Swipe, scroll, add-to-cart: a case study of e-commerce gallery designs for small screen devices

Abstract

With significant increase in mobile online shopping the design of user experiences that promote purchaser decisions and increase sales is highly desirable to retailers and their marketing and digital production companies. Surprisingly little investigation into the usability of product galleries is available to guide the design of product listing pages for e-commerce websites, especially those websites viewed on small screen devices. Our research takes a synergistic view of the design and usability literature and provides a visually guided case study of e-commerce websites on mobile devices. We offer initial guidance to designers based on the insights from a heuristic analysis of current design trends of e-commerce websites viewed on a mobile device.