Magento Redesign / Cover Confidential Modified Tue Jun 03 2014 1

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Commerce Experience Research LabsSummary Report • Research Project • Imagine 2014 Conference

JIRA: MTD-81505.20.2014 Tue Jun 03 2014

Coburn Hawk

Magento Redesign / Original Whiteboard Concept Confidential Modified Tue Jun 03 2014 2

Original Whiteboard Concept

1. The original concept for Imagine 2014 emerged from a conversation between Keith Howard, Jonathan Atkins, and Coburn Hawk.

2. The experience at the show would be a combination of two common* research methods:

The Graffiti Wall and the Love Note / Breakup Letter

3. The purpose of the project was to engage with Magento merchants, developers, System Integrators, and Partners.

We would get real time feedback on the Magento products while also building a pipeline of customers who would be willing to participate in more formal research projects in the future.

C.E.R.L. Commerce Experience Research Labs

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* from the book Universal Methods of Design by Bella Martin & Bruce Hanington. (p. 96-97 and p. 114-115)

Magento Redesign / What's in a name? Confidential Modified Tue Jun 03 2014 3

What's in a name?

Quite a bit actually. The name was chosen very purposefully to let our people know this was a serious effort while still having fun. (important to engagement at a trade show)

C.E.R.L. Commerce Experience Research Labs

The word Commerce was used rather than eCommerce to speak clearly that commerce is an omnichannel, connected experience.

1. The brand team was consulted to put together a logo treatment we could use without breaking their guidelines. The design team had an approved logo treatment in 3 days.

2. The new logo and name were put on lab coats to create a fun way to approach customers at the show.

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Magento Redesign / The Resulting Installation Confidential Modified Tue Jun 03 2014 4

The Resulting Installation

1. The concept was simple: A participant could either choose to write a Love Note or a We Need To Talk… communication.

2. In the process of collecting real time feedback, many personal connections were made between the Magento community and the User Experience designers that are both improving the current product and design then future releases, starting with Magento 2.0

3. It is noted that this is qualitative research and not meant to be statistically significant.

More than anything, this was meant to establish a series of relationships with which we could build a solid research practice moving forward.

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Magento Redesign / The Basics Confidential Modified Tue Jun 03 2014 5

The Base NumbersWhat I Love About… Notes : 33We Need to Talk… Notes : 76Business Cards submitted : 60Total Points of Engagement : 169

The Dear Magento... board was initially manned by 2 researchers in and was rolled out into public areas of the Hard Rock Hotel starting on May 13th, 2014 at approximately 11:30am.

After trying one location for about 20 minutes, we moved the installation. The final location made it easier to engage with participants.

At the final location, we increased to 5 researchers and we all stayed very busy talking to participants for about 3 - 4 hours.

We left the board unattended overnight with plenty of supplies so participants could leave notes. By morning, the boards was full of feedback.

Magento Redesign / High Level Categories • 33 notes Confidential Modified Tue Jun 03 2014 6

High Level Categories • 33 notes

CommunityOpen Source

Show me the MoneyTrainingEase of UseSupport

Other

Random Graffiti Encouragement

After a basic card sort of the submissions, here were some categories that seemed to emerge.

6 Notes5 Notes

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Magento Redesign / High Level Categories • 76 notes Confidential Modified Tue Jun 03 2014 7

High Level Categories • 76 notes

After a basic card sort of the submissions, here were some categories that seemed to emerge.

Extensions & ConnectSpeedProduct CreationDeveloper Feature RequestsInternational MarketsAdmin RelatedProduct RelatedPrice ConcernsUpdates/Patches/InstallMerchant Feature RequestsIntegrationsSegmentationSupportAnalyticsPartnersSite SearchCMSOther

8 Notes6 Notes666 5444433332225

Magento Redesign / High Level Findings : Negative Notes Confidential Modified Tue Jun 03 2014 8

Negative communications in regards to the load times, speed, and overall performance of Magento received 6 total notes.

International Markets had a score of 6 total notes. These were requests for Magento expansion mostly in Asia.

Extensions received the most "We need to talk…" communications with 8 total notes.

High Level Findings : Negative Notes

It was no surprise to the UX team that Product Creation scored 6 total notes with comments about the process being difficult.

Developer Feature Requests had a score of 6 total notes. These were requests that were both very technical and very specific.

Magento Redesign / High Level Findings : Positive Notes Confidential Modified Tue Jun 03 2014 9

Community (the social construct, not the product) received the most "What I love…" communications with 6 total notes. Our customers seem to like every aspect of the Magento community… it beat out "Money" in things they love.

A category that emerged was Ease of Use.

Even with a modest 3 total notes, the participants who left accolades in this categories were passionate about how easy they found Magento.

High Level Findings : Positive Notes

In a close second with 5 total notes was Open Source and our continued commitment to it.

