information architecture + online shopping
DESCRIPTION
TRANSCRIPT
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
Online and mobile sales in the U.S… totaled $194 billion in 2011. rose 69% from 2006 to 2011.
Online Shopping Stats
Online sales in 2011 accounted for 4.6% of total retail sales.
Research Supports Us
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
Source: Timo Christophersen and Udo Konradt. Reliability, validity, and sensitivity of a single-item measure of online store usability
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.”
Imagine This Scenario…
Shopping Cart Abandonment
User Considerations for Online Shopping
Increased variety + selection
Shop wherever, whenever
Opportunity to research products
Security fears
Delay + cost of shipping
Less understanding of how a product looks + feels
Pros Cons
Aspects of the Experience
Source: Sarah Bridigare, The Information Architecture of the Shopping Cart
Products
Meaningful navigation
Functioning search options
Ample images + detailed product info
Product-centered site
Products: Meaningful Navigation
Well-designed taxonomy
Clear labels
Have global, local + contextual navigation
Products: Functioning Search
Products: Functioning Search
Products: Functioning Search
Products:Ample Images
Products:Ample Images
Products:Detailed Info
Products: Central Focus
Products: Central Focus
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
Shopping Carts: Easy to Find
Shopping Carts: Editable
Shopping Carts: Navigation
Shopping Carts: Alternates to Purchase
Check-out Process
Articulate the process
Use form best practices
Provide contact info
Emphasize security
Check-out:Articulate the Process
Check-out: Use Form Best Practices
Check-out: Provide Contact Info
Check-out: Emphasize Security
Source: Christian Holst, Fundamental Guidelines of E-Commerce Check-out Design
Best to Remember
Increase momentum and decrease friction to facilitate a sale.
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
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
Wise Words: Eliminate barriers between a sucker and his wallet.
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 Udo Konradt. “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
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.com Alertbox. 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/
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/
Questions?