Slides from a breakout session at MivaCon 2013

1. The New Normal
Steven Soule

2. The New Normal
New Features In The Ecommerce
Landscape Have Gone From Optional
Add-ons To Must Haves In 2013

3. Who am I?
Graduated from AICASD
Been at Miva since 2011
Work in the Professional Services department
Constant Learner

4. Who are you?
Store Owners?
Developers?
Both?

5. What is the New Normal?
Usability Utility Desirability

6. Must Haves Concepts in 2013
Usability Utility Desirability
• Intuitive • Functional • Seductive
• Focused • Easy to Use • Impressive
• Effective • Helpful • Social
Communication
More Information: http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u

7. What does this look like?
Usability Utility Desirability
• Intuitive • Functional • Seductive
• Multi-Device Design • Miva’s Newest Features • Enhanced Product
Pages
• Focused • Easy to Use
• Navigation & Search • Analytics Tools • Community
• Social Media & SEO
• Effective • Helpful
Communication • Product Comparisons • Impressive
• Optimized Checkouts & • Product Reviews
Page Direction

8. USABILITY
• Intuitive
• Focused
• Effective

9. Intuitive Usability:
Multi-Device Design
• Store interfaces need to
be usable as a whole
• Mobile vs. RWD
• There is an increasing
demand
• *Mobile design is not
for everyone.

10. Intuitive Usability:
Multi-Device Design

11. Focused Usability:
Navigation - Traits
• Functionally Easy to Use
• Understandable Hierarchy
• Consistent Location
Example: HealthChemist.co.nz

12. Focused Usability:
Navigation - Features
Drop Down, Fly-out, & Mega Menus
Breadcrumbs
“Speaking” Block Navigation

13. Focused Usability:
Advanced Search
• Emphasize Search
• Auto-Complete
• Search Facets
• Sorting & Pagination
Options
Example: FirstPlaceParts.com

14. Effective Usability:
Optimized Checkouts
• Optimize the Checkout
• Enhancing the Checkout
– Mini Basket
– Shipping Estimator
• Multiple Step vs.
Don’t stop with just the checkout.
Abbreviated Checkouts Contact forms, FAQs, and other
important pages should be clear to
navigate. Need Help?
Recommended Reading: http://www.mivamerchant.com/blog/a-definitive-guide-to-a-one-page-checkout-for-your-ecommerce-store

15. UTILITY
• Functional
• Easy to Use
• Helpful

16. Functional Utility:
New-ish Built In Miva Features
• Mini Basket
• Shipping Estimator
• Smart Breadcrumbs
• Category Pagination & Sorting
• Category & Product Page Templates

17. Functional Utility:
Miva Features You Can Buy
• Facebook Connect
• Social Networking Buttons
• Social Commerce
• Blog Integration
• Just about any other idea you have!

18. Easy to Use Utilities:
For the Customer
• Category Quick View
• AJAX Add to Cart
• Notifications after
Actions

19. Easy to Use Utilities:
For the Store Owners
• Monitor Traffic
• Track Sales & Conversion Rates
• View Customer Checkout Flow
• Track Searches
• Test new features

20. Helpful Utility:
Helping the Customer
• Product Comparisons
• Related Products
• Detailed Category Pages

21. DESIRABILITY
• Seductive
• Community
• Impressive

22. Seductive Desirability:
Enhanced Product Pages
- Show Alternate Colors & Views - Product Zooms - Large Image Light Boxes

23. Seductive Desirability:
Enhanced Product Pages

24. Community Desirability:
Social Media & Marketing
• Display your social
networks
• Be an active member in
each social community
• Integrate Social Media

25. Impressive Desirability:
Product Reviews
• Improve Reputation
• Increase customer
confidence
• Get the swing vote

26. Review
Usability Utility Desirability
• Intuitive • Functional • Seductive
• Multi-Device Design • Miva’s Newest Features • Enhancing Product
• Mobile & Responsive • Mini Basket Pages
• Shipping Estimator •
• Focused Quality Images
• Search • Easy to Use • Community
• Facets • A/B Testing • Social Media
• Autocompletes • AJAX Add to Cart • Follow on Contact
• Effective • Helpful • Impressive
Communication • Product Comparison • Product Reviews
• Optimizing Checkouts

27. What is the New Normal?
Usability Utility Desirability

28. Final Thoughts
• Your store is unique
• Your target market is unique
• Audit your store
• Test, Test, Test

29. Questions
???
Email Me: ssoule@mivamerchant.com

30. Thank you!
The Outline: stevensoule.com/the-new-normal_outline.pdf
The Bundle: stevensoule.com/mivacon2013.zip

31. Sources
• PR8 Update 7 & 8 Overview - http://www.mivamerchant.com/pr8-8-features
• Test Early, Test Often - http://uxdesign.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/
• Usability, Utility, Desirability - http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u
• Multi-Screen World - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
• Top 100 Grossing E-Commerce Sites - http://baymard.com/checkout-usability/benchmark/top-100
• Essential E-Commerce Website Features - http://sixrevisions.com/user-interface/e-commerce-website-features-tips-examples/
• 7 Inspirational Steve Jobs Quotes for Designers - http://onthecloud.mycroburst.com/7-inspirational-steve-jobs-quotes-for-designers/
• Mobile Websites vs. Responsive Websites - http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive-design.html
• http://electricpulp.com/notes/you-like-apples/
• http://mashable.com/2012/12/11/responsive-web-design/
• http://www.copyblogger.com/mobile-responsive-design-benefits/
• http://www.lukew.com/ff/entry.asp?1679
• http://www.slideshare.net/ProphetsAgency/trends-in-interactive-design-2013
• http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
• http://www.searchspring.net/features/rich-auto-complete
• http://www.searchspring.net/features/category-navigation
• http://www.mivamerchant.com/facebook-connect
• http://www.mivamerchant.com/products/social_buttons
• http://www.mivamerchant.com/products/MMSC
• http://www.mivamerchant.com/products/one_page
• http://www.slideshare.net/pod1/the-7-pillars-of-ecommerce