An eCommerce portal concept

TheECommerceSite
Concept

Note:We have changed name of the site for privacy reasons.

Coeus Solutions GmbH
Munich | Berlin
Email: sales@coeus-solutions.de
Web: www.coeus-solutions.de

What this document covers
• Purpose of TheECommerceSite i.e. what’s the key purpose.

• Goals of the portal i.e. what are the goals, owners want to achieve.

• Consumer characteristics i.e. who are the consumers.

• USP of the portal for consumers i.e. what value consumers get.

• KPIs for different elements in the portal i.e. individual page KPIs for measuring
performance.

• Design/usability elements i.e. key design elements to be used and why.

• Wireframes for key pages along with user ﬂow i.e. overall ﬂow of information.

• Accessibility design i.e. how website is to be handled on mobile devices or older browsers.

• Guideline for running promotions (email marketing, SEM etc.)

Munich | Berlin

Purpose of TheECommerceSite
• Provide one stop solution for parents to shop online.

• The solution should allow consumers to:

• Research different products.

• Compare products and ﬁnd out the best ones for them.

• Find out best prices for the products they are looking for.

• Provide a central platform for parents to exchange ideas about what
products are good for their kids and what aren’t.

• The portal should cater for mothers and fathers both (despite having the
name TheECommerceSite ).

Munich | Berlin

Key Goals
• Key goals of TheECommerceSite are as follows:

• Position TheECommerceSite as premier source of mothercare, baby and
kids products.

• Become in the region premier and trusted online eCommerce brand.

• Be the largest product inventory database for the babies and kids
shopping vertical.

• Generate deep insights into consumer buying habits and use them to
optimize inventories, conversion rates and also provide value added
services to consumers.

Munich | Berlin

Who are the consumers
- Afﬂuent - Afﬂuent
- Educated. - Educated. Like to research.
- Busy fathers. - European expats or arabic (GCC)
- Want to buy the best possible - Mostly very hands-on moms.
item with minimal possible research

Features: Top products, Features: Easy browsing of products,
Purchases

Recommended Products, Quick price comparison, reviews, ratings
check out.
- Middle income group - Middle income group
- Educated. - Educated.
- Busy fathers or working mothers. - Stay home mothers. Like to
- Expats from south asian or far research.
east origin. - Like deals, discounts especially for
- Like deals, discounts especially for branded products.
branded products.
Features: Easy browsing, price
Features: Coupons, Discounts, Top comparison, reviews, ratings,
Deals coupons..

Time spent on site

Munich | Berlin

Consumer habits profile
• Not very sophisticated online buyers.

• Mostly buy offline.

• Some may “research online” but buying is offline.

• Some may do “offline window shopping” and then search online to see
reviews - tech savvy.

• Most will be collaborating with friends on purchase decision especially on
certain product categories: strollers, toys (learning toys especially), baby
food (including formula).

• Expat moms are very competitive (educated asian and south asian
especially) want the best for their kids.

Munich | Berlin

Consumer Personas
Persona Characteristics What are the needs?
- need health-related guidance
- need guidance about what would be needed. - maternity products
- first time moms and dads are excited and want to - health care products
To be mom / dad research products. - baby shower / wish list
- want to find out about new born needs - product suggestions

- new baby products: diapers, baby food,
- find out about new baby needs.
formula
New mom / dad - looking for “handy” stuff to take care of the baby
- clothes (lots of them as kids are
growing fast).

- need growth related guidance.
Mom / dad with - clothes
- need to keep kids active
toddler(s) - activity toys / books

- clothes
Mom / dad with - growing kids - books
young kids - young kids are active and need activity related things. - toys
- activities and educational products.

- may not be parents themselves so don’t really know
- baby shower
Gift seekers what to buy.
- birthday gift ideas
- need gifts so need guidance.

Munich | Berlin

Consumer Benefits
• Consumers can “a) search, b) compare and c) buy” ANY available product in
the region.

• Search: consumers search fast for products. There should be auto-
complete search terms, search suggestions, related searches, most
searched terms.

• Compare: consumers can compare items to find the widest range of
options. Available options: price comparisons, similar items, people who
bought this also bought, people who looked at this eventually bought,
other products you may want to buy with this item etc.

• Buy: flexible buying options - credit card, direct transfer, payment on
delivery, pre-payment, gift vouchers, in-shop payment (account top-up
etc.).

