Globant's E-comerce Breakfast. From Mobile to Social Commerce including Multi-Channel, Personalization, Customer Engagement , UX and UI, the workshop will definitely help you understand the new trends and how you can succeed with them in your business!

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BREAKFAST
Exclusive invitation
What’s driving
the growth of
ECOMMERCE?

3. This is Globant
Clients Employees
2008
Acquisitions
Accendra &
Openware
2011
Nextive
2012
Terra Forum
2900
Recognitions
Revenue Growth ($mm)
150
100
50
0
2009 2010 2011 2012
38
57
90
CAGR 49%
129

4. Our Studios
Cloud Computing
Managed services
Information Security
Hybrid
Native
E-commerce
Content Management
Travel
User
Experience
Visual Design
Front End Engineering
Digital Marketing Collaboration Solutions
Process Engineering
Tools
Digital Platforms
Game Development
Graphic Engineering
Test Automation
Mobile Testing
Game QA
Data Architecture
Data Science
Data Visualization
Our Studio model is an
effective way of organizing
our company into smaller
operating units, fostering
creativity and innovation
while allowing us to build,
enhance and consolidate
expertise in emerging
technologies.
Our Studios allows us to
optimize our expertise in
emerging technologies
and related market trends
for our clients, regardless
of their industry.

5. Agenda
1. This is Globant
2. Designing for M-Commerce
3. Focus on M-Commerce
4. Break
5. Next Gen E-Commerce
6. Q&A

6. Pete Petras
Designing for M-Commerce
OCT 2013
DIRECTOR UI/UX
Creative and Social Studio @ Globant

7. By The Numbers
1 Billion
Active Smartphones in the World
7 Billion
People in the world
It took
16 Years
to reach
It should take another
3 Years
to reach
2 Billion
Smartphone growth is climbing at exponential
pace. This adoption opens doors to apps and
content never before available to a completely
new audience.

8. By The Numbers
85%
Percent of adults who use
mobile phones
45%
Percent of adults who use
smartphones
In the US

9. By The Numbers
16.6%
55+
Smartphone owners by age In the US
15.2%
45-54
20.7%
35-44
25.6%
25-34
17.2%
18-24
6.3%
13-17

10. By The Numbers
The last few years has shown Nokia losing their
smartphone share. Apple’s iPhone with their iTunes
marketplace have completely dominated. HTC, Samsung
and others running Android have quickly started to
become true competition.
2010 2011 2012 2013 2014*
Android
Symbian
iPhone
bada
Blackberry
Linux
Windows
Smartphone handsets in use by OS * predicted

11. M-Commerce
E-Commerce and mobile phones.
M-Commerce is expected to play an ever larger
role in the future, with over half a billion
customers following the trend to shop via mobile
devices by 2016. Moreover, throughout the world,
online shoppers are forecasted to increasingly
prefer to pay online when buying over the Internet,
causing the online and mobile payment markets
to grow strongly, especially in Asia.
Mobile search marketing, a good mobile web
experience, better integration of mobile into the
multichannel experience, and better integration of
mobile throughout the company (marketing,
customer service etc).

12. Mobile Site v. Native App v. Hybrid
Full Capability
Hybrid
Access to Native functions
AppStore
Web Developers
Partial Capability
Multiple
Platforms
Single
Platform
Mobile Site
Instant Updates
Infinite Distribution
Web Developers
Native
Control of device features
AppStore
Faster performance

13. User Journey & Experience
Market Differentiation
Customer Loyalty
Accurate Cross Sell Capabilities
Increased Conversion
Contextual Interaction and Relevance
Load Store or Click
Feature
Store Branding
Onboarding
Compare Products
and Options
Select Best Option
(Price v Features)
Purchase
Product
Follow up Email or
other campaigns
00 » 01 02 03 04 05» » » »
»
“old school” Journey & Experience
Awareness
Interest
Evaluation
Commitment
Loyalty

14. User Journey & Experience
Market Differentiation
Customer Loyalty
Accurate Cross Sell Capabilities
Increased Conversion
Contextual Interaction and Relevance
Current “Flexible” Journey & Experience Shop
on Website
BUY
Compare ReviewsSearch
Prompt by
Ad
Read Blogs
Watch Videos
Like on
Facebook

