ux and being better than best practice is ecommerce and digital
TRANSCRIPT
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
