To remain competitive, e-commerce user interfaces need to evolve as customer behaviors and technologies change. This paper describes several new user interface features that designers may want to add to their e-commerce offerings. The features include social media connections, storefronts on social media sites, automated product recommendations, dynamic product customization, dynamic product contextual simulation, flash sales, and mobile commerce.

1. Advances in e-commerce user interface design
Lawrence Najjar
Austin, TX USA
lawrence_najjar@yahoo.com
http://www.lawrence-najjar.com/new-index.html
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HCI International 2011 Conference, Orlando, FL USA

2. Agenda
 Introduction
 Purpose
 Why e-commerce interaction design?
 Popularity of e-commerce
 Advanced user interface design features
 Conclusion
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3. Lawrence Najjar introduction
 Ph.D. in engineering psychology
 Over 20 years experience in interaction design
 User experience design consultant
 Experience with many areas of interaction design
 For e-commerce: Grainger.com, HomeDepot.com, Orbitz.com
(Najjar, 2001, 2005, 2011a, 2011b)
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4. Purpose
Because user interface can drive sales:
 Describe new, innovative user interface design features designers
may want to add to e-commerce sites
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5. Why e-commerce interaction design?
 Many user interface design challenges
 Constant updates
 Good interaction design makes money (Battey, 1999; Spool, 2009;
Tedeschi, 1999, 2002; Wixon & Jones, 1992)
 Interaction designers are valued
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6. Popularity of e-commerce
 Over 85% of Internet users worldwide have made online purchase
(Nielsen, 2008)
 In US, 8% of all retail sales via e-commerce (Schonfeld, 2010)
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7. Advanced user interface design features
 Social commerce
 Dynamic product customization
 Dynamic product contextual simulation
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8. Social commerce
 Facebook is second most visited Web site in the world (Alexa,
n.d.) & most visited site in the US (Saba, 2010)
 Most e-commerce users interact with social media and follow a
brand on Facebook (Adregate Markets, 2010)
 Fans of brands in Facebook spend US$136.38 per year on the
brand compared to non-fans (Taylor, 2010)
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9. Social commerce & user interface design
 Let fans buy from your social media sites
 Create social selling experience on social media site
 “Like” button on product pages
 Special deals for people who “Like” your social media storefront
 Customer comments
 Sweepstakes
 Polls
 Questions
 Discussions
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10. Storefronts on Facebook
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11. Storefronts on WordPress
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12. Dynamic product customization
 Allow users to dynamically customize products, see the results,
then purchase
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13. Dynamic product customization examples
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14. Dynamic product customization: Barbie Styled by Me
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15. Dynamic product customization: Barbie Styled by Me
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16. Dynamic product contextual simulation
 Allows users to see customized products on simulations of themselves,
their group, or their living space
 Simulate product in realistic environment to support easy purchase
decision
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17. Dynamic product contextual simulation: JC Penney &
Seventeen
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18. Dynamic product contextual simulation: Stila Cosmetics
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19. Dynamic product contextual simulation: David’s
Bridal
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20. Dynamic product contextual simulation: Art.com
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21. Dynamic product contextual simulation: Hawes and Curtis
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22. Conclusions
 To keep shoppers engaged & increase sales, add new user
interface design features that:
 Support the needs of the business
 Your users want.
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23. Contact me
E-mail: lawrence_najjar@yahoo.com
Web site: http://www.lawrence-najjar.com/new-index.html
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24. References
 ABI Research (2010, February 16). Shopping by mobile will grow to $119 billion in 2015. Retrieved from
http://www.abiresearch.com/press/3373-Shopping+by+Mobile+Will+Grow+to+$119+Billion+in+2015
 Adregate Markets (2010, April 20). Adregate Markets brings true social shopping to Facebook with ShopFans secure social commerce application. Retrieved from
http://www.adgregate.com/press/pr-20100420-Adgregate-Markets-ShopFans.html
 Alexa (n.d.). Top sites. Retrieved from http://www.alexa.com/topsites
 Batista, A. (2010, July 22). New m-commerce guide suggests strategies to leverage smartphones for conversion. Retrieved from
http://www.retailtouchpoints.com/cross-channel-strategies/548-new-m-commerce-guidesuggests-strategies-to-leverage-smartphones-for-conversion.html
 Battey, J. (1999, April 19). IBM’s redesign results in a kinder, simpler Web site. Infoworld . Retrieved from
http://interface.free.fr/Archives/IBM_redesign_results.pdf
 Budde, P. (2009, October). Global digital economy – E-commerce & m-commerce trends & statistics. Retrieved from
http://www.telecomsmarketresearch.com/research/TMAAATXC-Buddecom-Global-Digital-Economy-ECommerce-MCommerce-Trends-Statistics.shtml
 Deatsch, K. (2010, July 23). 3 out of 4 retailers have a mobile strategy in place, study finds. Retrieved from
http://www.internetretailer.com/2010/07/23/3-out-4-retailers-have-mobile-strategy-place-study-find
 Keane, M. (2010, May 27). comScore: Flash buying sites are making people spend more money online. Retrieved from
http://econsultancy.com/us/blog/5998-comscore-flash-buying-sites-are-making-people-spend-more-money-online
 mobiThinking (2011, March). Global mobile statistics 2011: All quality mobile marketing research, mobile Web stats, subscribers, ad revenue, usage, trends…
Retrieved from http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#internet-phones
 Najjar, L. J. (2001). E-commerce user interface design for the Web. In: Smith, M. J., Salvendy, G., Harris, D., Koubek, R. J. (eds.) Usability evaluation and
interface design: Proceedings of HCI International 2001, vol. 1, pp. 843—847. Mahwah, NJ: Lawrence Erlbaum.
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Najjar, L. J. (2005). Designing e-commerce user interfaces. In R. W. Proctor & K-P, L. Vu., (Eds)., Handbook of human factors in Web design (pp. 514-527).
Mahwah, NJ: Lawrence Erlbaum.