• Consumers can research products, connect with other consumers etc. The
collective experience they get on TheECommerceSite is not possible in
offline shopping.
Munich | Berlin

Measuring portal performance
• Portal performance has to be measured in terms of:

• Trafﬁc Generation

• %age of new users vs recurring users (visitor loyalty).

• New users sources / trafﬁc segments.

• Site Engagement

• Bounce rate

• Key destination pages for bouncing users.

• Sales

• Conversion rate (direct sales, goal completion, email capture, sales via different
channels - ads, emails, direct website, seo etc. )

• Average order value

•
Munich | Berlin
Days and visits to purchase

Design Elements
• Important design / layout consideration:

• Trust: as one of the first movers in the market, we need to make users
trust the site. Customer support / contact info should be clearly visible
always on top. For example:

• Relevance: the site should clearly try to identify visitor with a specific
user persona. This is important so that we can keep site minimalistic and
easy to navigate.

• Categories should be clearly identifiable and readable. User shouldn’t
have to focus to read categories. Preferably there should be icons with
categories. There can be 13 categories so they have to be neatly
organized.
Munich | Berlin

Design Elements 2
• Important design / layout consideration:

• The site key selling proposition is search.compare.buy; so search should
be present on ALL pages and should be very user friendly with auto-
complete and ﬁltering capabilities.

Product title, brand etc. Search
Searching in: All
Popular searches: Mothercare, Baby food, Diapers size 5, educational toys

Diapers Search
Searching in: All > Diapering > Newborn Diapers (x)
Related searches: P&G Diapers, Cheap Diapers, Diapers size 5, Diaper deals

Munich | Berlin

Site Structure
The overall site is divided into TWO page types:
1. Landing pages: i.e. pages where users are expected to “land” mostly. These
will be “gateway” pages.
2. Internal pages: these are the pages that a user may click to from a landing
page.

Our basic goal is:
1. Bring user to our landing pages.
2. Take user from landing pages to an internal page.
3.Contact us now a “conversion target”. development
Make user complete for consulting and services.
Conversion target may be:
- newsletter sign up
- order placement
- create an account with TheECommerceSite

Munich | Berlin

Landing Pages
There will be four landing pages:

1. Home page: this is the home page of the site.

2. Merchant page: this is the page that can act as a merchant-shop’s home page
too.

3. Email page: this is the special type of page used for email campaigns.

4. Campaign page: this is the special page which is used with ad campaigns as we
may not always want users to come to home page via our ad campaigns.

Munich | Berlin

Internal Pages
There will be four types of internal pages:

1. Product listing: these pages will list products. The possibilities are:
a. Category based listing of products.
b. Brand based listing of products
c. Merchant based listing
d. Search results

2. Product detail page: this will describe product attributes etc. It’s important as this can act as
the main conversion page.

3. Sign up/Login: this will allow user to sign up with the portal. Once signed up the page will
have a User Account section with the following sub pages:
a. Account info
b. Order management - open orders and closed orders.

4. Content pages: this will also include xml site maps etc. for SEO.

Munich | Berlin

Front End Concept
Note that the screens are “layouts” and will be converted to
actual designs.The speciﬁc areas will stay ﬁx but their content
can be changed as explained.

Munich | Berlin

Why this selected layout is the best option?
1. Shows unique selling propositions in the first
look. No clutter.

2. Brands and shops are shown in the first look
without distracting user. “Your Store Here”
option subtly advertisers merchants to join too.
Tactic is similar to how new malls advertise their
real-estate by advertising big brand stores.

3. Showing brands and stores also connects
offline world (consumers are already familiar
with) with online world (TheECommerceSite).

3. No redundancy, no multiple “call-to-actions”.
Users are not overwhelmed with information.

4. Ability to see categories and complete tree
easily without getting overwhelmed.

5. Convey site’s message from home page
clearly for first time users as well as recurring
users.

6. Targets all key elements of the MENA region-
customers in a clean, uncluttered way.

Munich | Berlin

Chat Support | Calculate your shipping time Your Account | Wish List | Gift Registry | Help

100% Safe Shopping.
Logo Free Shipping on orders above AED 100.
Delivery within 48 hours.

