elements, UX and models??? – V@

elements, UX and models???

store models

1. Do Good / Feel Good
Stores such as Toms (gives a shoe for every show you purchase)
Honest company (safe products for my family)

3. innovative ways to shop
social networks (buy buttons),
scan a product (google),
text message ,
physical button (amazon)

4. innovative delivery ideas
order online and pick up in store (walmart),
same day delivery (grainger),
drone (7-11)

5. innovative ways of forming connections
global (alibaba)
local (craigslist)

great experience:
things that help make a site great for a user

1. Discovery:
interesting ways to discover / what your are looking for or other things you may want

2. Information:
useful product information such as reviews, videos, demos, comparisons

3. Easy Website Flow:
answer the questions when they need / clear and focused pages

4. Easy Payment:
easy to order / easy payment

conversion optimisation:
things that make a user more likely to convert

1. social proof / reviews
social proof can be used on a website to encourage the customer you are a legit and safe website as well as inform them about the product quality, features and use cases

2. clear deal / anchor points
list price, on sale, 25% off are examples of showing the product is a deal or giving a reference to what the price generally is

3. eliminate “online fears”
we have a lot of fears shopping on line. Payment, delivery, the right product ….

4. scarcity:
this can act as an incentives to get people to buy now and may tell people it is a popular product.

5. easy to find accessories / ad ons
every item a person buys gives you one more clue about what else they could be interested in. Make sure to use this informations to help them buy more or come back again to  make additional purchases


1. templates (specifically header and footer)


– logo

– search

– contact info

– shopping cart indicator

– product category navigation – site wide promos

– site navigation

– trust signals


– contact info

– more site wide links

– site wide badgers or trust signals

– recently viewed items

– call to action (sign up for email / social media)

header footer template goals:

– Provide constancy to the web experience from page to page

– Provide constancy to the web experiance from other sites to you site

– Always provide a way back home, to search,site map in larger category view in the footer. (can we put all brands and categories on a page) some people may prefer looking that way. Especially repeat customers.

– Give people an little bit of an idea of what the site is about

– Provide high level navigation search and access to contact info.

a footer says who you are – what can you do here – this is how you get around – we can answer any questions (look here or contact us)

As with most areas in design it should have everything there person expects and give it to them in a delightful way.

static pages


– about

– contact

– forms

– legal

– resource guides

– blog


main goals:

these pages have a few different reasons for existing.

give people general info (about, blog)

inform people about legal and procedures (return, shipping, terms service …)

help people make decisions on a category or product (resources, blog)

make it easy to contact or find general contact and store info (contact page, forms) build brand (about, blog, resources)

help them contact you

help them make a decisions build your brand

legal statements

9. my account

my account

– past orders

– credit card or billing information / deliver information – info on tracking packages

– any rewards points or better pricing

ecom ui ux deisgn

UI Design
– where am i
– how do i get back home
– what is my next step
– use expected best practices (these may change are only to be used because that is what people expect) – logo to left, address in footer
– A skeuomorph design – has elements of reality in it. notebook looks like a notebook
– make it easy to accomplish task

ecommerce in the future.

e-commerce in the future.
Commerce changes from new tech and new systems.
New tech involves things that can only happen because of new technology
Boats allow trade.
But so do people setting up trade routes. A better more efficient trade route can improve even if tech does not get better.
In commerce we have a combination of new technology
And systems. Social networks are great systems.  In fact any marketplace or way of connections multiple people are systems that are useful with or without new technology.
So both new systems and new technology can help remove frictions or change commerce.
Trends and brands and general attitudes change as well. That is not the type of things I am looking at here. A business can be innovative in these ways or just do a great job of meeting these needs.
I am looking for more utilitarian changes. Craigslist is utilitarian, face book is utilitarian, google is, Amazon is and so on.  That is companies to guess Jeans or Kim kardation or fad diets.  Great business can be made on these but it is not what I am looking at here. I am interested in better systems and what new technology can do.
New technology:
Vr ar
New sensors
Internet of things
3D printing
Amazon is doing drones and walking out of store with goods. And push button. And image scan. Voice
New systems could include:
– better curation
– better matching
– eliminating marketplace fees.
– more Meta data available.

