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Deliver Successful Enterprise Ecommerce Projects

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For more ecommerce webinars visit us at http://www.elasticpath.com/webinars/archive

A successful ecommerce project is a beautiful thing. It can raise revenue, reduce cost, and strengthen a brand. Unfortunately, the visibility of ecommerce and the breadth of stakeholders can amplify the usual project risks-availability of IT skills, understanding of business needs, scope control, accurate estimating, and so on. We sifted through the results (and in some cases, debris) of ecommerce projects over the last 10 years to bring you this "on the ground" view of what to do to turn the odds in your favor.

Featuring: Gord Janzen, Chief Operating Officer, Elastic Path Software and Atul Jain, Associate General Manager, HCL Technologies

Publié dans : Technologie
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Deliver Successful Enterprise Ecommerce Projects

  1. 1. Deliver successful enterprise ecommerce projects<br />Presented by Gordon Janzen, COO, Elastic Path and <br />Atul Jain, Associate General Manager, HCL Technologies<br />Listen to audio using your computer’s microphone & speakers (VoIP) or dial in:<br />United Kingdom: +44 (0) 161 660 8220 <br />United States: +1 516 453 0014 <br />Access Code: 251-153-934 <br />
  2. 2. Introducing Elastic Path Software<br />Provides a flexible, feature-rich framework<br />For enterprises that have unique business requirements and a complex IT environment<br />Over 200 clients rely on Elastic Path<br />#1 ecommerce blog www.getelastic.com<br />
  3. 3. Introducing HCL Technologies<br />Global technology IT enterprise<br />Focused on “transformational outsourcing”<br />Over 10 years of ecommerce experience<br />Partnership with Elastic Path for best in class ecommerce project delivery practices<br />
  4. 4. Agenda<br />How are ecommerce projects different from other IT and marketing projects? <br />What business and project management elements are especially important in ecommerce projects?<br />What technical elements predispose an ecommerce project for success?<br />What are the Top 10 things to do before project kickoff?<br />
  5. 5. Approach<br />Collect experiential data <br />“Hands on” project experiences – 10 sample projects from 10 to 200 person-months<br />Industry stats, analyst and pundit opinions <br />Find common characteristics of projects at the high and low ends of success <br />Split the above into “business” and “technical” factors<br />Provide you with a Top 10 Checklist and practical tools to help you enjoy your next project<br />
  6. 6. How ecommerce projects are different from other IT projects<br />Relatively low cost with high business Impact and ROI <br />Executive visibility due to revenue and brand impact<br />Direct customer visibility<br />Face direct competition from similar applications with peer companies <br />Potentially very complex architecture <br />Need to ensure scalability, security of transactions and data, fault tolerance aspects<br />Integration with specialized products and 3rd party sites/services<br />Integration with existing legacy systems<br />Cross channel Support ( Web, Online, In Store etc)<br />High rate of continuous evolution <br />High production support requirements <br />
  7. 7. Business and project management elements important in ecommerce projects<br />Commitment from organization leadership <br />Teamwork and effective, regular communication between business and  IT teams<br />Requirements management during the complete project lifecycle<br />Customer experience focus <br />Planning and Management of Integration Dependencies between different sub-groups <br />
  8. 8. Commitment from Leadership<br />How to make it happen<br />Early involvement<br />Clear goals, presented to all project participants – “Why this project matters to the business”<br />Ideally, translate these into CR, AOV, Traffic and other ecommerce-specific goals – this will greatly help prioritize work if/when the crunch comes<br />Tool - Project Charter that includes a message from the top re: ecommerce goals<br />
  9. 9. Teamwork<br />How to make it happen<br />Social time <br />people work well with people they like and know<br />ecommerce projects usually involve geographically dispersed teams – spend the money to bring them together<br />Simple communication tools<br />Tools- Agile project plan<br />
  10. 10. Requirements Management / Customer Experience Focus<br />How to make it happen<br />Involve ALL constituents <br />Storefront: Unlike most internal IT projects (ERP, email, etc.), a key stakeholder is end customers - It’s amazing how few ecommerce projects actually get them involved!<br />Marketing and CSR Systems: have BA’s actually sit and watch them work for a few days on their current tools<br />Strongly consider an Agile approach<br />ecommerce involves a lot of non-IT savvy constituents and a very rapidly changing environment – it is very tough to get the requirements right the first time<br />Tools - Agile overview<br />
