Information Architecture + Online Shopping

1. Information Architecture + Online Shopping Presented By: Emily Coleman

2. Overview Why do you need strong IA and good usability for online shopping? Connect users to products Shopping cart Checkout process Demo References Questions

3. Online Shopping Stats • Online and mobile sales in the U.S… • totaled $194 billion in 2011. • rose 69% from 2006 to 2011.

4. Online Shopping Stats Online sales in 2011 accounted for 4.6% of total retail sales.

5. Research Supports Us Source: TimoChristophersen and UdoKonradt. Reliability, validity, and sensitivity of a single-item measure of online store usability 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

6. 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.”

7. Imagine This Scenario…

8. Shopping Cart Abandonment

9. User Considerations for Online Shopping Pros Cons • Security fears • Delay + cost of shipping • Less understanding of how a product looks + feels Increased variety + selection Shop wherever, whenever Opportunity to research products

10. Aspects of the Experience Source: Sarah Bridigare, The Information Architecture of the Shopping Cart

11. Products Meaningful navigation Functioning search options Ample images + detailed product info Product-centered site

12. Products: Meaningful Navigation Well-designed taxonomy Clear labels Have global, local + contextual navigation

13. Products: Functioning Search

14. Products: Functioning Search

15. Products: Functioning Search

16. Products: Ample Images

17. Products:Ample Images

18. Products:Detailed Info

19. Products: Central Focus

20. Products: Central Focus

21. 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

22. Shopping Carts: Easy to Find

23. Shopping Carts: Editable

24. Shopping Carts: Navigation

25. Shopping Carts: Alternates to Purchase

26. Check-out Process Articulate the process Use form best practices Provide contact info Emphasize security

27. Check-out: Articulate the Process

28. Check-out: Use Form Best Practices

29. Check-out: Provide Contact Info

30. Check-out: Emphasize Security Source: Christian Holst, Fundamental Guidelines of E-Commerce Check-out Design

31. Buying a Phone from Verizon

32. Best to Remember Increase momentum and decrease friction to facilitate a sale.

33. 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

34. Best to Remember Wise Words: Eliminate barriers between a sucker and his wallet. 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

35. 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 UdoKonradt. “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

36. 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.comAlertbox. 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/

37. 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/

38. Questions?