25. References
 Najjar, L. J. (2011a). Advances in e-commerce user interface design. In G. Salvendy & M. J. Smith (Eds.), Human Interface and the Management of
Information. Interacting with Information, Part II, HCI International 2011, Lecture Notes in Computer Science 6772 (pp. 292-300). Heidelberg:
Springer.
 Najjar, L. J. (2011b). Designing e-commerce user interfaces. In K-P. L. Vu & R. W. Proctor (Eds.), Handbook of human factors in Web design
(Second edition) (pp. 587-598). Mahwah, NJ: Lawrence Erlbaum.
 Nielsen Company (2008, February). Trends in online shopping. Retrieved from
http://th.nielsen.com/site/documents/GlobalOnlineShoppingReportFeb08.pdf
 Ryan, S. (2010, October 12). The m-commerce revolution is here. Retrieved from
http://www.ecommercetimes.com/story/71015.html?wlc=1306872189
 Saba, J. (2010, December 30). Facebook tops Google as most visited site in U.S. Retrieved from
http://www.msnbc.msn.com/id/40855800/ns/technology_and_science-tech_and_gadgets/
 Schonfeld, E. (2010, March 8). Forrester forecast: Online retail sales will grow to $250 billion by 2014. Retrieved from
http://techcrunch.com/2010/03/08/forrester-forecast-online-retail-sales-will-grow-to-250-billion-by-2014/
 Spool, J. M. (2009, January 14). The $300 million button. Retrieved from http://www.uie.com/articles/three_hund_million_button/
 Taylor, V. (2010, June 11). A brand’s Facebook fans are valuable customers. Retrieved from
http://blogs.forbes.com/marketshare/2010/06/11/a-brand’s-facebook-fans-are-valuable-consumers/
 Tedeschi, B. (1999, August 30). Good Web site design can lead to healthy sales. The New York Times e-commerce report. Retrieved from
http://www.nytimes.com/library/tech/99/08/cyber/commerce/30commerce.html
 Tedeschi, B. (2002a, November 18). E-tailers are putting the multimedia tinsel back on their shopping sites this holiday season. The New York
Times e-commerce report , pC6. 25

26. References
 Wixon, D., & Jones, S. (1992). Usability for fun and profit: A case study of the design of DEC RALLY version 2 . Internal report, Digital Equipment
Corporation. Cited in Karat, C., A business case approach to usability cost justification. In Bias, R. G., & Mayhew, D. J. (1994). Cost-justifying
usability . San Diego: Academic Press
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