5 Key Points in User Experience Evaluation of E-commerce Application
Thanks to the convenient internet, now we have been accustomed to buying almost everything from mobile phone whenever and wherever we want. The representative e-commerce digital platforms in China are Taobao and JD. We tend to rely on mobile terminal applications rather than PC terminal websites. Today I want to share some views from my point about the User Experience Evaluation in E-commerce applications.
Business-To-Consumer(B2C) applications are developed based on E-commerce websites. B2B apps have developed faster and faster, its aim is to attract a visitor into stores and completing the online purchase. We all know that User Experience is one of the most important factors for E-commerce applications success, it has become a competitive requirement for business. ISO 9241-210 defines user experience as “a person’s perceptions and responses that result from the use or anticipated use of a product, system or service”. Morville has contributed in the field of UX providing seven well-known facets, these are: useful, usable, findable, valuable, desirable, accessible and credible.
Analyze the popular e-commerce apps according to these facets, I try to summarize some key points for UX success in the e-commerce application, maybe they can be seen as evaluation factors, we can learn from them and optimize the UX in your e-commerce app.
1.Real-time online customer service
Online customer service is so critical that it influences your store brand impression and customer loyalty. Because there may be some questions such as invoices, or some product price depends on customers various demands. customers need online customer service. For example, Taobao provides Aliwangwang on PC terminal, and also provides chats window function on the mobile app, where the customer can send messages to the seller, they can also share store and product links with friends. Customers don’t even need to transform into another app like WeChat.
Real-time communication is also important, the seller needs to reply rapidly once they see the messages. Customer will feel they are valued. And the communication needs to be polite and considerate. So some quick response can be realized by robot chat by presetting some keywords. Also, some emoji and kind words are loved during chatting. They can make strange customers feel close. What’s more, the customer can know the messages are read or unread. This is an instant feedback. Good service design and emotion design are a plus for enhancing user experience.
2.Vivid interface design
Good User Interface design is basically factor for every online store. The presentive page of excellent stores usually has a good name, clear product classification, clear images with the pure white background, beautiful decoration. It consisting of the mainly main page and product profiles. We need to stress Human or customer by applying User Centred Design idea into the practice. You should show clearly how the customer will interact with your product, the functions, the using scenario, operation methods. You can use some illustrations, appealing images of different angles, gestures or ever dynamic short videowith the model using the product. The dynamic short video is an emerging and fresh way to show your product.
3.Rich interaction methods
With the rapid development of technology, rich interaction methods come out, like true man show livestreaming with short videos. It is a little like traditional TV shopping. If you have the adequate budget, you can have a try. Apart from the e-commerce app, you can also promote your products in various channels, like SNS, personal zone. As long as you have good organization ability to copywriter, you can attract people without making your friends disgusted.
4.Affordable pricing strategy
Nowadays, in the oceans of the internet, a mass of products with different prices are waiting for customers to choose. While customers have not patience, they just scan and drop down quickly.
Every customers care different factors. Price is one of the most important factor. Price should be not stable, it is divided into original price, promote price, festival price and so on, also send coupons or red packet. The complex rule makes customer missing in the market, they forget to compare the price of the product. They just make decisions impulse without accompaniment.
5.Smart recommendation
With the mature application of big data, smart recommendation has already been realized in e-commerce app. The app can trace and memory out shopping habit, then when we open it and search one product again, some relevant information will come out. This is a considerate design.
Above are 5 key points from my using e-commerce app experience. Hope they can be helpful for the UX evaluation in your store.
评论
发表评论