Key learnings: First, design the experience! Gain a new perspective on product development. Learn how to create a unique and tailored world of experience for your user. Understand how User Excitement helps you to create competitive advantage, standardization, uniformity and convenience: If everything is expectable nothing is exciting. Understand User Experience as a competitive advantage and improve your e-commerce business dramatically. Experience as a competitive advantage. Think your e-commerce platform as a product that you sell, not just a platform to sell your products. Jürgen will show you the foundation of creating an immersive online shopping experience. Great experience is not generic – study your user! User research methods help you to identify needs, fears and motivations of your user. Create a unique experience tailored to your user group. aurena.at – success story of a tailored cross-channel user experience: Jürgen will explain why it is a key success factor in product development to design your user experience first and then derive technology decisions, visual design and tone of voice. Learn about the unique and tailored user experience of aurena.at and how it helped to reinvent the online auction.