15. User Journey & Experience
79%Admit to turning to a competitor after a
poor mobile experience
A recent study* emphasised just how
negatively consumers are responding to
mobile e commerce experiences that are
not to their expectations.
Having a mobile strategy can have a
worse effect than no presence at all if not
done correctly.
55%Claim bad experiences hurt
brand opinion
* by EConsultancy

16. Seamless Experience of Sequential Shopping
Continue on
Laptop or Desktop
4% 61%
Continue on a
Tablet
65%
Start on a
Smartphone
A study* reveals that 65% ‘shop’ on their smartphone.
But that’s not exactly accurate. We have to account for
the whole experience. And to do this effectively
designing for a seamless experience is essential.
»
* TNS 2013

17. Research v. Purchase
80% use the internet to research products.
65% research online but purchase in-store. This is
shifting.
40% research in shop but purchase online

18. Cross Channel Shopping
20% rise of cross channel shopping on mobile
phones from last year.
10-15% of Internet traffic is now coming from
mobile.
Currently mobile is particularly weak for most
companies. Integration of online and offline is a
big and complex journey to create.
The focus on delivering outstanding customer
experiences across all channels and touchpoints.
They should be personalized intelligently,
relevantly, responsively and in real time. The
customer Journey should be seamless across
channels and each should play to its own
strengths.

19. Content Marketing and Creation
Creating outstanding customer experiences
which, inevitably, involve content in many forms.
Companies will need to become smarter about
scaling their content to other platforms by
developing integration strategies.
The success of SEO or Social Media or Email
Marketing requires creating great content that
people will want to read, link to, talk about and
share. Quality over quantity.
Content Creation - Etsy.com
Curated Content - Fab.com
fab.cometsy.com

20. Big Data
As bandwidth increases so does the ability to
share, document, review, replay in real time.
Mobile phone are increasingly the source or
creating data. Identifying what to do with that
data can be challenging but very rewarding for the
end user experience.
Currently it’s defined as Volume, Variety and
Velocity. But all that means little if it’s not applied
contextually to the appropriate audience.
Tracking every touch point adjusting for every
user journey as it’s happening is something we
have never been able to do before now.
Identify accurate segmentation which increases
conversion rates creates a better and more
meaningful experience.
Big Data

21. Personalization
Personalization is important in e-Commerce.
Online shopping is likely to become more
personalized, with retailers customizing their
services and integrating online sales channels
such as websites and social networks on any
device that will connect to the Internet.
2 out of 3 want a personalized experience.
Social Network integration can help with this. But
it’s not always a trusted option.
Targeting individual customer segments with a
concept that has been created for their specific
needs allows true differentiation of offering and
service model per customer.

22. Facebook / Social Integration
The ability to have one password is extremely
convenient to the user. Generally we’re told
having one login is against any good practices for
online security, but having the ability to login
using Facebook may reduce frustration at the
login page and improve the overall user
experience.
The ability to share becomes a great tool.
And the access to profile data can craft a more
personalized experience.

23. Large Images
It’s an excellent way to capture your visitor’s
attention and it can look great when done
properly.
A unique background photo behaves as custom
branding for everybody who lands on a site
experience. It allows the user to feel fully
immersed.
This creates the “voice & tone” of the brand
through photography and product.

24. Persistent Navigation
Native applications
A global or persistent nav
allows the user not only to
stay oriented to where they are
within their experience but also
allows the customers to gauge
the scope or size of the service.
This can be a way to deal with
users getting overwhelmed.

25. Infinite Scrolling
Infinite scrolling / Lazy load to
introduce exploration and allows for a
better user experience in conjunction
with a as-needed load of assets. Infinite
scrolling sometimes leaves users
feeling disoriented as they travel down
a page that never ends if navigation isn’
t handled correctly.

