Ecommerce - 1.3 User Experience

Question 1

Usability principles and issue in ecommerce

Answer 1

• Beyond the scope of this study guide. Excellent resources:
• https://baymard.com/research
• https://www.nngroup.com/articles/e-commerce-usability/
• Interface must be easy and quick to understand.
• Best is that it doesn’t deviate too much from other websites / industry leaders such as Amazon.

Question 2

Building a good user experience in ecommerce – best practices

Answer 2

• Maximum of 5 options
• Important to give the user context of their position on the website
• Clear header navigation (with possible drop-down menus)
• Breadcrumbs
• Good detail in footer

Question 3

What are the best usability practices when building an online catalog and checkout system?

Answer 3

• Beyond the scope of this article.
• Excellent resource: https://baymard.com/checkout- usability
• As alluded to above:
• Don’t stray too much from what the user considers the norm.This can vary per demographic or age group.
• Keep things simple:
• < 5 choices
• Clear calls to action (such as Add to Cart or Checkout)
• Enough whitespace to set apart important elements.
• Keep the cart link obvious, don’t assume that the customer will always go straight to checkout.
• Ensure the user has context for where they are on the website