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The mobile advantage How to use the unique capabilities of mobile devices to differentiate your e-commerce proposition Ale...
High street retailers sample June 2010 From the Webcredible  2009 Ecommerce Usability for High Street Retailers –  http://...
Who has a mobile presence? June 2010 Mobile site Mobile site iPhone app
Anatomy of a mobile device June 2010 Internet access Location services Camera New interaction capabilities (touch, acceler...
June 2010 9 m-commerce patterns <ul><li>Real time </li></ul><ul><ul><li>Recurring purchases </li></ul></ul><ul><ul><li>Ord...
June 2010 Real-time Photo: http://www.flickr.com/photos/laffy4k/367822192/
Recurring purchases June 2010 Weekly text message  from Economist.com
Recurring purchases June 2010 <ul><li>What is it? </li></ul><ul><li>Notification of new products and quick confirmation of...
Order status updates June 2010 Push notifications with  TrackMyShipments+ iPhone application
Order status updates June 2010 <ul><li>What is it? </li></ul><ul><li>Updating customers on the progress of their orders us...
June 2010 Multichannel Photo: http://www.flickr.com/photos/alicerosen/3385248819/
Reserve and collect on the go June 2010 Reserve & collect in Argos.co.uk app
Reserve and collect on the go June 2010 What is it? Making your “reserve and collect” facility available through a mobile ...
Mobile loyalty cards June 2010 Tesco Clubcard iPhone App
Mobile loyalty cards June 2010 What is it? Customers can collect points, monitor their progress and collect rewards throug...
June 2010 Finding the right product http://www.flickr.com/photos/bensonkua/3725216663/
Barcode scanning June 2010 Barcode scanning on GoodGuide iPhone app
Barcode scanning June 2010 What is it? Scanning a product barcode and looking for the same or equivalent product in a data...
Product customisation June 2010 Rolls-Royce Ghost iPhone app
Product customisation June 2010 What is it? An interactive method of choosing product parameters and visually previewing t...
June 2010 Product information Photo: http://www.flickr.com/photos/crabchick/2562857638/
360°/Zoomable product views June 2010 Concept visualisation by Webcredible Drag to rotate Pinch to zoom
360°/Zoomable product views June 2010 What is it? Presenting products using zoomable & 360-degree rotating views. Why does...
In-context product previews June 2010 Mix&Match on the  Mango MNG iPhone app
In-context product previews June 2010 What is it? Helping customers visualise products in the context of their use – “what...
June 2010 After sales Photo: http://www.flickr.com/photos/halfbisqued/2353845688/
Mobile instruction manuals June 2010 DKNY Cozy  iPhone app
Mobile instruction manuals June 2010 What is it? Making instruction manuals available in a richer format via a mobile devi...
9 m-commerce design patterns – what do you think? June 2010 Q&A Can you see these working with your e-commerce proposition...
Alexander Baxevanis User Experience Consultant [email_address]   020 7423 63 33
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The Mobile Advantage - use the unique capabilities of mobile devices to differentiate your e-commerce proposition

Presented at the IMRG Mobile e-commerce Workshop on 17 June 2010.

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The Mobile Advantage - use the unique capabilities of mobile devices to differentiate your e-commerce proposition

