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E-commerce User Interface Design Lawrence Najjar Information Architect Viant

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Presentation on theme: "E-commerce User Interface Design Lawrence Najjar Information Architect Viant"— Presentation transcript:

1 E-commerce User Interface Design Lawrence Najjar Information Architect Viant

2 2 Outline Why worry about e-commerce usability? Why improve e-commerce usability? Page format Navigation Catalog Registration Checkout

3 3 Why Worry about E- commerce Usability? Up to 50% of potential sales lost because shoppers cannot find what they want 1, 2 83% of shoppers left e-commerce sites due to poor navigation and slow downloads 3 78% of shoppers abandoned their online shopping carts 4

4 4 Why Improve Usability? After improving e-commerce usability: –IBM got 400% increase in sales 5 –DEC got 80% increase in revenue 6 Improving usability estimated to: –Increase number of buyers by 40% 7 –Increase order size by 10% 7

5 5 Page Format Design page size for AOL users 8, 9, 10 Design page to download in less than 10 seconds (40K) 11, 12, 13, 14, 15, 16 Put user interface elements in familiar locations 17, 18 Put shopping cart summary on every page 18, 19 Put sign-in entry fields on home page Include links for contact us, privacy policy, security info, and referral 20, 21

6 6 Example Home Page

7 7 Example Interior Page

8 8 Navigation Make nav simple, intuitive, and consistent Tell user where user is, how user got there, how to get back, where else to go 22 Provide global and local nav controls Use breadcrumbs Allow user to get to any product in 5 clicks or less 23 Provide specialized browse functions

9 9 Navigation (continued) Put search entry field on every page Design search to put users searched-for hit on first page of search results Allow user to search by product name, product category, brand, model/item number, and price On search results page, allow user to perform another search, refine results, and sort results

10 10 Catalog Let user directly enter the catalog Organize catalog into familiar sections Allow user to sort products in a section 24 Provide link to put product in wish list and to e-mail page Show shipping cost Include product comparison tool 25 Include expert product reviews and allow users to enter reviews

11 11 Registration The more streamlined registration process is, the more likely users will register and buy 26, 15 Require only e-mail address, password, permission to e-mail promotions, and permission to leave cookie 27 Get other user info during checkout and via periodic, optional, one-question, multiple-choice popup surveys 28 Allow user to edit and delete registration Dont show full credit card number

12 12 Checkout Checkout is biggest reason people cannot buy from site 29 On shopping cart page, show: –Hyperlinked product names –Entry fields for quantities –Prices –Dropdown list of shipping choices and costs –Order subtotal, including shipping + taxes if user is registered –Check boxes for removing products –Check boxes for moving products into wish list –Button to refresh the page –Links to return to shopping and to checkout

13 13 Checkout (continued) Dont require user to register to check out 29 Put checkout fields on single, vertically scrollable page Provide obvious links to privacy policy, security policies, delivery guarantees, and customer service guarantees 26 For signed-in member, fill in checkout fields For errors, put notice at top of page, explain at each field what was wrong and how to fix it Provide complete, editable order summary

14 14 Checkout (continued) Provide order confirmation that includes 19 : –Order number –Instructions for canceling order –Directions for tracking order and shipment –Customer support info –Promotion (optional) Require password when changing shipping address

15 15 Conclusion E-commerce usability is important User interface design best practices improve usability of e-commerce sites

16 16 References 1 Cohen, J., & Thompson, M. J. (1999, February). Mass appeal. The Standard [On- line]. Available:,1151,4927,00.html,1151,4927,00.html 2 Seminerio, M. (1998, September 10). Study: One in three experienced surfers find online shopping difficult. In Inter@ctive Week [On-line]. Available: 3 Thompson, M. J. (1999, August 9). How to frustrate Web surfers. Industry Standard [On-line]. Available:,1283,956,00.html,1283,956,00.html 4 BizRate (2000, October 23). 78% of online shoppers abandon shopping carts according to BizRate survey. BizRate press release [On-line]. Available: 5 Tedeschi, B. (1999, August 30). Good Web site design can lead to healthy sales. New York Times e-commerce report [On-line]. Available: l l

17 17 References 6 Wixon, D., & Jones, S. (1992). Usability for fun and profit: A case study of the design of DEC RALLY version 2. Internal report, Digital Equipment Corporation. Cited in Karat, C., A business case approach to usability cost justification. In Bias, R. G., & Mayhew, D. J. (1994). Cost-justifying usability. San Diego: Academic Press. 7 Creative Good (2000, June 12). The dotcom survival guide. Creative Good [On- line]. Available: 8 America Online (2001, March 8). AOL membership surpasses 28 million milestone. America Online press release [On-line]. Available: 52317 52317 9 Kadison, M. L., Weisman, D. E., Modahl, M., Lieu, K. C., & Levin, K. (1998, April). On-line research strategies: The look to buy imperative. Forrester Report [On-line], 1(1) [On-line]. Available: 10 America Online (2001, January 2). AOL holiday season shopping reaches $4.6 billion. America Online press release [On-line]. Available: 52085 52085

18 18 References 11 Miller, R. B. (1968). Response time in man-computer conversational transactions. In Proceedings of American Federation of Information Processing Societies Fall Joint Computer Conference, 33, 267-277. 12 Nielsen, J. (1994). Response times: The three important limits. In J. Nielsen, Usability Engineering (pp. 115-163). San Francisco: Morgan Kaufmann. Available: 13 Nielsen, J. (1997). The need for speed [On-line]. Available: 14 Lamers (1996, February 27). Personal communication. 15 Sacharow, A., & Mooradian, M. (1999, March). Navigation: Toward intuitive movement and improved usability. Jupiter Communications. 16 Sullivan, T. (1998). The need for speed. Site optimization strategies. All Things Web [On-line]. Available: 17 Bernard, M. (2001, Winter). Developing schemas for the location of common Web objects. Usability News. Software Usability Research Laboratory, Wichita State University [On-line]. Available:

19 19 References 18 CyberAtlas (1999, February 25). Online stores lacking. E-tailers should follow lead of offline shops [On-line]. Available: 19 Ragus, D. (2000). Best practices for designing shopping cart and checkout interfaces [On-line]. Available: 20 Reichheld, F. F., & Schefter, P. (2000, July-August). E-loyalty: Your secret weapon on the Web. Harvard Business Review, 105-113. 21 Stanley, J., McCarthy, J. C., & Sharrard, J. (2000, May). The Internets privacy migraine [On-line]. Available: 22 Fleming, J. (1998). Web navigation: Designing the user experience. Sebastopol, CA: OReilly. 23 Tracy, B. (2000, August 16). Easy net navigation is mandatory – Viewpoint: Online users happy to skip frills for meat and potatoes. Advertising Age, p. 38. 24 Nielsen, J., & Tahir, M. (2001, February). Building sites with depth. In webtechniques [On-line] 2001(2). Available:

20 20 References 25 eMarketer (2001, March 12). Turning shoppers on(line). eMarketer [On-line]. Available: _search_shop.html _search_shop.html 26 Agrawal, V., Arjona, L. D., & Lemmens, R. (2001). E-performance: The path to rational exuberance. The McKinsey Quarterly [On-line], 1. Available: 27 Charron, C., Bass, B., OConnor, C., & Aldort, J. (1998, July). Making users pay. Forrester Report [On-line]. Available: 28 Nielsen, J. (1999). Web research: Believe the data [On-line]. Available: 0711.html 0711.html 29 Rehman, A. (2000, October 16). Effective e-checkout design. ZDNet/Creative Good [On-line]. Available:,10524,2638874- 1,00.html,10524,2638874- 1,00.html

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