The Dashboard Experience - Getting the Customer into a Relationship with Themselves
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E-commerce customers will begin to see a new user interface for the shopping experience. The UX and UI will be designed to make the customer the center of gravity. The storefront design and content will be determined by the patterns and preferences of the customer rather than the merchandising agenda of the store. The primary benefit to the new user interface aka "dashboard" will be that profound insights about the customer are surfaced and then presented back to the customer themselves. Done correctly, a positive reinforcing feedback loop will be established. This slideshare deck describes the way that customer behavior shapes the new dashboard experience and how e-commerce stores must present themselves in order to bring in the customer. This presentation was originally created to help sell Oracle Commerce (Endeca and ATG) but in principle it will work with most major e-commerce software and experience management platforms.
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The Dashboard Experience - Getting the Customer into a Relationship with Themselves
- 2. In the old days pretty much every store was about the store. It sold what it wanted to sell and it displayed it however it wanted to. The customer took what they could get. Everybody got the same experience good or bad. May 1, 1937, New York. Grocery at 1028 Third Avenue and 61st Street with Salvatore Campanelli far right. John J. Campanelli Collection
- 3. Ratings & Reviews Cartridge Guided Navigation Cartridge Results Cartridge Template We sold software based on features and treated ecommerce like a physical store. Modern e-commerce software until recently has been sold and marketed to replicate the store experience of old. Even when it aspires to create a more custom experience, it’s still a very anonymous one. This is a slide showing how Endeca used to be presented.GUIDED NAV REVIEWS RESULTS
- 6. The center of gravity for any ecomm site should be a personal dashboard – what I want, what I bought, what I looked at, who I am. This works in apparel, automotive, gaming, food, you name it. It can work too with B2B pharmaceuticals, or health services, or electrical engineering components. But to get there the following needs to happen: • First time visitor sees X • Returning (anonymous) sees Y • Logged in sees Z • One purchase sees A • Ongoing purchases see B It's as simple as one and two: 1. If you (the customer) don't know me, and I (the store) don't know you, then I'll show you my best face 2. If we know each other then I'll treat you like a friend or colleague and I will: • Pay attention • Think ahead • Look out for you - find you the stuff you will like, get you a good deal, make sure you are happy afterward
- 7. First Visit Returning Anonymous Logged in First Purchase My Dashboard: Engagement & Purchases First meet and first purchase only happen once. And as store owners we want it to happen as quickly as possible. BUILDING THE FOUNDATION FOR AN ONGOING JOURNEY We are friends now! I am going to: • Pay attention • Think ahead • Look out for you
- 8. This is how Amazon inspires customers to move down the funnel for the first time.
- 12. 12 These are mostly examples of mobile interfaces because by necessity and function they are the furthest along in developing the dashboard metaphor. Daily Beast is an example of a dashboard for content. It shows where the consumer is with regard to what they have read and what not. And also shows insights about what they consume, which further reinforces or inspires course correction.
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- 20. All of this is leading to the notion of a customer dashboard. It can be done today. Who will do it first? Who will do it best?
- 21. 21 Gender Age Location Affinity Profession Marital status Hobbies / interests Travel frequency First time visitor Return visitor Logged in visitor First time customer Returning customer Let’s back up though. In order to get to the dashboard we need to get the customer into a relationship. To do this we need to build a site that recognizes the customer no matter where they are in the funnel and feeds relevant content.
- 22. 22 Headlines Body Copy Imagery Segment Analysis and Understanding
- 23. 23 Categories they view Products they like / wish-list / purchase Content they watch Relationships between the customers themselves Relationships between customers and products Relationships between the products themselves The goal of the initial relationship however is to get the customer into a relationship with themselves. The more you can offer this through a central dashboard, the stronger the connection to your brand and product set.
- 24. This is where it get’s good! We are just getting started on the visual language and user experience of customer dashboard design.
