Hello, the below should answer most questions about what this book is and how it came about but if you want to know anything else, let me know! Get the digital version here + get 15% off this week with the code HUNT Get the paperback at Amazon Who this book is for This book has been designed to be accessible to a wide range of people who are involved in selling products online. It is applicable to any site that follows the ecommerce funnel and has at least products and a checkout, regardless of the sector. This book isn’t just for designers as there are plenty of roles that influence the design process. I've tried to avoid any UX jargon and requiring too much prior knowledge, so it's accessible to the likes of marketers, developers, and startup founders. How this book is structured The chapters in this book are organised to mirror the structure of the vast majority of ecommerce websites. It's known as a funnel because there are always more people entering at the top, tapering off to the few that purchase at the bottom. The first four chapters are: Landing page > Listings > Product page > Checkout. There's also a 'More' chapter for content that doesn't fit in the main ecommerce funnel. These include principles that apply to the website as a whole and a few other page types worth mentioning. This book is designed so that you can easily find what you need, with a guideline per webpage element. Some of the guidelines (on the grey pages) are framed as questions and they pose things to think about that may not apply to all sites. Within the chapters each guideline is presented on a double-page spread, and most of them come with an illustration to help clarify the meaning. These illustrations are in an outline, wireframe style to demonstrate the concept without extraneous detail. Overall this book doesn’t aim to be a theoretical tome but a handbook that is easy to pick up and use, so it can answer your challenges as they arise. I refer to this content as guidelines rather than hard and fast rules, but as much as possible I explain the data or experience that has lead to my conclusions. The second edition This is the second edition of this book or, as I like to think of it, the ‘complete’ edition. Being someone who has spent their career working in the web, I saw the first edition as something of a ‘beta’ release, which I’ve iterated on to make a much more polished version: - Every single word has been considered and most of the content has been either rewritten or rephrased around specific design elements, to make the concepts more robust. - There are 15 new guidelines in this book (whilst three have been removed or merged) to cover more parts of ecommerce websites. - Every guideline now comes with a further reading link, so you can learn more about the area in question, or find data that backs up statements in the guidelines. Several of these lead to articles I’ve written where I expand on that topic. I hope the book will be useful as a comprehensive beginner’s guide and as a jumping off point to learn more about ecommerce UX design. You might already be following some of the guidelines here but chances are there are some that will be new. About me I'm a UX designer with over 10 years experience, more than seven of which have been in the ecommerce space. I've worked with a range of companies selling a variety of products, including three and a half years at one rapid growth travel startup (onefinestay) and four years of freelance consulting. I’ve taught this subject since 2013 too. I initially developed a lot of the advice in this book through teaching regular workshops at General Assembly in London where it proved to be robust and applicable to a wide variety of people. Over the years since I've written pretty solidly, with weekly blogs on UX design, including popular articles on the likes of UX Collective, UX Planet and the InVision blog.

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