Q&A: what’s the one thing retailers are doing wrong in ecommerce?

Another question:

When it comes to the ecommerce checkout process, what’s one thing that retailers are doing wrong? What’s one thing they’re doing right?

 

From a product manager’s perspective, there’s no one thing everyone gets wrong – it depends entirely on the circumstances.

This is why context and understanding of user needs are so important. Figure out what people need – their goals, frustrations, distractions… everything – then figure out how well your ecommerce capability meets those needs. Improve, then rinse and repeat.

And don’t forget Marty Cagan’s observation that “people don’t know what they need until after they’ve seen it”.

Read the other 20 opinions over on whatusersdo.com.

57: Cut through red tape

I enjoy being a product manager, although on some days I question whether my level of patience is suited to my chosen career. When working somewhere, I often spot opportunities for them to improve, gain a competitive advantage or reduce wasted effort, then become terribly frustrated when bureaucracy and organisational inertia prevent me from moving quickly enough to exploit them. If this feels familiar, read on.

Continue reading