Voice Interface & E-commerce Industry Research
Project Summary
The purpose of this research is to provide the C-level company board with an overview of the voice AI market and its impact on customer retention and market expansion in the e-commerce sector over the coming years.
The findings include an analysis of emerging user behaviors, market opportunities, and potential challenges, aimed at encouraging the company's leadership for proactive participation in this evolving landscape.
But fist...
How is the integration of voice assistant into the eCommerce system?
*Data collection using information from Voice Interface features in 2022
Research Questions
- How is the voice assintatnt market divided?
- What can you order using voice interface interaction?
- What are the most commnd things that people buy with voice assitant?
- What drives users prefer one Voice Interface assistant over another?
- How can voice eCommerce is been use by companies?
- How to build a product with voice interface Itegrations?
Let me introduce you to...
*This persona profile is the result of 5 interviews conducted through User Interviews platform
Insights from interviews were analyzed using affinity diagrams, followed by an internal workshop and storyboarding sessions to visualize scenarios and potential user flows
Insights + Workshop
Journey Map
Storyboard
Research Impact
Currently, the experience is limited to configuring “shortcuts,” which help automate processes within apps. Setting up these shortcuts requires mid-to-high technical skills.
Additionally...
- Users seek highly personalized and efficient shopping experiences via voice interaction, craving tailored product recommendations and streamlined processes. This could lead to a potential 30-45% increase in product search.
- Significant user concerns around privacy & security for online transactions emerged as a key barrier to broader voice commerce adoption, emphasizing the need for robust trust-building measures.
- Users expressed a clear need for simpler ways to create shortcuts and automate tasks, indicating an opportunity for enhanced usability and guided onboarding in future product iterations. A superior voice e-commerce experience would position Apple devices to capture a larger share of the over $80 billion USD voice eCommerce market.
- Users already value Siri's existing functionality within the Apple ecosystem for simpler tasks. This established trust provides a strong foundation upon which to strategically build more complex and valuable e-commerce capabilities.
Siri’s functions remain largely unexplored within third-party apps.
Reflections & Learnings
- Research demonstrated that security features like two-factor authentication are fundamental building blocks for user trust and widespread adoption in sensitive areas like financial transactions via voice.
- For voice assistants, understanding complex context and nuanced intent beyond simple commands is paramount for delivering truly relevant and efficient results. This requires advanced AI and NLP capabilities.
- Shortcuts Feature came up as a way of integrating seamlessly with third-party apps, but turned out to be a significant barrier due to the complex setup. Simplifying this process through intuitive design and guided onboarding is essential for unlocking broader functionality and ecosystem growth.
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