delight improving e-commerce with General Assembly -

Ben MacGowan @benmacgowan @creativejar

Breaking Borders / Reading, UK
 breakingborde.rs ConfConf CONFCONF / TBC, UK
 CONF-CONF.COM

@benmacgowan gratuitous animations the era of https://speakerdeck.com/benmacgowan/
 the-era-of-gratuitous-animations-1 human perception the speed of https://speakerdeck.com/benmacgowan/
 the-human-perception-of-speed

“ ” @benmacgowan Good UI animations have purpose, personality, and alignment with your message - they just feel right. - Val Head

@benmacgowan “ ” I believe we can do more with motion than purely entertain. We can use motion graphics to teach, to engage, and illustrate our conclusions. - Sarah Allen

@benmacgowan Icon by by mathies janssen Why can we not apply this logic to e-commerce?

@benmacgowan functional reliable usable pleasurable

@benmacgowan “ ” On the average web page, users have time to read at most 28% of the words during an average visit - Jakob Neilson http://www.nngroup.com/articles/how-little-do-users-read/

@benmacgowan Attention ratio 6:1 1:1 3.71% 5.28% http://www.slideshare.net/kissmetrics/the-7-principles-of-conversion-centered-design-33665294

@benmacgowan give them what they want Visuals & rich experiences

@benmacgowan Testimonials vs. http://www.slideshare.net/kissmetrics/the-7-principles-of-conversion-centered-design-33665294

@benmacgowan Large product images increase sales by 9% https://vwo.com/blog/larger-product-images-increase-conversion-rate/

@benmacgowan Context of use

@benmacgowan uplift in 
 new trial starts 45% http://www.slideshare.net/kissmetrics/the-7-principles-of-conversion-centered-design-33665294

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@benmacgowan “ ” As elements respond to our interactions, it sometimes is a little easier to comprehend what just happened when we sprinkle in the element of time. A built in intentional delay in the form of an animation or transition, respects cognition and gives people the required time to understand a change in size or position. - GoodUI

@benmacgowan 31% LIFT IN EMAIL SIGN-UPS

@benmacgowan

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@benmacgowan How can we delight rather than frustrate?

@benmacgowan Click designed by Rohan Gupta from the Noun Project Photo credit: https://www.flickr.com/photos/spavaai/2536426227 expectation

@benmacgowan Rabbit designed by Thomas Hirter from the Noun Project Photo credit: https://www.flickr.com/photos/martijnvandalen/5280691005 distraction

@benmacgowan Theater designed by Diego Naive from the Noun Project emotion

@benmacgowan People designed by Naomi Atkinson from the Noun Project demographic

@benmacgowan Chat designed by Ed Harrison from the Noun Project Photo credit: https://www.flickr.com/photos/91591049@N00/12461846804 BRand messaging

@benmacgowan

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@benmacgowan functional reliable usable pleasurable

thank you @benmacgowan