The rapid proliferation of mobile technologies enables business owners to offer their services and products through eCommerce applications. A close connection is established between the gadget and the owner, they become inseparable from each other, so applications are the shortest path to the heart and wallet of the phone owner. The design of the application directly affects sales, because if the user does not understand the functionality in a short time, or he does not like the design of online storefronts, he simply will not buy. An intuitive interface, stylish design and convenient functionality are the components of a high-quality and profitable eCommerce application.
User interface design is based on customer behavior. You can analyze and understand behavioral factors, study the target audience and make sure that its needs are met. The individual characteristics of a specific target audience are necessarily taken into account, but there are general criteria that help to create an effective eCommerce design. Any application has a number of required components: catalog, filters, shopping cart, order forms. A high-quality design of the application will help to attract more customers, increase awareness, increase credit of trust, and, accordingly, income.
A product catalog is a showcase that users look at and make decisions. It is important to evoke certain emotions that lead to a purchasing decision, and the right interface design will help with this. A few tips for designing a product catalog:
Simplified menu. The more options a user has, the more difficult it is to make a choice. It is worth abandoning the complex menu design, this will not only reduce the number of options, but also reduce the time for making a decision.
Principles of visual hierarchy. The intuitive interface is designed as follows: thanks to the use of shapes, colors, contrast, textures and other graphic techniques, the hierarchy of elements in the application is easily determined by importance. The user visually understands which elements are most important.
Correct display of goods. In order to maintain concentration, the user should be given the opportunity to examine the product. Displaying multiple products on one page of a mobile app is worse than displaying a larger one but one product. But you should definitely adhere to the general concept. The mobile interface should be device-aware, but in most cases, it is easy to select the correct sizes for product images to sharpen the user”s attention and keep them focused.
The correct organization of the product catalog will help to captivate the client, present the product in the best possible light and evoke pleasant emotions. This has a positive effect on conversion.
Sorting and filtering
Sorting and filtering are types of content ordering. There can be any number of filters, in fact, this is a division into sections, subcategories and product types. Sorting orders according to specific, defined criteria. For example, for the price. This is the most used sorting function. The mobile interface of the application must be equipped with sorting goods by price and other criteria.
Correct sorting allows the visitor to quickly find the desired product. Filtering allows you to search for it in the correct section. For example, if a thing is being sold, then filtering should enable an appointment, for example, only for children.
In addition to sorting the product by price, you need to do it by color, size, popularity and other types. At the same time, the design of the application should look harmonious, since filters are often done incorrectly, and they overlap part of the information, are inconvenient to use or are simply not practical. Properly organized filtering and sorting helps to quickly find the desired product and make a purchase.
Cart or checkout
Online shopping works according to certain algorithms. The designer must take them into account in order to create the most convenient and shortest path from entering the application to making a purchase. The final stage of shopping looks like this: the product is added to the cart, the cart is viewed, the payment option is selected, the payment is made.
At each of these stages, the client can leave if something is not pleasant, suspicion or mistrust appears, or it is simply inconvenient or long. An eCommerce design must take these factors into account and prevent any objection at every stage. But first, it is necessary that the user, after viewing the product, focuses on adding the product to the cart.
For this, emphasis is placed on the “Add to cart” button. It should stand out from the general background of the application and contrast with other elements. How to do it? The task of the designer. Can be distinguished using color, shape, size, location and other techniques. The main thing to remember is that the interface design should look harmonious. The button should stand out, but not stand out from the overall design and concept of the application.
Registration and filling out forms
After the user has taken an important step – adding a product to the cart, it is necessary to bring it to the final stage – buying. Therefore, design elements are the most important, an intuitive interface is the main criterion that will help a customer make a purchase. However, practice shows that the majority of visitors, after adding an item to the cart, leave the application and often do not return to it again.
Why it happens? There are a lot of reasons, one of them is that the basket is simply not visible. This design mistake is costly for the application owners. But even if the user ends up in the shopping cart, he may be frightened by complex functionality, an illiterate shopping cart, ugly design and other factors. The task of a good designer is to create conditions under which the mobile interface of the cart will be convenient, pleasant and understandable.
A few tips to help you create a convenient and practical shopping cart:
- a brief description of the product with the derivation of the advantages and benefits for the client – a positive factor that will remove the objection from the client “do I really want this product?”;
- a visible field for promo codes that allow effective marketing to the application owner;
- clear and understandable payment options for goods, the more the better;
- clear delivery options;
- a noticeable final price tag so that the user clearly understands how much money he is spending;
- a button for returning to the product catalog so that the client can make a different choice, perhaps he made a mistake when choosing a color or size, or simply wanted to pick up another product;
- button to go to the payment screen.
Depending on the features of the application, you can add other functionality and elements. The task of the designer is to determine how pleasant and convenient the shopping cart is, as well as to do everything for the client to go through each stage step by step and switch to the payment form.
The shopping cart is not the last element of eCommerce design. The customer will go to the checkout page and want it to look safe and secure. The user also does not want to spend a lot of time entering data. The fewer steps to purchase a product, the better. Alternatively, you can offer Apple Pay, where you only need to select the linked card. You also need to make it possible to enter card data manually, or scan it.
Registering an account for payment is the most unpleasant thing that can be in the design of the user interface of a particular page. People using mobile phones do not want to enter a ton of data. The simpler the form of payment, the better. The interface design should be calm, trustworthy, without flashy colors and aggressive elements. This is the final decision page, a kind of temple of the mobile application, where the main ritual is performed for both the client and the owner of the application – the purchase.
Conclusions on mobile eCommerce app design
eCommerce design allows the user to have a good time and make a purchase akin to going to the store. As in ordinary storefronts, everything in the application catalog should be harmonious, beautiful and understandable.
Each element of the application should be in its place, for this, a visual hierarchy is used, the button for adding a product to the cart should contrast with other elements. High-quality large images will make it possible to get to know the product better, and a convenient shopping cart will help you step by step through all the stages of ordering.
Interface design plays a key role in the efficiency of an application. It helps to sell, creates emotions, associations, increases the level of trust, builds a relationship between the user and the application. High-quality app design increases conversion and the number of regular customers. It is a powerful tool for any business.