Magento Redesign / Details Confidential Modified Tue Jun 03 2014 10

Mag

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Photos & transcript of what participants wrote

Revision History

06.03.2014 Updates based on peer review. Some feedback moved to more appropriate categories. Visual layout changed for better read-ability

All data entry of the cards complete. First cut of the High level findings created for peer review.05.22.2014

PAGE #

Document Created - Presentation of Draft to the team in 5.21.2014 UX Milestone 4 Deliverable Demo

NOTES

05.20.2014

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Magento Redesign / Details: We need to talk... Confidential Modified Tue Jun 03 2014 11

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Detailed Responses • Total : 76

Extensions & ConnectSpeedProduct CreationDeveloper Feature RequestsInternational MarketsAdmin RelatedProduct RelatedPrice ConcernsUpdates/Patches/InstallMerchant Feature RequestsIntegrationsSegmentationSupportAnalyticsPartnersSite SearchCMSOther

8 Notes6 Notes666 5444433332225

Magento Redesign / Extensions & Magento Connect Confidential Modified Tue Jun 03 2014 12

Extensions & Connect8 Notes

Some low quality extensions can break the whole siteIndexing is a nightmare in CC on large product databases

Sub Par extensions and how to report them +1 +1

More qualified extensions!!+1

Include unit test files when submitting new extensions!+1

What will happen to extension-generated data when we make the move to M2?? Does it stay or go away?

Search on Connect

Rewards / Royalties for successful extensions, including promoting good 3rd party accomplishment+1

All the +1's were added by other participants who agreed

CE?

On the individual extension page, we'd like to be able to:

• Have more freedom to customize the look of pour detail page - current HTML is limiting (i.e. fonts, colors, etc)• FAQ page that we can post instead of waiting for users to post questions• When uploading screenshots, the ability to rearrange the order of the picturesby: rachel.hiraldo@oct8ne.com

Magento Redesign / Speed & Product Creation Confidential Modified Tue Jun 03 2014 13

Speed6 Notes

Have Speed issues!!!

I wish you were faster.

15 second page load?

Load times for shopping carts with 50 plus items - Front end

Performance needs to improve.Some sites lost $very true!

Index

This note was added by another participant

Product Creation6 Notes

PRODUCT CREATIONMake it Easier! Easier product linking

I hate the way we link products today but tomorrow… we can be friends(can we link products easier?)

Easy import / export of product feed- product setup (New products)* Edit product by store view

Export orders to CSV in UI

Add free product to purchase on checkout

Copy Categories + tree

Magento Redesign / Developer Feature Requests & International Confidential Modified Tue Jun 03 2014 14

Developer Feature Requests6 Notes

FIX ENTERPRISETARGET RULEPLEASE : )

Why use Compass versus LESS-based CSS framework which is used in Magento 2 ???

ORMs should plug into multiple databases. support postgres, mongo and others!

SASS?

Coding Standards Please! Scoring?

Fix that data model.

International Markets6 Notes

Come to Asia Don't forget this part of the world

Cover the asia marketWe are Growing!

You definitely need to be in India! Don't increase prices… PLEASE!

Unfortunately the translation for CE 1.9 / EE 1.14 does not really work- a lot of wrong translations- community module not able to replace them

• We need payment gateway in Latin America• You can take examples of Latin American business• we need Spanish language support

That we are the unique company from Brazil present on the eventWEBJUMP

Sass is a scripting language that is interpreted into

Cascading Style Sheets

Magento Redesign / Product Related & Admin Related Confidential Modified Tue Jun 03 2014 15

Admin Related5 Notes

The layout of the list filter in admin needs some love

Expand dashboards + Reports make them configurable

There's no mobile responsive version of Admin!!+1

Centralize configurations*Can I Make Magento my product master?- - > Use a PIM

Improve search in admin

This note was added by another participant

Product Related4 Notes

Intermediate product between CE and EE

I want to see your product experiences more tangibly and visibly shown in Keynote

Being able to change the order of the flow

Gift Lists

Specifically the checkout flow, I spoke to them

Magento Redesign / Price Concerns & Updates/Patches/Install Confidential Modified Tue Jun 03 2014 16

Price Concerns4 Notes

Scared of random price increases!

EE costs have risen 50% over 4 years. Feels like an annual shake down!

Enterprise should be free'r

Metered billing of Enterprise Edition for cloud/AWS scaling

I disagree. We kinda like our price points now

Updates/Patches/Install4 Notes

Consistent patches + upgrades(bugs + Patches)

Detailed notes for changes (Updates + Patches)

We Can't Upgrade!1.11.1.0

Do you know who your customers are?

ask for an email during install

This note was added by another participant

Magento Redesign / Feature Requests & Integrations Confidential Modified Tue Jun 03 2014 17

Merchant Feature Requests4 Notes

We need to apply multiple coupons + promos on one order

We need better resource management on front end, especially w/ responsive theming.

Not enough docs on abandon cart

Help finding things.P.O.S. systems, etc.

