UX Insiders

UX in practice: Behavioural science within e-commerce

Alec Barr, Head of Research at Askable

The world of e-commerce is enormous and nebulous, accelerating at lightspeed following the global pandemic. But as the marketplace has grown, so too has our confusion about the people that operate within it. This is the central paradox of UX & marketing science: as our ability to measure interactions online has gone up, our ability to comprehend our users seems to have gone down.

As the consumer journey becomes more complex and spread across so many touchpoints, it’s more critical than ever to know our users and know them well! Only a deeper understanding of our users can help us design more personalised experiences that engage our customers and help our products and services to stand out.

With reference to both theory and real-world examples, we'll examine the psychological principles behind e-commerce's success, and assess how research and behavioural insights can be leveraged to both enhance the user experience and nudge them towards conversion.

On-demand

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Webinar agenda

We will explore:

The nuanced psychology of the consumer purchase journey.
Practical application of contemporary research for creating UX “nudges” in e-commerce.
Tools and techniques you can implement immediately into your user flows.
Some fun case studies, showing both successes and failures!

Speaker

Alec Barr

Alec Barr is a UX research consultant and respected leader in the world of human-centred design, determined to undo bad design practices by leveraging behavioural science and emphasising the importance of UX copywriting.

With 11 years of experience in the Experience Design space, Alec has led award-winning UX & Service Design teams in creative agencies all over the world, servicing a range of blue-chip clients (Disney, Virgin Atlantic, BUPA, Bacardi). He specialises in blurring the line between UX and CX, focusing on the practical application of behavioural economics tactics to design solutions for digital products that make them more usable and desirable for the end consumer.

He has run training courses in strategic design, spoken on engineering panels about the importance of design thinking, and given lectures at the Queensland University of Technology on topics as diverse as “The Behavioural Science of Covid-19”, “The Lie of Data Security & Privacy” & “Writing for UX: The Undoing of Bad Copy”.