EP307: What Does Good Web Design For Ecommerce Actually Mean? An Objective View On Balancing Brand vs. Commerce

Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

Summary:

Design is critical to ecommerce success. However, design discussions can be fraught with emotion and subjective views. And design execution is influenced by the brand, customer demographic, product range and price point.

In this podcast, James Gurd and Paul Rogers delve into the nuances of good ecommerce web design. They explore the subjective and objective elements that define effective design, emphasising the importance of aligning design with brand goals and customer needs.

Good design isn't a one-size-fits-all concept but should be tailored to the specific traffic and audience of a site. The podcast highlights the need for a balance between usability and brand presentation, suggesting that design should cater to both high-intent and low-intent audiences.

The discussion also touches on the role of art direction in creating a brand's identity and the importance of functional coherence in design.

James & Paul reference several websites, including OKA, Sanqvist, Civilist Berlin, On Running, JW Anderson and Oh Polly, as examples of innovative design that successfully integrate creative elements with functional usability.

The importance of a structured design discovery process and the need for clear design documentation to ensure consistency and adaptability is emphasised.

Throughout the episode, James & Paul flag the evolving nature of ecommerce design, advocating for a strategic approach that considers both aesthetic appeal and practical functionality.

Key discussion points:

• Good design varies by brand.
• Understanding user intent is critical for design success.
• Balancing creativity with functionality is key in ecommerce.
• Art direction is crucial for brand identity.
• The design discovery process involves managing stakeholder opinions.
• Functional coherence is essential for user experience.
• Testing design changes is vital for measuring impact.
• Design documentation should be fluid and accessible.

Chapters:

[00:30] Defining Good Web Design

[06:40] The Design Discovery Process

[13:30] The Role of Art Direction

[20:05] Interaction Design and Functional Coherence

[24:40] Measuring Investment Impact in Ecommerce

[28:00] Balancing Risk and Innovation in Design

[29:50] Functional Coherence in Ecommerce Design

[36:25] Creating Friction: A Double-Edged Sword

[37:50] The Importance of Testing and Iteration

[42:50] Design Documentation for Consistency