Presentation of Annamaria Boheim, Interaction Designer, & Heike Funk, Senior Product Manager, held at webmontag #79

1. RELAUNCH CHALLENGES
AND LEARNINGS
FROM A PRODUCT AND UX PERSPECTIVE
Annamaria Boheim & Heike Funk | December 2013

2. WHY A RELAUNCH?

3. The Status Quo

4. HOW TO
GET STARTED

6. 1. Content Audit
List + evaluate
every single element
100+ elements for PDP
Decide:
● KEEP
● CHANGE
● KICK
Prioritize
all elements which should go
on the page

7. 2. Wireframing

8. 3. Design Iterations

9. HAVING A STYLEGUIDE
RULES.

12. BE BRAVE: CUT OFF!

13. Feature creep
useful and usable
Less is more

14. MOBILE FIRST
IS NOT ONLY A BUZZ WORD.

15. Content is king
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
* http://bradfrostweb.com/blog/mobile/content-parity/

16. DON’T TRY TO
REINVENT THE WHEEL.

21. INVOLVE YOUR USERS EARLY.

22. Keep
community
informed
Project
Acceptance
Test with
real users

23. What we did in detail
Blog posts
Newsletters
User surveys
Sneak
Previews for
Top Seller
Inhouse
Usability Tests
onUsability
the existing
Tests
platform
External
Usability
Tests*
Usability tests
on the existing
platform
Alpha & Beta
with feedback
forms
*at Usability Fix YOU IS NOW ImmboilienScout 24

27. Das neue Schaufenster ist
viiiiiiiiel zu groooooß!
Da muss man ja viel
zu viel rumscrollen.
Hilfe! Die Produkte
da oben erschlagen
einen ja total!!!!!!!!

29. What we learned
early user involvement = community’s buy-in and support

30. Idea: Make it a regular thing

31. KILL YOUR DARLINGS.

32. new product
product on sale
free shipping
express
shipping

33. Favorit?
Nur kurze Zeit
Nur kurze Zeit
verfügbar?
verfügbar?
Party?
Das wird geliefert.
Das nicht?
Luftpost?
WTF?

35. MAKE IT A
COMPANY PROJECT.

36. A relaunch is too big for a side project
Regular
Design
Reviews
CS
Workshops
Collect
requirements
and input
Get project
Ambassadors
Internal
Alpha
Relaunch
Roadshow
Internal user
tests &
feedback
Launch
Party :)

37. PRODUCT MANAGER
≠
PROJECT MANAGER
!

38. SHIPPING THE PRODUCT
IS NOT THE END.

40. THANKS FOR LISTENING!

41. PS: We’re hiring...
http://www.jobs.dawanda.com