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- 33. 33 May 1, 1937, New York. Grocery at 1028 Third Avenue and 61st Street with Salvatore Campanelli far right. John J. Campanelli Collection. Photography: Ron Thompson + Matt Titone: Surfer Owen Wright Amazon.com Daily Beast mobile app Nike Plus mobile app and nikeplus.com Loseit.com Tripadvisor mobile app Uber mobile app Amazon mobile app Tobia Crivellari http://www.sketchappsources.com/free-source/1821-filson-ios-app- concept-sketch-freebie-resource.html http://webdesign-freebies.tumblr.com/image/72662141394 http://www.teamrippetoerealty.com/
Hinweis der Redaktion
- In the old days pretty much every store was about the store. It sold what it wanted to sell and it displayed it however it wanted to. The customer took what they could get. Everybody got the same experience good or bad. May 1, 1937, New York. Grocery at 1028 Third Avenue and 61st Street with Salvatore Campanelli far right. John J. Campanelli Collection.
- Modern e-commerce software until recently has been sold and marketed to replicate the store experience of old. Even when it aspires to create a more custom experience, it’s still a very anonymous one. This is a slide showing how Endeca used to be presented.
- But now in the new days e-commerce software is about empowering the customer. It’s no longer a case of the store first, it’s the customer first.
- Photography: Ron Thompson + Matt Titone Portrait of Owen Wright
- To get to an ideal place of customer centrality means offering the customer their own private dashboard. And to get *there* requires developing a journey that catches all but ultimately serves just one.
- The process has two phases. Phase one is a linear progression starting at the first site visit and ending at the first purchase. This phase happens only one time in the relationship between customer and store. It needs to be carefully curated to bring in the customer with as little friction as possible. Once the customer has made one purchase, everything after is repetition. Its cyclical and needs to become a positive feedback loop. That can best be powered by a personal shopping dashboard.
- This is how Amazon inspires customers to move down the funnel for the first time.
- They start by showing their best face. This is like old grocery store but with more nuance.
- It has the best promotion. It has the dominant call-to-action that will yield the most benefit for both the store and the customer. And it promotes a broad spectrum of things people tend to like – entertainment, drink and fashion.
- Once the customer has logged in and even more once they have made a purchase, the customer becomes the center of gravity. Not the store. But even Amazon is not giving you any insights yet.
- These are mostly examples of mobile interfaces because by necessity and function they are the furthest along in developing the dashboard metaphor. Daily Beast is an example of a dashboard for content. It shows where the consumer is with regard to what they have read and what not. And also shows insights about what they consume, which further reinforces or inspires course correction.
- Nike Plus – tracks distance run, shoes worn, and location insights.
- Nike Plus on the web provides even more of a dashboard experience, again with the goal of providing self awareness and behavioral insights.
- LoseIt is a weight loss app that provides insights on diet and nutrition.
- TripAdvisor provides insights on travel. The insights are based on where you have traveled and where you aspire to travel.
- Uber literally makes you the center of gravity. The product comes to you.
- Amazon surprisingly has a ways to go. All of your dashboard data is there, its just not presented that clearly or offered to provide insight.
- All of this is leading to the notion of a customer dashboard. It can be done today. Who will do it first? Who will do it best?
- Let’s back up though. In order to get to the dashboard we need to get the customer into a relationship. To do this we need to build a site that recognizes the customer no matter where they are in the funnel and feeds relevant content.
- And content comes from talent. You definitely need the following. If you are prepared to invest in the talent, you will get the reward of relationships.
- The goal of the initial relationship however is to get the customer into a relationship with themselves. The more you can offer this through a central dashboard, the stronger the connection to your brand and product set.
- This is where it get’s good! We are just getting started on the visual language and user experience of customer dashboard design.
- What forms will it take. Mobile seems to be pointing the way.
- http://webdesign-freebies.tumblr.com/image/72662141394
- This is an example of a site that is doing a good job of starting to act as a dashboard application rather than a shopping website. And it may seem counter-intuitive to not act like a store, but it actually has the effect of being more compelling to purchase.
- Note things like: This product compared to other products Clear CTA – contact your agent
- Top of page drops down no matter where you are. It functions as an always there control interface for what should appear on the dashboard.
- Zooming back out we see that the site / dashboard has evolved. There are now more products to compare to and more info available.