An eCommerce concept document we did for a large customer. Backend of the shop was developed in Magento with a lot of customized modules. Contact us for access to complete document as well as eCommerce consulting and development services.
1. TheECommerceSite
Concept
Note:We have changed name of the site for privacy reasons.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
2. What this document covers
• Purpose of TheECommerceSite i.e. what’s the key purpose.
• Goals of the portal i.e. what are the goals, owners want to achieve.
• Consumer characteristics i.e. who are the consumers.
• USP of the portal for consumers i.e. what value consumers get.
• KPIs for different elements in the portal i.e. individual page KPIs for measuring
performance.
• Design/usability elements i.e. key design elements to be used and why.
• Wireframes for key pages along with user flow i.e. overall flow of information.
• Accessibility design i.e. how website is to be handled on mobile devices or older browsers.
• Guideline for running promotions (email marketing, SEM etc.)
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
3. Purpose of TheECommerceSite
• Provide one stop solution for parents to shop online.
• The solution should allow consumers to:
• Research different products.
• Compare products and find out the best ones for them.
• Find out best prices for the products they are looking for.
• Provide a central platform for parents to exchange ideas about what
products are good for their kids and what aren’t.
• The portal should cater for mothers and fathers both (despite having the
name TheECommerceSite ).
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
4. Key Goals
• Key goals of TheECommerceSite are as follows:
• Position TheECommerceSite as premier source of mothercare, baby and
kids products.
• Become in the region premier and trusted online eCommerce brand.
• Be the largest product inventory database for the babies and kids
shopping vertical.
• Generate deep insights into consumer buying habits and use them to
optimize inventories, conversion rates and also provide value added
services to consumers.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
5. Who are the consumers
- Affluent - Affluent
- Educated. - Educated. Like to research.
- Busy fathers. - European expats or arabic (GCC)
- Want to buy the best possible - Mostly very hands-on moms.
item with minimal possible research
Features: Top products, Features: Easy browsing of products,
Purchases
Recommended Products, Quick price comparison, reviews, ratings
check out.
- Middle income group - Middle income group
- Educated. - Educated.
- Busy fathers or working mothers. - Stay home mothers. Like to
- Expats from south asian or far research.
east origin. - Like deals, discounts especially for
- Like deals, discounts especially for branded products.
branded products.
Features: Easy browsing, price
Features: Coupons, Discounts, Top comparison, reviews, ratings,
Deals coupons..
Time spent on site
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
6. Consumer habits profile
• Not very sophisticated online buyers.
• Mostly buy offline.
• Some may “research online” but buying is offline.
• Some may do “offline window shopping” and then search online to see
reviews - tech savvy.
• Most will be collaborating with friends on purchase decision especially on
certain product categories: strollers, toys (learning toys especially), baby
food (including formula).
• Expat moms are very competitive (educated asian and south asian
especially) want the best for their kids.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
7. Consumer Personas
Persona Characteristics What are the needs?
- need health-related guidance
- need guidance about what would be needed. - maternity products
- first time moms and dads are excited and want to - health care products
To be mom / dad research products. - baby shower / wish list
- want to find out about new born needs - product suggestions
- new baby products: diapers, baby food,
- find out about new baby needs.
formula
New mom / dad - looking for “handy” stuff to take care of the baby
- clothes (lots of them as kids are
growing fast).
- need growth related guidance.
Mom / dad with - clothes
- need to keep kids active
toddler(s) - activity toys / books
- clothes
Mom / dad with - growing kids - books
young kids - young kids are active and need activity related things. - toys
- activities and educational products.
- may not be parents themselves so don’t really know
- baby shower
Gift seekers what to buy.
- birthday gift ideas
- need gifts so need guidance.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
8. Consumer Benefits
• Consumers can “a) search, b) compare and c) buy” ANY available product in
the region.
• Search: consumers search fast for products. There should be auto-
complete search terms, search suggestions, related searches, most
searched terms.
• Compare: consumers can compare items to find the widest range of
options. Available options: price comparisons, similar items, people who
bought this also bought, people who looked at this eventually bought,
other products you may want to buy with this item etc.
• Buy: flexible buying options - credit card, direct transfer, payment on
delivery, pre-payment, gift vouchers, in-shop payment (account top-up
etc.).
• Consumers can research products, connect with other consumers etc. The
collective experience they get on TheECommerceSite is not possible in
offline shopping.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
9. Measuring portal performance
• Portal performance has to be measured in terms of:
• Traffic Generation
• %age of new users vs recurring users (visitor loyalty).
• New users sources / traffic segments.
• Site Engagement
• Bounce rate
• Key destination pages for bouncing users.
