The cognitive friction of online shopping

June 13th, 2009

I thought that online shopping was supposed to herald a new era of consumer-supplier interaction. The promise of being able to purchase from any supplier, regardless of their geographic location, has only partly come to fruition and the reason for this partial success is a combination of closely linked technical and social issues. I’m only going to speak about the social issues.

In 1995, Amazon.com and eBay were founded and this seems to have heralded the beginning of 24-hour online shopping. Amazon has grown into a massive online store where you can purchase almost anything you want at any time of day, perhaps it could be considered as a Web equivalent of Wal*Mart… eBay has developed into an online auction center where you can probably buy or sell almost anything you desire.

But lets consider the following, over simplified, scenario of buying a music album.

I read a review for the latest Animal Collective album, Merriweather Post Pavillion, on my favourite music review website, and based on hearing some samples on their MySpace player, I decide that I want to purchase the album.

Scenario A: Bricks and mortar
I walk into town to check our the prices and packages available in the record stores. The album is priced at £8.99 in HMV, a major retailer, £9.99 in Fopp, a national retailer, and £9.99 in Avalanche Records, a local and independent retailer. I decide to purchase the album at the local and independent retailer for £9.99 and pay using my Visa Debit card. I take a copy of the album to the cashier, hand it over, provide my payment method and PIN when asked, and leave with the album.

Scenario B: Online shopping
I open up my Web browser and visit a some online music retailers selling both physical albums and digital downloads: 7digitial.com MP3 Store, eMusic.com MP3 Store, iTunes AAC Store, Amazon.com physical and MP3 Store, Play.com physical and MP3 Store, HMV physical and MP3 Store, to name a few in the sea of choices. I decide to purchase an electronic copy of the album and find that a store I don’t usually use can provide it in the quality / drm-free / price category that interests me. The expectation seems to be that I will create a new account with a username, that I most likely cannot have so I get stuck with something like desmond1832, and yet another password and I need to yet again enter my payment card and address details. After entering all these details, I can download the album but I might need to install a piece of software to help me with my download. What?

In the Bricks & Mortar scenario, there is no cognitive friction involved in making a purchase. I can pay using cash or using a card; in the case that I use a card, the Chip & Pin system means I only need to remember four digits before I can leave the store.

In the Online Shopping scenario, I am almost certain to feel frustrated by the experience if I want to purchase from a retailer I have not used in the past. The repetition of typing the same details into Site X that I’ve already typed into Site Y is enough to drive you to distraction.

There are a few promising attempts to simplify this problem. Amazon Marketplace allows retailers to sell their goods through the Amazon.com website, it feels like a Flea Market; eBay Stores offers almost exactly the same thing; Google Checkout lets retailers use the Google payment system to process their transactions; and Paypal Business offers a similar system to Google Checkout.

Perhaps one of the reasons for none of these systems becoming the defacto standard is that they are all instrinsically linked to a business. Amazon Marketplace and Amazon.com, eBay Stores and eBay, Paypal and eBay. From a consumer and retailer perspective, it doesn’t feel like Visa Debit is linked to HMV or Mastercard is linked to Tesco, and maybe that helps retailers to trust that processing Visa Debit or Mastercard payments is less likely to cause them problems at any time in the future.

Lilybank Gardens

April 29th, 2009

Since completing my research internship at HP Labs, I have been a Research Assistant at the University of Glasgow. The focus of my research is user modelling for contextual information retrieval under the supervision of Dr Joemon Jose.

Our research focuses on building representative user models of the long-term and evolving information needs expressed through human-computer interactions during Web search sessions. The implicit and explicit interactions are considered to represent the intentions driving a person’s information needs and their behaviours are used to model their intentions. Multiple-aspect user models are created and maintained based on these actions and are used to retrieve new information on behalf of the people they represent to attempt to assist them with the ongoing search tasks.

I recently presented a paper at the Contextual Information Access, Retrieval, and Evaluation Workshop at the 31st European Conference on Information Retrieval in Toulouse, France. It was quite a challenging experience to present my work in 15 minutes so I chose to focus on the evaluation challenges of multi-session experiments in interactive information retrieval.

We are currently investigating and experimenting with evaluation methodologies for multiple-session retrieval processes and hope to publish our progress soon.

A Gold Class Experience

February 19th, 2009

The nearest cinema has ten regular screens and three Gold Class screens. I took the opportunity to watch Frost/Nixon in a Gold Class screen on Saturday night because the premium over a regular ticket was only £2. (£7.20 to watch a film in a regular screen on a Saturday night was expensive enough that I didn’t consider the premium a deterrent.)

The Gold Screens were situated in a different part of the cinema than the regular screens and I was able to buy a bottle of beer to take into the screen. The seat had enough leg-room to stretch out and enough arm-rest space to avoid knocking against the person sitting next to me. There was a large sideboard to rest my beer on and any space for a small box of salted popcorn. The only thing lacking was a coat stand.

Will I purchase a Gold Class ticket in the future? Almost certainly because it was a more relaxing and ‘grown-up’ experience.

Would I purchase a Gold Class ticket regularly? Perhaps not because £9.20 is a scary price to pay for every visit to the cinema.