26. Minimalistic UI and layout / Flat Design
Flat design, as the name indicates is
defined by flatness of style.
It is distilling down an interface by
removing any extra elements such as
shadows, bevels, textures and
gradients that create a 3D look to its
basic core element.
Typography and color are very
important elements in flat design.
Since the interface is more
minimalistic, you can use typography
and color to help you create the style
and mood you’re looking for or create
information hierarchy with scale.

27. Performance
Speed is everything!
When purchasing through mobile devices a fast
network is not always available. 4G LTE has made
smartphone connections very fast but not all
consumers have those capabilities. Attention to
the way pages are constructed, designed and
delivered becomes increasing important. The
previous trend of flat design and the use of native
applications can speed things up.
Graphics
Graphics are limited to product views. Type and
CTA buttons are all produced with code and speed
up the performance and download speeds.
User Perception
A faster site or app is perceived as higher quality
and therefore trusted.

28. The Phone as payment
NFC (Near-Field Communication) has been
growing with mobile payments as the primary
driver globally.
NFC has other use cases beyond just payment. It
can trigger promos or coupons based on physical
location (trigger points) near brick and mortar
stores or advertisements (or competitors
advertisements).
This opens other marketing opportunities to
target potential customers through advertising
and personalization.
The US has been slower to adopt the NFC
technology through mobile. Perhaps this is due to
Apple who is the biggest outlier. Its new iBeacon
using BLE (Low Energy Bluetooth) is threatening
to take over NFC.

29. Localization
Tapping into new markets with the challenges of
new languages.
Culturally relevant
Speaking to and being culturally relevant is a
challenge and will not be the same in every market.
Content Creation
From photography to colors, localizing content
needs to be considered.
Language
Character counts describing products and even
navigation can effect on how the site is designed
and even navigated
Currencies & Payment
Paying for goods is not the same in all locations.
Some online services are not available and credit is
not always an option.

30. Travel
Social media and M-commerce are forecasted to
play an increasing role in the travel segment of
the global B2C E-Commerce market, by helping
customers research information for a trip.
Moreover, the demand for travel arrangements
adjusted for use on smartphones is likely to grow.
Contextual real-time and relevant information
becomes important and useful for brand loyalty
and overall user experience.
Hotel Club

31. Gaming
Monetization in gaming is only growing.
Buying packs of extra lives and virtual currencies
Push notifications while you’re not actively
playing are an important tool that games use to
keep their players engaged long after they’ve
initially installed the game.
We’ll begin to see other business segments using
these principles to drive conversion.

32. Recap of Trends
The Phone as payment
Infinite Scrolling
Big Data
Research v. Purchase
Content Marketing and Creation
Persistent Navigation
Large ImagesCross Channel Shopping Performance
PersonalizationUser Journey & Experience Localization
Travel
Gaming
Facebook /
Social Integration
Seamless Experience of
Sequential Shopping
Minimalistic UI and layout /
Flat Design

33. Javier Zimman
Focus on M-COMMERCE
OCT 2013
VP TECHNOLOGY
Mobile Studio @ Globant

34. M-Commerce
2013
38.8Bn

35. Projected Growth

36. 2017 Purchases Share
M-Commerce

37. Mobile is Driving Growth
Mobile
Desktop

38. T-Commerce
65%
Tablets are the preferred channel for purchases
Tablets
Smartphones

39. Expanding through mobile
Extends
the Day
Breaks free from
desktop and stores

40. M-Commerce
90%
Use it for pre-shopping activities
Smartphones are changing the way people shop
84%
Use it while in the store

41. M-Commerce
58%
Find location or
get directions
57%
Look up
store hours
44%
Make price
comparisons
44%
Look for
deals
43%
Browse the
Internet
Smartphones in pre-shopping activities
32%
Find where specific
products are sold
31%
Look up product
info
31%
Check if product is
available in-store
30%
Look up product
reviews
19%
Make a
Purchase

42. M-Commerce
Smartphones for in-store shopping
21%
Store apps
20%
Deal sites
62%
Store website
82%
Search
50%
Brand website

