Reveal reasons why ecommerce business should care about UX

1. Why e-commerce UX matters

2. Why we do e-commerce instead of
traditional commerce?

3. convenient
intuitive enjoyable
What we are expecting
But…how do users actually feel?

4. –McKinsey
70% of buying experiences are based on how
the customer feels they are being treated.

5. Landing
Product
Discovery
Product
Presentation
Cart
Management
Checkout
Payment
Gateway
Customer
Services
Delivery
Return
Loyalty
E-commerce Customer Journey

6. Landing
Product
Discovery
Product
Presentation
Cart
Management
Checkout
Payment
Gateway
Customer
Services
Delivery
Return
Loyalty
E-commerce UX
UX
UX
UX
UX
UX
UX
UX
UX
UX
UX

8. Landing
Product
Discovery
Product
Presentation
Cart
Management
Checkout
Payment
Gateway
Customer
Services
Delivery
Return
Loyalty
E-commerce UX

9. User Experience (UX) is the interaction a user has with a
product or service and how they perceive it.

10. Product
Service
User
U
X

11. UX ~ NPS
User Experience Professionals' Association International
Conference 2012 - Erin Bradner & Jeff Sauro
(Net Promoter Score)

14. –American Express Survey, 2011
3 in 5 Americans (59%) would try a new brand
or company for a better service experience.

15. –“Understanding Customers” by Ruby Newell-Legner
It takes 12 positive experiences to make up for
one unresolved negative experience.

16. UX makes users feel
happy but anything else?

17. Business development
secret weapon

18. Control version UX-optimized variation
RPV +17.4%
(Source: rejoiner.com)

19. Control version UX-optimized variation
RPV +13.9%
(Source: rejoiner.com)

20. Control version UX-optimized variation
RPV +14.3%
(Source: rejoiner.com)

21. Control version UX-optimized variation
RPV +36.8%
(Source: rejoiner.com)

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

23. $mall UX tweaks bring
much better r€v€nu€

26. Phowr (Lê Anh Quang)
Product Manager E-Wallet Momo
• Developer, Strobist @6ix.vn
• Product Manager @VatGia
• Project Manager @CucRe.vn
• Product Specialist @Adayroi
PhowrUXD
phowr.uxdesign
phowr.uxd@gmail.com