E-Commerce Design Trends Are Leaning Towards Personalisation

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Attic Rush discusses their top five design trends for e-commerce development for 2020 and 2021. Online shopping habits are constantly evolving, so it is no surprise that e-commerce design trends are evolving along with them.

1. Emphasis on data

The use of ‘big data’ is helping some e-commerce sites stay one step ahead of the game. Big data is a large collection of information that organisations can use to determine which product, price and advertising is best to maximise their profits.

One way an e-commerce business can better use their data: predictive analytics is used by e-commerce to predict what the consumer will buy. Amazon uses this better than anyone with science and not just relying on their marketing ability.

Although not a design trend, data has the potential to make design adapt with personalisation of content. Personalisation involves using big data to personalise not only emails but landing pages as well.

2. Dark Mode

Dark Mode is not new, but we have added it as it continues to dominate as one of the biggest trends in not only e-commerce design but all web design.

Besides the real user benefits such as improved battery life and reduced eye strain, here are two other reasons that Dark Mode is so popular:
• You can create an ultra-modern design.
• You can highlight and pop other website elements.

3. Availability of use

Digital accessibility refers to the practice of building digital content and applications that can be used by a wide range of people, including individuals who have visual, motor, auditory, speech or cognitive disabilities.

Accessibility for any user has become more important in the web design process. The last thing any brand wants to do is limit who can purchase your products online. Websites designed with accessibility in mind create a better experience for all users, not just disabled people. It makes designs more thoughtful and the user experience (UX) for all better.

4. Stunning product photos

In 2020, we saw a huge increase in e-commerce with the world staying at home. Having incredible photography may seem obvious but one good photo of a product is now not enough. E-commerce sites need to find a way to bridge the gap between the online and offline experience – and the ability to touch and hold a product before purchase.

The main idea is to showcase the product online in more ways – showing it from multiple angles, in and out of the packaging or even showing how it will fit into the consumers lives. For example, L’Oreal Professional allows you to try out their products in their virtual hair salon.

5. Personalised products

Like so many other industries, 2020 e-commerce design trends are leaning towards personalisation and a more human approach to addressing customers. While the more rigid format of ‘fluffy promotional description + bullet points’ has been a cornerstone of product pages for decades, today online stores are opting for something a little less mechanical.

Especially for first time visitors and potential new customers, they want to know how the product can work for them. You can add more humanity to your product descriptions with sections like usage advice, or even product recommendation quizzes.

Many expected 2020 to signal changes or adapt to the ‘new normal’. Rather, it has become a year of reflection and analysis of new user requirements. Better visuals, better technology and, interestingly, better communication. As e-commerce becomes more advanced, it is also becoming more human as many of the 2020 e-commerce design trends
focus on how the customer feels.

Attic Rush
charlie@atticrush.com
www.atticrush.com