[IxDA Discuss] Hypotheses about tasks (in online shopping)

[Scott Bower]

And do no forget about the open experimentation on etsy.com. I would be 
great if the 4 people that built and designed that system could come on 
this list and share analysis from their site and how successful two 
different paradigms in ecommerce work when they are presented in the 
same system.  The fact that they have introduced "distraction" and 
"play" that relates to a shopping mall experience is fascinating. Of 
course, customers/users are in an environment similar to an antique 
store and not so much a hi-tech widget price and user feedback 
situation.

I am sure they are capturing analytics through the interface since 
scripting has become much easier.

Scott

On Aug 18, 2006, at 12:16 PM, Mark Schraad wrote:

> [Please voluntarily trim replies to include only relevant quoted 
> material.]
>
> Hey Mike - here is some input that I think you might find valuable.
>
> The model (Extended Decision Making) best used for consumer behavior
> is as follows: ( I use offerings as a generic group for products and
> services, and attributes to encompass features, benefits and outcomes)
>
> 1) Problem Recognition
> In this stage the person realizes a need. That need may expand to
> group associated needs (that are later matched against product
> attributes.)
>
> 2) Search for information
> This is were families, friends, observations, inquiries (research or
> shopping). This is often outsourced or partially outsourced. As an
> example: some people buy what Walter Mossberg recommends... others
> listen to what Walter says, look up specs, test drive at a store, ask
> a current user, etc. This is the critical stage for most eCommerce
> sites. The earlier in the process, the better the experience,
> credibility ease of use, etc. the better chance of getting the sale.
>
> 3) Evaluation of Alternatives
> Again, often outsourced to information leaders (reviewers,
> salespeople, consultants or a buddy who obsesses), this is where the
> final decision is often made.
>
> 4) Purchase (decision)
> Pretty obvious.
>
> 5) Post purchase behavior
> This is a critical step that many ignore. Follow up service calls,
> installation, assembly or configuration documentation or help, tech
> support, promise fulfillment of both product and vendor, etc. All of
> this can result in buyer's remorse, or glowing referrals to friends,
> families or complete strangers in the parking lot.
>
> Many people unfamiliar with the behavioral side or consumer behavior
> tend to over simplify this into what they call a "buying funnel." I
> believe that the funnel inaccurately focusses on the convergent
> process - of making a purchase selection from a large list. But, in
> fact there is typically more divergent activity prior to the
> convergence. The divergence is in direct correlation to the perceived
> importance of the purchase by the decision maker (not always the same
> person as the one paying.) So, if you want to use the funnel analogy,
> it needs to be a dual funnel - one divergent and a second and final
> stage that is convergent.
>
> There have been a ton of research on consumer behavior in both psych
> and marketing. That we are working with this process online only
> slightly varies the considerations and certainly increases the
> complexity for vendors while empowering the consumer. There is not a
> need for IX or UE folks to reinvent all of this... we can take
> advantage of the previous work done.
>
> I would additionally recommend "How Customers Think" by Gerald
> Zaltman, one of the most powerful works on the subject in many years.
> His basic premise (and I am rounding from recall) that nearly all of
> cognitive activity is subconscious, but more importantly, he proposes
> that most of behavioral activity is also subconscious. The
> implications of this render market and testing research such as
> surveys or direct questioning nearly useless. I tend to agree. I
> think observation and acute researcher interpretation of behavior
> (especially in an equally incentived situation - as close to a real
> world situation as possible) is the key. Most of the surveys and
> usability research done is worth very little. Quantitative can give
> you some great indications... but rarely proves anything when it
> comes to human behavior.
>
> Sorry, this went much longer than I had hoped... but could go on for
> much more.
>
> Mark
>
>
>
> On Aug 18, 2006, at 2:28 AM, Mike Baxter wrote:
>
>> [Please voluntarily trim replies to include only relevant quoted
>> material.]
>>
>> Hi Robert
>>
>> I have been struggling with similar thoughts specifically concerning
>> interactions on e-commerce sites. I too felt that I needed to de-
>> construct
>> the magnitude/complexity/motivational issues in ways that could be
>> operationalised and tested more effectively. So I came up with a
>> graphical
>> model of the interplay of factors going on inside the customer's
>> head, as
>> they progressed through their shopping journey.
>>
>> http://www.flickr.com/photos/71489601@N00/218208922/
>>
>
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