Designing Ecommerce for Who Your Customers Want to Be
summary
Design aligns with business goals by shaping who customers feel they become when they buy: a 1929 publicity stunt Torches of Freedom reframes cigarettes as independence and opens a female market, and Betty Crocker’s decision to crack fresh eggs into a cake mix restores housewives’ sense of contribution and reverses falling sales. Side‑by‑side product pages—titles, photography, tone and packaging—turn nearly identical leggings into distinct audiences (Black Milk vs active brand), so every copy, email and photo must serve conversion, not just aesthetics.
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chapters (10)
- 0:00Introduction and background
- 1:12First project and early mistakes
- 2:44Context and purpose of design
- 3:25Designing for customer aspirations
- 4:06Historical examples of identity marketing
- 6:17Products as identity extensions
- 7:40Holistic design decisions impact
- 8:47Beyond visual design alone
- 10:38Human connection in design
- 11:45Empowering self-expression
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