• Sales
• Conversion rate (direct sales, goal completion, email capture, sales via different
channels - ads, emails, direct website, seo etc. )
• Average order value
•
Coeus Solutions GmbH
Munich | Berlin
Days and visits to purchase
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
10. Design Elements
• Important design / layout consideration:
• Trust: as one of the first movers in the market, we need to make users
trust the site. Customer support / contact info should be clearly visible
always on top. For example:
• Relevance: the site should clearly try to identify visitor with a specific
user persona. This is important so that we can keep site minimalistic and
easy to navigate.
• Categories should be clearly identifiable and readable. User shouldn’t
have to focus to read categories. Preferably there should be icons with
categories. There can be 13 categories so they have to be neatly
organized.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
11. Design Elements 2
• Important design / layout consideration:
• The site key selling proposition is search.compare.buy; so search should
be present on ALL pages and should be very user friendly with auto-
complete and filtering capabilities.
Product title, brand etc. Search
Searching in: All
Popular searches: Mothercare, Baby food, Diapers size 5, educational toys
Diapers Search
Searching in: All > Diapering > Newborn Diapers (x)
Related searches: P&G Diapers, Cheap Diapers, Diapers size 5, Diaper deals
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
12. Site Structure
The overall site is divided into TWO page types:
1. Landing pages: i.e. pages where users are expected to “land” mostly. These
will be “gateway” pages.
2. Internal pages: these are the pages that a user may click to from a landing
page.
Our basic goal is:
1. Bring user to our landing pages.
2. Take user from landing pages to an internal page.
3.Contact us now a “conversion target”. development
Make user complete for consulting and services.
Conversion target may be:
- newsletter sign up
- order placement
- create an account with TheECommerceSite
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
13. Landing Pages
There will be four landing pages:
1. Home page: this is the home page of the site.
2. Merchant page: this is the page that can act as a merchant-shop’s home page
too.
3. Email page: this is the special type of page used for email campaigns.
4. Campaign page: this is the special page which is used with ad campaigns as we
may not always want users to come to home page via our ad campaigns.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
14. Internal Pages
There will be four types of internal pages:
1. Product listing: these pages will list products. The possibilities are:
a. Category based listing of products.
b. Brand based listing of products
c. Merchant based listing
d. Search results
2. Product detail page: this will describe product attributes etc. It’s important as this can act as
the main conversion page.
3. Sign up/Login: this will allow user to sign up with the portal. Once signed up the page will
have a User Account section with the following sub pages:
a. Account info
b. Order management - open orders and closed orders.
4. Content pages: this will also include xml site maps etc. for SEO.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
15. Front End Concept
Note that the screens are “layouts” and will be converted to
actual designs.The specific areas will stay fix but their content
can be changed as explained.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
16. Why this selected layout is the best option?
1. Shows unique selling propositions in the first
look. No clutter.
2. Brands and shops are shown in the first look
without distracting user. “Your Store Here”
option subtly advertisers merchants to join too.
Tactic is similar to how new malls advertise their
real-estate by advertising big brand stores.
3. Showing brands and stores also connects
offline world (consumers are already familiar
with) with online world (TheECommerceSite).
3. No redundancy, no multiple “call-to-actions”.
Users are not overwhelmed with information.
4. Ability to see categories and complete tree
easily without getting overwhelmed.
5. Convey site’s message from home page
clearly for first time users as well as recurring
users.
6. Targets all key elements of the MENA region-
customers in a clean, uncluttered way.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
17. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home
Our Stores & Brands
Diapering Prams & Pushchairs
Toys & Learning
F Your Store
Here
Pampers Diapers Graco Strollers Toybrand 1
Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3
GoodNites Diapers Jane Carry Cots Toybrand 4
Only a few left
All diapers and wipes All Prams and Pushchairs All toys and learning
18. Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3
GoodNites Diapers Jane Carry Cots Toybrand 4
Only a few left
All diapers and wipes All Prams and Pushchairs All toys and learning
VTech First Baby Walker
Pink
Clothing, Shoes &
Feeding & Nursing Gifts & Party
Accessories
Clothing brand 1 Nursing brand 1 Gifts option 1
Clothing brand 2 Nursing brand 2 Gifts option 2 AED 100
Clothing brand 3 Nursing brand 3 Gifts option 3
Clothing brand 4 Nursing brand 4 Gifts option 4
All feeding & nursing All gifts and party 1 + Add to cart
All clothing & accessories
New arrivals TheECommerceSite Picks Your recently viewed items
19.
