How to design user experience for greater conversions on your web store [#IRE 2014]

With Indian Ecommerce market being valued at USD 14 billion currently, the competition between internet retailers is getting more and more fierce especially in terms of conversion of the potential buyer landing on their homepage. A great online store requires a well thought of site design, smooth user interfaces, information tools, architecture, programming and dynamic content management system and more.

Although, personalization helps but it does not always guarantee user engagement. It’s a misconception that a great looking website can make up for everything else. No Matter, how great the aesthetics, if a website is unable to cater to the user’s needs, it will not deliver. Moreover, poor site architecture that leads to user frustration could irrevocably damage a retailer’s brand image. At iamWire’s Internet Retail Expo 2014, Hari Kishan Nallan, CEO and Co-Founder Think Design talked about designing a great user exerience (UX) to not only increase conversions but to get a consumer for a life time. What is UX?

According to Hari, UX is subject to the context of usage by a user where a design should target 3 aspects, viz. Empathy, Creativity and Rationality. One must create context for success, frame the issues, generate alternatives, evaluate alternatives and make the decision. Innovation is definitely the key and giving other product references must be avoided. ”UX design is not a destination, Its a journey. It will be a continuous activity that will need your attention at each sprint,” he added.

Liquid vs Responsive vs Adaptive design

Liquid design, works on percentages. If a banner covers 100% of area on the computer, it does the same on mobiles and the content keeps floating. Responsive design as the name suggests responds to what the user does on the website. The content keeps changing and shifting. In adaptive design, the content that you see on the website is entirely different than what you see on mobile.

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“It is best to go with adaptive design and not just responsive website designs, as the number & types of devices grow everyday,” he added. Points to remember While designing user experience for one’s web interface, following points should be kept in mind:

- Form is a tool through which your customer talk to you. So try to minimize the pain there.

- Single fonts are replacing the multiple fonts.

- Create the content well. Let it look real so that users can relate to it.

- One must decide what works for him/her. Build design for each intent, how it would look on tabs and on the mobile.

For an overview of the social media discussions around this session, see this Storify. You can also watch this three-minute trailer or the full video.

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