1. IA for Shopping & Shopping Basket
Good afternoon, everyone! I am Yunmeng. I am sorry for my make-up presentation but I will try my best to go through it quickly. I hope you will not feel it tedious. My topic is Information Architecture for shopping & Shopping Basket. by
Yunmeng Du
for
INF 385E Information Architecture

2. A Snapshot History of E-commerce What is a shopping basket?
An example of Shopping basket
--Buy a book on Amazon VS. eCampus
IA for Shopping & Shopping basket
First, I will give you a snapshot about the whole presentation. I will give you a brief introduction about the history of ecommerce, that is the formal name of online shopping activities. And then, what is a shopping basket. some definitions will be shown and also my takes on the definition of a shopping basket. Afterwards, I will show you a series of pictures that about buy a book online. I will compare the shopping process on two different websites

3. History of E-Commerce
First, let’s take a look at the history of ecommerce.
1984, this helped to complete a reliable transaction between two companies;
1992, this is the first chance that people can buy things online.
1994, Providing users a simple browser to surf the Internet and a safe online transaction technology called Secure Sockets Layer.
1998, and this encourage people to spend more time online.
1999, according to Business.com, retail spending over the internet reaches $20 billion.
From the list, you can figure out that a history of ecommerce is just like a history of technology and establishment of standards.

4. What is a shopping basket
As you shop online, you add items to your 'virtual' shopping basket. The basket is simply a list of the items you have selected to buy, together with the necessary details (number selected, price of each item etc). You can review what's in your basket at any time as you shop.
As you shop online, you add items to your 'virtual' shopping basket. The basket is simply a list of the items you have selected to buy, together with the necessary details (number selected, price of each item etc). You can review what's in your basket at any time as you shop.
a handbasket to carry goods while shopping wordnet.princeton.edu/perl/webwn

5. An Example of Shopping & Shopping Basket
Purchase a Textbook on Amazon.com VS
Purchase a Textbook on eCampus.com
Take an example of purchasing a book online. I will take a tour on two websites buying our textbook.

6. Purchasing Steps: Textbook-”Information Architecture”
Amazon.com VS eCampus.com
Same Part: homepage - search item - list of results - book page
First, I divided the shopping process into two parts. They are similar in the first part of the shopping process on these two websites. These are homepage, search item, list of results and book page. For those four steps, they are almost the same.

7. List of Results – Amazon Win!
There is a list of results on Amazon. The first one is the textbook that I want.

8. Book Page of Amazon.com
Clicked to see the details about this book on Amazon, I found a problem. Only price and discount information along with the image of the book, no details about this book. So, I had to scrolled down to find the information about this book.

9. Book Page of Amazon.com (cont.)
The first question is “What are the features of your products and services?” It is weird that when you stroll down the page, you will find the product details after the brief preview of the book. For me, when I shop online to buy something. The first idea coming is the detailed information about this item. Especially for books, because usually I do not have chance to see the cover of a book before I buy it online. I am not sure about which book is what I want. So the details about the book is extremely important. Even though I saw it before, I will review it and make sure it is just the right one. So, I recommend that the website should present the product details to in the first place along the picture of the book.

10. Book Page of eCampus-Win!
For eCampus, it does have the details. So this maybe one advantage on this website.

11. Purchasing Steps: Textbook-”Information Architecture”
Different part come:
After Add to shopping cart - check out !
Then I clicked the button Checkout after I added this book to shopping cart. The two websites just went different ways.

12. More Options on Amazon.com
After I clicked the checkout button on Amazon.com. It is interesting, that, the item in the shopping cart appeared on the right hand of the page. In the middle of the web page. There are some recommendations for buyer to review the website and may possibly continue buying other things.

13. Recommendations in a Shopping Cart
Again, in the shopping basket, Amazon also have some recommendations for the buyer.

14. Shipping Options on Amazon.com
This is the shipping option on Amazon, pay attention to the tab “Shipping & Payment” above the content.

15. After Checkout on eCampus-Win!
This is the eCampus, I have to register before I could access other purchasing steps. Pay attention to the sign above the registration. It’s login part.

16. Payment Methods–Amazon Win!

17. IA for Shopping & Shopping basket
Keywords for Shopping Process & Shopping Basket :
Simplicity –purchasing steps
Recommendation –other related items
Convenience – details about items
Correction –shipping address
Transparency –indication of process

18. Resources Shopping Cart Software: [1] http://www.online-store.co.uk
[2] GoldbarOne (30 days free trial)
[3] ProductCart
[4] BeeOnline
Article:
[1] “Critical Factors For Online Success”
[2] “Top Ten Mistakes of Shopping Cart Design”
Tutorials:
EarlyImpact tutorials

19. References
“Information Architecture – for the World Wide Web”, Louis Rosenfield & Peter Morville, 2nd edition,2002.
Art and Zen of Web Sites, Karp, T.
“Customer Loyalty and the Elements of User Experience” (2006),Jesse J Garrett,Vol. 17, No. 1,
Where the sensory elements of user experience-visual, audible, and tactile-come into play.
The functional specifications represent the operations the product will enable the user to perform; the content requirements describe the information the product will need to communicate to the user.
The savviest marketing strategies and the most efficient customer service processes won't deliver loyal customers
– Jesse J Garrett

20. Any Questions?