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The Amazonization of Global E-Commerce User Experience (UPA 2010)
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Presentation held at the International UPA 2010 Conference in Munich.
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The Amazonization of Global E-Commerce User Experience (UPA 2010)
1.
The Amazonization of
Global E-Commerce User Experience Arne Ki(ler, Fork Unstable Media UPA Interna7onal. München, 27th Mai 2010
2.
HELLO UPA.
Arne Ki3ler: Director Consul7ng Fork Unstable Media Interac7ve Agency in Hamburg, Germany since 1996 Digital Branding, Interac7ve Design and E‐Commerce © 2010 Fork Unstable Media
3.
INTRODUCTION
18.01.10 © 2010 Fork Unstable Media
4.
AMAZONIZATION – WHAT‘S
THAT? 18.01.10 © 2010 Fork Unstable Media
5.
EXTREME AMAZONIZATION.
Wise use of patterns or dangerous loss of differentiation??? © 2010 Fork Unstable Media
6.
OR, MORE GENERALLY:
THERE IS A BALANCING ACT BETWEEN STANDARDS AND DIVERSITY IN E-COMMERCE 18.01.10 © 2010 Fork Unstable Media
7.
MORE BALANCING ACTS.
Standard vs Diversity Amazonization Differentiation Globalization Localization Equalization Individualization © 2010 Fork Unstable Media
8.
MY PRESENTATION TODAY.
My Presentation: Introduction to the 3 balancing acts Pros & Cons to consider Simplified model to handle a combination of all 3 aspects © 2010 Fork Unstable Media
9.
AMAZONIZATION vs. DIFFERENTIATION
18.01.10 © 2010 Fork Unstable Media
10.
THE CONTEXT.
Market leaders such as Amazon play an important role in shaping usage patterns that influence many e-commerce websites. This is special for e-commerce because for other genres there are no similarly influential players. We have labelled this effect „Amazonization“ even though there are other influential shops, too. © 2010 Fork Unstable Media
11.
AMAZONIZATION: HOMEPAGE-GRID.
© 2010 Fork Unstable Media
12.
AMAZONISATION: MEGA-DROPDOWNS.
© 2010 Fork Unstable Media
13.
E-COMMERCE PATTERNS =
AMAZON? Amazon cited as reference for all major e-commerce patterns © 2010 Fork Unstable Media
14.
COMMISSION-COMMERCE
A new type of service companies offer brands a mostly commision-based setup and maintenance of their online-shop. Even though the underlying platforms such as Demandware offer full differentiation, this business-model can easily result in shops that place common practice before the brand they are representing. © 2010 Fork Unstable Media
15.
AMAZONIZATION: ADVANTAGES.
Familiarity to users Low responsibility of failure Temptation to skip testing Easy decision, „cheap“ development © 2010 Fork Unstable Media
16.
AMAZONIZATION: CHALLENGES.
Loss of differentiation Considering the long-tail: Risk of becoming economically unviable Context: Amazon is NOT an average shop! © 2010 Fork Unstable Media
17.
AMAZONISATION vs. DIFFERENTIATION.
Patterns are good! Visual Design needs to differentiate Content Design is important But: Beware of the context! © 2010 Fork Unstable Media
18.
Globalization vs. Localization
18.01.10 © 2010 Fork Unstable Media
19.
THE CONTEXT.
E-Commerce is global and has risen in relevance for companies. E-Commerce has global management attention. A high level of Standardization has become the most common approach to Web Globalization. Centralized Development and Technology Mastersite with Global Templates © 2010 Fork Unstable Media
20.
EXAMPLES
© 2010 Fork Unstable Media
21.
GLOBAL STANDARDS: ADVANTAGES.
Cost Effectiveness Consistent brand appearance Quality Assurance Comparability © 2010 Fork Unstable Media
22.
GLOBAL STANDARDS: CHALLENGES.
Users are local!! Local variations in assortment and structure Languages / Room for text Measurements, address conventions etc. Marketing © 2010 Fork Unstable Media
23.
GLOBALIZATION vs. LOCALIZATION.
Global templates & platforms will last But: Competition for UX is local Modular concepts and design required Organisation and processes matter © 2010 Fork Unstable Media
24.
GENERALIZATION vs. INDIVIDUALIZATION
18.01.10 © 2010 Fork Unstable Media
25.
