First topic of the New Year was m-commerce and how it interacts with e-commerce and in-store shopping. How does it affect future business models? How can all these forms of shopping interact with each other to make the complete user experience better, more helpful and more effective regardless of the channel? In the very first of our breakfast seminars our speaker Rogier Beeftink (London UK) addressed these topics and challenged the way we think of commerce today. SYNOPSIS From e-commerce to m-commerce Forget the web, m-commerce is the thing to focus your business on! Or is it? A joined up cross-channel purchase experience How Retail & Digital can go hand in hand, if done right Applying the best of mobile to elevate the shopping experience Challenges, decisions and opportunities: native, responsive, relevance and loyalty Where does the UX begin and end? Payment, delivery, gifting, and a personal touch to stand out Rogier is a London and Stockholm based Service & User Experience Design consultant, with experience in both agency environment and client side roles. Currently he is heading up the UX team at Apegroup Stockholm. Over the years Rogier worked with clients and companies like Coca-Cola, Ericsson, Barclays, Virgin Atlantic, Deutsche Bank, O2, BBC, UBS, Cisco, Lloyds TSB, Electrolux and Williams F1. Rogier has specialised in developing innovative strategies for digital brands, services and experiences, which means he has been delivering solutions for digital products and services on desktop, mobile and interactive TV.

1. SEMINAR
WELCOME
THE FUTURE OF COMMERCE
#apeseminar
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4. MOBILE GENIUS
SINCE 2004
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5. 52 GREAT
MINDS
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6. MOBILE
DISRUPTIVE
REVOLUTION
Bild på 10 sidig SvD näringsliv om mobile
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7. UX=
USER EXPERIENCE STRATEGY
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9. THE FUTURE OF COMMERCE
CHALLENGES, CONSIDERATIONS AND TRENDS
• From e-commerce to m-commerce
• Designing for User Experience & pain points
• The best of mobile into your shopping experience
• Trends & opportunities
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10. FROM E-COMMERCE
TO M-COMMERCE
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11. FROM E-COMMERCE
TO M-COMMERCE
THE NEW KID ON THE BLOCK - MOBILE FIRST!
Mobile commerce is rightfully seen as the latest and greatest
development that companies simply cannot ignore
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12. FROM E-COMMERCE
TO M-COMMERCE
THE NEW KID ON THE BLOCK - MOBILE FIRST!
"Retailers have been burned getting very, very hyped up over mobile"
"Even though consumers have these phones, the number of
transactions on those phones is still small."
Source: Forrester Research for trade group Shop.org
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13. FROM E-COMMERCE
TO M-COMMERCE
THE NEW KID ON THE BLOCK - MOBILE FIRST!
Source: Google study (http://services.google.com/fh/files/misc/multiscreenworld_final.pdf)
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14. FROM E-COMMERCE
TO M-COMMERCE
THE WEB IS DEAD, LONG LIVE THE WEB...
Source: Google study (http://services.google.com/fh/files/misc/multiscreenworld_final.pdf)
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15. CROSS-PLATFORM SOLUTIONS
UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOUR
Businesses that get it right, that are perceived as a great digital
commerce experience, are offering a joined up and cross-platform
purchase experience
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16. CROSS-PLATFORM SOLUTIONS
UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOUR
Businesses that get it right, that are perceived as a great digital
commerce experience, are offering a joined up and cross-platform
purchase experience
Source: ocado.co.uk
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17. CROSS-PLATFORM SOLUTIONS
SCRABBLE FOR IPAD AND IPHONE
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18. CROSS-PLATFORM SOLUTIONS
MANGO - WHAT SHOULD I WEAR?
Source: shop.mango.com/GB/mango/what-should-i-wear
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19. CROSS-PLATFORM SOLUTIONS
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20. CROSS-PLATFORM SOLUTIONS
CROSS-PLATFORM PATTERNS
Synchronisation Coherence Complementarity
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21. CROSS-PLATFORM SOLUTIONS
’’BEING MOBILE’’ EXTENDED
Source: http://techcrunch.com/2013/01/13/cars-the-next-playground-for-app-developers/
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22. JOINING UP ON AND OFFLINE
A TRULY JOINED UP EXPERIENCE
The most likely next step is, to offer customers an experience that
joins up their online and offline consumer needs
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23. JOINING UP ON AND OFFLINE
A TRULY JOINED UP EXPERIENCE
The most likely next step is, to offer customers an experience that
joins up their online and offline consumer needs
Source: topshop
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24. JOINING UP ON AND OFFLINE
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25. JOINING UP ON AND OFFLINE
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26. JOINING UP ON AND OFFLINE
NOT ONLY DEVICES AS WE KNOW THEM NOW
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27. JOINING UP ON AND OFFLINE
WALMART: BUY ONLINE, PAY WITH CASH
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28. DESIGNING FOR
USER EXPERIENCE
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29. DESIGNING FOR
USER EXPERIENCE
USER EXPERIENCE, UX, UX&D,
INTERACTION DESIGN, SERVICE DESIGN
Is basically combining
• User needs,
• With business objectives,
• And the right technology
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30. CHECKOUT JOURNEY
AS A PAIN POINT
THE BEST CHECKOUT JOURNEY HAS THE LEAST STEPS, OR HAS IT?