Commerce frictions

areas in commerce that frictions can be removed.
– all products have a high price a person is willing to pay and a low price a person is willing to sell for. As long as the price of the product is in between these two prices a win win situation happens. As a buyer, we want the product for as low price as possible. Any time a seller is willing to sell us a product at a lower price (we pay 10 but they would have sold for 9) we are loosing out to friction (loose 1 dollar) or not having full information. For a seller of a product any time the buyer is willing to pay more we are loosing out on profit. (Buyer would have paid 11 but we sold it for 10)
from the buyer perspective it is best to find the lowest price a seller is willing to sell for. any time we pay more we have information frictions that can be eliminated. The same can be said from the seller perspective
– i may want something now but have to wait 2 days or 2 hours or 2 weeks to get it. Product exists but is not close to me. This is friction for some situations. Other times i am willing to wait much longer but may end up buying the more available item at a higher price.
product knowledge
– If i am not sure a product is one i will like, it will fit, it will last or it will complete the task i want we have friction. We may never get perfect knowledge but we can get closer.
– many product exist in the world, that, if i know about, I would purchase them. Somewhere a pair of pants that fit me perfectly exist but i do not know what pair it is and the cost of time or money (friction) for me to find them is a road block.
payment options and terms
– i may want to pay tomorrow or pay in
These 4 road blocks can be eliminated or at least slowley chipped away at. And they have been. social media and “you may also like” or “customers like you” are a great example of discovery. Product knowledge has been helped with reviews and videos of the products. Availability of more products is clearly impacted by the unlimited products available online and the increase in quick delivery methods. Price becomes a race to the bottom with sites such as amazon, jet and eBay.
But each of these areas has a change to get get better or reimagined as we continue to invite in the world of commerce. By optimizing traditional types of stores or inventing new ways of connecting sellers and buyers we can eliminate more and more of the frictions in the retail world.
Google shopping is one example of a product that has done a great job of helping us find the lowest price. Past options of purchasing something may have been limited by the one local store selling what i need or want. They could dictate the price with very little competition. Now i can search dozens of people selling the same product online and choose the low price if that is what i am after. From a buyers perspective competition may help lower the price and may get some of the friction of paying a tithe price than necessary for the product.
But that does not mean i am reaching every person that would be willing to sell me the product. I only connect with the sellers on google shopping. And it may not be the best price the they are willing to give me. They may be willing to go cheaper as the simple fact that google is changing some fee for the transactions. That fee is anouther friction. Google Shopping eliminates some frictions but still has some in place and this friction is what gives google the incentive (profits) to create and maintain the service. The fact that we do not know everyone selling the product is a friction that google helps reduce but it still has the cost (a new friction) to its service.
We could also imaging “paying” in other ways than with just money. Some sellers may be willing to sell at a loss if they feel the gain something else from the transaction. customer loyalty, information, sharing of your data, sharing with friends and so on. Retailers could sell at break even or a loss on products and still come out ahead as well as getting the customer the best possible price.
– many items exist in the world that I would buy if i know about them. Any time someone else has a product
a few frictions
– not having full price transparency
– transferring money
– knowing if the product is one i will like
– finding everyone that is willing to buy or sell the product
– paying for it when i want to (getting credit)
– finding the person that has it and can get it to me the easiest
frictions can be eliminated it two ways
– finding current situations where we are bing inefficient and it is a matter of knowledge
– forming new systems that did not exist in order to be more efficient
– if i have a used bike i want to get ride of for 150 dollars and you live next door and want a similar bike and am willing to pay 150 dollars then we do not need to creat anything, we just need info to do the transaction.
– new systems would be me knowing that people in the town i am in need bikes so i open a bike shop and bring in bikes for these people to try and buy.
both are ways of helping to fix frictions.
examples of companies that have fixed frictions in retail
– amazon
– craigslist
– ebay
– google shopping
amazon has done a number of things.
– created a marketplace the encourages low prices and great customer service
– central place for reviews
– easy discovery of similar items
– fast delivery
– low barrier of entry
– minimum friction on price as it is free
google shopping
– find a lot of people selling a specific product with clear price and delivery and availbilty
– helps curate product informations
– low barrier of entry
– helps find optimal price
uber – connects people with free time and a car with those that need a ride – removes frictions – creates a market places
match.com – allows people to search by keywords or filters as well as many more people. – helps discovery
some companies filter or evaluate for you. – some stores only sell quality products. you can go to a local outdoor store and pay more but get great personalized quality. i may accept junk at a 99 cent store but not at nordstrums
how can we find the person willing to sell me this object for the lowest price?
how can i discover what i want with the least amount of work.
how can i discover what other people want (gift)
how can i be more certain i am getting the product i want (zaps return policy)
how can i pay for it the way i want. credit card, pay pal, check, now, in 15 days in 30 years, using something besides money?
can a service replace my product? uber replaces second car for many people
how can i get this to me the quickest or easiest or how do i connect with them
how can i be more trusting of the transaction?
how can we eliminate errors in the transaction?
not all of these are business ideas to fix but these are real frictions
if i go to the store why do i have to walk the entire thing?
why can i not return my item easier?
what if my avocado is bad?
how come i do not know where all the ready to eat avadaos are in 15 miles of me so that i do not have to go to 3 stores before making sushi
why is the shirt not pre shrunk?
why can i not see all products in the category in one place

