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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 Experienceâ© Arneâ©Ki(ler,â©Forkâ©Unstableâ©Mediaâ© UPAâ©Interna7onal.â©MĂŒnchen,â©27thâ©Maiâ©2010â©
2.
HELLO UPA.
Arneâ©Ki3ler:â©Directorâ©Consul7ngâ© Forkâ©Unstableâ©Mediaâ© Interac7veâ©Agencyâ©inâ©Hamburg,â©Germanyâ©sinceâ©1996â© Digitalâ©Branding,â©Interac7veâ©Designâ©andâ©EâCommerce⩠⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
3.
INTRODUCTION â©
18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
4.
AMAZONIZATION â WHATâS
THAT? â© 18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
5.
EXTREME AMAZONIZATION.
Wise use of patterns or dangerous loss of differentiation??? ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
6.
OR, MORE GENERALLY:
THERE IS A BALANCING ACT BETWEEN STANDARDS AND DIVERSITY IN E-COMMERCE â© 18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
7.
MORE BALANCING ACTS.
Standard vs Diversity Amazonization Differentiation Globalization Localization Equalization Individualization ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
8.
MY PRESENTATION TODAY.
My Presentation: Introduction to the 3 balancing acts Pros & Cons to consider SimpliïŹed model to handle a combination of all 3 aspects ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
9.
AMAZONIZATION vs. DIFFERENTIATION â©
18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
10.
THE CONTEXT.
Market leaders such as Amazon play an important role in shaping usage patterns that inïŹuence many e-commerce websites. This is special for e-commerce because for other genres there are no similarly inïŹuential players. We have labelled this effect âAmazonizationâ even though there are other inïŹuential shops, too. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
11.
AMAZONIZATION: HOMEPAGE-GRID. â©
©â©2010â©Forkâ©Unstableâ©Mediaâ©
12.
AMAZONISATION: MEGA-DROPDOWNS. â©
©â©2010â©Forkâ©Unstableâ©Mediaâ©
13.
E-COMMERCE PATTERNS =
AMAZON? Amazon cited as reference for all major e-commerce patterns ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
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. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
15.
AMAZONIZATION: ADVANTAGES.
Familiarity to users Low responsibility of failure Temptation to skip testing Easy decision, âcheapâ development ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
16.
AMAZONIZATION: CHALLENGES.
Loss of differentiation Considering the long-tail: Risk of becoming economically unviable Context: Amazon is NOT an average shop! ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
17.
AMAZONISATION vs. DIFFERENTIATION.
Patterns are good! Visual Design needs to differentiate Content Design is important But: Beware of the context! ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
18.
Globalization vs. Localization â©
18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
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 ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
20.
EXAMPLES â©
©â©2010â©Forkâ©Unstableâ©Mediaâ©
21.
GLOBAL STANDARDS: ADVANTAGES.
Cost Effectiveness Consistent brand appearance Quality Assurance Comparability ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
22.
GLOBAL STANDARDS: CHALLENGES.
Users are local!! Local variations in assortment and structure Languages / Room for text Measurements, address conventions etc. Marketing ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
23.
GLOBALIZATION vs. LOCALIZATION.
Global templates & platforms will last But: Competition for UX is local Modular concepts and design required Organisation and processes matter ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
24.
GENERALIZATION vs. INDIVIDUALIZATION â©
18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
25.
THE CONTEXT.
Amazon were one of the ïŹrst and few companies to turn the late 90s Personalization hype into individualization features that actually offer beneïŹt 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. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
26.
INDIVIDUALIZATION EXAMPLE: CONTENT â©
©â©2010â©Forkâ©Unstableâ©Mediaâ©
27.
INDIVIDUALIZATION EXAMPLE: UI â©
©â©2010â©Forkâ©Unstableâ©Mediaâ©
28.
INDIVIDUALIZATION: ADVANTAGES.
Potentially relevant shopping suggestions Catering for usage preferences Potentially better sales Increased customer loyalty ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
29.
INDIVIDUALIZATION: CHALLENGES.
Good Individualization takes effort Bad Individualization is worse than none Strong brands want/need to guide users and provide orientation ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
30.
EQUALIZATION vs. INDIVIDUALIZATION.
Good Individualization remains difïŹcult Individualization will beneïŹt from m-commerce and social commerce. Focused shops or shops with standardised goods and broad user base can best beneïŹt from Individualization Brand-Guidance vs. Individualization (only service Features!) ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
31.
3 IMPORTANT STRATEGIC
QUESTIONS Standard vs Diversity Amazonization Differentiation Globalization Localization Equalization Individualization How can we look at all 3 perspectives at once? ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
32.
THE CHALLENGE:
HOW CAN WE BALANCE ALL 3 ASPECTS AT ONCE? â© 18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
33.
POSITIONING MODEL
FOR BUSINESS MODELS AND FEATURES â© 18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
34.
POSITIONING MODEL.
DiïŹeren7a7onâ© Amazoniza7onâ© Globaliza7onâ© Localiza7on⩠⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
35.
SECTORS VISUALIZING TENDENCIES. â©
©â©2010â©Forkâ©Unstableâ©Mediaâ©
36.
EXAMPLE: MAX. STANDARDIZATION
Amazonisation + Globalization + Equalization ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
37.
EXAMPLE: MAXIMUM DIVERSITY.
Differentiation + Localization + Individualization ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
38.
EXAMPLARY POSITIONING
Fashion Brand Shop â© 18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
39.
FASHION BRAND SHOP.
Differentiation + Globalization + Equalization ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
40.
FASHION BRAND SHOP.
Differentiation: Differentiation needed to communicate the brandâs image and personality. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
41.
FASHION BRAND SHOP.
Globalization: Apart from functional localization of details, the brand will pretty much appear the same in every market. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
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. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
43.
EXAMPLARY POSITIONING
Order Summary Page â© 18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
44.
ORDER SUMMARY PAGE.
Amazonization + Localization + Equalization ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
45.
ORDER SUMMARY PAGE.
Amazonization: At this critical step of the checkout process it is wise to stick to established patterns and avoid irritation. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
46.
ORDER SUMMARY PAGE.
Localization: This page sums up all previous checkout-steps and thus needs to reïŹect the local variations for payment, postage etc. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
47.
ORDER SUMMARY PAGE.
Equalization: Even though this page features mostly individual user data it is not considered an individualized page. ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
48.
SUMMARY â©
18.01.10 ©â©2010â©Forkâ©Unstableâ©Mediaâ©
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 ⩠©â©2010â©Forkâ©Unstableâ©Mediaâ©
50.
DANKE!â© I appreciate your
feedback! arne@fork.de @arnekittler slideshare.com/rn3_hh PS: Enjoy the party!!