Business objective number one in most e-commerce services is a
purchase journey with as few steps as possible.
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31. CHECKOUT JOURNEY
AS A PAIN POINT
KNOWING YOUR USERS
The experience however is not determined by the steps,
but by the perception
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32. CHECKOUT JOURNEY
AS A PAIN POINT
KNOWING YOUR USERS
The experience however is not determined by the steps,
but by the perception
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33. THE COMPLETE
CUSTOMER FLOW
WHY SHOPPING CART CONVERSION IS NO LONGER
JUST ABOUT LESS STEPS
89% of consumers abandoned a shopping cart at
least once. Why?
Source: seewhy.com
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34. THE COMPLETE
CUSTOMER FLOW
WHY SHOPPING CART CONVERSION IS NO LONGER
JUST ABOUT LESS STEPS
89% of consumers abandoned a shopping cart at
least once. Why?
• Price: your price is higher than competitors’
• Costs: you charge for shipping?
• Hassle: you ask for too much data / forced registration
• Doubt: will it fit me? Can I return it?
Address buyers’ concerns and answer their questions.
Source: seewhy.com
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35. THE COMPLETE
CUSTOMER FLOW
WHY SHOPPING CART CONVERSION IS NO LONGER
JUST ABOUT LESS STEPS
In 2011, shopping cart abandonment rate reached all-time high of
72%. It’s believed to continue climbing. Why?
Source:Forrester http://www.forrester.com/Understanding+Shopping+Cart+Abandonment/fulltext/-/E-RES56827?objectid=RES56827
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36. THE COMPLETE
CUSTOMER FLOW
WHY SHOPPING CART CONVERSION IS NO LONGER
JUST ABOUT LESS STEPS
In 2011, shopping cart abandonment rate reached all-time high of
72%. It’s believed to continue climbing. Why?
Researchers attributed that high rate to user sophistication: as
shoppers become more experienced online, they are more likely to
compare shops even as they move toward checkout.
Source:Forrester http://www.forrester.com/Understanding+Shopping+Cart+Abandonment/fulltext/-/E-RES56827?objectid=RES56827
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37. THE COMPLETE
CUSTOMER FLOW
WHY SHOPPING CART CONVERSION IS NO LONGER
JUST ABOUT LESS STEPS
Designing to avoid shopping cart abandoning
Track, Engage, Follow up!
Source: smileycookie.com
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38. THE COMPLETE
CUSTOMER FLOW
WHY THE CONFIRMATION PAGE IS NOT THE END ENGAGEMENT
Designing a purchase journey that leaves a customer satisfied, and
happy to return, relies on much more than a basket and a quick
payment process
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39. THE COMPLETE
CUSTOMER FLOW
WHY THE CONFIRMATION PAGE IS NOT THE END ENGAGEMENT
Visit digital store
Consider
Compare
Save for later
Add to basket
My details
Leave & come back
Review
Delivery options
Pay
Confirm
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40. THE COMPLETE
CUSTOMER FLOW
WHY THE CONFIRMATION PAGE IS NOT THE END ENGAGEMENT
Visit digital store
Consider
Compare
Rate/share my experience Save for later
Return item Add to basket
Use, consumption
My details
Delivery/pick up
Leave & come back
Reschedule
Review
Delivery attempt
Delivery options
Tracking & planning
Pay
Anticipation Confirm
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41. DELIVERY AS A PAIN POINT
HOME DELIVERY WHILE YOU’RE OUT... THE OFFLINE EXPERIENCE
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42. DELIVERY AS A PAIN POINT
PARTNERING UP WITH THE RIGHT DELIVERY COMPANY?
´´ I will never shop with IKEA again! Three failed
delivery attempts while I am at work ... Now I
am supposed to go collect my chair in Kilburn?
