ux and being better than best practice is ecommerce and digital

UX, and being better than best practice

Andrew Machin | Creative Director | Branded3.com | @the_machin

11%start looking for a product on Google

39%start looking for a product on Amazon

Search volume +75%

Sept 2013 to Sept 2014

Amazon revenue

2011 : $48b2014 : $89b

“If you are looking to buy something, perhaps a tent for camping, you might go to Google or Bing or Yahoo…

But more likely you’ll go directly to Zalando or Amazon, where you can research models and prices, get reviews, and pay for your purchase all at once.”Eric Schmidt – CEO Google

Millennials

So, what can we do?

Clue 1.

“If you are selling something, Google expects you to pay for the privilege using PPC and such.

To sell organically you have to add value.”Steve Kenwright – Director of Search

Clue 2.

Listen Take an interest Make it about them Be helpful/useful

Clue 3.

Typical approach to ecommerce

(Amazon dominates)

35,000,000,000Moments to be helpful/useful/likeable per day

“Beards”

“Beards”

“How to grow a beard”

“How to trim a beard”

“Beard trimmer reviews”

“Beard trimmer”

“Beard oil”

“How to grow a beard faster”

“Beard styles”

Sounds like a job for UX

Define UX strategy at a CX level

Awareness Research Conversio

nExperienc

e Retention

Mapping out the customer’s decision journey identifies: Where we can engage with

moments Where we can be helpful Where we can build relationships Where we can add value

Some (simple) ecommerce examples…

Or inject a little creativity…

60%of all brits talk about the

weather at least once every six hours

25%Use the topic of weather as an

icebreaker

“Conversation about the weather is the last refuge of the unimaginative.”Oscar Wilde

@the_machin

“Listen”

“Answer”

“Take an interest”

“Be helpful”

This is a real game changer”

“

UX can help you… Add value beyond Amazon Show Google you are the best result Help build relationships with Gen Y Deliver a step-change in business

performance Be better than best practice

thank you

Andrew.Machin@branded3.com @The_Machin Branded3.com @Branded_3