  1. 1. The mobile advantage How to use the unique capabilities of mobile devices to differentiate your e-commerce proposition Alexander Baxevanis User Experience Consultant
  2. 2. High street retailers sample June 2010 From the Webcredible 2009 Ecommerce Usability for High Street Retailers – http://www.webcredible.co.uk/ecommerce2009
  3. 3. Who has a mobile presence? June 2010 Mobile site Mobile site iPhone app
  4. 4. Anatomy of a mobile device June 2010 Internet access Location services Camera New interaction capabilities (touch, accelerometer) Always with you
  5. 5. June 2010 9 m-commerce patterns <ul><li>Real time </li></ul><ul><ul><li>Recurring purchases </li></ul></ul><ul><ul><li>Order status updates </li></ul></ul><ul><li>Multichannel </li></ul><ul><ul><li>Reserve & collect on the go </li></ul></ul><ul><ul><li>Mobile loyalty cards </li></ul></ul><ul><li>Picking the right product </li></ul><ul><ul><li>Barcode scanning </li></ul></ul><ul><ul><li>Product customisation </li></ul></ul><ul><li>Product information </li></ul><ul><ul><li>360/Zoomable product views </li></ul></ul><ul><ul><li>In-context product views </li></ul></ul><ul><li>After sales </li></ul><ul><ul><li>Mobile instruction manuals </li></ul></ul>
  6. 6. June 2010 Real-time Photo: http://www.flickr.com/photos/laffy4k/367822192/
  7. 7. Recurring purchases June 2010 Weekly text message from Economist.com
  8. 8. Recurring purchases June 2010 <ul><li>What is it? </li></ul><ul><li>Notification of new products and quick confirmation of purchase based on stored billing information. </li></ul><ul><li>Why does it work? </li></ul><ul><li>Mobile device is always with you , can confirm purchase everywhere in a timely manner. </li></ul><ul><li>What can it be used for? </li></ul><ul><li>Any regularly occurring purchases that need to be confirmed, and can be confirmed without a lot of additional information. </li></ul>
  9. 9. Order status updates June 2010 Push notifications with TrackMyShipments+ iPhone application
  10. 10. Order status updates June 2010 <ul><li>What is it? </li></ul><ul><li>Updating customers on the progress of their orders using push notifications or SMS. </li></ul><ul><li>Why does it work? </li></ul><ul><li>Mobile notifications more likely to be noticed than email. Reassures customers about order progress. </li></ul><ul><li>What can it be used for? </li></ul><ul><li>Any order where progress information is available, during delivery as well as earlier stages. </li></ul>
  11. 11. June 2010 Multichannel Photo: http://www.flickr.com/photos/alicerosen/3385248819/
  12. 12. Reserve and collect on the go June 2010 Reserve & collect in Argos.co.uk app
  13. 13. Reserve and collect on the go June 2010 What is it? Making your “reserve and collect” facility available through a mobile app or website. Why does it work? Mobile device is always with you , can satisfy an immediate need. Bypasses the need for mobile payments. Can remember favourite stores or propose local stores. What can it be used for? Any e-commerce application with “reserve and collect”.
  14. 14. Mobile loyalty cards June 2010 Tesco Clubcard iPhone App
  15. 15. Mobile loyalty cards June 2010 What is it? Customers can collect points, monitor their progress and collect rewards through their mobile phone. Why does it work? Mobile device is always with you , more likely to collect & redeem points. Continuing collection encouraged by showing progress. What can it be used for? Any existing or new loyalty scheme.
  16. 16. June 2010 Finding the right product http://www.flickr.com/photos/bensonkua/3725216663/
  17. 17. Barcode scanning June 2010 Barcode scanning on GoodGuide iPhone app
  18. 18. Barcode scanning June 2010 What is it? Scanning a product barcode and looking for the same or equivalent product in a database. Why does it work? Easier and more accurate to search by barcode than to type in product name. Camera used to input barcode. What can it be used for? Finding & ordering products, adding products to a “wishlist”, finding alternative products, getting product information.
  19. 19. Product customisation June 2010 Rolls-Royce Ghost iPhone app
  20. 20. Product customisation June 2010 What is it? An interactive method of choosing product parameters and visually previewing the end result. Why does it work? Touch screen interaction can make it easy to select parameters & browse variants. Can be viewed as a “game” and results can be shared with other people. What can it be used for? Any customisable product that can be visualised.
  21. 21. June 2010 Product information Photo: http://www.flickr.com/photos/crabchick/2562857638/
  22. 22. 360°/Zoomable product views June 2010 Concept visualisation by Webcredible Drag to rotate Pinch to zoom
  23. 23. 360°/Zoomable product views June 2010 What is it? Presenting products using zoomable & 360-degree rotating views. Why does it work? Better depiction of product details than in a static photo. Easier to manipulate 360/zoomable views on a touch screen . What can it be used for? Any products where details are important, especially high-value fashion, consumer electronics & home decoration.
  24. 24. In-context product previews June 2010 Mix&Match on the Mango MNG iPhone app
  25. 25. In-context product previews June 2010 What is it? Helping customers visualise products in the context of their use – “what would it look like on me/in my house?” Why does it work? Mobile device cameras make it easy to “capture” the context. Direct manipulation helps position products in context. What can it be used for? Clothing, furniture & home accessories, electrical goods.
  26. 26. June 2010 After sales Photo: http://www.flickr.com/photos/halfbisqued/2353845688/
  27. 27. Mobile instruction manuals June 2010 DKNY Cozy iPhone app
  28. 28. Mobile instruction manuals June 2010 What is it? Making instruction manuals available in a richer format via a mobile device. Why does it work? Manual won’t be misplaced and are more likely to be near the user when needed. Possibilities for richer content e.g. video. What can it be used for? Any instruction manual, especially for innovative or complicated products.
  29. 29. 9 m-commerce design patterns – what do you think? June 2010 Q&A Can you see these working with your e-commerce proposition? Anything else you’ve spotted that might make a good pattern? Slides available online http://www.slideshare.net/webcredible More articles & blog: http://www.webcredible.co.uk/
  30. 30. Alexander Baxevanis User Experience Consultant [email_address] 020 7423 63 33
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Presented at the IMRG Mobile e-commerce Workshop on 17 June 2010.

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