Post on 27-Jan-2015
description
User Experience (UX) and eCommerce
Séamus Byrne
Twitter: @SeamusByrneEmail: seamus@graphicmint.com
What is User Experience?
User Experience (UX) and eCommerce :: Séamus Byrne
ISO 9241-210
"Ergonomics of human-system interaction, provides guidance on human-system interaction throughout the life cycle of interactive systems."
User Experience (UX) and eCommerce :: Séamus Byrne
ISO 9241-210
"a person's perceptions and responses that result from the use or anticipated use of a product, system or service."
User Experience (UX) and eCommerce :: Séamus Byrne
PRODUCT
User Experience (UX) and eCommerce :: Séamus Byrne
SYSTEM
User Experience (UX) and eCommerce :: Séamus Byrne
SERVICE
User Experience (UX) and eCommerce :: Séamus Byrne
ISO 9241-210
"User experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviors and accomplishments that occur before, during and after use."
User Experience (UX) and eCommerce :: Séamus Byrne
USER JOURNEYUser Experience (UX) and eCommerce :: Séamus Byrne
USER JOURNEY
http://www.episerver.com/PageFiles/15724/UserJourney_600px.jpg
User Experience (UX) and eCommerce :: Séamus Byrne
USER JOURNEY
http://alexandriajarvis.files.wordpress.com/2012/02/user-journey-two-pages1.jpgUser Experience (UX) and eCommerce :: Séamus Byrne
USER JOURNEY
http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg
User Experience (UX) and eCommerce :: Séamus Byrne
http://winefolly.wpengine.netdna-cdn.com/wp-content/uploads/2012/07/how-to-choose-wine-infographic.png
User Experience (UX) and eCommerce :: Séamus Byrne
http://upload.wikimedia.org/wikipedia/commons/thumb/0/0e/Eric_Reiss_at_Polish_IA_Summit_Warsaw_2010-02.jpg/800px-Eric_Reiss_at_Polish_IA_Summit_Warsaw_2010-02.jpg
UX Definition by Eric ReissUser Experience (UX) and eCommerce :: Séamus Byrne
Eric Reiss's UX Definition
User experience = the sum of a series of Interactions
User Experience (UX) and eCommerce :: Séamus Byrne
Eric Reiss's UX Definition
User experience (UX) represents the perception left in someones mind following a series of interactions between people, devices, and events – or any combination thereof. "Series" is the operative word
User Experience (UX) and eCommerce :: Séamus Byrne
Eric Reiss's UX Definition
Some interactions are active – ● clicking a button on a website● giving a waiter your order at a
restaurant● getting out of the rain at a picnic
User Experience (UX) and eCommerce :: Séamus Byrne
Eric Reiss's UX Definition
Some interactions are passive – ● viewing a beautiful sunset will
trigger the limbic system to release dopamine (a reward chemical)
● this applies to any and all of our five senses
User Experience (UX) and eCommerce :: Séamus Byrne
Series of Interactions
People, Devices, Events, Environments
http://3.bp.blogspot.com/-dap1_dxCbiY/UBvdLKMu3MI/AAAAAAAAB1Y/RwvGGVK1kBk/s1600/An+outbound+flight+customer+journey.png
User Experience (UX) and eCommerce :: Séamus Byrne
Series of Interactions
http://i.dailymail.co.uk/i/pix/2009/12/16/article-0-079EFD48000005DC-386_634x512.jpg
User Experience (UX) and eCommerce :: Séamus Byrne
Series of Interactions
http://www.currybet.net/images/blog2012/10/virgin_sketch.jpg
User Experience (UX) and eCommerce :: Séamus Byrne
Series of Interactions
http://www.virgin-atlantic.com/tridion/images/justticket_tcm4-303367.jpg
User Experience (UX) and eCommerce :: Séamus Byrne
Series of Interactions
People, Devices, Events, Environments = Touchpoints
● Types of Interactions○ Human to Human○ Human to Computer○ Computer to Computer
User Experience (UX) and eCommerce :: Séamus Byrne
http://www.fastcodesign.com/multisite_files/codesign/imagecache/inline-large/inline/2012/10/1670985-inline-inline-rks-cair-experience-touchpoints-1.jpg
Touchpoints
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
User Experience (UX) and eCommerce :: Séamus Byrne
Engagement, before during and after
todays-shopper-needs-engagement-before-during-and-after-purchase
Engagement, before during and after
todays-shopper-needs-engagement-before-during-and-after-purchase
DISCOVER
● Promotion● SEO● Brand Consistency
○ Voice○ Message○ Style
● Shopping Models: eg: Discovery, Apps● Technology
Viewports
● Mobile ● Tablet● Desktop
User Experience (UX) and eCommerce :: Séamus Byrne
EXAMINE
● Detailed Product Information● Easy to See Contact Information● Categorisation: Don’t make me think● Comparison:● Customisation: Ikea Wardrobe Builder● Customisation: Mission Bicycles
PURCHASE
● Check-out process: Keep it simple● Avoid long, protracted, complicated or
confusing check-out processes● Forms
○ Keep it on one page ○ Test it○ Minimal criteria
● Simplify● User-friendly● Multi-device compatible● Make it easy to buy: e.g.: Kenneth Cole
Mobile: Hailo
Auto-recharge: Skype
Ikea Checkout
What is a Persona? DEFINITION: A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender, education, and other typical demographics. In fact, personas vastly span demographics.
SOURCE: http://uxmag.com/articles/personas-the-foundation-of-a-great-user-experience
User Experience (UX) and eCommerce :: Séamus Byrne
5.2 Personas
User Experience (UX) and eCommerce :: Séamus Byrne
http://www.getsmartcontent.com/wp-content/uploads/2012/03/TravelPersonas.jpg
User Experience (UX) and eCommerce :: Séamus Byrne
http://www.uxforthemasses.com/blog/wp-content/uploads/2010/11/Scenario-map-example.pngUser Experience (UX) and eCommerce :: Séamus Byrne
USER JOURNEYUser Experience (UX) and eCommerce :: Séamus Byrne
USER JOURNEY
http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg
Twitter: @SeamusByrneEmail: seamus@graphicmint.com
Thanks!