20. Main navigation +
search
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
21. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home
Diapering Diapers & Nappies Top Brands in Related searches
Nappies Diapering Our Brands Our Stores
Bath & Skincare Changing Pads Pampers Pampers for 2 year old
Diapers Bags Huggies Diaper rash creams
Diaper Creams Luvs
Toys & Learning Pampers size 5
Category 1 Brand1
Category 2 Brand 2
Food & Nutrition
Feeding & Nursing
Maternity & Mums
Health & Safety
Diapering Prams and Pushchairs Toys & Learning
Contact us now for consulting and development services.
Clothing, Shoes & Accessories
Nursery & Bedroom
Electronics & Video Games
Gift & Party F Your Store
Here
Pampers Diapers
Books, CDs & DVDs Graco Strollers Toybrand 1
Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3 Only a few left
GoodNites Diapers Jane Carry Cots Toybrand 4
22. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale Strollers
You are here: Home
Strollers for twins
Our Stores & Brands
Strollers for babies
Strollers for big kids
Strollers for triplets
Diapering Prams & Pushchairs
Toys & Learning
Contact us now for consulting and development services.
F Your Store
Here
Pampers Diapers Graco Strollers Toybrand 1
Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3
GoodNites Diapers Jane Carry Cots Toybrand 4
Only a few left
All diapers and wipes All Prams and Pushchairs All toys and learning
23. Header elements
Logo
Support: so that Calculate shipping 100% safe User can login with Shopping cart shows
users can access time: will allow users Free shipping their Facebook or total items. Total
support easily. Since to calculate their 48 hours delivery new account on amount. User can
it’s chat support, shipping time based TheECommerceSite. check out directly.
TheECommerceSite on a pre-defined
won’t have to put formula
too many resources Anxiety reducers Account always
in this. accessible
Registry is shown
Big logo: builds up brand. Users get users to there for quick
Wishlist shows how
Contact us now for consulting and development services.
the name and that implicitly builds up trust. many items there
access.
They get a “feeling” that they know the brand. are.
24. Navigation Elements
Menu:
1. Clean Breadcrumbs: show user where they are
2. No clutter currently. So that they can easily navigate
3. Consistent. between site. They are never lost in the
4. User is pretty clear on what to expect site.
in each element.
Prominent search box. Clear and provides
auto complete suggestion. It’s a clear
extension of menu so if user isn’t sure she
can’t find what she’s looking for, she goes
Contact us now for consulting and development services. for search. Consistent. Clear. Uncluttered
25. Navigation Elements - Category navigation
Only top level are shown and rest are shown on mouse hover.
This is cleaner and even more “targetted”. Users see all option
in a particular category. Get added benefit of seeing top brands
Contact us now for consulting and development services.
in a category + searches. So navigation effectively “guides” users
to do all she can in a single category.
26. “Where am I” - breadcrumbs
These will indicate where a user is and so
she can jump quickly from one section to
the other easily.
Contact us now for consulting and development services.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
27. Main banner area
Purpose of this main banner is:
a) show unique selling proposition of
TheECommerceSite,
b) show some products that win visitors interest +
trust
c) show features that can win visitors trust or
reduce their “anxiety”.
Even consumer reviews can be
shown here, whenever we have
them.
Contact us now for consulting and development services.
28. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home
What is
Right Side Area - secondary advertising + trust +
anxiety reduction
1
Diaperingchoose to not have logos here, in this section Toys & Learning
If we Prams & Pushchairs Eid Special
Contact us now for consulting and development services.
we can show other things. For example, the video can
be placed along with some special seasonal deals.
2
F
Pampers Diapers Graco Strollers Toybrand 1
Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3
GoodNites Diapers Jane Carry Cots Toybrand 4
All diapers and wipes All Prams and Pushchairs All toys and learning
29. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
What is TheECommerceSite
Categories Age What’s New Gifts Sale
What is
Diapering Prams & Pushchairs
Toys & Learning Eid Special
Contact us now for consulting and development services.
Instead of playing video in the small window it’s
F
better to open it an overlay in a larger window where
it’s much more clear.
Pampers Diapers Graco Strollers Toybrand 1
Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3
GoodNites Diapers Jane Carry Cots Toybrand 4
All diapers and wipes All Prams and Pushchairs All toys and learning
30. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home
What is
This shows how we can have normal stores and
brands. This could be a solution at the launch time
Our Stores & Brands
where havePrams & Pushchairs
Diapering we the VIDEO as well as logos.
Toys & Learning
Contact us now for consulting and development services.
F
Pampers Diapers Graco Strollers Toybrand 1
Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3
GoodNites Diapers Jane Carry Cots Toybrand 4
All diapers and wipes All Prams and Pushchairs All toys and learning
31. User account handling
Users will be able to login both with
native account as well as using their
Facebook account.
Not logged in
Login screen
Contact us now for consulting and development services.
