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Buy! The eCommerce UX Workshop

Vitaly Friedman

Workshop, 5×2h + Q&A • Thu & Fri, July 2–17
09:00 — 11:30 AM PDT (Pacific Daylight Time)

In eCommerce, an average abandonment rate is around 65–68%. This is usually caused by ambiguous copywriting and severe problems related to finding or understanding products as well as slow and painful checkout. We can’t bring the abandonment rate to 0, but we can shave off at least 15% with some smart and straightforward optimizations. So let’s do just that!

With this series of 5×2.5h workshop sessions, we’ll set up a very clear roadmap on how we can show the right details and ask for the right data in the right order and at the right pace to improve conversion and customer satisfaction. That means removing distractions, minimizing friction and avoiding disruptions and dead ends caused by the seemingly beautiful UI.

The workshop includes:

  • 1000+ workshop slides and examples
  • A comprehensive eCommerce UX checklist
  • Interactive sessions
  • Hands-on exercises and reviews
  • All workshop recordings
  • Dedicated Q&A time
  • Smashing Certificate

In this workshop, we’ll explore:

  • Psychology of eCommerce: behavior patterns of customers on mobile devices — how we tap, click, scroll and swipe — and its implications on eCommerce UI for mobile;
  • The Kano model, and its implications for eCommerce UX;
  • Category product UX, listing, search, navigation and filtering UX;
  • Product page UX, what information matters, how to display pricing, and how to design it;
  • Testimonials and reviews, and how to use and design them;
  • Shopping Cart UX, and when and how to use it to upsell or cross-sell;
  • Web forms, incl. <select>-boxes, autocomplete, input budgets, floating labels, disabled submit buttons, country selector, pre-filling, and how to make checkout forms perform better;
  • Error messages, how to design them and where to place them;
  • Checkout UX and “Thank you” page UX, incl. credit one-page-checkout vs. multi-page-checkout, credit card input, guest checkout and creating accounts;
  • Email verification and password input, and how to get accurate data and avoid password recovery;
  • Privacy UX, and guidelines on how to get accurate sensitive data — gender, age/birthday, phone number, personal photo — if you need it and conform to GDPR/CCPA along the way;
  • Authentication UX, with login/password, 2-factor-auth, magic sign-in-link, security questions, CAPTCHA;
  • Onboarding UX, exploring a strategy for reducing abandonment and increasing retention;
  • Checkout and Payment, 1-Click-Checkout, Payment Request API, Apple Pay, Amazon Pay and how to use them;
  • Full strategy on decreasing shopping cart abandonment.

Register for this workshop →

Who is this workshop for?

This is a full workshop, delivered in five 2-hour long sessions with lots of time for Q&A.

This workshop is for interface designers, front-end designers and developers who’d love to be prepared for complex and time-consuming design challenges.

By the end of the workshop, we’ll have a detailed strategy of practical, tangible next steps to improve the interface, ranging from quick wins to long-term strategic changes.

About Vitaly Friedman

Vitaly Friedman loves beautiful content and doesn’t like to give in easily. When he is not writing or speaking at a conference, he’s most probably running front-end/UX workshops and webinars. He loves solving complex UX, front-end and performance problems.

Schedule and Format of the Workshop

This workshop is split over five days. Our virtual doors open at 8:30 AM PDT. The workshop begins at 9 AM PDT.

The workshop sessions will run on the following days:

  • Thu, Jul 2, 09:00 – 11:30 AM PDT
  • Fri, Jul 3, 09:00 – 11:30 AM PDT
  • Thu, Jul 9, 09:00 – 11:30 AM PDT
  • Fri, Jul 10, 09:00 – 11:30 AM PDT
  • Fri, Jul 17, 09:00 – 11:30 AM PDT

You can always re-watch the sessions at a more convenient time and follow the webinar at your own pace.

Time & Schedule

All sessions will follow the same format:

  • 8:30 AM PDT
    Virtual doors open, chat and networking.
  • 9:00 AM – 09:45 AM
    45 mins session.
  • 9:45 AM – 10:00 AM
    Coffee break (15 mins).
  • 10:00 AM – 10:45 AM
    45 mins session (incl. hands-on exercise).
  • 10:45 AM – 11:00 AM
    Coffee break (15 mins).
  • 11:00 AM – 11:30 AM
    Q&A + discussion.

Of course, we can be flexible and adjust timing depending on how the day goes!

What hardware/software do you need?

To view the webinars, please install the Zoom client for Meetings, which is available for all the main OSs. It may take a few minutes to download and install, so please grab it ahead of time if you can.

You’ll need a lot of sleep reserves since it’s going to be a series of packed sessions. Bring a lot of attention to detail and non-standard thinking to this one! ;-)

About Vitaly Friedman

Vitaly Friedman loves beautiful content and doesn’t like to give in easily. He loves solving complex UX, front-end and performance problems.

Vitaly is the author, co-author and editor of almost all Smashing books, and a curator of all Smashing Conferences. He is a creative lead of Smashing Magazine and front-end & UX consultant in Europe and abroad, working with European Parliament, Haufe-Lexware, Axel-Springer and a few other companies.

Day 1: Psychology of eCommerce

People can’t buy items that they can’t find or don’t understand. We’ll look into how people buy, and when, and explore what roles do time, distractions, working hours, interface copy play for buying decisions.

Then, we’ll explore optimal ways to list items and allowing customers to filter them, on desktop and on mobile. It includes navigation, search, sorting, compatibility, carousels, filters, feature/attribute comparison, zero-results-pages, configurable items and faceted search as well as search hits coming through search engines.

Day 2: Product Page

We’ll explore what really matters on the product page, and how do we organize all these little bits in pieces in an interface that is obvious and encourages action.

We’ll explore product images and pricing display, testimonials and reviews, form elements (mobile and desktop) and how to design a flow to move from product page to shopping cart (and back) in a predictable and supportive way.

Day 3: The Holy Grail, The Checkout

Checkout comes in different flavors. What to choose: multi-step checkout, one-step checkout or accordion-style-checkout? We’ll be spending a significant amount of time looking into all the fine details of shopping cart, account creation, personal information, shipping and store pickup, form labels, error messages, payment flow and methods, delivery times, credit card input, smart defaults, security seals, positive validation, autocomplete lookup and progressive checkout.

Day 4: Privacy UX and Authentication

When we ask for data abruptly and annoyingly, we are likely to get fake data. How do we ensure that we are getting accurate customer emails or their phone numbers (if we need them)? How do we ask for sensitive input correctly and conform to GDPR/CCPA along the way?

We’ll explore privacy, email verification, password input, authentication UX, 2-factor-auth, magic sign-in-link, social media sign-in, CAPTCHA, and how to ask for gender, age/birthday, phone number and personal details.

Day 5: Onboarding and Next Steps

The most popular feature that’s often requested when users get an onboarding tutorial, is the infamous “Skip” link. How do we educate our customers better then, to avoid abandonment and increase retention rate?

What web technologies can we use to help us get there? We’ll look into 1-Click-Checkout, Payment Request API, Apple Pay, Amazon Pay and how to use them, along with a full strategy on decreasing abandonment significantly.

Register for this workshop →