Sabrina Duda

Mobile UX Retail

Tuesday, October 18th

10:00 - 10:45

Key Learnings

  • Facts and figures about mobile commerce in the UK
  • How is the mobile shopping user experience really? Some case studies…
  • Designing for mobile – a challenge
  • Emotional usability – how to squeeze emotion and experience into a small screen?
  • Trends for mobile e-commerce – will we just be chatting with our shopping bots in the future?
  • Details

    Why is mobile commerce so successful? The rising numbers of mobile website visits and sales are amazing. Over the past years, users have switched more and more from desktop to tablet and mobile. For some shops, mobile sales are already exceeding desktop sales.

    If you take a closer look at the mobile user experience, how it is really to shop on mobile, it becomes less understandable. Some companies did a good job in improving the usability of their desktop websites, but neglected mobile. Furthermore, designing for mobile is a challenge due to restrictions in screen size, and the unpredictable and changing context is distracting attention. What is crucial for a good mobile shopping experience? How can we achieve an emotional experience for the user?

    What will the future bring for mobile commerce? Personalization, conversational commerce, …what else?


    Tuesday, October 18th

    10:00 - 10:45

    Required Experience
    20% Level of Experience
    Involvement
    20% Involvement

    Sabrina Duda

    UX Researcher - Shop Direct

    Sabrina is currently working as a UX researcher at Shop Direct (very.co.uk, veryexclusive.co.uk, littlewoods.com) in Liverpool, UK. Shop Direct is the UK’s second largest online retailer and 60% of sales come from mobile devices.

    Sabrina studied Psychology at Humboldt University in Berlin specializing in Engineering Psychology and Cognitive Ergonomics. She has been active in user experience research since 1998 and founded the user and brand research agency “eye square” in Berlin and has been in the organizing team “World Usability Day Berlin”. In 2015 she moved to the UK and worked for ThoughtWorks.

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