E-Commerce paradigms have evolved as consumers' expectations of the web have evolved.

The first e-commerce site I architected was the Pottery Barn Kids site. Through extensive interviews with stakeholders, the expected structure of items was turned to the axis of intended user: baby, girl or boy. A year after the site launched, parent company Williams Sonoma cited a 15% sale increase on the site.

AG Ferrari is a Bay Area Italian Food purveyor. While the stakeholders wanted to promote the Italian base of the products, the site I designed promoted a streamlined purchasing experience.

Walmart.com was a mature site when I joined. I was part of a cross functional team that developed the "Store Information" widget. Extensive customer research revealed that web customers preferred to go to a physical store than pay for shipping. Before customers headed to the store they wanted to know if the product was in stock. I designed the Store Locator and product stock status function. Sadly, the team discovered that the stock data was on a 24 hour delay and due to technical constraints real time inventory wasn't possible. The widget was then edited to set appropriate customer expectations.

Yamaha isn't an e-commerce site per se, but the call to action had a similar pattern, in guiding a potential customer through product selection to selecting a dealer. I worked with the internal team in researching stakeholder and customer needs and the competitive landscape to design the structure, information architecture, interaction patterns and brand feel of the site.

©2012 Mary Lukanuski