2. Factor
Factor specializes in enterprise-scale information and experience challenges.!
We are experts in modeling information-rich experiences.!
Our outside perspective helps you gain insight to break through organizational
barriers.!
Our evidence-based approach allows us to truly understand what will drive your
success - and help you get there.!
3. Gary%Carlson%PRINCIPAL%
Bringing over 20 years of experience as
an information strategist helps
companies develop their information
infrastructure to deliver business
success and satisfy customer goals.
Bram%Wessel%PRINCIPAL%
Informed by more than two decades of
practice in user-centered design and
research, Bram believes technology is not
an end in itself but that it should enable
natural experiences for actual humans.
4.
5. What is special about e-commerce?
Often have very measurable success metrics!
•Average order value!
•Units sold!
•Total sales!
•Return customers!
•Ability to move targeted product!
•etc!
…!
on-line experiences can support or drive in-store sales!
Brand awareness!
!
UX and IA have a hand in supporting all these goals.!
6. Here are the lessons we’ll be talking about:
Lesson 1: Taxonomy is a key element of your brand
promise.
Lesson 2: Your customers don’t care about your
merchandising taxonomy. Don’t force them to.
Lesson 3: Techniques used to optimize the post-car
funnel usually don’t work for the pre-cart experience.
Lesson 4: Pre-cart findability requires organizational
alignment.
Lesson 5: Analytics can answer complex questions -- if
you know what to ask and have the tools.
Lesson 6: There’s a lot of work to do before you can
measure ROI.
8. You know your UX is a key instrument of
your brand promise. So is your taxonomy.
● It can express brand attributes
● It can expose expertise
● It can demonstrate understanding
● It can articulate a style
!
When customers use your taxonomy, it’s an act of trust.
13. Lesson 2:
Your customers don’t care
about your
merchandising taxonomy.
Don’t force them to.
14. Merchandising vs. Sales
● Same products
● Very different user needs and goals
● User-centered design techniques can
lead to better taxonomies
15. How do you know
you have a taxonomy emergency?
24 categories
!
Coolers, Bikes, and Boating Accessories ????
“Clothing Accessories” as a top level category ???
Conceptual ambiguity in many of the categories
These reflect the internal workings of merchandising
17. Lesson 3:
Techniques used to
optimize the post-cart
funnel usually don’t work
for the pre-cart experience.
18. Pre vs. Post Cart
● Pre = less well understood
● Post = well understood, mature
Why?
● Pre-cart experiences feature many different styles of
shopping: research, inspirational, aspirational, known
item, serendipity, etc.
● In post-cart experiences there is goal alignment
between seller and buyer.
19. How does the means of understanding
differ between pre- and post-cart experiences?
Research techniques and conclusions:
● Pre - cart
○ More generative and strategic
○ Qualitative AND quantitative
● Post - cart
○ More evaluative and tactical
○ Mostly quantitative.
21. Pre-cart Findability Requires Organizational
Alignment
Organizational alignment is vital.
Experience factors:
● Item groupings
● Ability to zoom in/out
● Teleporting, not pogo-sticking
● Guided nav style (conversational, curated, etc.)
● Must be well-attributed
● Must be well-supported navigation aids.
22. (How can I be sure I’m)
Seeing All The Things?
23. Lesson 5: Analytics can
be used to answer
complex questions -- if
you know what to ask
and have the tools.
24. How analytics considerations can drive
design and taxonomy management
The Basics:
● Examining Search Logs can tell you a lot.
Beyond the Basics:
● What does it tell us when customers abandon
browse for search? or the reverse?
● Where do guided navigation experiences impact
conversion the most?
● Instrument your site to support the questions your
business is driving you to ask.
27. What to do before you can measure ROI
● Can you plug into standard marketing metrics?
● How do you establish a baseline?
● Conversions vs. CSAT vs. operational efficiency.
28. DESIGN AND MODELING OF INFORMATION AND EXPERIENCES
6.14.13
info@factorfirm.com
http://factorfirm.com
@factorfirm
THANK YOU!