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Evidence-Based User Experience Research, Training, and Consulting

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Kim Flaherty, Anna Kaley by Kim Flaherty and Anna Kaley on 2018-06-10 June 10, 2018

Summary: Today’s online shoppers expect options for fast shipping and quick purchasing, seamless transitions between stores and the web, accurate and timely information, and rich experiences that continue in the physical world.


We began researching ecommerce websites back in the year 2000, during the dot-com bubble. Since then, we have continued to research ecommerce usability and the customer experience.

For the fourth edition of our Ecommerce User Experience report series , a team of 7 NN/g researchers conducted a large-scale, lab-based usability study including 63 defined test activities across 49 unique business-to-consumer (B2C) ecommerce websites. A total of 16 users participated, and each was given a subset of the 63 test tasks. In addition to this large, lab-based study, researchers also conducted many smaller, more targeted research studies in order to update and evolve each of the 11 topical ecommerce reports included in the Ecommerce User Experience report series.

A total of 16 users participated, and each was given a subset of the 63 test tasks.

It’s interesting to reflect on ecommerce websites and online shopping behaviors of the past to see how far we have come over the years. When we look back at the trends, challenges, user behaviors, and user expectations from prior research and compare these to those of today, the changes are dramatic . Designers have learned a lot over the years and they have substantially improved ecommerce user experience. Congratulations! However, as with anything, we now notice new challenges related to the current ecommerce landscape and the ever-evolving customer expectations for online shopping. In this article, we outline some of the largest differences and themes in the expectations of today’s ecommerce shopper.

the changes are dramatic

As online retail continues to progress, competition with powerhouse platforms like Amazon, Alibaba, and Walmart is becoming a major factor in how all other retailers conduct business and advance in ecommerce. These large sites offer consumers one-stop shopping, unmatched selections, low prices, convenient and speedy delivery, and other perks like free shipping and free return shipping. As Jakob’s Law of the Internet User Experience states: users spend the majority of their time on other sites than yours. So, there’s no doubt that consumers’ experiences with these big players raise expectations and put pressure on other retailers to provide the same quality of service. The battle for ecommerce market value is now centered around who can meet customers’ growing expectations for shopping experiences that are simple, fast, reliable, and convenient.

8. 2009: Roy Halladay was the player everyone assumed would be traded, but he stayed put with the Blue Jays. It was seemingly every other star in the game who was shipped out. Victor Martinez went to Boston. Rolen was dealt to Cincinnati. Jarrod Washburn went to Detroit. Jake Peavy was traded to the White Sox. And the biggest one of all was Lee going to Philadelphia, angering Yankees fans who desperately wanted him. Halladay would join him there soon, but, alas, the only title the Phillies team from this era would win had already happened a year earlier.

9. 2017: Last year's Trade Deadline was awfully unappreciated, and we'd probably talk about it forever if Yu Darvish had been better in the World Series. Darvish was the biggest name on Deadline day, going to Los Angeles as the Dodgers made it clear nothing less than the World Series would be acceptable. But other big trades included J.D. Martinez going to the D-backs (where he turned into a monster), Sonny Gray going to the Yankees and Jose Quintana heading from the South Side of Chicago to the North Side.

Video: ARI@CIN: D-backs acquire J.D. Martinez for prospects

10. 2000: Just one massive deal here: Curt Schilling, who spent nine years with the Phillies -- even though Philadelphia absolutely is not the city you think of when you think of Curt Schilling -- heading to Arizona for four players, the best of which might have been Travis Lee. This would of course lead to the dominant Johnson-Schilling one-two punch that almost singlehandedly win a World Series a year later. Though the Cardinals will never forget their trade for Will Clark, who would hit .345/.426/.655 for the team, lead them to the playoffs and then retire.

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From amazing feats to fireworks, national pastime has seen it all on Independence Day
By Anthony Castrovince @castrovince
9:00 AM EDT

There is always something special about the intersection of America's pastime and America's birthday, with baseball serving as the backdrop for a gathering of friends and family. As has become custom in recent years, that intersection begins very early this Fourth of July in our nation's capital, with the Nationals hosting the Red Sox at 11:05 a.m. ET. And the action continues with a full, 15-game slate of Independence Day action.

We'll see what special outcomes this year's holiday has in store for us. But for now, these are MLB's most memorable Fourth of July moments from years past.

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An articulate adieu: How many among us could have demonstrated the poise, the grace, the eloquence and the gratitude with which Lou Gehrig said goodbye to baseball and the Yankees faithful under devastating conditions?

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