The 10 Principles to creating amazing online experiences - Part 5

Read More about The 10 Principles to creating amazing online experiences - Part 5

This is the final article in a 5 article series which explains what 10 Principles need to come together to create amazing online experiences. This final article in the series explains how all 10 principles work and coexist together.

If you have not seen the previous articles, you can read Part 1 by clicking here.

Pulling the 10 principles together

This section illustrates how these 10 principles work and coexist together to build amazing online experiences:

It starts with a “micro-moment”…in this example, “Eyeliner”


Figure 1

The consumer has identified a need (“eyeliner”) and has come to a retailer’s site (Figure 1). From the consumer’s perspective their journey has already begun. The journey started once the micro moment became strong enough to warrant the effort of seeking information.

The consumer’s first exposure to content will be from a wide array of sources (search engines, a retailer’s homepage, email, marketplaces, or a referral network).

The amazing experience begins once they land on a page with relevant content and is why the homepage is considered a “source” in Figure 1.

The appreciation and recognition of the possible journeys


Figure 2

Through the data analysis process there is recognition of the possible journeys consumers can take to achieve their goal of selecting the right eyeliner product (Figure 2). In Diagram 2 (for example) there are four possible journeys a consumer can take who has buying intent for eyeliner products.

Identifying the steps for each journey


Figure 3

The retailer identifies the steps required for the possible “eyeliner journeys”. This is the stage of the amazing online experience creation where the detail is applied….

Both data and best practice have contributed to the ordering of the steps, page layouts and treatment of eCommerce functionality.Interaction cost management is applied to every step.Sales tools are created (“value creation”) and placed strategically into the journeys at the right steps.Content is prioritised with the most relevant being positioned above the fold.The steps are translated to relevant touchpoints (screens) through the simultaneously building of wireframes, then given to design teams to overlay look/feel and brand DNA.

Figure 3 is the new “Retailer’s Circle”. This is a reference back to Part 1 in the series, representing how a retailer plans on selling and presenting eyeliner products.

Being Iterative (Continuous Improvement)

Figure 4 is real life, and is why the final principle (Be Iterative in Part 4 of the series) is crucial.

Figure 4

The new “arrows” in Figure 4 are the paths consumers actually take in their own unique journey to find the right product. The continuous improvement discipline focuses on the “arrows” (or consumer paths) which do not take the consumer to his/her goal being achieved (Figure 4).

The paths of high interest are those where consumers leave the site and move in a backwards direction (not towards the goal) (Figure 4) and will always be the first priority.

This approach helps the retailer seek out the yet to be discovered consumer pain points.

Figure 4 is a true representation of the “Retailer”s Circle” and the “Consumer’s Circle”.

The "Retailer's Circle" and "Consumer's Circle" was introduced in the first article of the series which showed the difference between the retailer's approach to selling vs how consumers want to purchase (Figure 5).

With the 10 principles working together (previous four articles in the series) the size of the overlap in Figure 5 increases (this is the conversion rate).


Figure 5

Important note: “Consumer Achieves His/Her Goal” in Figure 4 is the consumer finding the product/service to fulfill their need. They have not yet undertaken the checkout process. The checkout process is a separate journey requiring the same amount of focus and effort to get right.

Case Study - Swanndri:

A recent example of a retailer undertaking the above principles and applying it to their digital channel and brand is Swanndri, an iconic 100 year old outdoor apparel brand.

Swanndri’s model has been that of a designer and wholesaler during their entire 100 year history. Approximately 10 years ago they developed a direct to consumer channel to grow its connection to its target market.

Two years ago they decided to undertake the customer experience design process and with it, work through the 10 principles.

To date their results are:

Consumer engagement grew by 107%Transactions grew by 135%Online revenue grew by 160%Mobile revenue grew by 2,000%Mobile conversion rates grew by 200%

The purpose of this series of articles is to open the eyes of organisations to the enormous opportunity available for those who wish to increase their capability to engage with consumers in the online space.

This content is not conceptual. I have been practicing and executing these principles for over 10 years. None of this is new.

I hope this has helped.

Good luck in your customer experience design endeavours!


This article was as tagged as Customer Experience , Customer Experience Design , Digital Strategy , Ecommerce , Google Analytics , Mobile , SEO , Usability

Share it on LinkedIn