check-out and trust (was...Google Checkout's credit card widget)
23 Jan 2007 - 10:57am
8 years ago
to bring a new flavor to an older thread...
I work in ecommerce and get motion sickness everytime we work on checkout.
It's such a dinosaur to me. So many parts of it are vestigial. No one can
make a clear case for the features or path, and since they don't understand
them they're not going to change them. You can see so many places to
improve it, and encounter so much inertia when you try. The inertia,
however, can be from customers as well as internal business or tech people.
Generic checkout web app:
I figure it is only a matter of years before a generic checkout method
replaces the proprietary checkouts that each ecommerce site builds. PayPal
has some momentum going. Now Google enters. Yes, I know neither of these
are perfect. I'm talking about a few years from now when there's been a
substantial shift in the practice of ecommerce based on generic checkouts.
Issues with trust:
We're conducting contextual inquiries with some of our online shoppers and
we're all surprised at their buying habits and related trust issues. For
instance, one woman who represents a class of security-conscious folks
writes down all of her online transactions. When her credit card bill
arrives, she then checks each line item to detect any fraudulent purchases.
Wow! (The project wasn't about purchasing or trust, but that's come up in
the interviews.) The thing is that she will buy impulsively in our stores,
but doesn't do it online because of perceived fraud risk. (We kinda
interested in her buying just as much online.)
Is Google or java or an RIA trustworthy?
I see from this research and inertia that perceived trust generates an
unfortunate resistance to change. I'm sure we here can make an objective
case for trust, but we are ultimately bound to the customer's level of
perceived trust. I don't know if HackerSafe and the like accomplish that
for our customers.
What do you all find that works to establish trust in checkouts? Or, in
RIA-based ecommerce experience?
On 1/15/07, Paul Schreiber <shrub at mac.com> wrote:
> > One thing that's always annoyed me about online store checkouts is > the unnecessary "credit card type" popup menu. T
Applied cognitive scientist practicing information architecture, interaction
design, and corporate culture manipulation