UI/UX with e-commerce

UI/UX with e-commerce 1
UI/UX WITH E-COMMERCE
By [Student Name]
Course name
Professor’s Name
Institution
Location of Institution
Date

UI/UX with e-commerce 2
The design of a User Interface and Experience of the Click Retail Online Store
Click Retail, an online retail company, intends to come up with an online store that will
be attractive to users and offer great experience that makes them appreciate their shopping
experience. The company has stated that they require a new layout for the following sections of
the website:
1. Customer login
2. Customer search for products
3. Customers payments
4. Customer Buying history
5. Admin Login
6. Admin search for all orders
7. Nearest branch finder
8. Market place
The items in the above list are common in the majority of websites and applications that
operate e-commerce platforms, selling goods and accepting payments from customers directly
through their websites. The most fundamental requirements that the customers need is a sense of
security, comfort, and accessibility of their desired products in one platform (Khosrowpour,
2004; Boone & Kurtz, 2015). Click retail’s business chain ensures that all products are accessible
and within reach of the customer at ease. However, in order to display all the products in a
manner that they can be retrieved through a simple procedure relies on the design of a web
platform or application that is responsive and possesses the right querying approaches (Jank &
Shmueli, 2010). The combination of the navigational comfort with the beauty of the user
interface make up the perfect shopping experience on the online platform, hence its ability to
attract, convert, and retain customers (Kalbach, 2007).
In order to begin a design process, it is crucial to understand the needs of the client as
well as those of the people who are targeted by the business, who will use the platform
(VanHoose, 2011). For instance, the e-commerce platform has two distinct stakeholders: those

UI/UX with e-commerce 3
who are directly affiliated and the customers. Both stakeholders should be able to use the
application platform in a manner that satisfies their needs as well as the goals and objectives of
the company (Mistri, et al., 2014).
Strategy Plan for Click e-Commerce Retail Implementation
The goal of Click Retail is to liberalize the way people purchase products in The United
Kingdom. They have served millions of customers, providing goods ranging from electronics,
toys, clothing, and many more. The company’s CEO and the management team want to expand
the company’s reach so that they reach as many people as can be made possible, through a
geographically non-restrictive manner (May, 2010). The e-commerce shopping platform
provides just the right approach to serving customers without physical boundaries.
Company UI/UX Needs
The vision described above, which is to create the ideal shopping experience for
everyone, will be achieved through a user interface that displays the most products in an elegant
manner with the least number of resources (Albert & Tullis, 2013; Buley, 2013). The attention
span of customers in the 21st century relates to the idea of wanting instant gratification (Takami,
2014). Chao Liu, Ryen W. White, and Susan Dumais (2010), researchers at Microsoft, designed
an experiment to test the average time that an individual spends browsing through content on a
website. Their results led to the development of the mathematical understanding of the Weibull
hazard function and how it relates to consumer behaviour with regards to online products. The
data used was collected from 205, 873 web pages from over 10, 000 user visits (Liu, et al.,
2010). The concluded that the Weibull distribution guides user interaction with a webpage,
which indicated that the first 10 seconds are the most critical resource a company has with a
potential customer (McCool, 2012). Therefore, the user interface and experience provided by the

UI/UX with e-commerce 4
company should culminate in the ultimate ideal interaction that is meaningful and desirable for
the customers.
Customer UI/UX Needs
The UK population is made up of people of different kinds and nature. A retail company
should serve all individuals regardless of their personalities and preferences (Zwilling, 2014). As
described, the average visitor to a website spends about 10 seconds on a single webpage
(Gummesson, 2012). It means that they move to other pages or websites if they cannot find the
objects or items of their desired purchase. The best user experience is the one that allows
customers to obtain their products in the least amount of time with great discounts (Greever,
2015; Quesenbery & Brooks, 2010). Interviews were conducted to find out the desired
characteristics that define the ideal online retail store. Thirteen participants were selected through
a randomized process, with respect to the cultural and racial diversity of the UK population
(Thompson, 2012; Martino, et al., Springer). Seven of them were female while the rest were
male, with a non-uniform racial profile spread across the genders.
Results of the Interviews
Scalability
The most accepted notion of an online platform is that it should be scalable to all types
and sizes of screens. All participants stated that they preferred using the phone for online
shopping because it is personal and mobile. Therefore, they were able to place orders instantly
while in their respective homes, classes, on transit, and even compare prices while window-
shopping in malls.
Interactive Search