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