Best practices for designing e-commerce solutions

These days more and more people are deciding to do all of their shopping online instead of the old-fashioned in-store browsing. In 2019 the global e-commerce market was worth 3.5 trillion US dollars and is expected to grow drastically in the coming years. Having this in mind, companies operating today can’t turn a blind eye to these trends and have to start thinking how they can offer their own products online, doing it as conveniently as possible for current and potential customers. A good e-commerce experience can vastly improve your overall revenue and sales, leading to further business growth. Below we share a few important rules when it comes to designing clear and easy to use e-commerce solutions that make the shopping experience enjoyable and creates returning customers.

1. Easy to Understand Categories

Your product categories need to reflect the users mental model. Try and show information where the user would expect to find it when they land on your site. Categories need to be easily accessible and should offer the user an easy way to navigate your site.

2. Great search functionality

For many customers using the search bar is still the preferred way of browsing the site, specifically for people who know exactly what they are looking for. For this reason you should place your search bar in a visible place. And if possible offer a dynamic search which suggests results as the user is typing. This way you can also suggest similar and suggested products if the search doesn’t match anything in your catalogue so you don’t lose a customer.

3. Understandable Product Pages

This is the page where the final decision to buy or not to buy your product happens, because of this it is important that you display only the most relevant information and do it in a simple and clear way, you don’t want to overwhelm your customer with too much detail about what you are selling. You might have a lot to say but this can have a different effect if you don’t know how to say it and how to present it.

4. Seamless checkout process

You should try and get your users through the checkout process as seamlessly as possible as it is one of the more crucial steps in the shopping experience. It should be fast and simple, never crowded with unnecessary distractions or filled with dark UI patterns. Offering the option to edit the customer basket, see the order summary etc. will greatly improve the overall experience.


Author: Šefik Mujkić, Lead UI/UX designer