´´
Dissatisfied customer tweet
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43. DELIVERY AS A PAIN POINT
EXTERNAL SOLUTIONS - DELIVERY LOCKERS
Source: The Economist (http://www.economist.com/node/21560918)
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44. DELIVERY AS A PAIN POINT
TAKING MATTERS IN OWN HANDS - AN INTEGRATED
DELIVERY BACK-END
As a clever aspect of the purchase flow, delivery options can help
users select a convenient slot, and therefore better experience
Source: ocado.co.uk
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45. DELIVERY AS A PAIN POINT
TAKING MATTERS IN OWN HANDS - AN INTEGRATED
DELIVERY BACK-END
Reducing failed deliveries helps reducing costs
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46. DELIVERY AS A PAIN POINT
TAKING MATTERS IN OWN HANDS - AN OWNED
DELIVERY SOLUTION
A little incentive or suggested delivery slot for the customer, can help
delivery and storage staff to improve efficiency, routes and
sustainability
Source: ocado.co.uk
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47. USING THE BEST
OF MOBILE
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48. USING THE BEST OF MOBILE
NATIVE APP, RESPONSIVE OR ADAPTIVE WEB,
I’LL HAVE IT ALL PLEASE!
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49. USING THE BEST OF MOBILE
NATIVE APP, RESPONSIVE OR ADAPTIVE WEB,
I’LL HAVE IT ALL PLEASE!
Native apps - Cater for loyalty, engagement
conversation between brand and customer,
top level experience
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50. USING THE BEST OF MOBILE
NATIVE APP, RESPONSIVE OR ADAPTIVE WEB,
I’LL HAVE IT ALL PLEASE!
Responsive web - Cater for all viewports and devices, great for
efficient content production and maintenance
Source: ...
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51. USING THE BEST OF MOBILE
NATIVE APP, RESPONSIVE OR ADAPTIVE WEB,
I’LL HAVE IT ALL PLEASE!
Adaptive web - (Mobile web) Cover all devices,
with the best experience for those particular
services that you wouldn’t use the same way as
on your desktop
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52. USING THE BEST OF MOBILE
YOUR PERSONAL DEVICE - DATA & RELEVANCE
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53. USING THE BEST OF MOBILE
EVERYWHERE, ANYTIME - DATA & CONTEXT
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54. USING THE BEST OF MOBILE
LOYALTY - APPS REPLACING CARDS, INTELLIGENCE
BENEFITS THE CUSTOMER
Source: AHAlife app
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55. TRENDS &
OPPORTUNITIES
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56. SHARING AND GIFTING
SOCIAL SHOPPING AS AN OPPORTUNITY
Source: Karma app, Skyscanner app
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57. TRACKING AND FOLLOWING
TRACKING OF DELIVERY, BUILDING TRUST AND CONFIDENCE
Source: Addison Lee app
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58. THAT PERSONAL TOUCH
GIVING DIGITAL EXPERIENCES A PERSONALITY OR
FACE GOES A LONG WAY!
Source: ocado.co.uk
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59. INTERNATIONAL
MARKET PLACE
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60. SHOWROOMING
IF YOU’RE NOT IN... YOU’RE OUT!
Source: Addison Lee app
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61. TRYING, TOUCHING, FEELING
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62. STAFF’S EXPERTISE BEATS
ONLINE?
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63. A FUTURE
PROJECTION
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64. IMAGINE SMALL
BUSINESSES
PAYMENT SOLUTIONS MADE EASY, AND AFFORDABLE
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65. IMAGINE SMALL
BUSINESSES
OUTSOURCING OF THE ENTIRE INFRASTRUCTURE - THE COMEBACK
OF THE PORTAL?
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66. IMAGINE SMALL
BUSINESSES
OUTSOURCING OF THE ENTIRE INFRASTRUCTURE - THE COMEBACK
OF THE PORTAL?
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67. IMAGINE H&M
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68. IMAGINE H&M
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69. IMAGINE H&M
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70. IMAGINE H&M
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71. IMAGINE H&M
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72. IMAGINE H&M
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73. IMAGINE MCDONALD’S
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74. IMAGINE MCDONALD’S
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75. IMAGINE MCDONALD’S
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76. IMAGINE NETONNET
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77. IMAGINE NETONNET
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78. IMAGINE NETONNET
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79. IMAGINE NETONNET
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80. QUESTIONS?
CONTINUE THE CONVERSATION ON
@apegroup #apegroupseminar
Apegroup on Facebook
SEMINAR
tisdag 19 februari 13