: Why ecommerce UX matters

Business development secret weapon

Page 18: Why ecommerce UX matters

Control version UX-optimized variationRPV +17.4%

(Source: rejoiner.com)

Page 19: Why ecommerce UX matters

Control version UX-optimized variationRPV +13.9%

(Source: rejoiner.com)

Page 20: Why ecommerce UX matters

Control version UX-optimized variationRPV +14.3%

(Source: rejoiner.com)

Page 21: Why ecommerce UX matters

Control version UX-optimized variationRPV +36.8%

(Source: rejoiner.com)

Page 22: Why ecommerce UX matters

Control version UX-optimized variationConversion rates +58.39%

(Source: rejoiner.com)

Page 23: Why ecommerce UX matters

$mall UX tweaks bring much better r€v€nu€

Page 24: Why ecommerce UX matters
Page 25: Why ecommerce UX matters
Page 26: Why ecommerce UX matters

Phowr (Lê Anh Quang)Product Manager E-Wallet Momo

• Developer, Strobist @6ix.vn • Product Manager @VatGia • Project Manager @CucRe.vn • Product Specialist @Adayroi

PhowrUXDphowr.uxdesign

[email protected]