Categories Age What’s New Gifts Sale
You are here: Home

Our Stores & Brands

Diapering  Prams & Pushchairs
 Toys & Learning 

F Your Store
Here
Pampers Diapers Graco Strollers Toybrand 1
Luvs Diapers Baby Joggers Toybrand 2
Huggies Diapers Chicco Prams Toybrand 3
GoodNites Diapers Jane Carry Cots Toybrand 4
Only a few left
All diapers and wipes All Prams and Pushchairs All toys and learning

Only a few left

VTech First Baby Walker
Pink
Clothing, Shoes &
Feeding & Nursing Gifts & Party
Accessories

 

Clothing brand 1 Nursing brand 1 Gifts option 1
Clothing brand 2 Nursing brand 2 Gifts option 2 AED 100
All feeding & nursing All gifts and party 1 + Add to cart
All clothing & accessories

New arrivals TheECommerceSite Picks Your recently viewed items

Main navigation +
search

Munich | Berlin


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You are here: Home
Diapering Diapers & Nappies Top Brands in Related searches
Nappies Diapering Our Brands Our Stores
Bath & Skincare Changing Pads Pampers Pampers for 2 year old
Diapers Bags Huggies Diaper rash creams
Diaper Creams Luvs
Toys & Learning Pampers size 5
Category 1 Brand1
Category 2 Brand 2
Food & Nutrition

Feeding & Nursing

Maternity & Mums

Health & Safety

Diapering  Prams and Pushchairs  Toys & Learning
Contact us now for consulting and development services.
Clothing, Shoes & Accessories

Nursery & Bedroom

Electronics & Video Games

Gift & Party F Your Store
Here

Pampers Diapers
Books, CDs & DVDs Graco Strollers Toybrand 1
Huggies Diapers Chicco Prams Toybrand 3 Only a few left


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Categories Age What’s New Gifts Sale Strollers
You are here: Home
Strollers for twins
Our Stores & Brands
Strollers for babies
Strollers for big kids
Strollers for triplets


F Your Store
Here
Only a few left

Header elements

Logo

Support: so that Calculate shipping 100% safe User can login with Shopping cart shows
users can access time: will allow users Free shipping their Facebook or total items. Total
support easily. Since to calculate their 48 hours delivery new account on amount. User can
it’s chat support, shipping time based TheECommerceSite. check out directly.
TheECommerceSite on a pre-deﬁned
won’t have to put formula
too many resources Anxiety reducers Account always
in this. accessible
Registry is shown
Big logo: builds up brand. Users get users to there for quick
Wishlist shows how
the name and that implicitly builds up trust. many items there
access.
They get a “feeling” that they know the brand. are.

Navigation Elements

Menu:
1. Clean Breadcrumbs: show user where they are
2. No clutter currently. So that they can easily navigate
3. Consistent. between site. They are never lost in the
4. User is pretty clear on what to expect site.
in each element.
Prominent search box. Clear and provides
auto complete suggestion. It’s a clear
extension of menu so if user isn’t sure she
can’t ﬁnd what she’s looking for, she goes
Contact us now for consulting and development services. for search. Consistent. Clear. Uncluttered

Navigation Elements - Category navigation

Only top level are shown and rest are shown on mouse hover.
This is cleaner and even more “targetted”. Users see all option
in a particular category. Get added beneﬁt of seeing top brands
in a category + searches. So navigation effectively “guides” users
to do all she can in a single category.

“Where am I” - breadcrumbs

These will indicate where a user is and so
she can jump quickly from one section to
the other easily.


Munich | Berlin

Main banner area
Purpose of this main banner is:
a) show unique selling proposition of
TheECommerceSite,
b) show some products that win visitors interest +
trust
c) show features that can win visitors trust or
reduce their “anxiety”.

Even consumer reviews can be
shown here, whenever we have
them.



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What is

Right Side Area - secondary advertising + trust +
anxiety reduction
1
Diaperingchoose to not have logos here, in this section Toys & Learning
If we  Prams & Pushchairs   Eid Special
we can show other things. For example, the video can
be placed along with some special seasonal deals.

2
F


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What is TheECommerceSite


What is

 Toys & Learning  Eid Special

Instead of playing video in the small window it’s
F
better to open it an overlay in a larger window where
it’s much more clear.


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What is

This shows how we can have normal stores and
brands. This could be a solution at the launch time
Our Stores & Brands
where  havePrams & Pushchairs
Diapering we the VIDEO as well as logos.

F

User account handling
Users will be able to login both with
native account as well as using their
Facebook account.