  11. 11.  What technical elements predispose an ecommerce project for success?<br /><ul><li>Solution Architecture
  12. 12. Store Front Design and Architecture
  13. 13. Integration
  14. 14. Security Considerations
  15. 15. Third Party Solutions </li></ul>Search Engine Optimization<br />
  16. 16. Solution Architecture <br />How to make it happen<br />Separate backend activities from storefront<br />Keep business rules dynamic and flexible<br />Ensure effective integration with existing legacy systems with min latency <br />Ensure vertical and horizontal scalability<br />Ensure performance and availability<br />Ensure security of business transactions<br />Tools<br />EA tools , BPM Tools<br />
  17. 17. Store Front Design & Information Architecture <br />How to make it happen<br />Consider industry specific factors <br />Content and Data targeting to end-users should be business controlled rather than having IT dependency<br />UI Should be intuitive, standard and easy to navigate<br />Straightforward checkout process<br />Provide personalized user experience<br />Effective site search capability <br />Build trust of the customers <br />Measure effectiveness of store’s layout and customer’s behavior <br />Tools and Technologies<br />Graphic/Animation Tools, Authoring/Editing Tools<br />HTML, CSS, Java Script, XML, Flex, Action Script, Flash Removting etc.<br />
  18. 18. Integration<br /><ul><li>How to make it happen</li></ul>Systems must be interconnected and seamlessly integrated to realize their full potential <br />Clear knowledge of integration points and requirements<br />Establish interoperability, both syntactically and semantically<br />Integration should not impact the performance and scalability of the solution<br />The existing, loosely coupled services should be made available in the enterprise to address application requirements<br />Integration Techniques <br />Data Warehousing, Web Services, SOA, ESB<br />
  19. 19. Top 10 things to do before project kickoff<br />Formation of cross functional core team <br />Define and communicate business-level goals<br />Browser to buyer conversion rate<br />Average order value <br />Targeted traffic to the website<br />Brand penetration generated by marketing <br />Improved time to market<br />Cost savings through more efficient order management<br />Enhance customer satisfaction, loyalty, and trust <br />
  20. 20. Top 10 things to do before project kickoff<br />Build vs. Buy Decision<br />
  21. 21. Top 10 things to do before project kickoff<br />Technology decisions<br />Implementation platform (Java/JEE or .NET)<br />Application server, database server etc.<br />Third party solutions and services <br />Tie up with selected external third party vendors <br />Solution architecture blueprinting<br />Develop proof of concept / pilot to bring focus to key areas of concern and take decisions <br />Perform capacity planning <br />Hardware and software license procurement <br />
  22. 22. Top 10 things to do before project kickoff<br />Plan for data security and fraud prevention<br />Involve data security team to comply with standards such as PCI<br />In-house implementation vs. outsourcing decision<br />
  23. 23. Top 10 things to do before project kickoff<br />Effective transition of business requirements from business to IT teams<br />Continuous involvement of business during the complete project life cycle <br />Project planning and management<br />Create detailed project plan <br />Establish processes for communication, change control, and issue management<br />Gather required engineering and project management tools<br />Set up development and test environments <br />Ensure availability of trained resources as per the project plan<br />Define roles and responsibilities of all the stake-holders  and take their commitment <br />
  24. 24. Tool List<br />These tools will be available on the Elastic Path website:<br />Project charter<br />Agile software development life cycle<br />Wiki project index<br />Requirements traceability tool<br />Change request tracking tool<br />
  25. 25. Next month’s webinar<br />Multichannel 2.0: Are you ready for the next generation of commerce channels?<br />Advancements in mobile, interactive digital TV, and in-store digital signage (Multichannel 2.0) will change the face of shopping as we know it—and could even mean the death of POS systems, making commerce platforms even more important to retailers.<br />Presented by Elastic Path ecommerce Analyst Linda Bustos and Product Manager Peter Sheldon <br />Date: Wednesday, May 20, 2009<br />Time: 9am Pacific/ 12pm Eastern<br />Register at www.elasticpath.com/events<br />