elements, UX and models???

store models

7. do good / feel good
depending on your target market adding a store or products with a purpose can be interesting

12. lifestyle type products / utilitarian type products

14. innovative ways to shop

15. innovative delivery ideas

great experience
1. interesting ways to discover / what your are looking for or other things you may want
2. reviews
4. easy to order / easy payment
8. answer the questions when they need
Answer the questions when they have it.
– 1. Am I on a trust worthy site / trust worthy seller
– 2.  will they have the product i want
– 3. how do i find it?
– 4. is this the product i want
– 5.

9. singularly  focused pages
each page on your website should have one main goal. even if you are on a page without “one main goal” your goal is to help them answere the next questions or find what they are looking for.

2.5 info on product / reviews
reviews can also give a bit more information about the that a description can never give. use case, other alternative items,  point out the negatives

13. comparisons
– help people make a decision. features / benefits  of this one compared to that one

conversion optimisation
2. social proof / reviews
social proof can be used on a website to encourage the customer you are a legit and safe website as well as inform them about the product quality, features and use cases

10. deal / anchor points

11. eliminate “online fears”
we have a lot of fears shopping on line. Payment, delivery, the right product ….

3. scarcity:
this can act as an inventive to get people to buy now and may tell people it is a popular product.

5. easy to find accessories / ad ons
every item a person buys gives you one more clue about what else they could be intersted in and now is the time to sell it to them.


William Sonoma
• on a product detail page from a search they have “products, recipes and videos”
• they also have “limited time only”  next to all sale prices
• product detail page has videos and open reviews.

Power equipment direct
• number 1,2,3 seller with percent
• category pages with images and sub categories as headers
• quick search on the left
• home page meet our experts

repair clinic
• large search bar, by model or part number
• Help me find my model number popup
• 365 day return policy
• has a larger photo not of parts but of a family to show it is for home use.

• large “save 20% banner
• large search bar
• sale with a time limit
• sticky PDP header

one king lane
• navigations has “shop by style” or “shop by room” along with product type navigations. also has an almost infinite scrolling of products so it is more like a browsing feature on some of its product list pages.
• very minimal design on the pdp. image and add to cart button. stand out.
• uses a “5 left” banner.


• 24 hour offer
• mobile app clearly advertised
• force sign in before shopping cart
• coupon code already added


• Larger search bar
• Much better design
• Easy reorder in header
• Inc and Toner in header (only product)


• Heart images without login
• Express pay skips shopping cart and right to checkout

Where we get our products

Where we get our products


Globalizations and trade are not new but may be put into hyper drive. Ordering from other countries or different states has changed who can play in the retail landscape. Some sites such as Wish.com or Alibaba make it easy to discover cheap products from all over the world that we would not have had access to just a few years ago.

— talk about wish

Different types of people selling

As mentioned many times before, now almost anyone can post a product on eBay or craigslist and can be part of the retail landscape we find ourselves in