Considering how many busi nesses depend upon the web for their income, it’s shocking how poorly designed most shops are. Not only aes thet i cally, but also as far as ease of use, retail psy chol ogy and user expe ri ence are con cerned. How can we design better shops? If cus tomers enjoy shop ping more, won’t our clients earn more? Can forms be fun? What’s the psy chol ogy behind online pur chases? How can online and offline buy ing expe ri ences be har monised? Matt Balara will share some of his 15 years of expe ri ence design ing web sites, the vast major ity of which have sold some thing or other.