While building e-commerce presence, brands generally get swayed by the dream-list of features. Often these features are influenced by competition. The result is a dismal user experience and low conversion rate of visitors to customers. Though the online property has all the boxes ticked, yet it does not click with customers and yield any results. More often than not it comes down to one single reason – poor user experience.


The trick is to keep your customer at the core while building any e-commerce property, be it mobile or web. Understanding the end consumers is the first step in the direction of designing any app. The fact that there can be so many different types of end consumers can be a herculean task to map their preferences. At Kuliza, we spend a great deal of  time doing the user research. User interviews (personal and remote), online tests, focus group discussion and other methods are implemented to capture the essence of user’s expectations vis-à-vis the business objectives. This is followed by defining the problem statement and create User Personas to map motivations and expectations with respect to functionalities and interactions in the app. User personas are created by keeping in perspective various factors such as socio-economic background, demographic lineage, cultural values, and so on. This is followed by an exercise to design the Information architecture and flow of information of the app. Card sorting and click analysis techniques are used to determine the final information architecture. Based on research and analysis, quick design prototypes are created and tested across users. Feedback from client and users is incorporated and quick iterations are made till the team finalizes the wireframes. Post this user acceptance tests are carried out. Use-cases are defined and users are asked to go through each use cases. Feedback from the users is captured and necessary iterations are made to enhance the user experience. Both clients and customers are involved at this stage and the actual product/app starts to take a firm stage. Once the wireframes are finalized, visual designing stage is initiated.

A few critical features that are mandatory while designing an e-Commerce site/app are:

Design Arch

  • Product Discovery
  • Refine Search (Filter / Sort / Compare)
  • Product Information (Specifications / Reviews/ Recommendations / Delivery Time/ Cost) + Quick buy Options
  • Recommendation (Personalization)
  • Check-out process
  • Track Order (Customer Care Support)
  • Return Process

While the above are a few points to keep in mind, it is important to not stop there when promoting your business. Convenience is important to consumers, but it may not be enough to retain them indefinitely. Instead, you should design your online shopping experience to be as pleasing in as many ways as possible, such as by supplying extensive inventory, low prices and excellent customer service. By improving all aspects of your e-commerce offerings you have a better chance of convincing people to become committed online shoppers.

How are you planning to launch your e-commerce store? If you’d like to know more about how you can improve the presence of your e-commerce store, feel free to get in touch! I’d be happy to help.