UI and UX design in e-commerce

UI and UX design components play one of the essential roles in e-commerce. Simple and clear navigation, quick response, easy checkout process, and much more represent necessary elements for sale to be delivered. 

When designing an e-commerce website or mobile application, designers must consider complying with aspects: 

  • functional simplicity
  • powerful branding
  • users’ data security
  • practical use of visual elements
  • user’s ability to leave feedback about goods and services
  • readily available general and contact information about the business 
  • design that supports the offer

Difference between UI and UX #

Maybe you have heard about UI and UX design but don’t know the differences. At one of the most basic levels, the user interface (UI) is the collection of screens, pages, and visual components – like buttons and symbols – that allow a person to interact with a service or product easily. User experience (UX), on the other hand, is the interior experience that a person has as they engage with every aspect of a business’s product or services. It prevails for individuals to utilize these terms interchangeably or sometimes inaccurately. 

The main differences between UI and UX design that you need to keep in mind are the following: UX design refers to the overall journey experience of the user. That is why first step of every design is creating a buyer persona. On the other hand, UI design refers to how product interfaces look. A great user experience begins with UX design and ends with UI design. Both structures, UI and UX, coexist and are needed for the final product and its success.

What is a buyer persona in UI and UX design? #

Initially used in user-centered style (UCD) and industrial design, buyer personas are fictional representations of customers or consumers, including their goals, wishes, behaviors, perspectives, and abilities. This concept is also used in UI and UX design. Personalities can be based upon actual, imaginary, or simulated information about client online habits, along with informed speculation about their personal histories, motivations, and problems.

What are the benefits of personas? #

A buyer persona can aid to: 

  • Understand the (potential) customer better. 
  • Get brand-new company suggestions. 
  • Create much better items. 
  • Make far better individual customer journeys.
  • Set up better processes. 
  • Create much better styles. 
  • Produce more visually appealing user interfaces. 
  • Construct far better marketing campaigns.

Buyer personas enable the company to think more from a client viewpoint. They give effective support for making calculated and preparation decisions. Rather than designers thinking, “What would my chief executive officer like?” they ask questions like “Is this what customer persona A wants?”. It aids in prioritizing which features to construct. It makes internal discussions easier, more efficient, and extra unbiased.

Which components should the buyer persona include?  #

A persona represents an individual that provides a concise summary of the characteristics of the targeted group. Usual information gathered and the answers required are: 

  • Objectives: What are individuals trying to achieve, and how do they accomplish these? Are there any secondary goals? 
  • Stress: What discomfort factors and obstacles does the customer have that the product and services might fix?
  • Behavior: What are the typical behavior patterns of a customer group: Where do they live, work, do a sport, unwind, go shopping? What websites do they read, pay attention to, and visit?
  • Demographics: sex, age, family members background, income, education level, etcetera 
  • Lifestyle: favored brands, vision on real-time, norms & values 
  • Individuality: extrovert/introvert 
  • Influencers: What are the appropriate influencers of the individual group (partner, children, associates, evaluation websites, extra functions, study companies, and so on.)? What are their preferences? 
  • Experiences: How educated are they? Do they have experience with the product/service to be purchased?  

Creating buyer persona for UI and UX design #

The buyer persona is created by UX designers, but it is very important for UI designers to use the one that UX designers set up. Much like marketing experts have a target market, UX designers have user personas/profiles, descriptions of individuals based on research. However, there are several types of personas for e-commerce UI and UX. Design personas could have different objectives from marketing personas. To start with, let’s define what UX identities or personas are NOT: 

  • Personality types 
  • Demographics 
  • Characters in your “brand story” 
  • Stereotypes based upon your experience 
  • Superficial or 1-dimensional 
  • Concepts 
  • Forecasts 

So what is an UI and UX profile? It explains genuine people’s goals, expectations, motivations, and behavior. Why do they concern your site or app? What are they seeking? What do they get out of your website or application? What makes them anxious? And more. All the information you require should remain in your study and data. If you can’t back it up with research study or data, you’re just making spunk up as well, as you need to quit. 

