There are some big challenges ahead for e-commerce sites: The continually aggressive growth of Amazon, the emergence of an affluent generation of brand ‘experience’ sensitive consumers, and the way in which Google values your business are having a massive impact on the e-commerce landscape. Branded3’s Creative Director Andrew Machin talks about how user experience design can help brands create engaging e-commerce experiences that go beyond best practice building value, loyalty and trust with both your customers and Google.

1. UX, and being better
than best practice
Andrew Machin | Creative Director | Branded3.com | @the_machin

4. 11%start looking for a product on Google

5. 39%start looking for a product on Amazon

6. Search volume +75%
Sept 2013 to Sept 2014

9. Amazon revenue
2011 : $48b
2014 : $89b

12. “If you are looking to buy
something, perhaps a tent
for camping, you might go
to Google or Bing or Yahoo…
But more likely you’ll go
directly to Zalando or
Amazon, where you can
research models and prices,
get reviews, and pay for
your purchase all at once.”
Eric Schmidt – CEO Google

16. Millennials

20. So, what can we do?

21. Clue 1.

22. “If you are selling
something, Google expects
you to pay for the privilege
using PPC and such.
To sell organically you have
to add value.”
Steve Kenwright – Director of Search

23. Clue 2.

25.  Listen
 Take an interest
 Make it about them
 Be helpful/useful

26. Clue 3.

28. Typical approach to
ecommerce
(Amazon dominates)

32. 35,000,000,000
Moments to be helpful/useful/likeable per day

33. “Beards”

36. “Beards”
“How to grow a beard”
“How to trim a beard”
“Beard trimmer reviews”
“Beard
trimmer”
“Beard oil”
“How to grow a beard faster”
“Beard styles”

37. Sounds like a
job for UX

38. Define UX strategy at a CX level
Awareness Research Conversion Experience Retention

39. Mapping out the
customer’s decision
journey identifies:
 Where we can engage with moments
 Where we can be helpful
 Where we can build relationships
 Where we can add value

40. Some (simple)
ecommerce examples…

47. Or inject a little
creativity…

48. 60%of all brits talk about the
weather at least once every
six hours
25%Use the topic of weather
as an icebreaker

49. “Conversation about the
weather is the last refuge
of the unimaginative.”
Oscar Wilde

50. @the_machin

53. “Listen”

54. “Answer”

55. “Take an interest”

56. “Be helpful”

59. This is a real
game changer”
“

60. UX can help you…
 Add value beyond Amazon
 Show Google you are the best result
 Help build relationships with Gen Y
 Deliver a step-change in business performance
 Be better than best practice

61. thank you
Andrew.Machin@branded3.com @The_Machin Branded3.com @Branded_3