Insight-12 - Studio Fred Gall

Experience Design

The New Ecommerce User Experience: Changes in Users’ Expectations

Convenience: As ecommerce retailers begin to offer flexible shopping experiences across a variety of channels, users’ expectations in online shopping are increasing.

They want to shop on their terms, whenever and wherever they are, regardless of the device or channel. Companies often consider the digital and physical experiences as two very different and discreet experiences. However, customers do not. They expect the physical and online worlds to blend seamlessly.

Shoppers want the ability to go to a physical store to view, pick up, or return products discovered online. In-store pickup is convenient for users when an item is needed quickly or when they want to avoid shipping charges. In addition, seeing accurate and reliable inventory information for nearby stores on an ecommerce site provides the convenience and peace of mind of knowing where to get what you need, right away. Participants in our studies appreciated ecommerce sites that prevented them from wasting time on pointless trips to the store.

They praised sites that took this one step further and even facilitated the movement from the web to the store by offering specific details about where items were located in stores or by letting users request that the item be ready when they arrive. Another facet of convenience is helping customers reorder regularly purchased items with little effort or offering capabilities to schedule recurring orders, so they never have to worry about running out of a product they often use. Large players like Amazon and Walmart have identified this opportunity and built it into their offerings.

Voice-activated shopping with Alexa, Siri, Google Assistant, and Cortana is a new channel for interaction, but the idea that users can simply tell a device what items to order from their favorite sites takes convenience to a whole new level. Going forward, these technologies have the potential to add to the heightened expectations for convenience.

Speed: In the past, ordering online often meant waiting for days or even weeks for the product to be delivered. Not anymore

Amazon has offered quick 2-day shipping for several years, and more recently it started offering same-day delivery, that, in many locations, can be customized by shoppers down to the hour. This is a step outside of the stereotypical “box” of delivery options dependent on third-party shipping providers (like UPS, FedEx, and government postal services).

As a result, today’s online customers have a desire for instant gratification and immediacy when it comes to interacting with ecommerce retailers. Speedy shipping is a major benefit for web shoppers who are overwhelmed with options these days, and fast-delivery options differentiate retailers from their competitors.

Users’ need for speed is not only about fast shipping — one-click ordering and streamlined purchase workflows are explored by retailers to get users through their shopping activities fast and with little effort. A quick and seamless experience resonates well with customers who are looking to maximize their productivity online. Delivering on these expectations can build trust and loyalty.

Users’ expectations for privacy and security assurance

Users’ expectations for privacy and security assurance on ecommerce sites have increased, while their patience with issues in such matters has decreased. Heightened standards for security stem from data breaches and broken trust with companies such as Facebook, Equifax, and Yahoo, who have faced major security incidents recently. If users are unsure about the security of their data on an ecommerce site, they will be less likely to return.

Shoppers in our studies wanted to feel safe and needed to know that sites had the proper security measures and protections in place. Invest in these areas and speak to users to address their concerns about data safety. Communicate how seriously you take your customers’ data throughout the experience, to assure users that they are protected.

Precision and Accuracy

Standards for accuracy have also increased. Users have had positive experiences with organizations that provide incredibly precise information. Today’s shoppers expect precision in geolocation information, inventory data, order-status messages, pickup time frames, pricing, arrival dates, and user reviews. When our study participants encountered sites with only vague product information or broad generalizations about delivery timeframes or additional surcharges, they became frustrated. They didn’t understand why the company did not provide the same specificity that they had received from other companies.

Pottery Barn’s oversized products were subject to a flat-rate delivery surcharge, but the product page did not indicate the actual cost. Users who diligently read the page could find what the surcharge was by clicking the link to the Shipping and Delivery Information Page under the Shipping and Returns accordion. On that page, they could finally find a fee calculator that allowed users to input their postal code to determine the flat-rate fee.

Always present users with accurate information.

If it’s not accurate or authentic, don’t show it. Strive for precision in dynamic information like delivery timeframes and added fees. The more precise the information you provide, the more in control your users will feel, and that is certainly a feeling you want to foster. In an age where consumers are inundated with options, they question everything — from product information to ratings and reviews. Consider it an opportunity to compete with others and differentiate your business by providing accurate, high-quality information that users know they can trust.

In addition to increased expectations for quality information, shoppers also look for better overall customer experience outside of the interface itself. Sites offer choices for payment, shipping and delivery, setting up recurring orders, and even for customer-support channels. Many sites these days take the idea of flexibility to the extreme by offering policies that were unheard of years earlier. This level of flexibility allows customers to interact on their terms and design a shopping experience that suits their needs. For these reasons, users now expect ecommerce sites to give them options for almost anything they can do.

Understanding and addressing customer expectations is important. Users’ perception of their experience is directly dependent on their expectations, and on whether these expectations are met. Think about the changing landscape of ecommerce and how these changes affect how your customers expect to engage with your website and services. Assess your overall customer experience based on the large themes discussed in this article. Think about whether you’re delivering on expectations, or if you’re on track to evolve your offerings to keep up with today’s users’ needs.

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