- User picture and name is retrieved from
Facbeook.
- Wish list is updated
- Previous cart is updated too (this can be
handled with cookies too so that user doesnt
have to login.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de Logged In
Web: www.coeus-solutions.de
32. Shopping Cart : Quick View
Users can simply expand the shopping cart on mouse hover (or
click) and will see all items. This will encourage them to stay on the
page (and not lose focus from adding more items!).
Contact us now for consulting and development services.
When an item is added to the cart. It expands and has red border
around it (or a different color depending on design). This shows
user that something is clearly done!
34. Logo
Compare Compare Compare
Compare Compare Compare
35. Logo
Compare Compare Compare
Add to cart
Add to wish-list
Add to gift registry
Upon mouse hover this overlay is shown. It hides if
the mouse is away. Gives user quick options to: Compare Compare Compare
a) put the product to cart,
b) add to wishlist
c) add to gift registry.
This would be relevant for products which are
common use items e.g. diapers.
36. Logo
X
Didn’t find you were looking for? Add product name and we will
notify as soon as we have the product in stock.
Compare No thanks Compare
Notify me Compare
If search results are fewer than 7 (or a predefined
number), then this dialog is shown. User can add the
product name and once it’s added, they are notified
that the product is available in stock now.
Compare Compare Compare
37. Compare Compare Compare
Contact us now for consulting and development services.
38. Brand / Store Landing
Page
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de
39. Logo
Compare Compare Compare
Contact us now for consulting and development services.
Compare Compare Compare
45. Logo
Compare Compare Compare
This overlay comes when user has added a product
to the comparison list.
Compare Compare Compare
Products to compare X
1 products to compare. 4 places left.
46. Logo
Users can share the comparisons as a widget on
Facebook.
Share this comparison on Facebook
52. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home > Check Out > Login
Checkout Login Billing & Shipping Payment Confirmation
Existing Customers New Customers Register now. It’s simple.
Email: Email: Or
Don’t want to register?
No problem.
Password: Password: Check out as guest:
Email:
Login Forgot Password
My Family:
Receive customized discounts and
Why do you need my email?
recommendations.
We will use your email to send
you order status updates.
Date of birth Gender
Month
Day Year Female
Next
+ Add Child
Sign up
53. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home > Check Out > Shipping
Checkout Login Shipping Payment Confirmation
Shipping Address Forgot something? Back to shopping
First Name: Last Name:
How much is shipping?
Shipping is charged based on destination. Your
Street Address: costs will be shown on the confirmation page.
City: Is shipping secure? Will my products be safe?
Information about why shipping is safe. Any
guarantees about refunds or damages etc would
Contact us now for consulting and development services.
Country: be helpful here.
Estimated time: 48 hrs.
How long will it take?
Next Information about time it will take for customer
to get the shipment.
Note: Shipping is FREE for orders above AED 100.
54. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home > Check Out > Payment information
Checkout Login Shipping Payment Confirmation
Payment Information Forgot something? Back to shopping
Pay by credit card Pay on delivery Bank transfer Is payment secure?
Name on credit card: Text about why is payment fully secure. Text
about why is payment fully secure. Text about
why is payment fully secure.
Credit card number:
What is your refund policy?
CCV Number: Information about refund policy. Information
Contact us now for consulting and development services. about refund policy. Information about refund
policy.
Expiry
Month Year
Next - Review your order
55. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home > Check Out > Confirmation
Checkout Login Shipping Payment Confirmation
Review your order and confirm.
Items Quantity Price TheECommerceSite Suggestions
Changing Pad
1 AED 100 Remove Related product AED 50
Product description.
Product description.
+ Add to cart
Pampers Size 3 Remove Baby rash cream
1 AED 50 AED 50
Product description.
Product description.
This product is 5% off. + Add to cart
Gift wrap my items (AED 10) When will I receive items?
Sub total: AED 150 Estimated delivery date: 3.August 2011
Tax (10%): AED 1.5
Shipping is FREE for you.Your order is above AED 150. Shipping: AED 0
Grand Total: AED 151.5
Confirm. You are done!
56. Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help
100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.
Categories Age What’s New Gifts Sale
You are here: Home > Check Out > Thanks
Thanks for placing your order. Share your shopping with friends on Facebook
You will receive confirmation email shortly.
Items
New arrivals TheECommerceSite Picks Your recently viewed items You may also like
Contact us now for consulting and development services.
57. About Us
Coeus Solutions GmbH is based in Munich, Berlin and Lahore.
Developing eCommerce and Internet applications on web, social and mobile
at very competitive prices. Contact us now for further information.
Provide consulting services in increasing sales and user retention.
Work closely with clients to develop strategies for engaging customers.
Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de