inclusive design - accenture · pdf filetitle: inclusive design author: castellan, marianna...

Boost your conversion rate

leveraging a design revolution

Inclusive Design

Omnichannel Digital Manager

Marianna is an Omnichannel Digital Manager

for Accenture Interactive currently involved in

the ecommerce global transformation for one of

the Leading Global Retailers.

Fabrizio Lo Presti Marianna CastellanUX Manager, Accenture Media Agency

Fabrizio is currently leading the User Experience team at

Accenture Multimedia Agency. Earlier he was a freelance

UX consultant. He began his career as a researcher at the

LUA Laboratorio Usabilità e Accessibilità (usability and

accessibility lab) at La Sapienza University of Rome.

Who are we?

3Copyright © 2016 Accenture All rights reserved.

Today consumer owns multiple devices and moves seamlessly between them

throughout the day.

The devices we choose to use in different moments of the day

is often driven by our context

Context Drives Device Choice


Concerning mobile we know that…

1

Conversion Rate on mobile channel

Mobile Commerce share is

approximately

Infocommerce on Mobile

2 3

1. Monetate

Ecommerce Quarterly

2. Osservatorio Mobile B2c

Strategy Feb 2016

3. eCommerce Forum 2016


user experience

ecommerce website?


We did and we want to show you the results


Inclusive design is synthesizing the

greatest number of essential

information in the smallest space

possible to be able to provide to

customers all the useful

information for a specific purchase

moment.


Retail players and consumer goods companies

Strong and established brand awareness market leaders

Top of Mind Products


Inclusive Design’s objectives

Increasemobile conversion

rate

Reduce front end management

complexity

Adapt userexperience to all

consumptionmoments

Enlarge customer base leveraging on different audiences


Conversion? It’s all about experience design!Mobile Conversion Rates Compared to the U.S.

(Benchmarked at 100)

Japan

South Korea

Russia

UK

Germany

U.S.

Netherlands

France

Brazil

Spain

Italy

0 50 100 150 200 250 300 350

Un

ite

d S

tate

s =

10

0

The UK has a higher

conversion rate than

other Western countries,

due to better usability

and consumer

experience on mobile

website


The 3 conversion rate kingdoms

Design for fluid omni-channel

experiences

Inclusive Design

Leverage on mobile devices

capability

Persuasion

Increase products visibility

Highlight social proof

Increase visibility of

loyalty/discount badges

Smooth

buying

process

Engaging forms

Copy & Trust MarkDisplay the number of users

interested and the cut-off time

17

Design for every consumer

in every occasionSmart Search

Mini-cart always visible

Copyright © 2016 Accenture All rights reserved.

Be Fluid, Be Inclusive!


Persuasion

19

Urgency

Social proof


21

Smart search

Support for users

Smooth buying process


22

Engaging forms

Easy sign-up

Smooth buying process


a streamlined path

to conversion, on all devices, as they need

to find what they are looking for quickly.

Leveraging Inclusive Design Techniques,

business can offer consumers

according to the channel.

So?


THANK YOU

Marianna Castellan

[email protected]


Fabrizio Lo Presti

[email protected]

inclusive design - accenture · pdf filetitle: inclusive design author: castellan, marianna...

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