Taken from Future of Web Design (#FOWD), London 2015 Conference. http://futureofwebdesign.com/london-2015 Rob and Chris will take opposing sides to argue the case for looking at e-commerce from these different points of view. Rob will discuss data analytics and user testing, then Chris will look at the ways branding, design, copy and more all play their vital part in less measurable ways.

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Is ecommerce an art
or a science?
Rob Smith – Managing Director – @rob_smith
Chris Jones – UX Director – @blueleafchris

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Art or science?

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Left brain or right brain?

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Design or data?

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Digital has changed
the process

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Used to be slow burn
Now it’s launch fast, learn & improve

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Time taken to reach 50 million users
• Radio
• TV
• Facebook
• YouTube
• Angry Birds
38 years
13 years
4 years
6 months
50 days

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Design or data?

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The case for design

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What is a designer?

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We’re trained professionals!

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So why ask your customers how
to design your website?

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We’re not artists

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User centered design?!

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Data is design by committee

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If you try to appeal to everyone,
you’ll identify with no one

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“I’ve searched all the parks in all
the cities and found no statues
of committees”
G.K. Chesterton

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Blurry focus groups

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“It’s really hard to design products
by focus groups. A lot of times,
people don’t know what they want
until you show it to them”
Steve Jobs

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We’re tribal animals

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Give me something I can identify
with and make my own

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Brands are the differentiator

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4th in
2008

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Less dependent on
paid search, cost
per acquisition fell
by 73%

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Be creative, be brave, be unique

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Vote design!

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3
5
The case for data

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3
6
Colouring in

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3
7
What gets measured
gets done

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8
Designers add huge
subjectivity

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9
And so do most
marketers too

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4
0
The ‘Add to Basket’
problem

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‘Chatty copy’ problem

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‘Mystery meats’
problem

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User centered design is
a plural term

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4
Booking.com?
Ebay.com?

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There is a tool for
everything and no excuse

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6
Human behaviour may
not be simple

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We are all made up of a
set of patterns

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We are sheep shepherded
by the data overlords

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Vote data!

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Design or data?
You decide…

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Really, it’s about both

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We’re lucky to live in these times

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Data drives design drives data
drives design drives data drives
design drives data drives design
drives data drives design drives
data drives design drives data…

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Play detective with data

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Analytics
What is happening?

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User testing
Why is it happening?

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Once you have all the clues,
design the solutions

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Design + data =
websites which work

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Design is where
art and science meet

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Thank you J
Rob Smith – @rob_smith
Chris Jones – @blueleafchris