E-commerce UI/UX Design: What You Really Need To Know?

Pratip Biswas -July 1, 2019

Do you know what can break or make an e-commerce website? It’s user experience. 

Agree or not, the easier you make your e-commerce website to trust, shop and buy, more will be your ROI and returning shoppers. And when we talk about buying, it can be anything. Today e-commerce website range from subscriptions to digital libraries and even crowdfunding! 

There are millions of e-commerce websites on the internet, catering to the needs of diverse user bases around the world. The best way to do meet the needs of user-bases is through a better UI/UX design. Unfortunately today there is a “a trillion dollar UX problem in the making- and this is looking at e-commerce alone”. Poor UI/UX design is leading the e-commerce industry towards this huge loss and if own an e-commerce website then you are probably part of this loss as well. 

Which is why through this article we are going to discuss two things. Firstly, what are the common concepts the designer needs to be aware of when designing an e-commerce website and what are the key benefits of investing in UI/UX design for e-commerce websites? 

Common Factors To Consider For E-commerce UX Designing

Whether you are a web designer with years of experience in designing websites or an entrepreneur without any idea on web designing, there are some common UX designing principles you need to be aware of when you are building an e-commerce website. These factors or principles would help you to figure out what goes into e-commerce web design and what doesn’t.

The Target Audience And The Need To Understand Them

The online retail world is driven by users. Their needs and actions dictate how the e-commerce world is going to run. So before you go ahead with the UX designing of your e-commerce website, you need to understand the target audience and what they need from your platform.

1. Primary research

Primary research is the base of understanding your consumers. Through primary research, you will be able to get a first-hand understanding of the shoppers with the help of surveys and interviews. The direct contact with the consumer is going to give you a fresh perspective and understanding of the shoppers and what they need design-wise. 

When you are conducting the primary research you must find the answers to these questions-

  • What is the most important feature of the product according to the user? With this, you will be able to distinguish the features important to your audience. Once you do that the product development and design process will become more efficient.
  • How are the users interacting with the product? You will be able to understand the technological limitations the consumer suffers from and also what medium they are using the most to use your product.
  • Identify consumer perception by understanding their perception of the product. Through this, you can get a better understanding of the brand value of the product.
  • Where and how does the product fail to reach consumer expectations? With this answer, you will be able to understand the shortcomings of your product and make a move to fix it. 

After you have sufficient data from your primary research you can then move onto the next part that is the secondary research. 

2. Secondary research

Secondary research is often not paid enough importance because it is in a way subordinate process to the primary research. But this is a crucial part of the entire getting to know your target audience because through this you get a comprehensive look at the market and the demographic. While primary research can help you to gain insight into the individual shoppers, secondary research taps into the needs and wants of the shoppers as different groups based on different variables. 

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