Element, functionality, and content are three types of prototype specifications that help us document design details that are otherwise easily overlooked.
Ecommerce user experience can benefit from community features. Our user research in China finds that shoppers often view such content as more credible and useful than brand content.
Customers shopping online rely on product pages to decide what to buy. Help them by answering questions, enabling comparison, providing reviews, and facilitating the purchase process.
Ecommerce designs benefit from large product images, robust reviews and easy discounts, but suffer from hidden product detail, poor site feedback, and crowded customer-service areas.
To engage users, website copy must speak to readers and not at them. Include words people can relate to, and avoid jargon, business speak, and feature-driven language.
