Crafting outstanding user experiences and making digital shopping seamless – these 10 key UX principles will elevate your intuitive e-commerce applications for today’s retail world
Looking to increase engagement and boost conversions in your e-commerce app?
Users across every spectrum tend to agree that intuitive interfaces are the simplest, easiest and most attractive to use. Intuitive meaning that the interface is designed in such a way that they don’t need to learn the interface or expend much brainpower in figuring out what to do next – the next step is rather obvious or “intuitive”.
This is a powerful tool for creating an engaging and sticky product, and doubly so when building loyalty through a user-centric, intuitive app experience.
Here are a few strategies for creating powerfully intuitive e-commerce applications that attract, delight and retain customers:
UX begins with easy navigation. Users should be able to find what they’re looking for without confusion or delay. Create familiar layouts with logical menus and descriptive labels. A well-organised navigation system reduces mental load, keeps users from feeling frustrated, and helps reduce bounce rates.
Best practices include a prominent search bar, logically grouped product categories, and breadcrumb trails to help users track their journey. Simplified navigation keeps users engaged, increases session length, and boosts conversion likelihood.
See all the principles for user-friendly design in E-commerce apps.
One little-known secret in the e-commerce space is to put a lot of attention and care into optimising your search functions. Think about it: Users who take the time to search for something have extremely high buying intent (they are actively looking for a product) and, as such, are some of your most important users to focus on.
Enhancing search with UX elements like auto-suggestions and filters can greatly improve the experience. Filters for price, popularity, and relevance, paired with clear error messages and suggested alternatives, allow users to refine their search in a user-friendly way.
Refining the search experience ensures a smooth journey from discovery to purchase and increases overall satisfaction.
See these awesome retail app features for personalised user journeys.
With most shopping now done on mobile, responsive design is crucial. Optimise UX for small screens by prioritising touch-friendly buttons, legible fonts, and simplified scrolling.
Mobile-specific gestures, such as swipe navigation, enhance usability, while a thumb-friendly design with key elements within thumb reach ensures comfortable browsing. Mobile-first UX also aids search engine ranking, making your app more accessible and discoverable.
See the 9 things you should know to create a successful mobile app in Africa.
Product discovery is a big deal, and there more you can help users find what they’re looking for, the better. In fact, research has shown that an overabundance of choice drives down conversion rates, which is why shops with large inventories need to be careful of overwhelming users.
Implementing multi-select filters, real-time updates, and intuitive sorting options like “sort by” makes browsing easy and enjoyable. Saving filter preferences and showing stock availability based on selection are features that enhance the user experience, making product discovery both efficient and engaging.
See the work we did for B2B commerce distributor Jumla.
Cart abandonment. It’s the bane of any e-commerce product, making it worthwhile ensuring it’s not due to a complex or unpleasant checkout process.
Streamline your final UX stage with guest checkout options, minimal form fields, and a clear progress indicator. By providing multiple payment options and clear, step-by-step instructions, you reduce friction, making the purchase experience smooth and memorable.
A simplified checkout is key to converting users and closing sales.
Also see why you need retail technology integrated in-store.
In multilingual (and -cultural) markets like South Africa, inclusive UX should be a top priority. You want to ensure all users, including those with disabilities, can navigate and enjoy your app.
Accessible UX elements include high-contrast colours, alt text for images, keyboard navigation, and screen reader compatibility. Prioritising accessibility expands your audience reach and increases user satisfaction, reinforcing your commitment to inclusivity.
See the latest trends in the future of UX design.
Visual clarity enhances user engagement, while brand consistency builds trust. A cohesive visual identity – with uniform colour schemes, typography, and layouts – reinforces your brand image and makes the app easy to navigate.
High-quality visuals keep users focused on products without distraction, creating a trustworthy and appealing experience that encourages brand loyalty.
See all the big retailers we helped win in the digital and e-commerce space.
Users appreciate accessible support during their journey. UX-friendly support options, such as live chat, FAQs, and visible contact information, build confidence.
Live chat is particularly effective, providing real-time assistance that can reduce purchase hesitation and support last-minute questions. In competitive e-commerce spaces, strong support systems are a UX feature that sets your app apart.
Also see some of the most trusted customer experience and feedback platforms.
Small UX touches like animations on buttons and visual feedback for actions make the interface feel responsive and engaging. Micro-interactions, such as “Add to Cart” animations or subtle confirmation messages, guide users through their journey while reinforcing the trust that their actions are registering.
This responsive UX enhances satisfaction and encourages ongoing engagement.
See how to optimise your UX for customer satisfaction.
A successful UX strategy is iterative, evolving with user needs. Regular usability tests, heatmaps, and A/B testing provide data for refinement.
User feedback and data-driven updates ensure your app continually improves, adapting to industry trends and customer expectations. This commitment to ongoing UX optimisation creates a responsive, user-centred experience that resonates with your audience.
See the key principles of design thinking in UX.
Need help optimising your e-commerce experience?Our retail technology consultants can help you make informed decisions and move faster.
