UI Design for Sterling Commerce Multi Channel Selling and Fulfillment Suite
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This is Greg Laugero's presentation given at Sterling Commerce's Customer Connection 2010 conference in Dallas, April 12-14, 2010. http://webapps.sterlingcommerce.com/connection10/index.php
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UI Design for Sterling Commerce Multi Channel Selling and Fulfillment Suite
- 1. Industrial Wisdom ECOMMERCE CONSULTING FOR STERLING CUSTOMERS DESIGN| USER RESEARCH | SEO | USABILITY | METRICS © 2010 Sterling Commerce. All rights reserved. Confidential and Proprietary.
- 2. Agenda UI design, its new challenges, and common mistakes - Understanding your complexities - Understanding what success looks and feels like - Understanding your users and their needs What is a modern UI? Or, the Myth of B2B usability - Captive and “drone” users - Search engine competition and B2B - Web 2.0 look and feel © 2009 Sterling Commerce intellectual property. All rights reserved.
- 3. Industrial Wisdom: Greg Laugero President & Co-Founder of Industrial Wisdom IW specializes in User Experience Design for complex software applications IW has been involved in many customer implementations of Sterling Multi-Channel Selling and Fulfillment Suite IW partnered with Sterling on creating the new UI approach of the Sterling Web application © 2009 Sterling Commerce intellectual property. All rights reserved. 3
- 4. © 2009 Sterling Commerce intellectual property. All rights reserved.
- 5. Number of products available Number and types of users Contract pricing and promotions Cross- and up-selling Account structures Repetitive ordering Sequential, non-sequential, & hybrid config SKU structure When do you check availability? © 2009 Sterling Commerce intellectual property. All rights reserved.
- 6. It seems simple… Does the SKU include multiple sizes & colors? Does everyone see the same UOM? Can the user view the catalog “anonymously”? If so, how are entitlements and pricing handled? Can the user “Add to Cart”? “Add to List”? What if there are multiple carts? Does this item need to be “findable” via Google, Yahoo!, or MSN? © 2009 Sterling Commerce intellectual property. All rights reserved.
- 7. Biggest mistakes that we see all the time © 2009 Sterling Commerce intellectual property. All rights reserved.
- 8. DO YOU UNDERSTAND SUCCESS ? © 2009 Sterling Commerce intellectual property. All rights reserved.
- 9. How are you going to define success? Grow revenue for a particular product line? Reduce customer churn and increase loyalty? Introduce a new product line? Reduce cost of sales? Take market share from a competitor? Launch a new business channel? Reach an under-served market niche? © 2010 Sterling Commerce. All rights reserved. Confidential and Proprietary.
- 10. DO YOU UNDERSTAND YOUR USER ? © 2009 Sterling Commerce intellectual property. All rights reserved.
- 11. If you want to take market share… Donna: customer of a competitor Description • She suspects that her current distributor is charging too much • Right now, she is angry because her shipment is 2 days late • She is using a search engine to try to find alternatives • She is using a range of search terms from generic (“cleaning supplies”) to specific (“corrugated cardboard boxes 22h x 18l x 10d”) Pain points • Her current distributor is making her look bad Desired Features and Functions I wonder if someone else can do a better • Find Acme site(s) via Google job than the company I am buying from • Search and view catalog(s) without having a UID or PW now? • Will search for specific products using Google • For keyword query of a brand name, the internal search accurately displays results • For keyword query of a commodity name (such as cleaning supplies), the internal search helps Donna figure out what she wants • Search results are formatted for easy “skimming” • Search results summarize prices and availability for known products, regardless of catalog or URL 11
- 12. If you want to increase customer loyalty… Jolene: Procurement in Large Company Description • Gets interrupted a lot • Someone else tells her what to order – she does not make decisions about products • Typically orders the same products repeatedly • Typically knows the item # when ordering • Less price-conscious • Does not need to know a lot about the products she orders. Seldom visits a Product Detail page. • Heavy user of full reporting capabilities • Each month, she rolls up her website purchasing reports into a certain custom format for her company’s internal use • On the job for 6 months, probably will leave by end of year • Heavy computer and internet user, both on the job and in her personal life Pain points • Hates reading a lot of text or making a lot of clicks. Hates it even worse when she has to do it for her job. • Hates figuring out words or terminology that she doesn’t know. I just want to get in and get out. Desired Features and Functions • Excel, CSV, or other native spreadsheet format that Jolene can easily edit • Graceful website timeout; fast site performance; robust error handling when Jolene makes a typo during checkout • Easy way for Jolene’s successor to get a UID and PW, because Jolene didn’t pass it on 12
