Ecommerce Design Trends: How Has Ecommerce Site Design Changed—And What Changes Are Next?
IRCE 2017, June 9 Chicago — Just like fashion, website design evolves. What was widely regarded two or three years ago as good design has fallen out of fashion today, in favor of new trends based upon fresh insights into human behavior, advancements in tech, and changes in culture. Smart retailers keep up with design trends, understanding that each time a shopper visits their site, they are bringing with them a new set of expectations based upon experiences they have had elsewhere in life and online. Sites with the most successful designs share one thing in common: a deep understanding of their customers, including what they care about, what they need, and what they desire. In this presentation, Josh Levine, Chief Creative Officer at Cake & Arrow, charts important changes in web design in the recent past, offering insights into how businesses can ensure their own sites are in step with their customer’s expectations and latest trends in design. Brian Moore, Creative Director at Bose, then dives into how Bose has kept up with the rapid changes in web design that have occurred over the past several years and shares how Bose determines what to change and when. Session Details Internet Retailer Conference & Expo (IRCE) Friday, June 9 2017 — 8:45–9:30 AM Josh Levine, Cofounder, Chief Design Officer – Cake & Arrow Brian Moore, Creative Director – Bose Corporation
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Ecommerce Design Trends: How Has Ecommerce Site Design Changed—And What Changes Are Next?
- 1. How Has Ecommerce Site Design Changed—And What Changes Are Next? IRCE CONFERENCE, CHICAGO - JUNE 9, 2017 Josh Levine Cake & Arrow Brian Moore Bose Corporation
- 2. Hi, I’m Joshua CO-FOUNDER, CHIEF DESIGN OFFICER 20 Years in E-commerce Designer by trade E-commerce strategy and design Research based insights 15 years – IMA Top 10 Agency AdAge & Crain’s “Best Place to Work” www.cakeandarrow.com
- 4. 22 Years in UX/Advertising Studied Journalism/Art/Design I love the 80s And cowboy shirts with snaps Embedded in Bose for 6 Years (My Bob Ross phase) Hi, I’m Brian CREATIVE DIRECTOR
- 7. 2000 2004 2009 2012 2017 A coming of age story ZAPPOS
- 8. My, how things have changed
- 9. My, how things have changed
- 10. INDUSTRY DEVELOPMENTS TECHNOLOGY ADVANCES DESIGN TOOLS EVOLVE In just the last few years, we’ve seen...
- 11. Ongoing commodification of e-commerce Heightened standards of customer service Convergence of online and in-store Evolving service models Next-gen marketing INDUSTRY DEVELOPMENTS
- 12. Mobile dominance Widespread adoption of new devices and technology TECHNOLOGY ADVANCES Availability of patterns and standardized visual languages The democratization of “good design” DESIGN TOOLS EVOLVE
- 13. And as a result, we must design experiences to meet the always rising expectations of our users.
- 14. It’s all about the people A more distinctive brand expression Shopping experiences tailored to the product To be met where they are PEOPLE EXPECT
- 15. A more distinctive brand expression “Good design” is now a given—brands break the templates to deliver an experience that truly speaks to their customers. PEOPLE EXPECT
- 16. From flat to semi flat
- 21. Flat Semi-flat Source: https://designmodo.com Stripped down to basics—color, type, icons Appearance secondary to function Lack of signifiers on clickable elements Creates visual hierarchy through shadows and transitions All elements serve a purpose
- 23. More contrast in size, font pairings, and colors. White space is a design element. DISTINCTIVE BRAND
- 24. 2013 2017 Even Amazon is leveraging it
- 26. Asymmetry and open composition help to break monotony of the grid. DISTINCTIVE BRAND adamunderwear.com
- 27. Apply layering and design purposeful white space. DISTINCTIVE BRAND shinola.com
- 28. Infuse personality with bolder, brighter colors. DISTINCTIVE BRAND kindsnacks.com
- 30. Micro-interactions can make the user interface less machine and more human. DISTINCTIVE BRAND adamunderwear.com
- 31. Provide a greater sense of control to user through immediate feedback. DISTINCTIVE BRAND Source: Matt D. Smith
- 38. 2017
- 39. PEOPLE EXPECT Buying a chair is different than buying a bath bomb—design accordingly. Shopping experiences tailored to the product
- 41. The scenario Hmm. I really need a chair for my living room.
- 46. ?
- 48. Breaking from the traditional single photo lockup. TAILORED EXPERIENCES lululemon.com
- 49. Interactive imagery to tell full story. TAILORED EXPERIENCES 47brand.com warbyparker.com
- 50. Convey trust and transparency through detailed photos of the raw materials. TAILORED EXPERIENCES kindsnacks.com
- 51. Making video central to the experience
- 52. Video as featured product stikwood.com
- 53. Or as a supporting accent uk.lush.com
- 55. supplyhouse.com
- 57. Keep it real Don’t hire Ann Sofie
- 60. STUDIO 01
- 61. SITUATIONAL 02
- 62. EVOCATIVE 03
- 66. 22xlonger than control 30% increase in conversion Source: Luke Wroblewski pic.twitter.com/tlPBLAg1Cn Yes, people scroll. CONTROL CHALLENGER
- 67. (Wireframes)
- 69. PEOPLE EXPECT Customers control when and where they connect with your brand—don’t stop them! To be met where they are
- 71. “Where should I go for my birthday?” Interfaces will adapt to people’s lifestyles and habits, creating a more fluid and conversational experience. WHERE THEY ARE Source: Forbes, The Future Of UX Is Here
- 72. “Where should I go for my birthday?” Interfaces will adapt to people’s lifestyles and habits, creating a more fluid and conversational experience. WHERE THEY ARE Source: Forbes, The Future Of UX Is Here
- 73. Organic discovery NFL - through advertising or social
- 75. What will design look like when there are no screens to design for? HAPTICS VOICE AUTOMATED Source: Inside Intercom
- 76. 22% mobile queries were made via voice Source: RECODE - Mary Meeker Internet Trends 95% accuracy for voice queries Voice is beginning to replace typing in online queries.
- 77. unqork.com
- 80. As the line between channels blurs, it’s on us as designers to bridge these experiences.
- 81. 41% of shoppers use the shopping cart simply to tally their order or as a wishlist, with no intention of purchasing in that session. A cart isn’t just a cart anymore. Source: Foresee Results, Eric Feinberg
- 84. “Loving these in-ear headphones, but I want to try them on before I buy…”
- 87. How we design has changed too IT’S MORE THAN JUST THE DESIGN ITSELF
- 88. Designing systems, not pages Less perfection, more validation Co-creation and cross- functional collaboration Everyone is a designer NEW WAYS OF DESIGNING
- 89. Thank you Josh Levine Co-founder, Chief Design Officer jlevine@cakeandarrow.com Brian Moore Creative Director brian_moore@bose.com View all SlideShare presentations www.cakeandarrow.com