Website and App design

Question 1

What are the different type of product assessment qualities? (3)

Answer 1

1. Search: these are dualities that can be verified prior to purchase (one of the most important qualities)
2. Experience: You can only verify after use (e.g. food, versioning ) therefore need refund
3. Credence: Very difficult to verify (surgeon, lawyer)
   - symbols of credential on page can be a teller
   - reviews of customers
   - big brands
   - these may all be relevant to a product

Question 2

What about Websites? (3)

Answer 2

1. Key part of modern media
2. Overtaken conventional media
3. Communicates to different audiences

Question 3

What does website bring to products? (1)

Answer 3

1. 2-sided market: trying to connect different users

Question 4

How is design done correctly from the start to attract users? (4)

Answer 4

1. SEO: page factors, paid search, affiliates, comparison websites etc.
2. Accessibility/Legal: content must be available to everybody (visual impairment)
3. Brand consistency
4. Speed of loading, particularly important for mobile:people leave page after 2-3 seconds, mobile users specifically, goal orientated.

Question 5

What is important in call to actions? (6)

Answer 5

1. Brand
2. Visuals/text: appropriate
3. Nature of the firm
4. Landing page
5. Testing techniques: A/B testing, serve up two different versions of the page to visitors.
6. Call to action in paid media

Question 6

What is the enclosed check out? (1)

Answer 6

Get customers to finish the purchase

Question 7

What are some important features to include in a website? (6)

Answer 7

1. Effective filters
2. Good use of imagery: high quality and relevant
3. In site search (finishes up and suggestive)
4. Customer reviews and social features
5. Clear pricing and dates
6. Brand fit (website has to fit the brand), credence comes into this as well

Question 8

Who struggles with trust and what can be done? (5)

Answer 8

1. New brands struggle more with trust
2. Use trust marks
3. independant reviews
4. Multichannel brands are more trusted
5. Dot coms can also build up brands

Question 9

What is 3rd party integration? (2)

Answer 9

1. Systems that software vendors program into their software to allow outside programmers to access or manipulate data
2. Retailer is no longer seller

• integration of google maps in travel for en ex.

Question 10

What can be done to reduce abandoned baskets? (12)

Answer 10

” 2/3 of shopping carts are abandoned” (shopify, 2018)

1. Clear forms
2. Quick checkouts (no force of register)
3. Ease of payment (as many forms of payment as possible, PayPal)
4. Progress indicator (bar of where you are)
5. Free deliveries and returns
6. clear charges
7. consistent basket cost
8. CTA’s at each stage
9. Easy contact (online chat)
10. No distractions (closed checkout)
11. Email recovery
12. Discounts

• amazon is very good at this in authentication process

Question 11

What are issues with online validation? (2)

Answer 11

1. Dont complete the whole form

2. Don’t allow people to copy and paste on this form (if incorrect email twice they can’t contact, bot activity)

Question 12

What are issues with postcodes and validation? (5)

Answer 12

1. Postcode format that it wants
2. Mix between 0 and O, 1 and I
3. Not all address fit same formats
4. Overseas addresses
5. Email validation: some type of error (honest and dishonest)

Question 13

What are some solutions for fraud and trust issues? (2)

Answer 13

1. CCV, AVS: 3 digits (amazon don’t ask for this)= used to identify fraud, should be integrates
2. IP address find where the person is coming from

Question 14

What is the history of the mobile web? (4)

Answer 14

1. Design started off for the desktop in the Web 1.0 era
2. Need to fit customers needs on all screens
3. Challenge of a smaller screen, issues around touch (size of buttons)
4. Many opportunities: camera (scan card), geo-location, access to data

Question 15

What are important elements in app design?(6)

Answer 15

1. Navigation and exploration:
   - On boarding
   - Demonstrate value of app
   - Ease of navigation and exploration
   - clarity, e.g. text, contrast, headings
2. In-App search
   - Prominent
   - make search effective and organised
3. Commerce and conversions
   - save time and effort
   - filtered reviews
   - ease of payment
4. Registration
   - don’t force registration
   - sign in /sign up
   - password authentication, use of fingerprint
5. Form entry
   - intuitive forms which use efficiencies
   - inline validation
   - in-context information (right stage)
6. Usability and comprehension
   - Clear language
   - Clear use of visual information
   - Visual confirmation after significant action
   - user control
   - ask for permission at the same time

Question 16

What is meant by App Store optimisation? (3)

Answer 16

1. Critical role to easily find app and notice the app (similar to SEO)
2. Enable download from homepage
3. Download through search extension

Question 17

What is the same as SEO, at conceptual level? (4)

Answer 17

1. Be genuine (content marketing through press opportunities)
2. Include links to the stores
3. Email for retention
4. Optimising, titles etc.

Question 18

What are some issues in ASO? (App search optimisation) (9)

Answer 18

1. Wrong use of keywords
2. Wrong name and description
3. Wrong category choice
4. Lack of R&R (ratings and reviews)
5. Bad Display
6. Lack of number Download and install counts
7. Deletion and usage stats
8. Landing page issues