Lesson 10

E-commerce Fundamentals — Conclusion

You’ve completed the Fundamentals module. Before moving on, confirm that you can apply these concepts to a real project and know where to go next.

What you should now be able to do

Plan an e-commerce site using a documented process (goals → requirements → IA → UX → QA).
Break down the design flow from user research and archetypes to wireframes, UI, and content.
Translate business objectives into measurable design goals (KPIs for conversion, AOV, retention).
Use customer archetypes/personas across the funnel (discovery → consideration → purchase → post-purchase).
Create a storyboard or low-fi prototype mapping tasks to screens and states.
Evaluate build vs. buy: compare outsourcing/partners on cost, time-to-market, maintainability, compliance.

Tip: Pair each outcome with one artifact (sitemap, persona card, storyboard, vendor scorecard).

Key terms and practical applications

Branding: Definition: Maintaining a consistent value proposition, voice, and visual identity across all customer touchpoints.
Application: Use a unified style guide for your website, social media, and email campaigns so customers instantly recognize your brand.
Why it matters: Consistent branding improves trust, aids recall, and can increase conversion rates by reinforcing your business identity.
Cross-device compatibility: Definition: Ensuring your website works seamlessly on desktops, tablets, and mobile devices.
Application: Implement responsive design with fluid grids and test layouts on Chrome DevTools and real devices.
Why it matters: Mobile-friendly sites rank higher in Google search results and reduce bounce rates from users on smaller screens.
Customer Relationship Management (CRM): Definition: Software and processes for tracking customer interactions, measuring lifetime value, and managing marketing and support.
Application: Use tools like HubSpot or Salesforce to automate follow-ups, segment customers, and track repeat purchase patterns.
Why it matters: Effective CRM usage can boost customer retention and lifetime value, lowering the cost per acquisition.
Support staff: Definition: Personnel and systems that keep your e-commerce operations running smoothly.
Application: Train staff to handle live chat, process orders promptly, and manage returns efficiently.
Why it matters: Responsive support improves customer satisfaction and can turn a negative experience into brand loyalty.
Accessibility: Definition: Designing and developing for inclusive use by people of all abilities.
Application: Ensure images have alt text, maintain color contrast ratios, and make all interactive elements keyboard accessible.
Why it matters: Accessibility compliance (e.g., WCAG 2.1) expands your customer base and helps avoid legal risks.
Core Web Vitals: Definition: Google’s key metrics for measuring user experience: Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS).
Application: Optimize images, reduce render-blocking scripts, and use a content delivery network (CDN) to improve load times.
Why it matters: Strong Core Web Vitals scores can improve SEO rankings and increase user engagement.

Check your understanding

Take the quiz to validate the outcomes above. Questions align to planning, personas, storyboarding, and vendor selection.

Business Design Goals — Quiz

What’s next

Turn your storyboard into a low-fi prototype and run a 5-user usability check.
Draft KPIs and GA4 events mapped to your design goals.
Create a vendor shortlist with a side-by-side scorecard (features, TCO, compliance, roadmap).