43. Mobile applications - os fragmentation
iOS 7 adoption rate Android version distribution

44. Mobile applications - android fragmentation

45. Mobile applications - screen size fragmentation
AndroidiOS

46. Mobile applications architectures - hybrid approach

47. Hybrid approach - fab 15 live example

48. Hybrid approach - checkout flow reuse

49. Hybrid approach - curbside pickup mobile

50. Ecosystem
M-Commerce E-Commerce
(desktop)
In-Store
New stream

51. M-Commerce
Mobile is driving growth in E-Commerce
We are at the tipping point
Smartphones are changing the way people shop
If you are not an E-Commerce platform, consider M-Web over App
Tablets are the preferred mobile device for purchasing

52. TECHNICAL DIRECTOR
Consumer Experience Studio @ Globant
Paul Loftis & José Plano
Next Gen E-COMMERCE
OCT 2013
ENGAGEMENT MANAGER
@ Globant Clients

53. E-Commerce Maturity Model
People,
Process and
Information
Attract, Service and Retain Customers

54. Increasing Platform and ECM Complexity

55. Leading E-Commerce Platform Comparisons
Features Magento Hybris ATG
Shopping Cart Management
Globalization and Localization
SEO
Web 2.0 and Social Integration
Product Content Management
Multiple Store Support
Personalization
Administration
Cost . High High

56. Platform Integration Scope

57. Architecture Example1: Open Source and Oracle

58. Architecture Example2: Two Open Source Platforms

59. Architecture Example3: Custom In-House Platform

60. Integration Example
Challenges:
● Integrate with 17 external systems (using webservices)
● Integrate with an ESB (Biztalk) to ERP
● Integrate with different payment method and split payment
eCommerce Product: Magento

61. Integration Example
What went Wrong:
- Magento does not provide a layer for integration (3rd Party extension)
What went Right:
- We defined a common message to interact with different data sources

62. Migration Example
Challenges:
● Migrate 12 months of transaction data
● Validate the data migrated are correct
● Keep the performance in the correct parameters
Migration Tools: Php (code from scratch & Bash scripts)

63. Migration Example
What went Wrong:
- Data Source not clean
- Not defined at first time which data to migrate
What went Right:
- Built-in Performance tests reduced migration times

64. E-Commerce Maturity Model
People,
Process and
Information
Attract, Service and Retain Customers

65. Inform
● Goal: Access to Acquired Product Lines
● Migrate Flooring site to new E-Commerce
platform
● Expand and Integrate acquired Sleepright
products
● Upgrade to CMS-based UI
● Enable Marketing Control of Promotions
● Maturity Level: Inform
Carpet Right

66. Experience
● Goal: Monetize Players in True-to-Game Experience
● Rich Game-theme graphics for seamless look & feel
● Unified Platform for multi-game management
● Real $ Microtransactions requested In-game
● Create Virtual Wallet for “cross-game” purchases
● Deliver Purchased Virtual Goods to the game
● Single Sign-On for ECom/Forum/Chat/Service/Game
● Maturity Level: Experiences.
Gazillion

67. Engage
● Goal: Up-sell Travel Packages and Customer Loyalty
● Highly Dynamic UX/UI
● Complex Multi-Product Package Options
● Sticky Preferences-based Personalization
● Aggregation from large numbers of Product Sources
● Traffic Conversion Optimization
● Development and Integration of Mobile iOS app
● Maturity Level: Engage
Orbitz

68. Multichannel
● Goal: Fresh, Engaging Multi-Channel Brand
Experience
● Large Scale Catalog integration
● Clean Modern UX/UI Design
● Highly Personalized Consumer Experience
● Rules-based Gamification / Sweepstakes app
● Social Integration
● Responsive Mobile Design
● Optimized for thousands of transactions per minute
● Maturity Level: Multichannel
Sears

69. Globant E-Commerce Expertise
Inform with true-to-
brand experiences
Integrate channels with mobile apps
Simplify elastic
capacity
Prevent intrusions and
losses
Personalize journeys
and
optimize results
Innovate and
integrate social
Optimize Search and
Social Digital Marketing CampaignsReduce costs and
time to market
Engage with game
mechanics
Integrate orders,
inventory and
distribution
Next Gen
E-Commerce

70. Thanks!