Let me be crisp with my introduction. At Kuliza we work on a lot of UX. We also build a lot of e-commerce stores. Here, the intersection of UX with e-commerce is what gives Kuliza the real edge over others. Here is a glimpse into how UX works at our e-commerce labs:

  1. Omni-channel, but customized to device: Yes, we do build omni-channel e-commerce applications. However, the interesting bit is when we go beyond that to focus on what’s relevant to a particular device. Take for example a feature like ‘printing your account statement’. This will not serve any purpose on a mobile. (At the moment, mobiles cannot connect to printers). Hence, while a mobile will have the option of viewing the account statement, it is the web version which will have the option to print apart from viewing the document. This has helped not only users with easy navigation, but also helps companies build optimized applications. This is a part of contextual-design practice under our UX process.
  1. Market place perspective: A marketplace is where anyone can buy or sell anything. However, typical online market places are built such that they can segregate a buyer and a seller. A seller does not use his login credentials to make purchases. But this is not how market places generally function. Taking this into consideration, we enable sellers to make purchases. After all, isn’t that how the real world functions? What this results in is receiving revenues from sales from sellers as well. With a deep dive into understanding the ‘Seller mind-set’ with the assistance of interviews in the UX phase, we are able to put this into practice.
  1. Purchase decisions: We built a feature where products on sale, can be perceived in the real world scenario. Here, the customer places a piece of furniture or art work in their room to decide if the product really suits their expectations. This not only helps in making fast purchase decisions, but also reduces ‘returns/cancellation of products’ This has improved the average-cost-to-sale for online stores. We achieved this with a thorough understanding of buyer needs through usability experiments (UX).
  1. Distraction-less checkout: From our user surveys, we found that most second-thoughts on decisions to buy happen on the check-out page. So while we implement the check-out pages, we keep it focused and relevant. For example, the check-out page will not have cross-sell or up-sell options, Neither will it have big-forms to fill-in. Most of the past data on shipping and payment is auto-filled (and typically in one-page checkout format). This enables buyers to have a seamless intent to finish their purchases.
  1. Seamless login: Gone are the days when you could login only from a single account. We keep he login such that it remains a simple one-click process where the user can log in using social media logins without seeking much analytical information in the beginning. Research and their behavior patterns show that users are more comfortable logging in through social media as a result of regular access. While the login can be from multiple entries, the purchase history and the information remains the same.
  1. Coach marks: We study the target audience profile. In one such case, the target audience age ranged from 17 to 70. This brings in a typical challenge, where a 70-year old is not as comfortable in using the system as a 17 year old. More over what is intuitive for the teenage kid is no longer intuitive for the older generation. To bridge this gap, we built coach marks to educate and train users in knowing and using the system as it is built. This has helped the online store gain a broader audience instead of restricting to tech-savvy kids.
  1. Motivation to fill-in details: As per our usability studies, we have understood that there is no motivation for users to share more information. To overcome this, we always build benchmark values for the information shared. (Similar to linked-in profile completion indicators). This will gamify the aspect of sharing more information. This has helped with online stores gaining more insights about its users.

These are some of the UX practices that keeps us going at Kuliza. What are some of the best practices you’d like to follow? We’d love to read. Share as comments below