Why e-commerce UX matters

Why we do e-commerce instead of

traditional commerce?

What we are expecting

convenient

intuitive

enjoyable

Buthow do users actually feel?

70% of buying experiences are based on how

the customer feels they are being treated.

McKinsey

E-commerce Customer Journey

Delivery

Product
Discovery

Return

Product
Presentation
Customer
Services
Landing

Loyalty

Cart
Management
Payment
Gateway

Checkout

E-commerce UX
UX
UX

Product
Discovery

Delivery
UX
UX

Return

Product
Presentation
UX

Customer
Services

UX

Landing

UX
UX

Loyalty

Cart
Management
UX

Payment
Gateway
UX

Checkout

E-commerce UX
Delivery

Product
Discovery

Return

Product
Presentation
Customer
Services
Landing
Cart
Management

Loyalty
Payment
Gateway

Checkout

User Experience (UX) is the interaction a user has with a

product or service and how they perceive it.

Product
Service

U
X

User

UX ~ NPS

(Net Promoter Score)

User Experience Professionals' Association International

Conference 2012 - Erin Bradner & Jeff Sauro

3 in 5 Americans (59%) would try a new brand

or company for a better service experience.

American Express Survey, 2011

It takes 12 positive experiences to make up for

one unresolved negative experience.

Understanding Customers by Ruby Newell-Legner

UX makes users feel

happy but anything else?

Business development
secret weapon

Control version

UX-optimized variation
RPV +17.4%

(Source: rejoiner.com)

Control version

UX-optimized variation
RPV +13.9%

(Source: rejoiner.com)

Control version

UX-optimized variation
RPV +14.3%

(Source: rejoiner.com)

Control version

UX-optimized variation
RPV +36.8%

(Source: rejoiner.com)

Control version

UX-optimized variation
Conversion rates +58.39%
(Source: rejoiner.com)

$mall UX tweaks bring

much better rvnu

Phowr (L Anh Quang)

Product Manager E-Wallet Momo
PhowrUXD
phowr.uxdesign
phowr.uxd@gmail.com

Developer, Strobist @6ix.vn

Product Manager @VatGia
Project Manager @CucRe.vn
Product Specialist @Adayroi