IRCE 2017, June 9 Chicago — Just like fashion, website design evolves. What was widely regarded two or three years ago as good design has fallen out of fashion today, in favor of new trends based upon fresh insights into human behavior, advancements in tech, and changes in culture. Smart retailers keep up with design trends, understanding that each time a shopper visits their site, they are bringing with them a new set of expectations based upon experiences they have had elsewhere in life and online. Sites with the most successful designs share one thing in common: a deep understanding of their customers, including what they care about, what they need, and what they desire. In this presentation, Josh Levine, Chief Creative Officer at Cake & Arrow, charts important changes in web design in the recent past, offering insights into how businesses can ensure their own sites are in step with their customer’s expectations and latest trends in design. Brian Moore, Creative Director at Bose, then dives into how Bose has kept up with the rapid changes in web design that have occurred over the past several years and shares how Bose determines what to change and when. Session Details Internet Retailer Conference & Expo (IRCE) Friday, June 9 2017 — 8:45–9:30 AM Josh Levine, Cofounder, Chief Design Officer – Cake & Arrow Brian Moore, Creative Director – Bose Corporation

1. How Has Ecommerce Site
Design Changed—And
What Changes Are Next?
IRCE CONFERENCE, CHICAGO - JUNE 9, 2017
Josh Levine
Cake & Arrow
Brian Moore
Bose Corporation

2. Hi, I’m Joshua
CO-FOUNDER, CHIEF DESIGN OFFICER
20 Years in E-commerce
Designer by trade
E-commerce strategy and design
Research based insights
15 years – IMA Top 10 Agency
AdAge & Crain’s “Best Place to Work”
www.cakeandarrow.com

4. 22 Years in UX/Advertising
Studied Journalism/Art/Design
I love the 80s
And cowboy shirts with snaps
Embedded in Bose for 6 Years
(My Bob Ross phase)
Hi, I’m Brian
CREATIVE DIRECTOR

7. 2000
2004
2009
2012
2017
A coming of
age story
ZAPPOS

8. My, how things
have changed

9. My, how things
have changed

10. INDUSTRY
DEVELOPMENTS
TECHNOLOGY
ADVANCES
DESIGN TOOLS
EVOLVE
In just the last few years, we’ve seen...

11. Ongoing commodification
of e-commerce
Heightened standards
of customer service
Convergence of online
and in-store
Evolving service models
Next-gen marketing
INDUSTRY DEVELOPMENTS

12. Mobile dominance
Widespread adoption of
new devices and technology
TECHNOLOGY ADVANCES
Availability of patterns
and standardized visual
languages
The democratization of
“good design”
DESIGN TOOLS EVOLVE

13. And as a result,
we must design experiences
to meet the always rising
expectations of our users.

14. It’s all about
the people
A more distinctive
brand expression
Shopping experiences
tailored to the product
To be met
where they are
PEOPLE EXPECT

15. A more distinctive
brand expression
“Good design” is now a given—brands
break the templates to deliver an experience
that truly speaks to their customers.
PEOPLE EXPECT

16. From flat to semi flat

21. Flat Semi-flat
Source: https://designmodo.com
Stripped down to basics—color, type, icons
Appearance secondary to function
Lack of signifiers on clickable elements
Creates visual hierarchy through shadows
and transitions
All elements serve a purpose

22. Richer typography

23. More contrast in size, font
pairings, and colors. White
space is a design element.
DISTINCTIVE BRAND

24. 2013 2017
Even Amazon is leveraging it

25. Breaking the grid

26. Asymmetry and open
composition help to break
monotony of the grid.
DISTINCTIVE BRAND
adamunderwear.com

27. Apply layering and design
purposeful white space.
DISTINCTIVE BRAND
shinola.com

28. Infuse personality
with bolder,
brighter colors.
DISTINCTIVE BRAND
kindsnacks.com

29. Incorporating animations &
micro-interactions

30. Micro-interactions can make
the user interface less machine
and more human.
DISTINCTIVE BRAND
adamunderwear.com

31. Provide a greater sense of
control to user through
immediate feedback.
DISTINCTIVE BRAND
Source: Matt D. Smith

32. How we’ve
applied it

34. 2011
2013
2015
2017

35. 2011
2013
2015
2017

36. 2011
2013
2015
2017

38. 2017

39. PEOPLE EXPECT
Buying a chair is different than buying
a bath bomb—design accordingly.
Shopping experiences
tailored to the product

40. Storytelling through
designed content

41. The scenario Hmm.
I really need a
chair for my
living room.

46. ?

47. Bigger, better photography

48. Breaking from
the traditional
single photo
lockup.
TAILORED EXPERIENCES
lululemon.com

49. Interactive
imagery to tell
full story.
TAILORED EXPERIENCES
47brand.com warbyparker.com

50. Convey trust and transparency
through detailed photos of the
raw materials.
TAILORED EXPERIENCES
kindsnacks.com

51. Making video central
to the experience

52. Video as featured product
stikwood.com

53. Or as a supporting accent
uk.lush.com

54. Designing for trust

55. supplyhouse.com

57. Keep it real Don’t hire Ann Sofie

58. How we’ve
applied it

60. STUDIO
01

61. SITUATIONAL
02

62. EVOCATIVE
03

66. 22xlonger than control
30%
increase in conversion
Source: Luke Wroblewski pic.twitter.com/tlPBLAg1Cn
Yes, people scroll.
CONTROL CHALLENGER

67. (Wireframes)

69. PEOPLE EXPECT
Customers control when and where they
connect with your brand—don’t stop them!
To be met where
they are

70. Personalizing the
experience

71. “Where should I go for my birthday?”
Interfaces will
adapt to people’s
lifestyles and
habits, creating
a more fluid and
conversational
experience.
WHERE THEY ARE
Source: Forbes, The Future Of UX Is Here

72. “Where should I go for my birthday?”
Interfaces will
adapt to people’s
lifestyles and
habits, creating
a more fluid and
conversational
experience.
WHERE THEY ARE
Source: Forbes, The Future Of UX Is Here

73. Organic discovery
NFL - through
advertising or social

74. Designing for conversation

75. What will design look like when there
are no screens to design for?
HAPTICS VOICE AUTOMATED
Source: Inside Intercom

76. 22%
mobile queries were
made via voice
Source: RECODE - Mary Meeker Internet Trends
95%
accuracy for
voice queries
Voice is beginning to replace typing in online queries.

77. unqork.com

78. How we’ve
applied it

79. Consistency across
touchpoints

80. As the line between channels
blurs, it’s on us as designers to
bridge these experiences.

81. 41%
of shoppers use the shopping cart simply to
tally their order or as a wishlist, with no
intention of purchasing in that session.
A cart isn’t just a cart anymore.
Source: Foresee Results, Eric Feinberg

84. “Loving these in-ear headphones, but I want to try them on before I buy…”

85. In-Ear HeadphonesHome Theatre

86. In-Ear HeadphonesHome Theatre

87. How we design has
changed too
IT’S MORE THAN JUST THE DESIGN ITSELF

88. Designing systems,
not pages
Less perfection,
more validation
Co-creation and cross-
functional collaboration
Everyone is a designer
NEW WAYS OF DESIGNING

89. Thank you Josh Levine
Co-founder, Chief Design Officer
jlevine@cakeandarrow.com
Brian Moore
Creative Director
brian_moore@bose.com
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