E-Commerce

"Loyalty is not only about loyalty programs, but also about rather unique and differentiated products or levels of service …Ecommerce players must create an online experience for users in which their customers see transacting on the Internet as a benefit, not a deficit."

Jupiter Media Consulting

We begin with a focus on the customer experience because such considerations dictate the technology, design, and features of the project. We submit that incorporating usability techniques in planning, design, and evaluation is key to a successful eCommerce site. "Customer experience," a term frequently used in the e-commerce industry, includes usability factors such as ease-of-use in finding a product on the first visit, understandable and efficient navigation, an intuitive transactional process, and clear presentation of options. A highly usable site lets customers feel in control and affords them appropriate flexibility, while providing engaging interaction.

Depending on your company's requirements, UIM can integrate 'off-the-shelf' packages or develop custom solutions. This will be implemented in a manner in which the new system will be compatible with legacy systems in order to retain existing business logic.

It is imperative that users are able to navigate eCommerce sites in an effective manner. Sites must address a highly diverse set of questions posed by a broad customer base.

UIM offers solutions that are developed in a manner that supports future scalability. A high-level summary of the components is as follows:

• Establish an effective presence on the internet for online purchasing and begin to build a community through the site
• Focus on online marketing, including search engine optimization and online branding strategies
• Integrate store inventory systems and legacy systems, assisting in the development of distribution channels specific to the website

Usability Testing

"Usability testing measures interactive success, that is, real customers completing real tasks."

Forrester Research

Usability testing provides a way to measure various aspects of the customer experience. For example, usability testing can measure how long it takes a customer to complete a transaction while documenting the difficulties encountered. Most importantly, usability can be leveraged strategically in highly competitive environments.

Competitive sites are just a few clicks away for a customer who is having a negative experience with a website and this is something that UIM commits to addressing from the start. For instance, older populations (over age 50) are the fastest growing group of online buyers. Specific techniques exist to improve accessibility and ease-of-use for older customers, such as making accommodations for low vision. As they benefit all customers and ultimately your business, these techniques must be considered from the beginning.

E-commerce is changing the way organizations develop software, transforming the process from being primarily technology-driven to requiring multi-disciplinary teams. The change from purely informational websites to web interaction and e-commerce means that usability is now a critical skill in the team structure. Potential benefits of this trend include:

• Increased customer retention and satisfaction
• Increased likelihood of customers completing a transaction online
• High referral rate