Integrations3 Notes

Overwrites for shipping(look at Mageworks)

Integration capabilityw/ salesforce + other services (CRM, ERP)

Doesn't play nice with NetSuite!

A NetSuite rep saw this and they resolved it right there

on the board

They wanted better documentation specifically

for abandon cart

Magento Redesign / Segmentation & Support Confidential Modified Tue Jun 03 2014 18

Segmentation3 Notes

Improve customer segmentation nuturing via custom navigation+1

It's difficult to create nuanced demographic segmentation

…about Referral Segmentation

Support3 Notes

EE Support - The solution isn't always root access to our servers

We need to access advance ebay support to overcome account issues using plug-in to sell on ebay

Be more supporty to your EE customers

Magento Redesign / Analytics, Partners, Site Search Confidential Modified Tue Jun 03 2014 19

Analytics3 Notes

Expose Customer IDfurther up conversion funnel(i.e. pre-Login)

UniversalAnalytics tie in.

Analytics require Coburn-size databases!

Checkout is difficult to do A/B testing on.

Partners2 Notes

Conversation with potential partners need a better rhythm and speed

Make your partner program EASIERExtensions Easier

Site Search2 Notes

Site Search needs some "Improvement"+1

Site search needs very serious improvement! Search results are simply unacceptable !!!

I think this was a reference to extra large researcher,

Coburn Hawk

Magento Redesign / CMS & Other Confidential Modified Tue Jun 03 2014 20

CMS2 Notes

We have tons of CMS blocks. Please list them alphabetically

CMS Hierarchy

Training1 Note

We need more opportunities for Magento training

Other5 Notes

about making hosting easier. Less Expensive +More Performance

Bring the humanity of the brand success stories to life more

You keep me up at night X0X0!

Auto-correct changes your name to "Magneto"

Waiting for Magento 2.0

Magento Redesign / Details: What I love about you... Confidential Modified Tue Jun 03 2014 21

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Detailed Responses • Total : 33

CommunityOpen Source

Show me the MoneyTrainingEase of UseSupport

Other

Random Graffiti Encouragement

6 Notes5 Notes

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Magento Redesign / Community & Open Source Confidential Modified Tue Jun 03 2014 22

Community6 Notes

Community

150 developers directly involved in Magento!

I love the opportunity you provide to your Merchants and Solution Partners.

• It has transform us to a new level of business

• we love you!

Bringing small biz awesome & powerful tools

Supporting the small agencies

Open Source5 Notes

Open Source is AWESOME!!

Open Source means you're proud of your code!

Commitment to CE, knowing it doesn't directly create revenue for Magento.

The range of applications and the types of companies it works for

+ In complexity lies elegance+ open source+ Fall-backs

Magento Redesign / Money, Training, Ease of Use, Support Confidential Modified Tue Jun 03 2014 23

Show me the Money3 Notes

You Make MeMONEY

1/3 of the cost of every other provider

Total cost of ownership

Training3 Notes

Magento U : )

I ♡ Ben Marks+1 +1 +1 +1 +1

User friendly. easy to teach other people.

Ease of Use3 Notes

You make it easy - Sh*t you are easy! !

We got up and running in 2 months! End to End in 6 months!

Love the scope of options available out of the box!

Support2 Notes

I love Magento Enterprise support! Life & sho savers ♡

Is how quickly you respond to us & how helpful you ares to new extensions entering the marketplace

All the +1's were added in the middle of the night… Ben Fans

She Savers? Show Savers?

Magento Redesign / Other, Encouragement, Random Confidential Modified Tue Jun 03 2014 24

Other4 Notes

Your Next Version.(Get Here Soon, Plz!)

So many useful Extensions!

1.14 works! New Template!

Great employees & partners

Encouragement3 Notes

IMAGINE!

You can do it!

Orange is my favorite color!

Random Graffiti4 Notes

Not transcribed. Mostly self promotion & scribbles you get by leaving a message board unattended at a trade show.

Magento Redesign / The Researchers Confidential Modified Tue Jun 03 2014 25

The Researchers

Jonathan Atkins, Keith Howard, Coburn Hawk, Daniel Mennega, John Goff

Magento Redesign / What we could do differently... Confidential Modified Tue Jun 03 2014 26

What we could do differently...

1. It might be more effective to position the "Love Notes" in a different way. If the sentence started:

"Dear Magento, please don't change…"

That positioning might yield more actionable data.

2. Some simple lecturns would make it easier for participants to engage, especially when they are at a trade show with the hands full.

3. Whenever possible, having options for the location is critical. Some locations just don't inspire the kind of engagement that is necessary to make this type of interactive experience work.

4. We wanted to also conduct sit down interviews with participants who were willing to spend a few minutes talking. This was scrapped due to the inadequate lighting for good video and the unexpected fast pace of the experience.

5. If we want to have video interviews in the future, we probably need one person dedicated to just that as well as some portable lights.

6. Although we did have a twitter account set up, having a digital display of the notes linked to a hashtag would be a nice upgrade to the experience in the future.

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