Designing for Different Types of ECommerce Shoppers

Designing for Different Types of E-Commerce Shoppers
Designing for Different Types of E-Commerce Shoppers

Each e-commerce shopper is unique. Some visit with a specific product in mind. Others are deciding what to purchase. Some visit to kill time. Every element of an e-commerce site is important for the site’s success, from product images to descriptions to registration to checkout. But different types of shoppers rely on different elements of the site.

Identifying different user types can help design teams ensure that they build usable and useful experiences for all shoppers. Over the course of researching our E-Commerce User Experience report series, we identified several different shopper types, each with unique needs. Thinking about these types — or developing them into personas — while designing...






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Designing for Different Types of E-Commerce Shoppers | Banner Blindness: The Original Eyetracking Research, 10-year research overview

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