- 13. If you want to reach an under-served market... Wile E. Coyote: Engineer, Carnivore Description • Sometimes orders the same products repeatedly • Other times, desperately searches for hard-to-find items for a very particular purpose. Item might not be in catalog, item might be out of stock, or item # may have changed. Wants to know if Acme could get it anyway, or get a similar item. • Often refers to his or customer’s unique item #, may not be the same as manufacturer’s item # or Acme item #. • Not price conscious. Much more concerned with speedy delivery. • Will use search engines to search for a specific product. Pain points • He can’t find items that he ordered before. • From reading descriptions of items he hasn’t ordered before, he can’t tell whether the item is the right one for his specific project. Sometimes I order the same things, like dynamite, matches and rope. Sometimes I Desired Features and Functions need things I’ve never ordered before. • A way to buy repeat items without searching for them in the catalog each time But I always need it now! • System remembers correlations between manufacturer’s item number and Wile E.’s item number • Opt in to email notifications when frequently ordered items change, or have new related items • Detailed product descriptions, with the type of details that he needs 13
- 14. What happens if you don’t focus on the user? Requirements are never settled Opinion-based arguments about priorities and design Developers become designers But most of all… © 2010 Sterling Commerce. All rights reserved. Confidential and Proprietary.
- 15. IT TAKES A LOT LONGER TO SUCCEED × You might launch on time × But you won’t reach your business goals © 2009 Sterling Commerce intellectual property. All rights reserved.
- 16. The need for a modern UI, Or the Myth of B2B Usability © 2009 Sterling Commerce intellectual property. All rights reserved.
- 17. MYTH REALITY B2B is often a Search has made “relationship” it easier to shop for business alternatives (user as “captive”) Ease of shopping online can erode loyalty. B2B users have lower expectations B2B users have B2C about usable sites expectations about (user as “drone”) usable sites B2B relationships have as much emotion as B2C. Just different emotions. © 2010 Sterling Commerce. All rights reserved. Confidential and Proprietary.
- 18. THERE ARE CONSEQUENCES TO BAD B2B USABILITY We have customers; we give them a site vs. × Your site = your service We have a site; let’s use it to find × Bad site = bad service new customers × You have to be “findable” – search engine competition × You have to constantly adjust to competitive pressures × You have to constantly measure performance × B2C sets the expectations for B2B user experience × B2B deals with the “long tail” as much as B2C © 2009 Sterling Commerce intellectual property. All rights reserved.
- 19. Lots of competition for a typical B2B product: Shipping Boxes © 2010 Sterling Commerce. All rights reserved. Confidential and Proprietary.
- 20. The need for a modern UI… You can’t train a user you’ll never meet • The user experience becomes part of the requirements • The user’s expectations are shifting UI’s are getting more sophisticated (Web 2.0) • Rich Internet Applications (RIA) • Mobile devices, kiosks • Mashups We can’t ignore these trends © 2009 Sterling Commerce intellectual property. All rights reserved. 20
- 21. Web 2.0 Appearance Prominent Buttons + Button hierarchies (3 types here) © 2009 Sterling Commerce intellectual property. All rights reserved.
- 22. 9.0 UI Compliments Web 2.0 Expectations Bring greater flexibility to the look-and-feel Support next generation interactive UI expected from Web 2.0 applications • Drag-And-Drop product comparisons • Partial screen update (e.g., Ajax) • Carousels • Layers Mini Cart Quick View Alerts More configuration, less customization © 2009 Sterling Commerce intellectual property. All rights reserved. 22
- 23. Consistency Leads To Ease-Of-Use Reusable Templates • Governs the layout of a page using sections • 4 templates Reusable Patterns • Headers, footers, navigation, search, step indicators • Product promotions, special offers, product filters, carousels, product lists and details • Cart header, detail, mini-cart, actions, coupons © 2009 Sterling Commerce intellectual property. All rights reserved. 23
- 24. IW Multi-Channel Selling Customers © 2009 Sterling Commerce intellectual property. All rights reserved.
- 25. SO, WHY WOULD YOU CALL IW? × You need to enhance your Multi-Channel Selling UI × You need to improve your site’s “findability” (SEO, SEM) × You need a metrics and measurement strategy × You need a better understanding of your users × You want to conduct usability testing on your site × You want to understand what your competition is doing © 2009 Sterling Commerce intellectual property. All rights reserved.