I recently have an opportunity designing wireframes for a mobile commerce site. I communicated through a project manager for this work. In the final review of the project, I got an email like this:
…this is bad UX for add to cart functionality, the user should stay on products page when he taps on add to cart, and when he is done he should click on cart icon to go to cart.
I shocked. I’m not complaining the tone of her message. It’s just business as usual. I care more about the thing we discussed, how’s a bad UX? I raised my concern because I felt it was interesting case to be explored.
I hope we agreed to conclusion that a very very bad UX decision, is definitely bad. Bad UX is bad. You know it is a bad UX when it certainly, is bad.
But we’re here to discuss other case. What about the case above? A shopping cart workflows. May be figures below can explain better.
While viewing the product page, after he taps "add to cart" icon, these could happened next:
- Interaction A, user brought to shopping cart page showing the product has been added, and presented with the summary of the order.
- Interaction B, a flash message showed that "the product has been added to cart". The flash message disappeared after a while. User continue shopping in the same page.
I disagree if my solution is said to be bad UX decision. I think the final decision on the UX part should be about client’s priority.
Actually the flow pattern I use is so common. Amazon, Apple, eBay, and many more you can name it, many sites using this pattern. The pattern is so easy to understand. The focus of this flow is giving user current state of their order by showing products in their shopping cart, and tells customer how much money they have to pay.
I agree the other solution seems more modern, more dynamic, or could we say flashy? But, is it appropriate? Does it add more value to the shopping experience? Could it add more revenue opportunity to client? I think the interaction of "add then continue browsing" seems appropriate for cheap merchandise, in the believe that users could purchase more items to make additional revenues. So, I make my final remark, for the client which happens to be an eyeglasses retailer, which sells mid-range price merchandises, I believe the pattern is more to my solution.
Here I think some other things that taken into consideration before making appropriate add-to-cart UX decision:
- what’s the expected shopping experiences?
- focus on more shopping items?
- focus on quick shopping turn around?
- trends on buying pattern also could affect this decision, whether user buy more products, or user average buying is no more one item per purchase (such for luxury items).
Priority is the key.