The document discusses user experience (UX) and defines it according to ISO standards as a person's perceptions and responses resulting from use or anticipated use of a product, system or service. It notes that UX includes emotions, beliefs and responses before, during and after use. The document outlines Eric Reiss's definition of UX as the perception left after a series of interactions between people, devices and events. It discusses the user journey and touchpoints along that journey as interactions across different channels and viewports. Finally, it discusses the importance of engagement at different stages including discovery, examination and purchase.

1. User Experience (UX)
and eCommerce
Séamus Byrne

2. Twitter: @SeamusByrne
Email: seamus@graphicmint.com

3. What is User
Experience?
User Experience (UX) and eCommerce :: Séamus
Byrne

4. ISO 9241-210
"Ergonomics of human-system
interaction, provides guidance on
human-system interaction
throughout the life cycle of
interactive systems."
User Experience (UX) and eCommerce :: Séamus
Byrne

5. ISO 9241-210
"a person's perceptions and
responses that result from the use
or anticipated use of a product,
system or service."
User Experience (UX) and eCommerce :: Séamus
Byrne

6. PRODUCT
User Experience (UX) and eCommerce :: Séamus
Byrne

7. SYSTEM
User Experience (UX) and eCommerce :: Séamus
Byrne

8. SERVICE
User Experience (UX) and eCommerce :: Séamus
Byrne

9. ISO 9241-210
"User experience includes all the
users' emotions, beliefs, preferences,
perceptions, physical and
psychological responses, behaviors
and accomplishments that occur
before, during and after use."
User Experience (UX) and eCommerce :: Séamus
Byrne

10. USER JOURNEY User Experience (UX) and eCommerce :: Séamus
Byrne

11. USER JOURNEY
http://www.episerver.com/PageFiles/15724/UserJourney_600px.jpg
User Experience (UX) and eCommerce :: Séamus
Byrne

12. USER JOURNEY
http://alexandriajarvis.files.wordpress.com/2012/02/user-journey-two-pages1.jpg
User Experience (UX) and eCommerce :: Séamus
Byrne

13. USER JOURNEY
http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg
User Experience (UX) and eCommerce :: Séamus
Byrne

14. http://winefolly.wpengine.netdna-cdn.com/wp-content/uploads/2012/07/how-to-choose-wine-infographic.png
User Experience (UX) and eCommerce :: Séamus
Byrne

15. UX Definition by Eric Reiss
User Experience (UX) and eCommerce :: Séamus
Byrne

16. Eric Reiss's UX Definition
User experience = the sum
of a series of Interactions
User Experience (UX) and eCommerce :: Séamus
Byrne

17. Eric Reiss's UX Definition
User experience (UX) represents
the perception left in someones
mind following a series of
interactions between people,
devices, and events – or any
combination thereof. "Series" is the
operative word
User Experience (UX) and eCommerce :: Séamus
Byrne

18. Eric Reiss's UX Definition
Some interactions are active –
● clicking a button on a website
● giving a waiter your order at a
restaurant
● getting out of the rain at a picnic
User Experience (UX) and eCommerce :: Séamus
Byrne

19. Eric Reiss's UX Definition
Some interactions are passive –
● viewing a beautiful sunset will
trigger the limbic system to
release dopamine (a reward
chemical)
● this applies to any and all of our
five senses
User Experience (UX) and eCommerce :: Séamus
Byrne

20. Series of Interactions
People, Devices, Events, Environments
http://3.bp.blogspot.com/-dap1_dxCbiY/UBvdLKMu3MI/AAAAAAAAB1Y/RwvGGVK1kBk/s1600/An+outbound+flight+customer+journey.png
User Experience (UX) and eCommerce :: Séamus
Byrne

21. Series of Interactions
http://i.dailymail.co.uk/i/pix/2009/12/16/article-0-079EFD48000005DC-386_634x512.jpg
User Experience (UX) and eCommerce :: Séamus
Byrne

22. Series of Interactions
http://www.currybet.net/images/blog2012/10/virgin_sketch.jpg
User Experience (UX) and eCommerce :: Séamus
Byrne

23. Series of Interactions
http://www.virgin-atlantic.com/tridion/images/justticket_tcm4-303367.jpg
User Experience (UX) and eCommerce :: Séamus
Byrne