THE CONTEXT.
Amazon were one of the first and few companies to turn the late 90s Personalization hype into individualization features that actually offer benefit to the users and helped to drive sales. While Individualization remains a promising approach from a user perspective there are also valid reasons for retailers to offer an equalized shop. © 2010 Fork Unstable Media
26.
INDIVIDUALIZATION EXAMPLE: CONTENT
© 2010 Fork Unstable Media
27.
INDIVIDUALIZATION EXAMPLE: UI
© 2010 Fork Unstable Media
28.
INDIVIDUALIZATION: ADVANTAGES.
Potentially relevant shopping suggestions Catering for usage preferences Potentially better sales Increased customer loyalty © 2010 Fork Unstable Media
29.
INDIVIDUALIZATION: CHALLENGES.
Good Individualization takes effort Bad Individualization is worse than none Strong brands want/need to guide users and provide orientation © 2010 Fork Unstable Media
30.
EQUALIZATION vs. INDIVIDUALIZATION.
Good Individualization remains difficult Individualization will benefit from m-commerce and social commerce. Focused shops or shops with standardised goods and broad user base can best benefit from Individualization Brand-Guidance vs. Individualization (only service Features!) © 2010 Fork Unstable Media
31.
3 IMPORTANT STRATEGIC
QUESTIONS Standard vs Diversity Amazonization Differentiation Globalization Localization Equalization Individualization How can we look at all 3 perspectives at once? © 2010 Fork Unstable Media
32.
THE CHALLENGE:
HOW CAN WE BALANCE ALL 3 ASPECTS AT ONCE? 18.01.10 © 2010 Fork Unstable Media
33.
POSITIONING MODEL
FOR BUSINESS MODELS AND FEATURES 18.01.10 © 2010 Fork Unstable Media
34.
POSITIONING MODEL.
Differen7a7on Amazoniza7on Globaliza7on Localiza7on © 2010 Fork Unstable Media
35.
SECTORS VISUALIZING TENDENCIES.
© 2010 Fork Unstable Media
36.
EXAMPLE: MAX. STANDARDIZATION
Amazonisation + Globalization + Equalization © 2010 Fork Unstable Media
37.
EXAMPLE: MAXIMUM DIVERSITY.
Differentiation + Localization + Individualization © 2010 Fork Unstable Media
38.
EXAMPLARY POSITIONING
Fashion Brand Shop 18.01.10 © 2010 Fork Unstable Media
39.
FASHION BRAND SHOP.
Differentiation + Globalization + Equalization © 2010 Fork Unstable Media
40.
FASHION BRAND SHOP.
Differentiation: Differentiation needed to communicate the brand‘s image and personality. © 2010 Fork Unstable Media
41.
FASHION BRAND SHOP.
Globalization: Apart from functional localization of details, the brand will pretty much appear the same in every market. © 2010 Fork Unstable Media
42.
FASHION BRAND SHOP.
Equalization: For a brand shop it is important that the brand is presented in a strong and guiding way. Individualization might let the brand appear deliberate. © 2010 Fork Unstable Media
43.
EXAMPLARY POSITIONING
Order Summary Page 18.01.10 © 2010 Fork Unstable Media
44.
ORDER SUMMARY PAGE.
Amazonization + Localization + Equalization © 2010 Fork Unstable Media
45.
ORDER SUMMARY PAGE.
Amazonization: At this critical step of the checkout process it is wise to stick to established patterns and avoid irritation. © 2010 Fork Unstable Media
46.
ORDER SUMMARY PAGE.
Localization: This page sums up all previous checkout-steps and thus needs to reflect the local variations for payment, postage etc. © 2010 Fork Unstable Media
47.
ORDER SUMMARY PAGE.
Equalization: Even though this page features mostly individual user data it is not considered an individualized page. © 2010 Fork Unstable Media
48.
SUMMARY
18.01.10 © 2010 Fork Unstable Media
49.
SUMMARY.
Standardisation and diversity are both valid and relevant aspects in E-Commerce E-Commerce teams are facing a balancing act for at least 3 of such aspects The ideal combination of all perspectives will vary for different business-models and features © 2010 Fork Unstable Media
50.
DANKE! I appreciate your
feedback! arne@fork.de @arnekittler slideshare.com/rn3_hh PS: Enjoy the party!!