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Ecommerce In Sri Lanka: Building An Experience That Customers Will Love

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Slides for talk given at Colombo UX Conference 2015.

This talk centered around how we in Sri Lanka should approach ecommerce and what we should and shouldn't be doing.

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Ecommerce In Sri Lanka: Building An Experience That Customers Will Love

  1. 1. Ecommerce In Sri Lanka Imagining An Experience Customers Will Fall In Love With
  2. 2. Why this talk? Ecommerce in Sri Lanka is growing (from the availability perspective) UX in Ecommerce is unique Ecommerce in Sri Lanka is even more unique
  3. 3. Why this talk? Proximity Problem
  4. 4. Current Problems of Ecommerce in SL Food: • Poor Menus • Terrible ordering experience in general • It’s more convenient to pick up the phone and call
  5. 5. Current Problems of Ecommerce in SL Fashion: • Horrible experience for browsing in general – Size charts not available – Descriptions lacking – Imagery issues – Problems of choice • It’s slightly easier to go to an actual physical outlet
  6. 6. Current Problems of Ecommerce in SL Standard Retail: • Not a great experience overall • Experience centered around price wars
  7. 7. Current Problems of Ecommerce in SL “The problem with the race to the bottom, is that you just might win” - Seth Godin
  8. 8. Solving the Ecommerce Problem Some disclaimers • Nothing is guaranteed (A/B Test Everything!) • Great experiences are unique.
  9. 9. Shaping an Experience Accessibility • How easy is it to access what I want. • Usability Difficulty level – Very Easy
  10. 10. Shaping an Experience Information • How easy is it to make a decision online? • How much does the customer need to think? Difficulty level – Very Very Very Hard
  11. 11. Shaping an Experience Execution: • How well are promises fulfilled? • Deeply dependent on culture of company. • Very difficult to change Difficulty level – Meh
  12. 12. The Easy Part End goal is to make shopping online a bit more ‘fun’. This won’t end up in making things much more convenient. But it’ll help
  13. 13. The Checkout Will anyone get this right?
  14. 14. Colours Will anyone get this right?
  15. 15. Colours Done Right Primary – Main Call To Action (CTA). Secondary – Associated with main action Tertiary – Separate
  16. 16. Pet Peeve Two Words Sliding. Banners.
  17. 17. Criticism of Carousels “Carousels are effective at being able to tell people in Marketing/Senior Management that their latest idea is on the Home Page. Use them to put content that users will ignore on your Home Page. Or, if you prefer, don’t use them. Ever.” - Lee Duddell
  18. 18. Criticism of Carousels “The target was the biggest item on the homepage - the first carousel item. “Nonetheless, the user failed the task.” - Nielsen Normal Group
  19. 19. Some deserve special attention
  20. 20. Enough Easy Stuff The problem with all of this, is that it doesn’t make it any easier to shop We need to understand what deeper problems we should solve
  21. 21. The Hard Stuff People go through several phases when purchasing • They need something or discover a need • They research • They compare • They buy • They use
  22. 22. You Are Not The Only One Unless you are selling food, even doing fashion won’t mean you are unique
  23. 23. It’s not about who sells it. It’s about who sells it better
  24. 24. 2 Types of Shopping Curation (Browse based) Supply-everything-model (Search based)
  25. 25. So how are we doing on search?
  26. 26. So how are we doing on search?
  27. 27. So how are we doing on search?
  28. 28. So how are we doing on search?
  29. 29. So how are we doing on search?
  30. 30. So how are we doing on search? A: Not doing good at all
  31. 31. How do I decide? Comparison is non existent. Social proof is nowhere Information isn’t provided The customer is expected to evaluate on their own!
  32. 32. Solutions Q: How do you solve the banner problem? A: Choose a specific campaign you want to promote and promote just that.
  33. 33. Solutions Q: How do I help customers decide what to buy? A: Try these: • Take time to fill data in uniformly • Ensure that images are high quality and sensible • Incentivize customers to review products
  34. 34. Good. Not Good Enough Q: How do you solve the banner problem? A: Use data to personalize the banner for EACH customer/visitor!!
  35. 35. Good. Not Good Enough Q: How do you help the customer decide? A: Build the tools for them. Educate them. Build an experience that matches how they shop. Because no one says “I want a tablet with 1gb ram”. They say “I want to skype”
  36. 36. Good. Not Good Enough Because no one says “I want a tablet with 1GB ram”. They say “I want to Skype”
  37. 37. And Then They Buy But. Do you help them?
  38. 38. Stop Shouting The customer heard you the first time!!
  39. 39. Breaking the cultural barrier Great UX isn’t a set of practices. It’s a culture. A culture that takes time. And love. Not everyone wants to give that time.
  40. 40. What can we do? We can’t fight the status quo sometimes, but we can build the tools to subvert it.
  41. 41. But can we go further? What would the distant future look like?
  42. 42. VR Based Shopping?
  43. 43. Wearables or other items that create the experience? Smart mirrors for fashion?
  44. 44. The Defining pieces of tomorrow Medium – VR and AR Materials – 3D Printing and Nano Tech Information – Internet of things. Wearables.
  45. 45. The Defining pieces of tomorrow E Commerce is no longer a “thing”. It’s part of our life Data makes decisions for us Everything talks to each other to satisfy the needs of the customer.
  46. 46. The Defining pieces of tomorrow The invisible world of Ecommerce. Where the act of shopping becomes “thoughtless”
  47. 47. The Present Time taken to deliver a pen drive – 3 days Delivery Distance – 4 km Average speed – 0.167 km/h * Day = Working day of 8 hours
  48. 48. Now What Can We Do? E Commerce tools of today aren’t built for today. Let alone tomorrow. VR is the future. Hybrids will rule the earth (Kinda) Artificial Intelligence will be the only “sales rep” you ever need
  49. 49. Now What Can We Do? We can be the ‘first shapers’ of the future
  50. 50. Go Make A Dent In The Future adnanissadeen.com @kiriappeee adnan.issadeen@live.com

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