24. Series of Interactions
People, Devices, Events,
Environments = Touchpoints
● Types of Interactions
○ Human to Human
○ Human to Computer
○ Computer to Computer
User Experience (UX) and eCommerce :: Séamus
Byrne

25. http://www.fastcodesign.com/multisite_files/codesign/imagecache/inline-
large/inline/2012/10/1670985-inline-inline-rks-cair-experience-touchpoints-1.
jpg
Touchpoints

26. User Experience (UX) and eCommerce :: Séamus
Byrne

27. User Experience (UX) and eCommerce :: Séamus
Byrne

28. User Experience (UX) and eCommerce :: Séamus
Byrne

29. User Experience (UX) and eCommerce :: Séamus
Byrne

30. User Experience (UX) and eCommerce :: Séamus
Byrne

31. User Experience (UX) and eCommerce :: Séamus
Byrne

32. User Experience (UX) and eCommerce :: Séamus
Byrne

33. User Experience (UX) and eCommerce :: Séamus
Byrne

34. User Experience (UX) and eCommerce :: Séamus
Byrne

35. User Experience (UX) and eCommerce :: Séamus
Byrne

36. User Experience (UX) and eCommerce :: Séamus
Byrne

37. User Experience (UX) and eCommerce :: Séamus
Byrne

38. User Experience (UX) and eCommerce :: Séamus
Byrne

39. User Experience (UX) and eCommerce :: Séamus
Byrne

40. User Experience (UX) and eCommerce :: Séamus
Byrne

41. User Experience (UX) and eCommerce :: Séamus
Byrne

42. User Experience (UX) and eCommerce :: Séamus
Byrne

43. User Experience (UX) and eCommerce :: Séamus
Byrne

44. User Experience (UX) and eCommerce :: Séamus
Byrne

45. User Experience (UX) and eCommerce :: Séamus
Byrne

46. User Experience (UX) and eCommerce :: Séamus
Byrne

47. User Experience (UX) and eCommerce :: Séamus
Byrne

48. User Experience (UX) and eCommerce :: Séamus
Byrne

49. Engagement, before during and after
todays-shopper-needs-engagement-before-during-and-after-purchase

50. Engagement, before during and after
todays-shopper-needs-engagement-before-during-and-after-purchase

51. DISCOVER
● Promotion
● SEO
● Brand Consistency
○ Voice
○ Message
○ Style
● Shopping Models: eg: Discovery, Apps
● Technology

55. Viewports
● Mobile
● Tablet
● Desktop
User Experience (UX) and eCommerce :: Séamus
Byrne

56. EXAMINE
● Detailed Product Information
● Easy to See Contact Information
● Categorisation: Don’t make me think
● Comparison:
● Customisation: Ikea Wardrobe Builder
● Customisation: Mission Bicycles

59. PURCHASE
● Check-out process: Keep it simple
● Avoid long, protracted, complicated or
confusing check-out processes
● Forms
○ Keep it on one page
○ Test it
○ Minimal criteria
● Simplify
● User-friendly
● Multi-device compatible
● Make it easy to buy: e.g.: Kenneth Cole

60. Mobile: Hailo

61. Auto-recharge: Skype

62. Ikea Checkout

63. What is a Persona?
DEFINITION: A persona represents a cluster of users
who exhibit similar behavioral patterns in their
purchasing decisions, use of technology or products,
customer service preferences, lifestyle choices, and the
like. Behaviors, attitudes, and motivations are common
to a "type" regardless of age, gender, education, and
other typical demographics. In fact, personas vastly
span demographics.
SOURCE: http://uxmag.com/articles/personas-the-foundation-of-a-great-user-experience
User Experience (UX) and eCommerce :: Séamus
Byrne

64. 5.2 Personas
User Experience (UX) and eCommerce :: Séamus
Byrne

65. http://www.getsmartcontent.com/wp-content/uploads/2012/03/TravelPersonas.jpg
User Experience (UX) and eCommerce :: Séamus
Byrne

66. http://www.uxforthemasses.com/blog/wp-content/uploads/2010/11/Scenario-map-example.pngUser Experience (UX) and eCommerce :: Séamus
Byrne

67. USER JOURNEY User Experience (UX) and eCommerce :: Séamus
Byrne

68. USER JOURNEY
http://uxmag.com/uploads/bock-codesignwithusers/image2_storyboard.jpg

69. Twitter: @SeamusByrne
Email: seamus@graphicmint.com
Thanks!