Grass-roots movement in Bristol

February 2nd, 2009

I found these photos in iPhoto at the weekend and realised I forgot to write about how bizarre an experience this was. The quality isn’t great because I wasn’t sure about how to take night-time photos.

Mike and I were walking back from Sainsbury’s one evening and we noticed a car with a very flat tire. (We could have been walking back from The Picturehouse, I cannot be sure of the details.)

Slashed 4x4

Further down the same street we saw more cars with very flat tires and they seemed to have something in common.

Slashed 4x4

Slashed 4x4

Upon closer inspection (but not too close in-case somebody noticed us and thought we had slashed the cars) we saw a “calling card”.

Poor vehicle choice

Imagine how angry you would be if somebody left you with a flat tire just because they thought you made a poor vehicle choice.

The Findhorn Foundation Ecovillage, Part 2

December 26th, 2008

Some more photographs from the Findhorn Foundation Ecovillage. See here for more photographs.

Textured

Simple

Roundhouse

Layered

Apologies for the quality of the photographs, they were taken with an iPhone.

Retail prices

December 24th, 2008

If economics tells us that a healthy market should have more than one supplier of a product to allow for competitive prices, what happens when the competing suppliers go bust trying to weather a recession?

If consumers are not spending money, suppliers will presumably attempt to entice them to spend by lowering their prices.

Thinking about the lowering of prices as an act of determining the price the market is now willing to bear for their products, should this result in a short-term deflation of retail prices? Or does this act as a longer-term expectation from consumers considering how to spend their discretionary income?

The Next Financial Bust

December 4th, 2008

(I’ve been sitting this post for a few of months now but I didn’t think my ideas were reasonable enough to stick. The New York Times posted this anonymous letter from a bank executive identifying that credit card debt will be the next big problem.)

Recently, I moved to a new flat in Edinburgh. I visited the Halifax Bank of Scotland to let them know my new address. After we changed my address, the cashier informed me that I was eligible for a credit card from the bank without a credit check. This was a “limited time offer” for “long-term customers” of the bank. The offer of credit without proof of my ability to repay it sounded remarkably similar to the sub-prime mortgage crisis so I decided to feign interest to learn a little more.

I was told to take a seat while and offered a cup of coffee while I waited for a Financial Advisor to discuss my application. The financial advisor asked about my occupation and salary and without any proof, proceeded to offer me a credit card with a £3,500 limit based on the system.

The next financial disaster could well be your problem because you might have accepted credit from your bank during the credit crunch. If a bank has 100,000 customers with credit-check free cards, that is an easier problem to deal with than 100,000 customers with an unsecured mortage. But the credit card debt is likely to be unsecured debt and how many banks will be able to afford to announce more write-offs due to poor decisions?

The Notwist at King Tut’s Wah Wah Hut

November 22nd, 2008

The Notwist performed at King Tut’s Wah Wah Hut in Glasgow on 19th November 2008. I first heard of the band from a review on Pitchfork. I love Neon Golden and rather enjoy the recent The Devil, You + Me.

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I started listening to their music in 2003 and had to wait about five years before I could see them perform live but it was worth the wait. It was a great collection of songs from both of the aforementioned albums. The tracks from Neon Golden were reinterpreted with more of a focus on rock music, instead of electronica, and a wild rendition of Pick Up The Phone was noteworthy. The Wii remotes and light box were peculiar additions and we couldn’t figure out what they were used for…

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Finally, both support acts were fantastic and well suited to make the evening a great experience. Engine 7 was very calming and relaxing to listen to, Lukid’s IDM was delightful and a welcome change from intense is better electronica.

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Apologies for the grainy photographs, I was using my iPhone.

Factually Garbage

October 23rd, 2008

The BBC News posted an article this morning describing British broadband usage limits imposed by ISPs. I was shocked to read that Virgin Media has a 2.7Gb (sic) limit per week because I was sure they had an unlimited downloads offering, subject to an acceptable usage policy.

We use the BBC iPlayer and Channe 4 on Demand services at home and I felt a little concerned that somehow I had overlooked this limit and that we would be in line for a hefty charge for additional bandwidth use.

The Virgin Media Acceptable Use Policy says nothing about an exact limit so I emailed the BBC to ask them to explain where the figure came from. They didn’t respond, but they updated the infobox in the article between 11:19 and 15:23.

Below you can see on the left, the original infobox, and on the right, the updated infobox.

Orginal infobox on broadband limits Updated infoxbox on broadband limits

There is no acknowledgement from the BBC in the article that the infobx has been updated and now might be more accurate. It looks like they made some factual errors with Sky and Plusnet too.

Internal Communication

October 13th, 2008

Since I graduated from university, I’ve read a couple of articles about the importance of how to write emails to colleagues. The articles told me emails were a reflection of myself and I thought everybody had read these articles too, but I was wrong.

When I was in the bank last weekend, the lady who was dealing with my question opened Outlook and composed the following email to a colleague:

hi, r u free to see a customer? x

Her colleague replied:

YIP

She finished the conversation with:

lady beside water cooler x

I can’t help but feel that these articles duped me into believing that people analyse every aspect of my professional life based on how I write an email.