Not logged in

Login screen

- User picture and name is retrieved from
Facbeook.
- Wish list is updated
- Previous cart is updated too (this can be
handled with cookies too so that user doesnt
have to login.
Munich | Berlin
Email: sales@coeus-solutions.de Logged In

Shopping Cart : Quick View

Users can simply expand the shopping cart on mouse hover (or
click) and will see all items. This will encourage them to stay on the
page (and not lose focus from adding more items!).

When an item is added to the cart. It expands and has red border
around it (or a different color depending on design). This shows
user that something is clearly done!

Search results (listing
page)

Munich | Berlin

Logo

Compare Compare Compare


Logo


Add to cart
Add to wish-list
Add to gift registry

Upon mouse hover this overlay is shown. It hides if
the mouse is away. Gives user quick options to: Compare Compare Compare

a) put the product to cart,
b) add to wishlist
c) add to gift registry.
This would be relevant for products which are
common use items e.g. diapers.

Logo

X
Didn’t find you were looking for? Add product name and we will
notify as soon as we have the product in stock.

Compare No thanks Compare
Notify me Compare

If search results are fewer than 7 (or a predeﬁned
number), then this dialog is shown. User can add the
product name and once it’s added, they are notiﬁed
that the product is available in stock now.

Brand / Store Landing
Page

Munich | Berlin

Logo



Categories Landing
Page

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General Search

Munich | Berlin

Product Comparison

Munich | Berlin

Logo


This overlay comes when user has added a product
to the comparison list.


Products to compare X

1 products to compare. 4 places left.

Logo

Users can share the comparisons as a widget on
Facebook.

Share this comparison on Facebook

Product detail page

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Product detail page: out of stock

Munich | Berlin

Checkout Page

Munich | Berlin


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You are here: Home > Check Out > Login

Checkout Login Billing & Shipping Payment Confirmation

Existing Customers New Customers Register now. It’s simple.

Email: Email: Or
Don’t want to register?
No problem.

Password: Password: Check out as guest:

Email:

Login Forgot Password
My Family:
Receive customized discounts and
Why do you need my email?
recommendations.
We will use your email to send
you order status updates.
Date of birth Gender
   
 Month
Day  Year  Female 
Next
+ Add Child

Sign up


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You are here: Home > Check Out > Shipping

Checkout Login Shipping Payment Confirmation

Shipping Address Forgot something? Back to shopping

First Name: Last Name:
How much is shipping?
Shipping is charged based on destination. Your
Street Address: costs will be shown on the confirmation page.

City: Is shipping secure? Will my products be safe?

 Information about why shipping is safe. Any
guarantees about refunds or damages etc would

Country: be helpful here.

 Estimated time: 48 hrs.

How long will it take?
Next Information about time it will take for customer
to get the shipment.

Note: Shipping is FREE for orders above AED 100.


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You are here: Home > Check Out > Payment information


Payment Information Forgot something? Back to shopping

Pay by credit card Pay on delivery Bank transfer Is payment secure?
Name on credit card: Text about why is payment fully secure. Text
about why is payment fully secure. Text about
why is payment fully secure.
Credit card number:

What is your refund policy?
CCV Number: Information about refund policy. Information
Contact us now for consulting and development services. about refund policy. Information about refund
policy.
Expiry
 
Month  Year 

Next - Review your order


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You are here: Home > Check Out > Conﬁrmation


Review your order and confirm.
Items Quantity Price TheECommerceSite Suggestions
Changing Pad
1  AED 100 Remove Related product AED 50
Product description. 
 Product description. 

+ Add to cart

Pampers Size 3  Remove Baby rash cream
1 AED 50 AED 50
Product description. 
 Product description. 

This product is 5% off. + Add to cart

Gift wrap my items (AED 10) When will I receive items?
Sub total: AED 150 Estimated delivery date: 3.August 2011
Tax (10%): AED 1.5

Shipping is FREE for you.Your order is above AED 150. Shipping: AED 0

Grand Total: AED 151.5

Conﬁrm. You are done!


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Thanks for placing your order. Share your shopping with friends on Facebook
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Items

New arrivals TheECommerceSite Picks Your recently viewed items You may also like


About Us

Coeus Solutions GmbH is based in Munich, Berlin and Lahore.

Developing eCommerce and Internet applications on web, social and mobile
at very competitive prices. Contact us now for further information.

Provide consulting services in increasing sales and user retention.

Work closely with clients to develop strategies for engaging customers.

Munich | Berlin

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