Ecommerce Replatforming: User Experience & Design

Ecommerce replatforming provides your business with the opportunity to completely reimagine and reassess the way your customers interact with and engage with your brand. Understanding why and how to bring this to life is as crucial as any technical consideration. This excerpt from Gorilla Group’s Ecommerce Replatforming Checklist covers some of the design and user experience considerations needed for a unique, engaging, and intuitive digital channel.

User Experience Design

Replatforming provides a unique opportunity to enhance virtually every aspect of the brand and user experience.

83% of consumers are willing to pay more for a better experience. (source: Thinkjar)

The user experience design mindset has shifted. Intuitive UX and memorable interfaces are no longer just unique selling points. Brands must understand their customers and present a holistic experience that meets those customers’ needs across channels at any given time. Doing so can pay dividends.

Evaluate Your Omnichannel Experience

It is no longer enough to look at digital commerce solely through the lens of mobile or desktop. Today’s consumers expect fully connected shopping and channel-agnostic experiences. Start by assessing all sales channels to identify where they currently (or could potentially) tie into the digital experience. For example, will the new solution require mobile shopping cart optimizations, in-store capabilities, or real-time processing across devices? Determine priorities based on analytics, sales data, and persona research.

Conduct Research and Identify User Personas and Behaviors

Create or revise primary and secondary user personas. At the same time, map behaviors across the customer journey. To do this, use primary and secondary research such as customer interviews, current site analytics, voice-of-the-customer surveys, competitive/tangential industry benchmarks, any other first-party data. Use this information to inform the new sitemap, wireframes, and to uncover new functionality needs, channel opportunities, and content gaps. This information also nicely informs any brand or creative refresh initiatives tied to the replatforming.

Validate Research with Wireframes and Rapid Prototype Concepts

Based on the experiences your customers want, create wireframes to act as the framework for design. We recommend starting with high-fidelity concepts, and coding your prototypes in the platform language for easy integration. Introducing code early in the design process enables project stakeholders to see what the final product will look like and how it will operate from the early stages of the project. It also provides a solid foundation when beginning development, specifically in terms of less revisions in code and a faster time to market. Testing early ensures you’re not investing in the entire development process before determining if the solution works.

“Good design and technology won’t make up for a bad user experience. Research, wireframing, and prototyping allow you to explore and focus on the entire user experience.”

Gorilla – Associate Creative Director – UX

Key Takeaways

  • Determine how digital commerce channels fit into, and can enhance, the omnichannel experience.
  • Conduct sufficient upfront research to inform UX and creative decisions.
  • Utilize wireframes and rapid prototyping to validate design decisions before diving headlong into site development.

Download the full Ecommerce Replatforming Checklist for dozens of tips covering Planning & Strategy, Business Enablement, User Experience, Content & SEO, Data, Development & Architecture, Site Security, and Launch/Post-Launch Activities.
Ecommerce Replatforming Checklist