THE INTIMATE USER EXPERIENCE

Transcription

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2 THE INTIMATE USER EXPERIENCE Jean-Dominique QUINET, ecommerce Summit Hilton Brussels Grand Place PIXELIXIR Managing Partner James LOVELL, IBM European Retail Commerce Executive

3 Agenda 1 Facts 2 Mobile hits the Mainstream 3 User expectations 4 Some clues to learn how to discuss with the users

4 FACTS

5 Facts [1] FACTS AND FIGURES Mobile devices push the web into our intimacy.

6 Facts [2] NEW LANGUAGE - TOUCH Touch gestures Tap Double Tap Drag Flick Pinch Spread Press Press & Tap Press & Drag Rotate Platforms iphone OS Android Web OS Windows Phone 7 OS X Windows 7 RIM 6.0 Ubuntu

7 Facts [2] NEW LANGUAGE - TOUCH - NEW METAPHOR Drag to reveal Drag to refresh

8 Facts [3] MOBILE IS MAINSTREAM Results from IBM US Digital Benchmark, Black Friday 2014 Results from IBM UK Digital Benchmark, Black Friday 2014

9 Conclusion WHAT DO USERS EXPECT? Users expectations have changed. They want an intuitive user experience, a realtime - anytime access, a personal journey. The mobile mind shift is the expectation that I can get what I want in my immediate contexts and moments of need. They expect an intimate experience.

10 MOBILE HITS THE MAINSTREAM James LOVELL, IBM European Retail Commerce Executive

11 Main Players are «Mobilizing»

12 Mobile presents new opportunities for Shopping & Engagement

13 Mobile inspires us (to buy more) Get the recipe Get the room Get the look

14 Mobile makes it easier to browse and shop anywhere, anytime

15 Mobile has no silos or channel barriers Check$ adver0sing$ Ask$for$ advice$ Google$the$ product$ Learn$ about$$the$ product$ Compare$ products$ online$ Download$ the$app$ Read$ reviews$ SHOP$ Check$ youtube$ video$ Check$ Facebook$ Browse$the$ Site$ Check$at$ the$offline$ store$ Go$to$store$

16 Mobile provides utility value

17 Mobile App Usage Source: Nielsen (US Only)

18 Retailers APPs Gold Rush WHICH ONE DESERVES THE RIGHT TO STAY? Retailer Perspective Competition is fierce how to differentiate? Do we want mobile to engage customers? drive transactions? Customer Perspective From Just another APP to shop to This is really helpful to me!

19 Retailers must 1 Equip employees with modern mobile technologies 2. Securely process massive amounts of data generated by mobile devices and quickly turn it into actionable insight Combine cognitive systems & mobile to provide a more 3 natural convergence of digital and physical shopping experience 4 Adopt a Digital Native and optimise the mobile customer experience

20 JAMES LOVELL European Retail CONTACT Commerce Executive FIND MORE DETAILS ON

21 IT IS ALL ABOUT CONVERSATIONS Jean-Dominique QUINET, PIXELIXIR Managing Partner

22 Expectations IT IS ALL ABOUT CONVERSATION The users expect the app to behave like a person. Using an app can then be seen as a conversation.

23 Expectations WHAT DO USERS EXPECT? Functional I want contact/help (chat/co-shopping) I want to be understood (search) I m not a number! (personalization) I want a human-like experience (interface/functionalities) Design It has to be intuitive (user interface) It has to be as fluid as a conversation (interactions)

24 Functional FOCUS ON CHAT Adding pro-active chat : Average order value +43% Conversion rate +20%

25 Functional FOCUS ON CO-SHOPPING

26 Functional FOCUS ON SEARCH: DEFINE SEARCH

27 Functional FOCUS ON SEARCH: DEFINE SEARCH

28 Functional FOCUS ON SEARCH: DEFINE SEARCH

29 Functional FOCUS ON SEARCH: DEFINE SEARCH

30 Functional FOCUS ON SEARCH: TOOLS Improved Search : Facets Autosuggest Search rules

31 Functional FOCUS ON SEARCH: TOOLS Autosuggest rules query types

32 Functional FOCUS ON SEARCH: CHANGE THE SEARCH PARADYGM Decision analysis

33 Design NATURAL USER INTERFACE NUI exploits skills that we have acquired through a lifetime of living in the World, Bill Buxton Content is the UI (the action) Reduce the distance as much as possible between user & content Enable direct manipulation of objects & content Guessable, predictable, physical, realistic Reduce Visuals that are Not Content

34 Design NATURAL USER INTERFACE

35 Design NATURAL USER INTERFACE

36 Design MICRO MOMENTS Micro moments are : Brief interactions where apps can capture the attention of a user & anticipate their needs n 5-10 second interactions.

37 Design MICRO MOMENTS Design interactions from conversations Focus on the how rather than the what

38 Conclusion 1 Technologies are mature 2 As e-commerce service providers, we need to tackle those new challenges

39 JEAN-DOMINIQUE QUINET CONTACT Managing Partner FIND MORE DETAILS ON PHONE

40 THANK YOU FOR YOUR ATTENTION PIXELIXIR 2014

41 JAMES LOVELL IBM European Retail Commerce Executive JEAN-DOMINIQUE QUINET PIXELIXIR Managing Partner @JAMESLOVELL