RELAUNCH CHALLENGESAND LEARNINGS

FROM A PRODUCT AND UX PERSPECTIVE

Annamaria Boheim & Heike Funk | December 2013

WHY A RELAUNCH?

The Status Quo

HOW TO GET STARTED

1. Content Audit

List + evaluate every single element100+ elements for PDP

Decide:● KEEP● CHANGE● KICK

Prioritize all elements which should go on the page

2. Wireframing

3. Design Iterations

HAVING A STYLEGUIDE RULES.

BE BRAVE: CUT OFF!

Feature creep Less is more

useful and usable

MOBILE FIRST IS NOT ONLY A BUZZ WORD.

* http://bradfrostweb.com/blog/mobile/content-parity/

Content Prioirity is key

Start designing mobile first to avoid layout issues

Work towards Content parity *: “let’s hide this on mobile” is not the right way

Give users what they ask for - independent of the device they are using

Content is king

DON’T TRY TO REINVENT THE WHEEL.

INVOLVE YOUR USERS EARLY.

Keep community informed

Test with real users

Project Acceptance

Usability Tests on the existing

platform

Blog posts Newsletters User surveys

Sneak Previews for Top Seller

Alpha & Betawith feedback

forms

InhouseUsability

Tests

ExternalUsability Tests*

Usability tests on the existing

platform

What we did in detail

*at Usability Fix YOU IS NOW ImmboilienScout 24

Das neue Schaufenster ist viiiiiiiiel zu groooooß!

Hilfe! Die Produkte da oben erschlagen einen ja total!!!!!!!!

Da muss man ja viel zu viel rumscrollen.

What we learnedearly user involvement = community’s buy-in and support

Idea: Make it a regular thing

KILL YOUR DARLINGS.

new product

product on sale

free shipping

expressshipping

Favorit?

WTF?

Das wird geliefert.

Nur kurze Zeit verfügbar?

Party?

Das nicht?

Luftpost?

Nur kurze Zeit verfügbar?

MAKE IT A COMPANY PROJECT.

Regular Design

Reviews

Collect requirements

and input

Get project Ambassadors

Internal Alpha

CS Workshops

Relaunch Roadshow

Internal user tests &

feedback

Launch Party :)

A relaunch is too big for a side project

PRODUCT MANAGER

≠PROJECT MANAGER

!

SHIPPING THE PRODUCT IS NOT THE END.

THANKS FOR LISTENING!

PS: We’re hiring...

http://www.jobs.dawanda.com