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Information Architecture + Online Shopping

Information Architecture + Online Shopping. Presented By: Emily Coleman. Overview. Why do you need strong IA and good usability for online shopping? Connect users to products Shopping cart Checkout process Demo References Questions . Online Shopping Stats.

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Information Architecture + Online Shopping

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  1. Information Architecture + Online Shopping Presented By: Emily Coleman

  2. Overview Why do you need strong IA and good usability for online shopping? Connect users to products Shopping cart Checkout process Demo References Questions

  3. Online Shopping Stats • Online and mobile sales in the U.S… • totaled $194 billion in 2011. • rose 69% from 2006 to 2011.

  4. Online Shopping Stats Online sales in 2011 accounted for 4.6% of total retail sales.

  5. Research Supports Us Source: TimoChristophersen and UdoKonradt. Reliability, validity, and sensitivity of a single-item measure of online store usability Usable design elements have a positive impact on success Flaws in design usability have a negative impact on success Studies have shown that usability and related constructs of perceived ease positively influence the intention to buy

  6. User Failure = Failed Profits Nielsen says, “User success rates on e-commerce sites are only 56%, and most sites comply with only a third of documented usability guidelines.”

  7. Imagine This Scenario…

  8. Shopping Cart Abandonment

  9. User Considerations for Online Shopping Pros Cons • Security fears • Delay + cost of shipping • Less understanding of how a product looks + feels Increased variety + selection Shop wherever, whenever Opportunity to research products

  10. Aspects of the Experience Source: Sarah Bridigare, The Information Architecture of the Shopping Cart

  11. Products Meaningful navigation Functioning search options Ample images + detailed product info Product-centered site

  12. Products: Meaningful Navigation Well-designed taxonomy Clear labels Have global, local + contextual navigation

  13. Products: Functioning Search

  14. Products: Functioning Search

  15. Products: Functioning Search

  16. Products: Ample Images

  17. Products:Ample Images

  18. Products:Detailed Info

  19. Products: Central Focus

  20. Products: Central Focus

  21. Shopping Carts Easy to find Display of contents with options to add, edit, and delete Don’t completely disrupt navigation of the site Provide alternates to purchase

  22. Shopping Carts: Easy to Find

  23. Shopping Carts: Editable

  24. Shopping Carts: Navigation

  25. Shopping Carts: Alternates to Purchase

  26. Check-out Process Articulate the process Use form best practices Provide contact info Emphasize security

  27. Check-out: Articulate the Process

  28. Check-out: Use Form Best Practices

  29. Check-out: Provide Contact Info

  30. Check-out: Emphasize Security Source: Christian Holst, Fundamental Guidelines of E-Commerce Check-out Design

  31. Buying a Phone from Verizon

  32. Best to Remember Increase momentum and decrease friction to facilitate a sale.

  33. Best to Remember Increase momentum and decrease friction to facilitate a sale. Products – easy to find, strong search, highlight available goods Shopping cart – high visibility, logical navigation Check-out process – remove barriers, articulate steps, good forms

  34. Best to Remember Wise Words: Eliminate barriers between a sucker and his wallet. Increase momentum and decrease friction to facilitate a sale. Products – easy to find, strong search, highlight available goods Shopping cart – high visibility, logical navigation Check-out process – remove barriers, articulate steps, good forms

  35. References Andras, Rung. “Principles of Effective Search in E-Commerce Design.” December 8, 2009. Accessed: April 9, 2012. http://uxdesign.smashingmagazine.com/2009/12/08/principles-of-effective-e-commerce-search/ Apai, Walter. “10 Tips to Design Usable Shopping Carts.” April 6, 2009. Accessed: April 9, 2012. http://www.webdesignerdepot.com/2009/04/10-tips-to-design-usable-shopping-carts/ Bidigare, Sarah. “Information Architecture of the Shopping Cart: Best Practices for the Information Architectures of E-Commerce Ordering Systems.” May 2000. Accessed: April 6, 2012. http://argus-acia.com/white_papers/shopping_cart_ia.pdf. Chapman, Cameron. “15 Common Mistakes in E-Commerce Design.” October 8, 2009. Accessed: April 9, 2012. http://uxdesign.smashingmagazine.com/2009/10/08/15-common-mistakes-in-e-commerce-design-and-how-to-avoid-them/ Christophersen, Timo and UdoKonradt. “Reliability, validity, and sensitivity of a single-item measure of online store usability.” October 29, 2010. International Journal of Human-Computer Studies, 69(4), 269-280. Elsevier. doi:10.1016/j.ijhcs.2010.10.005

  36. References Holst, Christian. “Fundamental Guidelines of E-Commerce Checkout Design.” April 6, 2011. Accessed: April 8, 2012. http://uxdesign.smashingmagazine.com/2011/04/06/fundamental-guidelines-of-e-commerce-checkout-design/ Mintel. “Online and Mobile Shopping—U.S.” March 2012. Accessed: April 8, 2012. Nielsen, Jakob. "Did Poor Usability Kill E-Commerce?" Useit.comAlertbox. 2001. Accessed: April 8, 2012. http://www.useit.com/alertbox/20010819.html Usborne, Nick. “Flywheels, Kinetic Energy, and Friction.” March 7, 2006. Accessed: April 9, 2012. http://www.alistapart.com/articles/flywheelsandfriction/ Walsh, Ivan. “Good Information Architecture Increases Online Sales.” October 23, 2003. Accessed: April 8, 2012. http://www.sitepoint.com/increases-online-sales/

  37. Image Credits http://www.gq.com/images/entertainment/2011/09/the-art-of-fielding/art-of-fielding-628.jpg http://b.dryicons.com/images/icon_sets/colorful_stickers_part_3_icons_set/png/256x256/shopping_cart.png http://www.alistapart.com/articles/flywheelsandfriction/ http://www.smashingmagazine.com/2008/02/07/shopping-carts-gallery-examples-and-good-practices/

  38. Questions?

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