Poor Profile: Persona A is a woman between the ages of 35 and 45 with an above typical income and education and learning. They have at the very least one child and also own at least one new car. They are outward-bound and career-oriented and also tend to be right-brain thinkers. 

Why it misbehaves: That could be excellent if you’re marketing advertisements, but regarding UX goes, that profile is primarily worthless since it doesn’t permit you to state “no” to any function concepts. What sort of features requirements does a female have between 35-45 years of age? It could be anything.

Beneficial Profile: Character A is a seasoned supervisor, primarily curious about 1 or 2 areas of proficiency. They often visit websites; however they are pressed for time, so they concentrate on “accumulating” content to continue reading during the weekend breaks. They often tend to be respected social network sharers, primarily on Twitter and LinkedIn. They consider themselves thought-leaders, so the public image is important. 

When you consider features, consider the most important version of the individuals you see in reality. You’re not trying to support the existing behavior; you’re attempting to nudge those users towards an “excellent” version of themselves. Additionally, keep in mind that all individuals are different. You will possibly have a couple of various behavioral teams, which are all worthy of a great profile.

UX design trends #

Responsive design is no more a brand-new trend but is still not supported by all platforms. Material Design, Slippy UX, Big Data Design, and Story-Centered Customer Journey Design will be emphasized in the coming years. 

UX writing: The job of a UX writer is to create the text that leads users through your digital product, or in other words – writing microcopy. Good microcopy is an integral part of good UX design. It presents the signposts that help users move through an app and finish the task they need to do, effortlessly, and without obstacles. 

Responsive design: In a culture in which people obtain most of their information with mobile devices, the value of providing the content in a suitable type for all made use of the tool is most likely to expand likewise in the following years. 

Product Design: Google specifies on its web page the goal of material layout to “Create a visual language that manufactures timeless principles of good layout with the advancement and also opportunity of technology and science.” It’s a form of style based on the principle of level layout. It is straightforward and to the point. 

The trend to slippy UX: Previously, UX concentrated on sticky UX that created a special visual effect on the customer and got his focus. In a world that is constantly getting faster, more and more individuals are using gadgets within their day-to-day lives like a connected home. Yet these products should not always ask for your focus. The interaction of the user has to be slippy and not sticky in this context. 

Big Data Design: This is feasible if you collect individual information like behavioral patterns, choices, and preferences. Your platform needs to collect this personal information to show dynamic, personalized details throughout the user for this kind of layout. This is a method to increase shopping sales as a result of personalization. 

UI design in e-commerce #

Now that you’ve learned everything that is needed for UX design let’s focus on the importance of UI design in e-commerce. Essentially, you want your customers to enjoy shopping on either your e-commerce website or e-commerce mobile app. That is why UI design is an essential component in e-commerce, as the goal of UI is to let your customers have a fantastic shopping experience. Here are a few things that UI design should solve on your e-commerce website:

  • Navigation through the website or mobile app – to make it easy for users to find what they want on your website.
  • User’s inputs (this includes clicks also) – buttons and drop-down menus should obvious for users. You don’t want your users to wander around and be frustrated that they just can’t figure out what is the button or where is the drop-down menu.
  • Customer support options – provide help to users that have troubles with certain pages or options on the website.

But now only that, UI designers are there to help you make your e-commerce business visually appealing to you current users, and to attract new customers. That is why the choice of colors, pictures, and fonts is an important part of UI.

Conclusion #

While UI and UX design are very different, they are both crucial in e-commerce. UX design is there to make everything functional, and UI design is there to make everything beautiful and appealing to users. Understanding UI and UX design and the importance of creating a buyer persona will help any e-commerce business step up the game.

Do you want to learn more about e-commerce? Continue reading about → Customer journey in e-commerce.

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