We live in an era where consumers are purchasing more online than in stores, and people expect their online digital experience to be easy, fast and efficient. They want accuracy and just enough information for making an instant decision.
E-Consumers want to quickly find their product and purchase it through checkout with ease.
“E-consumers, pretty much know exactly what they want to buy before they even get online. They’re interested in getting in, getting out and getting on with their lives,” said Chris Morley, President, U.S. Lead Markets.
Designing a consumer friendly eCommerce website begins first with understanding the consumer. The more you know the consumer's needs and their online habits the clearer it becomes for tailoring a strategic user experience (UX) that offers an online shopping experience that is fast, efficient and easy to use. However, understanding your consumer is just part of implementing a user experience that will create an online shopping utopia for them to enjoy. Every year new information enters the digital market describing the latest and greatest UX design trends and while some hold value others are simply just trends.
Before going into further detail describing what user experience (UX) design is here’s a great definition I found on usability.gov,
“User experience (UX) focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations.
It also takes into account the business goals and objectives of the group managing the project. UX best practices promote improving the quality of the user’s interaction with and perceptions of your product and any related services.”
A well-executed user experience design provides the E-consumer, not just ease of use, but also accessibility, value, digestible content, good design and is useful for making online purchases. The purpose is to create a friendly online shopping experience that is positive and will build brand loyalty for return visits. Sounds easy enough, but creating a strategic user experience requires a great deal of research as there are many areas to take into consideration when planning the development of an eCommerce website that must connect with targeted consumers. If you are planning the development of an eCommerce website, user experience design should be at the heart of the digital strategy. It's easy to get carried away with adding cool transitions and bells and whistles, but if it does not add value or assist your users then it's best to leave it out and focus on an experience that is simple and meets their needs.
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