UXINDIA18 - (Re)Designing an iconic brand experience

18 min Ted Talk - Day 2

Transcript

2. RE-IMAGINING THE WAY WE Melvin John, Sr. UI/UX Designer, Chumbak
3. What’s missing from the online shopping experience?
4. E-commerce sites have largely ignored the shopping habits of its largest potential audience — women
6. E-commerce vs. Brick and mortar • Conversion rates are significantly higher in store than online • Luxury retail requires all five senses • Logistics are simpler offline than online • People do not want to give us their details in store
7. Human habits are ignored PROBLEM #1 • Conventional e-commerce optimised for linear traversal • Navigation to predetermined item • Focus on a utilitarian march towards purchasing
8. STORE DESIGN • Presents ensembles • Visual hierarchy and priority • Multiple product categories visible • Utilizes 3 axes ECOMMERCE DESIGN • Focuses on individual items • Grid Layout • Siloed product categories • Utilizes 1 axis
9. It’s bigger than buying • Fun diversion • Method of expressing one’s personal identity or style • Build trust with close friends or family • Shopping is far more than acquiring things
10. Middle step is missing PROBLEM #2 Browse Buy Consider
11. Comparison shopping
12. Our Approach We thought about ways to keep the shopper in the context of her current search, while also revealing a wide array of complementary products.
13. Multiple product categories visible at one time SOLUTION
14. A persistent favourites panel SOLUTION
15. Discovery delight
16. Why it Matters Without creating a feeling of personal discovery, online retailers miss an opportunity to cultivate an emotional attachment to the products.
17. Our Approach Rethink how products relate to each other.
18. A random yet curated set of items SOLUTION
19. Social validation
20. Why it Matters • Making social interactions a larger part of online shopping could have a significant effect on conversions. • This is also an opportunity to reach new customers.
21. Our Approach Sharing allows for someone to say "This is what I bought," not ask "Should I buy this? We wanted to focus on personal exchanges about the products someone was considering.
22. Let friends and family weigh in SOLUTION
23. User Generated Content (UGC) SOLUTION
24. Conclusion The key to promoting sales is to give the customer the space and environment to develop an emotional attachment to the products.
25. @melvindidit engineering.chumbak.com