Are you married to your customers?

Every e-commerce shopper is unique. This teaching is something that we learn from “Designing for 5 Types of E-commerce Shoppers”, by The Nielsen Norman Group. There are different types of e-commerce customers: some visit with a specific product in mind, others want to explore what to purchase, and others navigate your online store just to kill time. Identifying different user types is critical for the design team to ensure that they build appropriate experiences for all sorts of shoppers. In other words, different users have a distinct relationship with brands, their type of relationship can directly influence a purchase decision. Continue reading